Thursday, June 9, 2016

Marketing Analytics & Data Science Conference: Day 1 Highlights



Day 1 of the Marketing Analytics & Data Science Conference was action-packed and insightful. Here are the highlights of some of the many insights learned and shared:

Keynote Chair Jennifer Nelson, Managing Director, Aviants Insight & Strategy, welcomed attendees and officially kicked off the event.

Guillaume Cabane, VP of Growth, Segment, presented "1:1 Personalization at Scale." He explained how growth marketing = personalization + automation.

Beena Ammanath, Executive Director, Data Science, GE, presented "Industrial Internet: Building the Digital Industrial World with Data Science." She talked about how the success of the Industrial Internet is based on reliability, security and durability.

Edward Wild, Senior Director, Advanced Analytics, PepsiCo, and Ari Tuchman, Co-Founder and President, Quantifind, presented "Social Analytics: How Pepsi is Cutting through the Clutter." Edward explained how the shelf life of a marketing campaign is shrinking radically. Art talked about how Quantifind defines buyer conversations and how they correlate directly to sales.

Venu Gorti, Co-Founder, EVP, Cogitaas, and Dr. Kamal Sen, Founder, President & CEO, Cogitaas, presented "The Next Wave of Analytics - From Decision Support to Directed Decisions." They explained how decision-making has become decision-science and needs analytical support.

Rahul Todkar, Vice President, Charles Schwab & Co., and Rahul Goel, Global Insights Manager - Sense & Respond Marketing Analytics, Clorox, presented "Exploring Trends in Experimentation." They discussed the importance of having the right data structure and frameworks in place.

Roy Ben-Alta, Business Development Manager - Big Data & Analytics, Amazon Web Services, presented "Big Data & Analytics in the Cloud." Roy's discussion included how AWS uses analytics to help their customers, barriers to value, data lakes and big data categories.

Nikhil Nawathe, Media Researcher, Facebook, presented "Fueling Creative with Data." He talked about hypothesis-driven insights and hypothesis-driven creative and how topic data (with some nuances) can be useful for campaign development.

Charlie Burgoyne, Principal Director of Data Science, Frog Design, presented "Data Driven Product Vision." He described how data is creating new modes and models for interacting with companies, work, home, ourselves and one another.

Eric Callahan, Director, Performance Analytics, American Express, presented "Taking Control of Control Groups." One of the insightful topics was how to build universal control groups.

Anna Bergmann, Consultant, Global Medical Customer Analytics and Insights, Eli Lilly and Company, and Dr. Marjo Gazak, Advisor, Medical Information Analytics & Insights, Eli Lilly and Company, presented "Advancing Text Analytics in Medical Information." Anna and Marjo discussed how they effectively and efficiently utilize data captured through customer interactions to improve the customers’ experiences.

Camille P. Schuster, Professor of Marketing, California State University, San Marcos presented "Playing Detective with Data" and showed attendees how to make an impact with analysis.

Leslie Drate, US Consumer Print Social Media, HP, Inc. presented "Data-Driven Social Media." Attendees learned how to reach their ultimate buyer with social media retargeting.

Attendees learned more about Quantifind capabilities as Shravan Narayen, Lead Project Manager, Quantifind, and Art Tuchman, Co-Founder and President, Quantifind, presented "Buyer vs. Buzz: Leveraging Data Science to Find the Signal." Shravan and Art explained the importance of having the right data structure and frameworks in place.

Nancy Kazdan, Business Development Manager, BBSI presented "Your Data Doesn't Always Tell the Story." Attendees learned how to structure and tell a persuasive story.

We like stories because we connect with them emotionally. Stay connected for more conference highlights at #MADSCONF.

San Francisco Photo: Pixabay


Peggy L. Bieniek, ABC is an Accredited Business Communicator specializing in corporate communication best practices. 

Connect with Peggy on LinkedInTwitterGoogle+, and on her website at www.starrybluebrilliance.com. 

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