London | 12-13 October, 2016

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Stéphane Hamel

Stéphane Hamel

Digital Analytics Thought Leader,

Workshop: Dashboard & Data Visualization (with Tableau) “Oh magic tool, reveal to me what I can’t see”

30. October 2015, 9.00am – 4.30pm
etc.venues, Liverpool St – Norton Folgate

This hands on workshop led by Stéphane Hamel, one of the industry’s most influential contributor (DAA, 2012), reveals how to turn dull metrics into engaging data visualizations and powerful executive dashboard that inform decisions.

If you want people to act on your data, it has to be meaningful. If you want to drive action in your organization, you have to go beyond canned reporting options and learn how to create great dashboards. And if you truly want to become data driven, you have to empower your stakeholders with the ability to slice & dice the data at will.

Who should attend:

This workshop is ideal for anyone interested in obtaining an effective, broad-based overview of the concepts and features provided by Tableau, with a focus on application for digital analysts.

Learning objectives:

By the end of this workshop, you will be familiar with concepts, will have learned tips, tricks, techniques to create compelling dashboards & visualizations with Tableau:

  • Identify and prioritize what to include in dashboards and visualizations
  • Design effective dashboard layouts
  • Create meaningful tables, graphs and other visualizations
  • Understand how to adapt dashboards for multiple stakeholders and bring interactive elements to them
  • Decide when and why to graduate from dashboards in Google Analytics (or other web analytics tools) to Tableau
BONUS: Participants who bring a sample dashboard or executive report to the workshop will receive specific feedback on how to improve it!

Dr. John Elder

Dr. John Elder
CEO and Founder
Elder Research, Inc.

Workshop: The Best and the Worst of Predictive Analytics: Predictive Modelling Methods and Common Data Mining Mistakes

30. October 2015, 9.00am – 4.30pm
etc.venues, Liverpool St – Norton Folgate

The Best and the Worst of Predictive Analytics: Predictive Modelling Methods and Common Data Mining Mistakes

A free copy of John Elder’s book Statistical Analysis and Data Mining Applications is included.

Intended Audience: Interested in the true nuts and bolts

Knowledge Level: Familiar with the basics of predictive modelling.

Attendees will receive an electronic copy of the course notes via USB

What prior attendees have exclaimed

Workshop Description

Predictive analytics has proven capable of enormous returns across industries – but, with so many core methods for predictive modelling, there are some tough questions that need answering:

  • How do you pick the right one to deliver the greatest impact for your business, as applied over your data?
  • What are the best practices along the way?
  • And how do you avoid the most treacherous pitfalls?

This one-day session surveys standard and advanced methods for predictive modelling.
Dr. Elder will describe the key inner workings of leading algorithms, demonstrate their performance with business case studies, compare their merits, and show you how to pick the method and tool best suited to each predictive analytics project. Methods covered include classical regression, decision trees, neural networks, ensemble methods, uplift modelling and more.

The key to successfully leveraging these methods is to avoid “worst practices”. It’s all too easy to go too far in one’s analysis and “torture the data until it confesses” or otherwise doom predictive models to fail where they really matter: on new situations.

Dr. Elder will share his (often humorous) stories from real-world applications, highlighting the Top 10 common, but deadly, mistakes. Come and learn how to avoid these pitfalls by laughing (or gasping) at stories of barely averted disaster.

If you’d like to become a practitioner of predictive analytics – or if you already are, and would like to hone your knowledge across methods and best practices, this workshop is for you!

What you will learn:

  • The tremendous value of learning from data
  • How to create valuable predictive models for your business
  • Best Practices by seeing their flip side: Worst Practices


  • Workshop starts at 9.00am
  • First AM Break from 10:00 – 10:15
  • Second AM Break from 11:15 – 11:30
  • Lunch from 12:30 – 1:15pm
  • First PM Break: 2:00 – 2:15
  • Second PM Break: 3:15 – 3:30
  • Workshops ends at 4:30

Attendees receive a free copy of John Elder’s book Statistical Analysis and
Data Mining Applications
, an electronic copy of the course notes via USB
drive, and an official certificate of completion at the conclusion of the


John Elder, CEO & Founder, Elder Research, Inc.

Dr. John Elder heads the US’s leading data mining consulting team — with offices in Charlottesville Virginia, Washington DC, Baltimore Maryland, and Manhasset New York. Founded in 1995, Elder Research focuses on investment, commercial and security applications of advanced analytics, including text mining, credit scoring, image recognition, process optimization, cross-selling, drug efficacy, market timing, and fraud detection.

John obtained a BS and MEE in Electrical Engineering from Rice University, and a PhD in Systems Engineering from the University of Virginia, where he’s an adjunct professor teaching Optimization or Data Mining. Prior to 17 years at ERI, he spent 5 years in aerospace defense consulting, 4 heading research at an investment management firm, and 2 in Rice’s Computational & Applied Mathematics department.

Dr. Elder has authored innovative data mining tools, is a frequent keynote speaker, and was co-chair of the 2009 Knowledge Discovery and Data Mining conference, in Paris. John was honored to serve for 5 years on a panel appointed by President Bush to guide technology for National Security. His book with Bob Nisbet and Gary Miner, Handbook of Statistical Analysis & Data Mining Applications, won the PROSE award for Mathematics in 2009. His book with Giovanni Seni, Ensemble Methods in Data Mining, was published in February 2010, and his book with colleague Dr. Andrew Fast and 4 others on Practical Text Mining was published in January 2012.

John is honored to be a follower of Christ and father of 5.

Ton Wesseling

Ton Wesseling


Bart Schutz

Bart Schutz

Chief Persuasion Officer,
Online Dialogue

Workshop: Persuasive Psychology Class – Optimize Your Website

Masterclass: Evidence based growing your business

30. October 2015, 9.00am – 4.30pm
etc.venues, Liverpool St – Norton Folgate

How to apply digital data & psychology

After a huge success on Conversion Conference Las Vegas in May 2015 – Bart Schutz and Ton Wesseling will repeat their data & psychology masterclass at Conversion Conference London and Berlin. This interactive workshop was rated with almost only 4 or 5 stars and 88% of the attendees would definitely recommend this workshop to others.

Summary of the masterclass

Knowing how to be data-driven and run experiments in a valid way is not enough for you to outperform your competitors’ growth. The winner in your market will be the one that boosts his online persuasiveness the quickest!

Yes we will teach you how to be data driven and apply the FACT & ACT optimization cycle, but as peculiar as it sounds, the better you are at influencing your users’ mostly subconscious brain processes, the higher your growth curve will be.

So in this Master Class, we will spoil you with mind blowing scientific insights about your customers’ brain. We will learn you how to apply these insights in a continuous optimization culture and make sure you are not going to make the mistakes that your competitors are making in growing their business.

What You Will Learn

  • The way your users’ brain works while making decisions
  • 20 Pragmatic Persuasion Techniques to apply on your own digital efforts
  • How to outgrow optimization, and achieve exponential growth

Praise from Past Participants

“This Master Class is a perfect blend of gathering knowledge, understand how it works, and then apply it. This training is truly an eye-opener: You’ll look totally different at your customer and you’ll understand how you can apply this newly acquired knowledge”

– Dorine Saes , while working at the internet department of Rabobank (largest financial institution in the Netherlands)

“Highly recommended for anyone interested in the combination of psychology and conversion optimisation! This you do not want to miss!”

– Annemarie Klaassen, while working at the internet department of (owned by TUI – no.1 travel company in Europe)

“The best, quickest and most effective way to learn about the workings of our brain and a matching range of techniques to measurably grow online”

– Roald Tichelaar, while managing the eCommerce department of TU (largest technical wholesale company in the Netherlands)

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