London | 12-13 October, 2016

Workshops

eMetrics Summit London
etc.venues, Moorgate – Tenter House, 11th October, 2016


Leader:
Stéphane Hamel

Stéphane Hamel

Digital Analytics Thought Leader,
Consultant

Workshop: Agile analytics – From Darkness to Enlightenment in a Day (a radical approach to digital analytics!) – with Stéphane Hamel

Date: Tuesday 11th October 2016
Full-day: 9:00am – 4:30pm

Venue:

etc.venues, Moorgate – Tenter House
45 Moorfields
Moorgate
London EC2Y 9AE
United Kingdom

We’ve been doing it all wrong… the mainstream idea was to gather Business Requirements from stakeholders, define KPIs, create a Solution Design, Implement, Test, Go Live and hope for the best. We were expected to dive in the depth of an ocean of data and find the “precious” – the one and unique golden nugget of wisdom that would transform the organization. Seriously?

The thing is… your stakeholders typically don’t have a clue or they don’t know how to properly articulate their needs. Don’t ask them!

The thing is… there’s never enough budget, enough resources, new tools to learn and a constant deluge of requests!

Instead, take the lead – be the expert! Show them the light, pave the way!

In this workshop, Stéphane Hamel, a recognised industry leader and author of the Digital Analytics Maturity Model, will walk you through a radical new approach to digital analytics. He will share tips and examples that could transform the way you do your job. Utopia or Nirvana? It will be yours to decide!

Who’s this workshop for?

This workshop is ideal for analysts who feel lonely and lost and are looking for a guiding hand and a friend.

What will you learn?

By the end of this workshop, you will know a whole lot more about the following topics:

  • Take the lead, assess needs and get stakeholders buy-in;
  • A step-by-step approach to identify KPIs;
  • An agile, problem-solving process to focus on the right analysis needs;
  • Effectively communicate the results of your findings;

Hands-on!

Put away your cell phone and your laptop – grab a pen and paper! You will have some work to do and some tangible outcomes to bring back to the office.


Leader:
Karl Gilis

Karl Gilis

Co-founder,
AGConsult

Leader:
Els Aerts

Els Aerts

Co-founder and Managing Partner,
AGConsult

Workshop: How to Avoid the Pitfalls of Moderated User Testing with Karl Gilis and Els Aerts

Date: Tuesday 11th October 2016
Full-day: 9:00am – 4:30pm

Venue:

etc.venues, Moorgate – Tenter House
45 Moorfields
Moorgate
London EC2Y 9AE
United Kingdom

Some people think doing a user test just means sitting next to someone and asking them questions while they surf on a website or app. Well, no…

If you want to get reliable and actionable results, you need to be aware of quite a few user testing do’s and don’ts.

In this workshop, you will learn the tricks of the user testing trade from some old pros. Karl Gilis and Els Aerts from AGConsult have been running user tests for 15 years now and have done over 1.000 user tests.

Who’s this workshop for?

This workshop is ideal for everybody who’s interested in learning how to do in person user testing. No background in user testing is required.

What will you learn?

By the end of this workshop, you will know the ins and outs of the whole in-person user testing process:

  • Recruitment of test users
    How important is it to recruit the right users? And how can you reach them? How to avoid no-shows?
  • Test scenario
    How to determine the scope of the test? What kind of questions should and shouldn’t you ask? Does the order of tasks matter?
  • Moderating skills
    How to ask questions in a non-leading way? What about non-verbal communication? How to deal with difficult test users?
  • Eye-tracking
    How can you use eye-tracking? When are heatmaps interesting?
  • And lots more…

Hands-on!

If you sign up, we expect you to get stuck in.

We want everyone to go home with first-hand experience preparing and moderating a short user test.

So you can feel confident to go out and do your own in person user testing.


Leader:
John Elder, Ph.D.

John Elder, Ph.D.

CEO and Founder,
Elder Research, Inc.

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

Date: Tuesday 11th October, 2016
Full-day: 9:00am – 4:30pm

Venue:

etc.venues, Moorgate – Tenter House
45 Moorfields
Moorgate
London EC2Y 9AE
United Kingdom

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.


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, target shuffling 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


Schedule

  • 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 workshop.


Instructor

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 Raleigh North Carolina. 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 21 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 won the PROSE award for Computer Science in 2012.

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


Leader:
Eric Siegel, Ph.D.

Eric Siegel, Ph.D.

Conference Founder,
Predictive Analytics World

Online Workshop:
Predictive Analytics Applied
An Online Introduction

Available on-demand


Serves as preparation for Predictive Analytics World

New to predictive analytics? Take this online course to ramp up before Predictive Analytics World.

Online 5 ½-hour training program:

On-demand at any time start now for 3 months of access
Self-paced e-learning at your convenience
Internationally-friendly taken from over 30 countries

Intended Audience:

  • Managers. Project leaders, directors, CXOs, vice presidents, investors and decision makers of any kind involved with analytics, direct marketing or online marketing activities.
  • Marketers. Personnel running or supporting direct marketing, response modeling, or online marketing who wish to improve response rates and increase campaign ROI for retention, upsell and cross-sell.
  • Technology Experts. Analysts, BI directors, developers, DBAs, data warehousers, web analysts, and consultants who wish to extend their expertise to predictive analytics.

Knowledge Level: No background in statistics or modeling is required. The only specific knowledge assumed for this training program is moderate experience with Microsoft Excel or equivalent.

Attendees will receive 3 months of unlimited online access, a course materials book, and a certificate of completion.


What prior attendees have exclaimed


Workshop Description

Business metrics do a great job summarizing the past. But if you want to predict how customers will respond in the future, there is one place to turn predictive analytics. By learning from your abundant historical data, predictive analytics delivers something beyond standard business reports and sales forecasts: actionable predictions for each customer. These predictions encompass all channels, both online and off, foreseeing which customers will buy, click, respond, convert or cancel. If you predict it, you own it.

The customer predictions generated by predictive analytics deliver more relevant content to each customer, improving response rates, click rates, buying behavior, retention and overall profit. For online applications such as e-marketing and customer care recommendations, predictive analytics acts in real-time, dynamically selecting the ad, web content or cross-sell product each visitor is most likely to click on or respond to.

Predictive Analytics Applied is a self-paced online course instructed by the founder of Predictive Analytics World that covers the following topics:

  • Applications: Business, marketing and web problems solved with predictive analytics. The many ways its predictions can be used to drive various business decisions.
  • Core Technology: How a predictive model works and how it’s created. What a predictive model looks like under the cover. What data is required for predictive modeling.
  • Evaluation: How well a predictive model works and how much revenue it generates
  • Management: Project leadership and business process for predictive analytics; the organizational challenges and how to overcome them.
  • Illustrations: Live demos and detailed case studies
  • Hands-on: “Get your hands dirty” with a revealing Excel-based exercise, bringing a predictive model to life and seeing it improve before your eyes

Sample Screen Shots:

Click on the following images for larger screen shots of the online training video:

Intro and Overview
Intro and Overview

Online Course Content and Format:

Predictive Analytics Applied includes four jam-packed training modules of 60-90 minutes each, totaling 5 ½-hours of viewing time.

This online program is internationally-friendly (but is only available in English) – registrants have participated remotely from 31 countries: Australia, Belgium, Canada, China, Denmark, Finland, France, Germany, India, Ireland, Isle of Man, Italy, Mexico, The Netherlands, Norway, Poland, Portugal, Russia, Saudi Arabia, Scotland, Singapore, South Africa, South Korea, Spain, Sweden, Switzerland, Turkey, United Arab Emirates, United Kingdom, United States, and Uruguay.

Online training participants receive:

  • Unlimited access for three months: View the training module videos as many times as desired for three months, easily skipping to any topic or sub-topic of the training program.
  • Certificate of completion: An official Prediction Impact certificate with your name and the instructor’s signature.
  • Course materials book: Over 100 pages of material that corresponds with the presentation slides shown in the training videos (one book page per slide), and contains additional detailed notes, references and pointers to online resources.

Course materials book
Certificate of Completion
Certificate of completion

Online Video Format. This online training program consists of high-quality videos recorded for online viewing (not the recording of a live seminar). The videos consist of training content, software demos and intermittent instructor appearances, with verbal instruction throughout. The video image is large – the resolution is 800 by 600 (960 by 655 including video control areas), which is a large portion of your screen – possibly the entirety of your screen, depending on its resolution.

Each of the four training modules of this self-paced e-learning program may be viewed at your convenience, pausing, rewinding and fast-forwarding as needed. Within each module, jump to each sub-topic immediately with a single click, and, within each sub-topic, step forward and back at will.

Since the contents are concentrated, a recommended pace is to view one module per week. On the faster side, the entire program may be “crammed” in just four days by viewing one 60-to-90 minute module per day.

In order to meet the unique training needs of business decision makers and analytics practitioners, this training program is:

  • Business-focused. Unlike other training programs that also cover scientific, engineering and medical applications of data mining and analytics, this seminar focuses squarely on solving business and marketing problems with these methods.
  • Comprehensive across business needs. Within this realm, however, we step beyond the standard application of response modeling for direct marketing to solve a wide range of business problems.
  • Vendor-neutral and method-neutral. This training program, which is not run by an analytics software vendor, provides a balanced view across analytics tools and methods.

Registrants for Predictive Analytics Applied receive:

  • On-demand access for three months: View the training module videos as many times as desired for three months, with easy navigation to any topic or sub-topic of the training program. This gives you the opportunity to revisit portions of the course as needed, even after attending Predictive Analytics World.
  • Course materials book: Over 100 pages of material that corresponds with the presentation slides shown in the training videos (one book page per slide), and contains additional detailed notes, references and pointers to online resources.
  • Certificate of completion: An official Prediction Impact certificate with your name and the instructor’s signature.

System requirements to view this online training program:

  1. High-speed Internet connection
  2. Adobe Flash Player 9 installed

You will receive access to the online training program by way of an email sent within two business days of registration (please check your spam folder if you do not see the message within two business days).


Instructor

Eric Siegel, Ph.D., Conference Founder, Predictive Analytics World

The president of Prediction Impact, Inc., author of the acclaimed book, Predictive Analytics: The Power to Predict Who Will Click, Buy, Lie, or Die, Executive Editor of the Predictive Analytics Times, and the founder of Predictive Analytics World and Text Analytics World, Eric Siegel is an expert in predictive analytics and data mining and a former computer science professor at Columbia University, where he won the engineering school’s award for teaching, including graduate-level courses in machine learning and intelligent systems – the academic terms for predictive analytics. After Columbia, Dr. Siegel co-founded two software companies for customer profiling and data mining, and then started Prediction Impact in 2003, providing predictive analytics services and training to mid-tier through Fortune 100 companies.

Dr. Siegel is the instructor of the acclaimed training program, Predictive Analytics for Business, Marketing and Web, and the online version, Predictive Analytics Applied. He has published over 20 papers and articles in data mining research and computer science education and has served on 10 conference program committees.


WORKSHOP TESTIMONIALS

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