eMetrics Summit London
etc.venues, 200 Aldersgate, 11-12 October, 2017
eMetrics Summit - London - Day 1 - Wednesday, October 11th, 2017
An introduction to artificial intelligence and what it means for marketing analysts
AI and machine learning are coming at us fast. You need to know the basics and the practical applications. Starting with a quick overview of AI and ML, you will understand the language and the implications, be able to speak cogently with your colleagues, and determine where to apply this innovative technology first. You will also get a firm grasp on how these new tools will change your job and what you can do to remain relevant in tomorrow’s marketing department.
How Machine Learning Works for Marketing
What Machine Learning Cannot do for Marketing
How to On-board AI and ML into Your Organization
Data democratization and self-service analytics are possible, if you heed Lucy's warnings and learn from her experience.
We have a vision of self-service where business stakeholders actively pull their own data to answer questions, calling upon analysts only for more complex data wrangling and expertise. If we can get this right, everyone’s a winner – the analysts have a much more interesting ride, and data-led decision-making permeates the whole organisation. But it’s a hard destination in many organisations – including our own. In this talk, Lucy will discuss some of the challenges and the steps they have been taking to move themselves along the path to a self-service “utopia”. She will reflect on a diverse range of topics such as the legacies which sabotage the journey to self-serve, the role of an analyst in helping the transition, and the importance of leadership support.
Moving from in-house analyst to consultant comes with challenges, rewards, and lessons for agencies and brands
Having started work agency side, moved in house and most recently gone solo, Anna will share the most useful lessons learnt with dealing with analytics processes, strategies and resources across different business types. Find out ways to be efficient and effective working with different teams as well as highlights and low lights of each business type.
It takes a village to do analytics - and you need to make it fun!
Andrew will demonstrate a how he has grown the Sky’s digital analytics capability across multiple business units, off shore teams and an ecosystem of agencies and consultancy. Sky is a complex business with great ambitions for delivering digital propositions to customers which is underpinned by customer Intelligence. Learn how Andrew made learning enjoyable by combining Digital Analytics Knowledge with the mechanics of Jeopardy. Digital Analytics learning does not need to be boring!
Audience-first approach in tandem with business goal
While James is looking for a new doctor, he's likely to see +100 marketing messages on his journey to buying; some on mobile, some from dark traffic, some on desktop, some on billboards, some on review sites, some on social, etc. Learn why in a multi-touch, multi-channel world, measurement needs to focus on the user, not traffic, sessions or visits. In this discussion, we’ll focus on how an audience-first approach, in tandem with business goals, inform your measurement strategy and improve your ROI. We'll walk through how we've accomplished this using anonymized client examples and real-world application.
How proper calculation of Customer Lifetime Value benefits the customer as well as the company
How do you incorporate covariates into the extended Pareto/Negative Binomial Distribution model? Marek delivers a little bit of theory, and then a lot of practical results and experience applying Customer Lifetime Value analytics for customer reactivation, retention, loyalty programs, and reward systems. He also looks at CLV in service to revenue prediction, sales plan formulation, and an analysis of the impact of your competition.
Since 2002, the eMetrics Summit has been a safe place to discuss and share common problems. Each of us struggles with getting all the people, process and technology pieces working together. Some are just starting out and some have years of experience, but all of us learn from each other. Often rated the best part of the eMetrics Summit, these Roundtables let us share problems with like-minded professionals. This is your path to answers, a little empathy and a lot of camaraderie. These are your people – they understand your situation.
What does it take to make a large organization more data informed?
A great deal of effort went into outlining the KFC 12 Point Manifesto for Analytics and Jonathan walks us through what’s working and what isn’t. Lesson #1? Starting from scratch at a start-up is much different than trying to change from an established culture to a new one. Learn about KFC’s 12 Points as Jonathan shares their intent and the anecdotes around:
• Business objectives
• KPIs in stone
• CMO/CTO collaboration
• Test & learn culture
• Incremental gains
• List & prioritise questions
• Flexible analysts
• Always-on data warehouse & models
• Weekly scrum, scrum-master
Trials and tribulations of collecting clean data
Good analytics is predicated on good data. Matthew offers up a decade’s worth of tricks, tips and traps learned while trying to bend data collection to his will. Learn the fine art of page and event tagging and the quirks of tag management systems. Setting variables, enabling triggers, cross domain tracking - so much can go wrong. Matthew helps pave the way allowing you to take advantage of his experience.
A checklist of simple techniques, tools and approaches to design a better customer experience, starting today!
All these years of technological progress ought to have brought us some of the future we were told about last century. What happened to the bright technology future we were promised? How does it stack up to reality?
Isn't the Internet a great example though? With over 20 years of e-commerce behind us, technology has improved hugely. We're now in a multi-device, multi-channel and multi-platform world - servicing billions of customers. We have the technology to track people in every tiny interaction with our products, through the entire lifecycle - on all these systems. So why does it still suck so badly? The mobile experience is slow The customer experience sucks. It doesn’t work. It’s too hard to use. Nobody measures this happening. The security of products is terrible. Stuff that looks great to us in our offices is actually costing us money or making customers hate us, without us knowing. The promise and the experience are still worlds apart. Craig will outline where we've gone wrong here - and will give you a checklist of simple techniques, tools and approaches - so you can design a better future for tomorrow, starting today!
eMetrics Summit - London - Day 2 - Thursday, October 12th, 2017
Moving from a report generator to a change agent without losing your job
What frustrates an analytics ninja even more than inconsistent data? Watching the credit given to someone who is better at self-promotion. But that should really be expected, because by definition, the perfect ninja is invisible! Dave shares the critical skills needed to advance your own career quickly, and develop the abilities of your team members to do the same. Discover the secrets of how Dave’s analytics team transformed from being data-providers to catalytic change agents. Learn how to change your marketing-based corporate culture into an evidence-based, decision-making powerhouse. Most importantly, Dave provides evidence that we really can change from being the data nerds sitting in the corner, to being the coolest kids in the lunch room.
- A seemingly great customer might actually be a loss making one
- Understanding customer profitability
- How to surface and understand the financial data that can make the difference
Customer acquisition cost, customer spend and even customer lifetime value don't give you the true picture of customer profitability. A customer's cost to serve, ship, service and risk of fraud/dispute can tip the balance from a seemingly great customer and a loss making one. But this data is typically buried deep in accountacy land. Vicky will talk about why understanding customer profitability matters, and how to surface and understand the financial data that can make the difference to this analysis.
Making dashboards better than ever
Why are UX and UI important for analysts? If you want your dashboards to be understood and be a catalyst for decision making, they must be consumable by the target audience. Annabel spells out best practices in dashboard creation as well as a method to measure their successful usage. Analytics dashboard analysis! She doesn’t stop there because you can’t either. Learn how to refine your dashboards in a program of continuous improvement.
How do you stay relevant today and tomorrow when AI’s determine search results?
While artificial intelligence has been discussed as the "next big thing" for years, search engine companies like Google, Bing, and Amazon have made it a reality. They are using AI systems to write the next generation of organic search ranking algorithms, and generate the best performing ad copy for paid search advertising. These systems have already taken great strides to make AI a part of our lives by moving beyond just providing results for search queries to actually answering questions. Jeff reviews the current state of AI in search engine marketing and where it is headed in the very near future.
Understanding and alleviating inequality in digital analytics.
Diversity improves process, progress and results. All eMetrics attendees are welcome to the Women in Analytics roundtable based on work started by the Digital Analytics Association. The purpose is to understand issues facing women in analytics, discuss ways to support gender equality and create ways to work to improve the situation.
The reality of LTV – practical advice and strategies
We are in the age of the customer and marketers want a deeper understanding of their customers and interactions to leverage loyalty and wallet share. Data analytics professionals need to ensure they have the proper technology and processes in place to effectively manage the necessary data, assumptions, and algorithms. In this session Anne will cover the practical side of building and implementing lifetime value, where to focus for biggest gains and how to work with stakeholders to get there, creating customer loyalty in an increasing fragmented digital landscape and smarter segmentation to leverage loyalty.
Presenting analytics recommendations is as important as having insights
How do you apply the psychology of persuasive design from websites and marketing into analytics presentations? Suniel looks at how the use of social proofing, CTAs, colour, focus, white-space, urgency, etc., can all be used to drive better analytics by improving the conversion of analytics recommendations into business decisions and actions
The need to collect ever richer data and why off-the-shelf tools weren't right for us
The Financial Times hungered for richer data than off-the-shelf tools could provide. So, they took the leap of building their own data collection pipeline. Mark shares the strategy, planning and development challenges of rolling your own. Then, he lays out the impact this new analytics approach has had on the business and culture at the FT.
Conversion Rate Optimization - a Masterclass in 45 Minutes
Let's assume your CRO testing tactics are good and you at least use basic stats calculations to determine whether your test hypothesis has been satisfied to a reasonable level of confidence. What now? What's the long term prognosis for the test treatment? You implement the winner...and what happens next? What might have happened if you hadn't run the test? Will the test winner really deliver the expected ROI? We can answer these questions using a set of techniques. Doug will describe ways to employ available and accessible open source data science tools. You can use these techniques today and deliver even more value from your CRO efforts.