Analytics & Big Data Track

Big Data is changing the way the world does business, and it's only just beginning. So you have mountains of data...now what? Technology allows companies to gather interest data on their consumers, but the next evolution in behavioral intelligence is the ability to make that data actionable. How can companies think smarter and use that data to make it meaningful? Join Michael Hershfield as he discusses how technology is forever changing the way brands think about creating more engaging personal relationships with their customers.

We often focus our online efforts on bringing new customers to our website but little to no focus on what they do when they actually get to our site. Using A/B and multivariate testing to improve conversion rates are often times the fastest route to increasing revenue online. With testing and optimization, you can generate huge lifts in revenue with no additional media dollars. Join Bryan Olschock to learn how to get started, what tools to use, how to prioritize which areas of your site to focus on, tips on what kind of updates make the biggest impact, common pit falls, how to define the proper segment of customer to focus on for each test, and a high level introduction into statistical significance.

The traditional CMO role, now impacted by key trends such as social media and big data, is expanded into CMO/Chief Revenue Officer, or CMO/Chief Technology Officer. Traditional marketing roles and responsibilities in brand and product marketing must now include understanding and applying big data using innovative online technology and services to drive customer acquisition for social media and other strategies. However, with big data comes the responsibility to convert data to intelligence for social media campaigns and for marketers of every level to understand compliance. Join Dr. Cheemin Bo-Linn and Pam Didner, marketing executives from different industries and companies, to hear their best practices related to their one common goal: building robust businesses! Get the most value out of the mash-up of two key trends, big data and social media.

Tag management is a growing field that's allowing digital marketers to do more and stay agile in their work. One of the biggest challenges is the tedious and expensive process of deploying and managing the analytics tags (snippets) required by many online marketing vendors. More and more companies are using tag management to add, modify or remove digital marketing vendor tags without having to know language, and without requiring ongoing IT assistance. Join Ali Benham to learn how digital marketers from major brands are using this new class of application to increase marketing agility, reduce costs, and improve web site performance. In addition, you will learn how tag management is helping companies with the rise in popularity of various platforms, including mobile sites, apps, videos and more.

Traditional push campaign concepts are dead. Last click attribution is irresponsible. Siloed channel marketing will get you fired. So how do you win? Learn how B2B marketers have amplified inbound marketing efforts by leveraging customer intelligence (aka big data). This big data unearths customer insights that help close the marketing loop from first touch to last, through marketing automation to CRM and ultimately to sale. Marketers are winning big with big data, and you can too. Join Thad Kahlow to learn what it takes technically to close the marketing loop. And from there how you really CAN attribute what marketing programs worked, using those insights to drive better customer experience and a more effective sales process.