A Guided Tour through Digital Analytics (Circa 2016)

I’ve been planning my schedule for the DA Hub in late September and while I find it frustrating (so much interesting stuff!), it’s also enlightening about where digital analytics is right now and where it’s headed. Every conference is a kind of mirror to its industry, of course, but that reflection is often distorted by the needs of the conference – to focus on the cutting-edge, to sell sponsorships, to encourage product adoption, etc.  With DA Hub, the Conference agenda is set by the enterprise practitioners who are leading groups – and it’s what they want to talk about. That makes the conference agenda unusually broad and, it seems to me, uniquely reflective of the state of our industry (at least at the big enterprise level).

So here’s a guided tour of my DA Hub – including what I thought was most interesting, what I choose, and why. At the end I hope that, like Indiana Jones picking the Holy Grail from a murderers row of drinking vessels, I chose wisely.

Session 1 features conversations on Video Tracking, Data Lakes, the Lifecycle of an Analyst, Building Analytics Community, Sexy Dashboards (surely an oxymoron), Innovation, the Agile Enterprise and Personalization. Fortunately, while I’d love to join both Twitch’s June Dershewitz to talk about Data Lakes and Data Swamps or Intuit’s Dylan Lewis for When Harry (Personalization) met Sally (Experimentation), I didn’t have to agonize at all, since I’m scheduled to lead a conversation on Machine Learning in Digital Analtyics. Still, it’s an incredible set of choices and represents just how much breadth there is to digital analytics practice these days.

Session 2 doesn’t make things easier. With topics ranging across Women in Analytics, Personalization, Data Science, IoT, Data Governance, Digital Product Management, Campaign Measurement, Rolling Your Own Technology, and Voice of Customer…Dang. Women in Analytics gets knocked off my list. I’ll eliminate Campaign Measurement even though I’d love to chat with Chip Strieff from Adidas about campaign optimization. I did Tom Bett’s (Financial Times) conversation on rolling your own technology in Europe this year – so I guess I can sacrifice that. Normally I’d cross the data governance session off my list. But not only am I managing some aspects of a data governance process for a client right now, I’ve known Verizon’s Rene Villa for a long time and had some truly fantastic conversations with him. So I’m tempted. On the other hand, retail personalization is of huge interest to me. So talking over personalization with Gautam Madiman from Lowe’s would be a real treat. And did I mention that I’ve become very, very interested in certain forms of IoT tracking? Getting a chance to talk with Vivint’s Brandon Bunker around that would be pretty cool. And, of course, I’ve spent years trying to do more with VoC and hearing Abercrombie & Fitch’s story with Sasha Verbitsky would be sweet. Provisionally, I’m picking IoT. I just don’t get a chance to talk IoT very much and I can’t pass up the opportunity. But personalization might drag me back in.

In the next session I have to choose between Dashboarding (the wretched state of as opposed to the sexiness of), Data Mining Methods, Martech, Next Generation Analytics, Analytics Coaching, Measuring Content Success, Leveraging Tag Management and Using Marketing Couds for Personalization. The choice is a little easier because I did Kyle Keller’s (Vox) conversation on Dashboarding two years ago in Europe. And while that session was probably the most contentious DA Hub group I’ve ever been in (and yes, it was my fault but it was also pretty productive and interesting), I can probably move on. I’m not that involved with tag management these days – a sign that it must be mature – so that’s off my list too. I’m very intrigued by Akhil Anumolu’s (Delta Airlines) session on Can Developers be Marketers? The Emerging Role of MarTech. As a washed-up developer, I still find myself believing that developers are extraordinarily useful people and vastly under-utilized in today’s enterprise. I’m also tempted by my friend David McBride’s session on Next Generation Analytics. Not only because David is one of the most enjoyable people that I’ve ever met to talk with, but because driving analytics forward is, really, my job. But I’m probably going to go with David William’s session on Marketing Clouds. David is brilliant and ASOS is truly cutting edge (they are a giant in the UK and global in reach but not as well known here), and this also happens to be an area where I’m personally involved in steering some client projects. David’s topical focus on single-vendor stacks to deliver personalization is incredibly timely for me.

Next up we have Millennials in the Analytics Workforce, Streaming Video Metrics, Breaking the Analytics Glass Ceiling, Experimentation on Steroids, Data Journalism, Distributed Social Media Platforms, Customer Experience Management, Ethics in Analytics(!), and Customer Segmentation. There are several choices in here that I’d be pretty thrilled with: Dylan’s session on Experimentation, Chip’s session on CEM and, of course, Shari Cleary’s (Viacom) session on Segmentation. After all, segmentation is, like, my favorite thing in the world. But I’m probably going to go with Lynn Lanphier’s (Best Buy) session on Data Journalism. I have more to learn in that space, and it’s an area of analytics I’ve never felt that my practice has delivered on as well as we should.

In the last session, I could choose from more on Customer Experience Management, Driving Analytics to the C-Suite, Optimizing Analytics Career-Oaths, Creating High-Impact Analytics Programs, Building Analytics Teams, Delivering Digital Products, Calculating Analytics Impact, and Moving from Report Monkey to Analytics Advisor. But I don’t get to choose. Because this is where my second session (on driving Enterprise Digital Transformation) resides. I wrote about doing this session in the EU early this summer – it was one of the best conversations around analytics I’ve had the pleasure of being part of. I’m just hoping this session can capture some of that magic. If I didn’t have hosting duties, I think I might gravitate toward Theresa Locklear’s (NFL) conversation on Return on Analytics. When we help our clients create new analytics and digital transformation strategies, we have to help them justify what always amount to significant new expenditures. So much of analytics is exploratory and foundational, however, that we don’t always have great answers about the real return. I’d love to be able to share thoughts on how to think (and talk) about analytics ROI in a more compelling fashion.

All great stuff.

We work in such a fascinating field with so many components to it. We can specialize in data science and analytics method, take care of the fundamental challenges around building data foundations, drive customer communications and personalization, help the enterprise understand and measure it’s performance, optimize relentlessly in and across channels, or try to put all these pieces together and manage the teams and people that come with that. I love that at a Conference like the Hub I get a chance to share knowledge with (very) like-minded folks and participate in conversations where I know I’m truly expert (like segmentation or analytics transformation), areas where I’d like to do better (like Data Journalism), and areas where we’re all pushing the outside of the envelope (IoT and Machine Learning) together. Seems like a wonderful trade-off all the way around.

See you there!
See you there!

https://www.digitalanalyticshub.com/dahub16-us/