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Deep Data Diving

Washington DC, October 3-7, 2010

Data mining, data diving and predictive analytics are now part and parcel of a marketer's tool set. Now that statisticians are part of the marketing team, it's your responsibility to understand what they do well enough to manage them. Managing your marketing by the numbers means having a good grasp of the ins and outs of data mining, data modeling, regression trees, and a whole host of statistical methods to make numbers reveal their secrets. But fear not, our team of experts use plain business language to explain how the data you collect from any source can be used to optimize your marketing.

Tuesday, October 5 • 11:10am – 12:00pm • Deep Data Diving 1

Tell Me Something I Don't Know: Data Discovery

Neil Mason, Director of Analytical Consulting, Foviance

This is the assignment Neil once got from a client. "Tell me something that I don't know" is the definition of data mining - discovering unexpected patterns and relationships in data. In this session Neil explores the approach to insight generation through data mining and predictive analytical technologies. Using real world case studies he covers the ins and outs of data mining analytics on digital data, which types of techniques can be used to solve which kinds of problems and some of the challenges that you will inevitable face along the way. Discover what your data can tell you if you ask it the right questions.

Tuesday, October 5 • 3:10pm – 4:00pm • Deep Data Diving 2

Getting Serious About Segmentation

Hila Strong, Sr. Web Analyst, MySpace Inc.
Peder Enhorning, President, Unilytics

Peder presents common types of segmentation, sources for the segmentation data, means of acquiring the segmentation data, and ways for you to set up automated segmentation data updates and interconnectivity. Then Hila offers tips for harnessing the power of customer segmentation when combining multivariate testing and site analytics platforms based on her work at Spark Networks and now at MySpace. She's all about uncovering hidden gems in customer data.

Tuesday, October 5 • 4:05pm – 4:50pm • Deep Data Diving 3

Deep Integration: Conversion and Revenue Optimization

Senthil Mohan, AOL

How does one of the world's most highly-trafficked websites, takes a best-of-breed approach to data analytics to fully understand and engage online participants. AOL utilizes clickstream data to create person-centric views of individual visitors and leverages behavioral targeting and predictive analysis techniques to optimize every message across every web interaction for individual visitors, increasing customer loyalty. Senthil describes how AOL links web data to actionable systems (email marketing, site personalization, etc.) to maximize the value of website optimization initiatives and how they mine social network behaviors and interactions to customize offers for increased conversion rates.