Multi-Platform Analytics @ Disney ABC Television Group – March 6th in LA

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Consumers don’t just control what content they watch. They control when they watch it, on which screen, and at which viewing location. Whether they consume on-demand or live, alone or together, over time or binged, more viewers are moving seamlessly across time, screen, and location than ever before.

Join us to hear Brian West, Executive Director of Cross Platform Engagement & Analytics at Disney ABC Television Group, as he discusses how his team provides ongoing reporting and analysis on the performance of Prime Time, Daytime, News and Late Night content across a variety of platforms including ABC’s Full Episode Player, ABC on Hulu, ABC VOD, ABC.com, ABCNews.com, GMA on Yahoo!, Netflix and others.

He will also discuss how he takes those insights to inform stakeholders through cohesive storytelling to drive growth for TV, Online, and VOD.

You can find Brian’s LinkedIn profile here: http://bit.ly/2o3H19Z

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eSage Group is the organizer and sponsor for the LA and Seattle Marketing Analytics Groups.

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The Road Ahead w/ Vanguard’s Head of Digital Integration and Analytics – February 21st

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Preparing For Data Driven Success in 2018 and Beyond

Rusty Rahmer, DAA President Elect and Head of Enterprise Digital Integration and Analytics at The Vanguard Group, will share his perspective on the trends and trajectory of our digital analytics industry, the challenges of the next generation of analytics, and how we as practitioners can best prepare for personal success. Topics include, Journey Analytics, Artificial Intelligence, combining Quantitative and Qualitative Data, and Data Science.
Based on his successes at Vanguard, Rusty will then provide guidance as to how organizations can build more successful teams and processes focused on gaining better data-driven, actionable insights to drive competitive advantage and greater customer satisfaction.

About Rusty

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Rusty Rahmer, Head of Enterprise Digital Intelligence and Web Analytics at The Vanguard Group, is an experienced digital leader, with over 10 years of experience driving digital strategy, technology program planning, and delivery at Vanguard. Since 2013 Rusty has been leading Vanguard’s enterprise digital intelligence program and has since built and managed the firm’s Digital Intelligence Center of Excellence. Rusty’s expertise is centered in developing digital program strategy, inspiring business leadership to invest, and providing program leadership through organizational construction and operational transformation.

Location:

General Assembly – Downtown Seattle:  1218 3rd Ave, Suite 300  Seattle, WA 98101

Agenda

6:30 – 7:00 : Networking
7:00 – 7:45 : Presentation
7:45 – 8:30 : Networking
Food and refreshment will be provided to all attendees

Registration

DAA Member: Free
Non Member: $10

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Data-Driven Customer Journey Maps: Urgent Care at MultiCare Health System

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As health care continues to improve customer engagement in an ever evolving digital landscape, MultiCare Health System developed a Customer Journey Map for their new Urgent Care business line following months of research and data gathering.

At January 16th’s Seattle Marketing Analytics Meetup, MultiCare’s Executive Director of Analytics and Digital Strategy, Ann Goldman and Director of Media and Digital Communications, Marce Edwards Olsen, will provide a high level overview of the Customer Journey Map process, as well as discuss the unique analytic and strategic opportunities in retail health.

For additional details and to RSVP, click below:

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Mastering Your MarTech Stack – January 9th’s LA Marketing Analytics Group

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Most CMOs today spend more on technology than many CTOs. With a new “shiny object” appearing daily, it’s hard to know where to focus. What AdTech/MarTech tools should you be using? What 1st, 2nd, 3rd Party Data will improve your marketing? How do marketers make sense of it all?

At January 9th’s LA Marketing Analytics Group,  Mark Osborne, Senior Director of Client Success at Conversion Logic, will share his strategic framework for evaluating current marketing challenges through the lens of potential technology solutions. Included, are interactive calculators for ranking current organizational readiness, comparing alternate solutions, and tracking your path to digital transformation covering many popular buzzwords and acronyms like CRM, DMP, attribution, automation, and more. After his presentation you’ll be able to create a strategic vision for your organization and prioritize marketing technology projects that will make the biggest impact, with the least effort, as quickly as possible.

Mark has spent his entire career in marketing technology, digital strategy, attribution and much more. Currently, he is writing a book titled “Mastering Your MarTech Stack: A guide to getting the most from customer data and marketing technology” which will release sometime in 2018.

Details:

Where:  General Assembly – Santa Monica (map)
When:  January 9th at 6:30-9:00pm
Cost: Free (Appetizers and beverages provided by eSage Group)

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Starbucks’ Nirvana – Nov 28 – Seattle Mktg Analytics Meetup

Rani MadhuraSr. Advanced Analytics Manager at Starbucks, will share with us details around Starbucks’ mission critical Digital Order Management Initiative. The initiative’s goal is to consolidate the Mobile and Café orders to improve customer wait time via creatively managed Order and Item Sequencing decisions.

She will also share on Starbucks’ Capacity Planning Initiative, including

1.  Insights derived from their integration of the cross-functional datasets from Asset Management, Labor Productivity and Store Level Transactional Data Systems

2.  Key Metrics identified to effectively manage inventory levels and dynamic labor allocation

Rani will finally discuss ROI, best practices and future considerations for both initiatives.

Don’t miss this one!!

RSVP Now

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eSage Group (http://bit.ly/2f0JdMj) is the organizer and sponsor for the LA (http://bit.ly/2nhl5GP) and Seattle Marketing Analytics Groups.

Blockchain- Transforming Marketing Attribution & Beyond – Nov 9th LA Marketing Analytics Meetup

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Blockchain is a hot topic these days! What is it? What does it mean for marketing and analytics?

Come to this month’s LA Marketing Analytics Group Meetup to hear Miguel Morales & Sam Kim, Co-Founders of Kr8os, give a crash course in Blockchain and then discuss its use in Open Attribution Modeling and Programmatic Affiliate Marketing.

Where:  General Assembly – Santa Monica (map)
When: November 9th at 6:30-9:00pm
Cost: Free (Appetizers and beverages provided by your organizer, eSage Group)


eSage Group  is the organizer and sponsor for the LA and Seattle Marketing Analytics Groups.

 

Guest Post: The Digital Transformation of Retail

By ShiSh Shridhar, WW Director of Business Intelligence – Retail Sector, Microsoft

You go shopping; let’s say it’s a national hardware store because you have a painting project you’ve decided to tackle this weekend. You have done your research online, chosen the paint and now you are at the store to pick up your supplies and get started. But, when you reach the section with the paintbrushes, you realize you’re not exactly sure what you need. You stand there for a moment trying to figure it out, and then you start looking around, hoping a sales associate will appear. And one does! She’s smiling, and she’s an expert in paints and yes, she can direct you to the brush you need — and reminds you to pick up some blue tape.

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Shopping miracle?

No, shopping future. This kind of positive customer experience is one of the many ways that artificial intelligence (AI), sophisticated data gathering, and the cloud are being used to empower employees, bring consumers into stores, and shorten the path to purchase. These advancements help brick and mortar retailers compete with online retailers in today’s world. It’s the digital transformation of retail, and it’s happening now in ways big and small.

AI + Data = Retail Revolution

This transformation is driven by data, which today can come from any number of sources. In this example (a product called Floor Sense from Microsoft partner company Mindtree), the data is collected from security cameras already in place throughout the store. The cameras capture footage of how people move through space, where they stop and what they do as they shop. The video feed is then analyzed using AI that has been trained to understand how a customer acts when he or she needs help. When that behavior is recognized, a sales associate with the right expertise is sent to talk to the customer and help the customer make a decision.

But a store’s proprietary data is only the tip of the iceberg. Today, there are millions of data points that are either publicly available or easy to purchase from companies like Experian and Acxiom. Retailers can combine that demographic data with their existing CRM data to model behavior and build micro-segmentations of their customer base. Insights from that narrow analysis allow retailers to personalize, predict and incentivize in ways that are far more accurate than ever before.

Putting data insights into the hands of employees

Already, that kind of analysis has helped make online shopping more productive with relevant, timely offers. The next step for retailers is to learn how to make data-driven insights useful to store employees, as in the hardware store example, so they can enhance the customer’s in-store experience. The data could come from a customer’s interactions with the retailer’s app, chat bots, social media, in-store beacons or Wi-Fi, all of which, when compiled, allows a retailer to make extremely accurate inferences about a given customer’s behavior.

Managed well, those insights help a store employee serve a customer better. Managed poorly, personalized targeting in-store has the potential to spook customers. To handle it well, retailers must do two things: First, any in-store tracking should be done through a consumer opt-in, with transparency about how the retailer will use the information. Second, the customer deserves a good value exchange; it must be clear to her how she is benefitting from sharing her information with the retailer, and how her information contributes to delivering her a frictionless shopping experience.

Using a customer’s digital exhaust to everyone’s benefit

As consumers explore purchasing options and develop their preferences using search tools, social media, apps, and in-store visits with a device in hand they leave behind a digital exhaust. Today, advances in AI, data aggregation, and the cloud allow retailers to collect that digital exhaust to generate a style profile of prospective customers, which can then be used to introduce those customers to other products they might like. In this so-called phygital world — where the physical and digital overlap — retailers can combine data from multiple places to make inferences that will help them sharpen their marketing approach. The techniques are at hand — now, it’s up to creative retailers to find innovative ways to use those insights to inspire their customers, and shorten the path to purchase.

This article was originally posted on Independent Retailer.