Tag Archives: San Francisco

The Ruthless Efficiency of Algorithms is Advancing Digital Frontiers

We recently caught up with Alistair Croll, Visiting
Executive at Harvard Business School as well as our Marketing Analytics &
Data Science Conference keynote speaker, to discuss the state of marketing
analytics and data science, and where it’s going in the future.
Today, Croll helps to accelerate startups, and works with
some of the world’s biggest companies on business model innovation. As an
entrepreneur, he co-founded Coradiant; the Year One Labs accelerator; and a many
other startups. Not to mention, he’s a sought-after speaker, and has launched
and chaired some of the world’s leading conferences on emerging technology,
including Startupfest, Strata, Cloud Connect, and Pandemon.io. Croll is also the
author of four books on technology and entrepreneurship, including the
best-selling Lean Analytics, which has been translated into eight languages.
What is the state of
the data science and analytics industry in 2017?

Croll: There is a realization that data itself doesn’t lead
to answers. This is really maturity: It’s asking the right question that’s
hard. Big data is replacing business intelligence, but most of it is still
being used to run reports and batch processes’rather than to find advantage or
At the same time, feeding the corpus of data into learning
algorithms holds promise. Those with the authority to do so are pointing
machine learning at their data seta to find correlations, then testing those
for causal relationships they can exploit.
What have been the
biggest changes data science and analytics since you started your career?

Croll: I’m not an analyst by trade. But the biggest change
is clear: once, we first defined the schema, then collected data. Now, we
collect the data, then define the schema.
In other words, “Collect first, ask questions
later.” This is a huge difference, but it has sort of snuck up on us. It
means we can iterate more, answering questions and adjusting our lines of
Have the influx of
social media and mobile made your job easier or harder?

Croll: More data sets mean more potential insights, but also
more spurious correlations. So it’s a two-edged sword.
How is data science
and analytics transforming every industry right now?

Croll: The simple, and somewhat terrifying, truth is that AI
gets unreasonably powerful, very quickly. Whether driving a car, or playing a
video game, or diagnosing a disease, or optimizing the design of an aircraft
part, algorithms are better than humans. They don’t get tired; they make fewer
mistakes; they don’t take breaks.
And what do we feed such algorithms? Data. There is no
industry that will not be changed by the ruthless efficiency of algorithms
advancing its digital frontiers.
Why is data science considered
the ‘sexiest job of the 21st century’?

Croll: Data science is the intersection of statistics,
critical thinking, and engineering. It requires a sense of narrative, and the
ability to build something. It’s that element of engineering that distinguishes
it from simple analytics, because it builds things that become products, or
processes. Rather than running a report, it improves the report’s results.
If big data is oil, data science is the refinery that makes
it usable.
What is the biggest
challenge in data science and analytics today?

Croll: We are still, sadly, trying to replace opinions with
facts. My good friend Randy Smerik argues that there’s no such thing as big
data: An airline that knows you’re running late fails to update your hotel;
false positives about in credit card management.
His point is that while we have tremendous amounts of data,
we seldom apply them to significantly improve the business or the customer
experience because doing so means making fundamental changes to the organization,
job descriptions, customer policies, and so on.
Where do you see data
science and analytics moving in the next 5 years?

Croll: Democratization, with the help of smart agents.
Pundits have been saying that for a long time, but in the last couple of years
tools like Cortana, Google Now, Siri, and Alexa’as well as various chat
interfaces like Slack, Sophos, and Skype’are going mainstream.
I also think that insurers will put significant pressure on
companies to implement better analytics and algorithms because it will be too
risky to do otherwise. If the organization can know everything about itself all
the time, it will be expected to do so. “We didn’t know this was
happening” will no longer be an excuse. And consequently, algorithms that
can parse all of that data and reduce risk will be mandatory.
Hear more from
Alistair during his keynote session, ‘Don’t’ Get Duped by Data’ at the
Marketing Analytics & Data Science Conference April 3-5, 2017 in San
Francisco, CA.

Data science and marketing analytics are transforming every
industry. There is a reason why it is being called the sexiest job of the 21st
century. Calling all professionals that want to harness analytics and data
science! Do you realize how critical you are to the future of your organization?
Learn more here: https://goo.gl/CbYosj

Use our exclusive
Blog discount code MADS17BL for $100 off the current rate. Buy your tickets

Full Agenda Revealed – Marketing Analytics & Data Science 2017

When Data Science and Marketing Analytics are at their best,
they can give the business super powers.

But ‘with great power, comes great responsibility.’

The Marketing Analytics and Data Science event
ensures you walk away armed and ready to elevate yourself with in the business:
learn how your peers have applied analytics and data science to solve complex
problems; enable improved decision making; and uncover new opportunities and
increase ROI.

Rare Speaking Appearances by the Best in the Industry:

Including Hal Varian ‘ Chief Economist at Google, Hilary Mason ‘ Former Chief
Scientist at BIT.LY, and Stan Sthanunathan – Executive Vice President -
Consumer & Market Insights at Unilever.

3 Days & 30 Sessions designed for learning and networking. Build stronger
impact, understanding and knowledge to present ideas in a way that maximizes
the impact of your work.

Explore the 2017 Program Now: https://goo.gl/l3QgRS

Hone your craft with the latest tools and techniques in data
science and analytics. Build stronger impact, understanding and knowledge to
present ideas in a way that maximizes the impact of your work. Become the Data
Science and Analytics superhero you always knew you could be.
Use exclusive LinkedIn discount code MADS17BL for an
additional $100 off. Don’t miss out: https://goo.gl/l3QgRS
We hope to see you in San Francisco!
The Marketing Analytics & Data Science Team

Marketing Analytics and Data Science 2017 – Save the Date

Save The Date!
April 3-5, 2017, San Francisco, CA
The U.S. election results proved that there is an urgent
need to improve our prediction models and statistical analysis. Thankfully,
Data science and Advanced Analytics are starting to lead the charge, and that’s
a fundamental reason it’s being called the sexiest job of the 21st century.

The Marketing Analytics and Data Science
is your opportunity to go beyond the data and identify hidden
insights. How can you work together to filter through all the clutter of data
and deliver results that really make a difference?

You are more powerful together than you are on your own!
Join Superheros from:
Director, Alibaba Group
Chief Data Scientist, Mashable
Founder and CEO, Fast Forward Labs
Head of Customer Experience Analytics and
Experimentation, Paypal
Economic Research Scientist, Netflix
EVP Insight, BBC Worldwide
Chief Economist, Google
Visiting Executive, Harvard Business School
And more!
Use exclusive LinkedIn discount code MADS17BL and save $100!
Buy your tickets here: http://bit.ly/2gEIb6e
We hope to see you in San Francisco next spring!
The Marketing Analytics & Data Science Team


Our New Year’s Resolution: Focusing on Your Future

We want you to continue to be successful in 2017. In order
to do that, when it comes to business, you need to think about the future
beyond next year.  
We know you are under pressure from your managers to stay
ahead of the curve and always be thinking of the future in your industries. So,
that’s why it’s more important than ever to attend live conferences and events
to hear what the future holds directly from industry leaders.
Here are the events that
will keep you thinking ahead in 2017:

The Media Insights & Engagement Conference
January 31 – February 2, 2017
The Ritz-Carlton, Fort Lauderdale, FL
Use code MEDIA17BL for an additional $100
Learn more and buy tickets: http://bit.ly/2gJ4vx4
Marketing Analytics & Data Science
April 3 ‘ 5, 2017
JW Marriott San Francisco Union Square, San
Francisco, CA
Use code MADS17BL for an additional $100
Learn more and buy tickets: http://bit.ly/2gJdpKS
FUSE Miami
April 4-6, 2017
Nobu Hotel ‘ Eden Roc, Miami, FL
Use code FUSE17BL for an additional $100
Learn more and buy tickets: http://bit.ly/2h5377e
FEI: Front End of Innovation
May 8-11, 2017
Seaport World Trade Center Boston, MA
Use code FEI17BL for an additional $100 off
Learn more and buy tickets: http://bit.ly/2gFQZbV
June 20-22, 2017
Hyatt, Minneapolis, MN
Use code SHOPPER17BL for an additional $100
Learn more and buy tickets: http://bit.ly/2gybsk2
TMRE: The Market Research Event
October 23-25, 2017
Rosen Shingle Creek, Orlando, FL
Use code TMRE17BL for an additional $100
Learn more and buy tickets: http://bit.ly/2gVLDO9
TMRE Digital
With TMRE Digital you can access 27
Sessions from the World’s Leading Insights Event TMRE from the comfort of your own
home or office.
Learn more and download: http://bit.ly/2fRBgt7
Don’t get stuck in the past. Look forward to the future!  
We hope to see you at our 2017 events!

The Knect365 Team

Top Marketing Analytics & Data Science Trends of 2016 (Infographic)

48% of companies surveyed still do not have a dedicated data science team! Learn how to hire and retain top data scientists at the Marketing Analytics and Data Science Conference! 

Big Data Maven David Plouffe Joins Marketing Analytics & Data Science Conference Lineup!

We are extremely excited to announce David as one of the
distinguished Keynote speakers at The 2016 Marketing Analytics & Data
Science Conference.
From Strategic Advisor to the President of the United States
to Chief Advisor to one of the most successful startups in recent history,
David Plouffe is no stranger to turning data into strategy to successfully
drive a vision forward, and produce actionable outcomes.
Join us June 8-10 in San Francisco to hear David Plouffe’s
keynote on Big Data: Knowing Instead of Guessing.
Widely referred to as the “architect” of President
Obama’s two presidential campaign victories, David will share his experience as
to how to use big data smartly to drive results. He will also share his recent
experience at Uber, where he has won plaudits for the use of technology and
pioneering new applications.
David Plouffe joins an impressive roster of marketing, data
and technology experts who will demonstrate how to deploy analytics and data
science to drive the business forward, including:
Ian Kalin Chief Data Officer of the US
Department of Commerce
Beena Ammanath Executive Director, Data Science
at GE
Brian d’Alessandro, Lead Research Scientist,
Jim Thompson, VP Analytics, Audience Development
- Billboard | The Hollywood Reporter
The Marketing Analytics & Data Science Conference
program is continually expanded to meet your needs.  Now featuring even
more stories, panels, and discussions in the three key areas of Best Practices,
Tools & Techniques, and Innovation & Trends.
Click here to view
our updated brochure:
Use code MADS16BL
for $100 off the current rate. Buy your ticket here:

We hope to see you in San Francisco!

The MADS Team


You Need to Add the ‘Why’ of Data to Build New Business

In our Marketing Analytics
& Data Science
interview series, we are catching up with thought
leaders in the industry to hear their take on how to cut through Big Data, the
state of data science, how analytics helps build business, the most important
marketing metrics today, and the future of marketing.
In our first edition, we sat down with Vicki
Draper, Director of Consumer Analytics & Research at Aol. Here’s what
Draper had to say:
How do you cut
through Big Data to get the real ‘people analytics’? 
Draper: You need
to add the why to move from data to insights - one way to do this is by
combining big data findings with primary research data to get at things
that big data has trouble measuring by itself, like psychographics and emotion.
How does data science
help internal stakeholders inform decisions today?
Draper: I’m on
the primary research team so we’re often using marketing analytics as a
starting place.  For example, from our analytics we’re starting to
see the proportion of traffic coming from off-network increase vs on-network.
So we start with that and then use primary research to explore the ways we can
make that off-network experience as good as possible to get people more engaged
with our properties. Another example is all the primary research we’ve
done to uncover insights around how people shop. We have product teams that are
using these insights in combination with A/B testing to test emotional
engagement metrics as well as transaction metrics to find the best performing
Why are marketing
analytics so important in today’s hyper connected world? 
Draper: On the
primary research team, marketing analytics helps us apply what we learn
from our primary research by giving us a way to test and learn based on what we
see in the real world.
How can data and
analytics help build new businesses?  
Draper: It feeds
into a virtuous cycle. You can launch a product and start collecting user data
which feeds back into your product development cycle so that you can build
better products that maximize metrics like time spent and conversions. In our
shopping research, we talk a lot about how people use the shopping cart as a
wish list or a place to put things that inspire them, even if they are not
intending to transact during that session. So even if they don’t transact
during the session, there is a high level of brand engagement there which is a
good thing. We can then use data science to help discover the triggers that get
people to go back to that cart. We can also look to improve the experience with
the cart by helping people with the real reason they are putting things in
their shopping carts so that we deliver on emotional cues not just utilitarian
What’s the most
important metrics, in your opinion?
Draper: It
depends on what your objective is, but in the digital space the
primary focus is often conversions, while brand metrics are often
forgotten or secondary. However, our shopping research shows that people are
window shopping online all the time, even if they have no immediate intention
of making a purchase. And while they are doing all this window shopping, they
are building a reservoir of product knowledge and brand experiences, good or
bad so when the time comes to make a purchase they are not starting from square
one. Our research shows that the more often people window shop online, the more
likely they are to know what brand they’ll buy before they get into the active
shopping window. In this environment, it’s important to create deeper
brand engagement online and focus on metrics that measure that connection
to make sure your brand gets into people’s consideration set before they
decide they need to make a purchase.
How can data and
analytics help tell a marketing story? 
Draper: As an
example, let’s look at content marketing or whatever you’d like to call it
‘ branded content, sponsored content, branded entertainment, or native
advertising. We have built a data and insight toolkit for content
marketing that informs and/or validates these programs through their entire
lifecycle ‘ from guiding strategy to inspiring program development to
measuring campaign effectiveness. So, for example, we use our Content
Segmentation research findings around why people use and engage with
content to inspire our content marketing team to build a creative program that
increases consumer engagement for a client. 
Then, we not only measure the effectiveness of that program,
we combine the measurement data across all our programs into our Normative
Database of campaign effectiveness. Before we built this database, there wasn’t
really a standard way to measure these types of programs. We built a
methodology that enabled us to hone in on content marketing and understand how
exactly these programs have driven brand impact, a primary KPI for many of
these programs. Over the past three years, we have measured over 50
programs, 250 marketing activations, and over 45,000 consumer experiences that
we’ve collected on behalf of well-known brands spanning many
categories. As we ran more of these content marketing campaigns and
baked this research into the campaign measurement, we aggregated the data
together into a normative database. So data and insights are not only
driving better performing programs, but they are also providing proof points
for the marketing story through the Normative Database.  
Where do you see
marketing going in the next 5 years? 
Draper: Data will
be critical to marketing success, and no longer optional. Marketing has already
started to combine data with creative, and the power of data will be even more
significant in the next 5 years. Also, the relationship between the brand and
consumer will no longer be a one-way conversation. More and more branded
content will come from consumers as brands give up trying to have complete
control over their brand, and will engage with consumers to tell their story.
With technology, brands will be able to personalize consumer experiences at
scale like never before. Finally, it will be increasingly necessary for brands
to think about optimizing towards the things that are important, like
connection with the brand, not just the things they can easily measure. 

Want to hear more from Vicki Draper? Attend the Marketing Analytics
& Data Science Conference June 8-10 in San Francisco, CA. She will be
presenting a session, ‘The Missing Metrics Link: What Digital KPIs Don’t Tell
Us About Shopper Behavior.’ To learn more about the conference or to register,
click here
: http://bit.ly/23ZKJCH

Are you a marketing analytics professional or data scientist? We want to hear from you!

Take Our Marketing Analytics & Data Science Survey for a Chance to Win a Free Conference Pass
By filling out this 10-question survey http://svy.mk/20vPwX8 you automatically enter to win a free
pass to The Marketing Analytics & Data Science Conference this June in San
Francisco. We are giving away a total of 5 free passes to respondents to this
survey over the next month. Winners will be notified via email by Friday, May
Fill out the survey
The Marketing Analytics and Data Science conference is an
inaugural conference that demonstrates how to deploy data science and analytics
to drive business forward, and address the burning challenges in big data. The
holistic agenda, designed for executives across Big Data Analytics, Data
Science, CRM, Marketing Analytics, Customer Experience & related fields
will present actionable best practices, practical case studies, technology
demos and visionary keynotes, as well as unprecedented opportunities to
collaborate with key players from major sectors like retail, financial
services, healthcare, technology, consumer goods/manufacturing, academia,
hospitality, media and government.
Learn more about the
conference here: http://bit.ly/1SJVbDg
We look forward to learning more about your new and growing
roles in marketing analytics and data science!  
The Marketing Analytics & Data Science Conference


Insights, Marketing & Innovation 2016 Event Line-up

Designing Brands
with Purpose
April 4-6, 2016
Nobu Eden Roc, Miami, FL
The pressure to connect consumers and brands is more
meaningful than ever before. Those who can make the connection are thriving and
those who cannot are fading away. FUSE is the only event focused on design as a
strategic force in your quest to build brands and businesses that connect
beyond compare with consumers.
Use code FUSE16BL for $100 off the current rate.
Insight Immersion:
The New Value
April 20-21, 2016
Join a select group of brand and agency leaders, and dive
deep into an experience of consumer culture that will inform, inspire and
energize you.  We take you into the vibrant streets of New York City
to explore current marketplace trends, discover buzzworthy brand
spaces, interact with insightful experts, participate in unexpected
experiences and uncover valuable insights that will dramatically benefit your
FEI: Front End of
Inspiration Needs
May 10-12, 2016
Seaport World Trade Center, Boston, MA
FEI is a conference that senior level R&D,
Innovation, and Product Development executives rely on to thwart the growing
threat of disruption by non-traditional competitors. Large organizations are
under fire to be more agile and opportunistic in their approach to innovation,
adaptation, and disruption. That’s why the 2016 curriculum is designed to help
systematically tackle the innovation process- from ideation through execution-
in order to capture immense innovation.
Use code FEI16BL for $100 off the current rate.

The New Face of Consumer Insights: TMRE
in Focus
Are You Ready for
the New Face of Consumer Insights?
May 23-25, 2016
Ritz Carlton, Marina Del Ray, CA
The producers of TMRE: The Market Research Event arm you
with the new processes, procedures, frameworks and skillsets you need to remain
competitive and relevant. Rethink how your insights teams are structured, how
the back end and operations of research must evolve and harness game-changing
skills to deliver value both internally and to end customers.
Use code INSIGHTS16BL for $100 off the current rate.

Marketing Analytics & Data Science
Unlock Opportunity
and Growth
Jun 8-10, 2016
Hilton, Financial District, San Francisco, CA
The Marketing Analytics and Data Science conference is an
inaugural conference that demonstrates how to deploy marketing analytics and
data science to drive business forward. The conference offers a unique platform
for experts across industries to learn, collaborate and share best practices in
data science, IoT, marketing analytics, and more.
Use code MADS16BL for $100 off the current rate.
Insight Immersion:
The Internet of
June 15-16, 2016
Join a select group of brand and agency leaders, and dive
deep into an experience of consumer culture that will inform, inspire and
energize you.  We take you into the vibrant streets of New York City
to explore current marketplace trends, discover buzzworthy brand
spaces, interact with insightful experts, participate in unexpected
experiences and uncover valuable insights that will dramatically benefit your
Insight &
Activation Strategies that Define the Future of Retail
July 10-13, 2016
Radisson Blu, Chicago, IL
OmniShopper 2016 is a world-class experience focused on
how to translate shopper insights into dramatic growth opportunities for your
business – anticipate and predict the future, generate fresh insights, create
seamless and connected brand experiences along the complex shopper journey and
increase basket growth at every opportunity – in-store, mobile and online.
Use code OMNI16BL for $100 off the current rate.

Foresight & Trends
Save the Date: September 27-19, 2016
Foresight and Trends is for those within innovation, strategic
planning and insight that are charged with setting the vision for their
department and the overall business. FT explores macro trends that are/will
impact all industries and reveals how companies are converting these trends and
global shifts into something ACTIONABLE.
Marketing Research Event
Connecting You to the Best in Insights from Around the
October 17-20, 2016
Boca Raton Resort & Club, Boca Raton, FL
Translating insights into bottom line impact and
demonstrating the NEW business value of research is the holy grail. Level up
your skillset and ensure insights remain indispensable to your business.
Seismic shifts are banging at your door. Drive your future and shape the
industry’s future at TMRE: The Market Research Event.
Use code TMRE16BL for $100 off the current rate.
We hope to see you at one of our conferences in 2016!

The IIR Insights, Marketing & Innovation Team

Get Advice from Marketing Analytics and Data Science Leaders

Data Scientists and Marketing Analytics Experts Unite for a
Common Goal:
To Unlock Opportunity and Growth!
You are invited to the inaugural Marketing Analytics
& Data Science conference
. Join us as influential leaders across
industries converge to uncover the human side of data and analytics to promote
business growth and increased ROI.
June 8-10 | Hilton Financial District | San Francisco, CA

Today, consumers demand more personalized communications,
experiences and products. And internal stakeholders need more predictive
intelligence to make truly informed and strategic decisions. Data science and
analytics will provide the answers and solutions.
Keynote Presenters reveal visionary perspectives and
industry trends that will drive your business forward.
This laser focused three day event features expertly curated
content and workshops on mission critical issues, challenges and opportunities
Ensure data security and customer privacy
Put customer needs and preferences at the center
of your strategy
Understand how advances in technology will
change marketing analytics:  The
analytics of things, the Internet of Things and more
Move from mass data collection, to smart data
Authentically target millennials
Learn about trends, and powerful tools in
Download the brochure
for full program details:
You will leave the Marketing Analytics and Data Science
conference understanding how to deploy data science and analytics to drive
business forward, and address the burning challenges in big data.
Use code MADS16LI for
$100 off the current rate. Buy tickets here:
The Marketing Analytics & Data Science Conference Team