IA Converge: The Intersection of Data Science, Market Research & Analytics

Keynote Speakers

All Speakers

  • Angie Aldape – Microsoft

    Social Insights Director, Microsoft

    Angie leads the Social Intelligence Practice (SIP) at Microsoft within Customer and Marketing Research (CMR). She's leading the charge on how social analytics and insights is now becoming a critical component in helping strengthen, connect and engage with customers and consumer by building a center of excellence. She works closely with her research team to leverage social data and provide strategic insights around the competitive landscape, market structure, product insights and in-market performance of campaigns.

     

    • Unlocking Social Intelligence Through Centralized Query Curation

      Wed. December 11, 2019
      11:55 AM to 12:25 PM

      A strong foundation to any social listening research initiative requires a centralized and meticulous query process. Microsoft's Social Intelligence Practice (SIP) spent a year reinventing the way in which social data is sourced for analytics and insights - and queries were at the core of the transformation. To meet the changing and competing needs of campaign, commercial, and consumer stakeholders, the SIP team rolled out a centralized query framework across Microsoft to address the issue of fragmented data and ensure global teams were leveraging relative data sets. Today, SIP is the gold standard for all social listening queries. Join this session to learn about what this means to Microsoft, how it's changed their social intelligence research strategy and how you can apply these learnings to your organization. 

  • Ujwal Arkalgud – MotivBase

    Co-founder & CEO, MotivBase

    Ujwal is an award-winning cultural anthropologist and entrepreneur. He is a pioneer in the study of consumer beliefs and culture on the internet. His work in this area spanning over a decade led to the creation of the big data ethnographic method which today powers his company's technology, MotivBase. Ujwal is also an adviser and investor to a handful of B2B startups and serves on the board of the Center for Food Integrity in the United States.

    • AI Applied: How Contextual Intelligence Will Shape How We Predict Human Behavior

      Tue. December 10, 2019
      1:15 PM to 1:30 PM

      Artificial intelligence is the worst buzzword to happen to the social and behavioral sciences. Why? Because it is thought of as the solution rather than a pathway to get to better solutions. In this talk, we'll introduce the idea of Contextual Intelligence (CI), as the true form of Artificial Intelligence. We'll explain how context gives us the ability to use AI tools to decode trends, identify and quantify new demand spaces and make better predictions.

      Most importantly, we'll talk about how CI allows us to get past the industry's perspective on trends, and actually look at the consumer's unaltered lens to identify new revenue opportunities. We'll do all this through the use of interesting use-cases leaving the audience with a solid framework and understanding of context and its value to the world of data science and research.

    • AI Applied: Moderated Discussion

      Tue. December 10, 2019
      1:50 PM to 2:05 PM
  • Michael Becker – Identity Praxis

    Author, Strategic Advisor, Identity Praxis

    Michael is an identity and personal information management solutions strategic advisor. He advises clients on business and marketing strategy, product development, business development, and marketing. He also represents them at leading trade groups, like the Mobile Ecosystem Forum.  Michael is an advisor to Assurant, Predii, Privowny, and is a board of Trustee for Marketing EDGE. He has been a member of Assurant’s Digital Advisory Board since 2013. He is the co-author of Mobile Marketing for Dummies and number of other books and articles.

    • The Identity Nexus: The Future of Consumer Personal Information

      Wed. December 11, 2019
      8:45 AM to 9:30 AM

      For the last decade, marketers have become experts in using data to create a rich set of products, services and experiences for consumers. People are now starting to wake up and say stop. The implications of this push back from consumers to protect their privacy and more actively manage their identity and personal information will have a profound effect on the future of marketing. It is by understanding the Identity Nexus that businesses and marketers will be able to thrive as attitudes and behaviors change regarding personal information and privacy.

  • Tracy Behzad – MarketCast

    Vice President, Human Resources, MarketCast

    Tracy partners with MarketCast Group’s senior leaders to ensure a strong culture through organizational health, team and leadership development, and talent management. As VP of HR, she works with executive teams and employees at every level to solidify values and create impactful programs that enhance employee engagement. 

    • Data Analytics Talent Development

      Wed. December 11, 2019
      10:45 AM to 11:15 AM
  • Steven Blum – Kantar

    VP, Data Strategy, Kantar, Profiles Division

    Steve is a leader in data strategy and thought leadership within the Profiles Division of Kantar and leads a team responsible for developing and managing digital research capabilities and solutions. His team focuses on delivering innovative ways to compliantly collect and connect data with full consumer consent and transparency. He finds it particularly gratifying to help traditional research clients discover that they can increase the value and relevance of their segmentation, brand tracking and attitudinal research by creating and validating targetable audiences.

    • Managing New Data Streams

      Wed. December 11, 2019
      2:10 PM to 2:40 PM

      The emergence of new data streams has the potential to paint a more vivid picture of target consumers and stands to improve our ability to predict success or failure for products, services, ad campaigns and more.

      But only if you understand how this data is obtained, analyzed and properly integrated with existing data sets.

      We'll get expert advice and field your questions about incorporating data flowing from IoT, voice, video, clickstream and elsewhere.

  • Rebecca Brooks – Alter Agents

    Co-Founder / Partner, Alter Agents

    Rebecca is fascinated with how the digital world is transforming the way we approach marketing, branding and research. By creating an environment at Alter Agents that fosters passion, creativity and commitment, she and her team have consistently uncovered intelligent insights for clients such as Buzzfeed, eBay, Google, Hyundai, Yahoo, Viking River Cruises, and many more. She shares her knowledge and original research on consumer behavior, the promiscuous shopper and brand alignment by speaking at national conferences and authoring feature articles for global publications. 

    • Data Analytics Talent Development

      Wed. December 11, 2019
      10:45 AM to 11:15 AM
  • Kegan Clark – Riot Games

    Senior Researcher, Riot Games

    Kegan serves as Team Lead of the League Strategic Intelligence (LSI) group at Riot Games. Her primary focus is on helping League Leadership stay informed about the health of League's engagement and revenue globally. Additionally, her team continuously analyzes the competitive landscape both in China as well as in North American and European regions to understand how the product should adapt to best thrive in a competitive marketplace.

    • How Riot Games Scores Big With Data Analytics

      Tue. December 10, 2019
      9:45 AM to 10:30 AM

      See how this leading video game developer (League of Legends) and esports tournament organizer combines player telemetry, social science research, and data scraped from web sources to analyze market trends and connect with players around the world.

  • John Copeland – Adobe

    Vice President of Marketing Science and Customer Insights, Adobe

    John is the Vice President of Marketing Science and Customer Insights at Adobe. John and his team of market researchers, analytic advisors, and data scientists are responsible for improving customer experiences and marketing performance across Adobe's Digital Media and Digital Experience businesses. John has over 20 years of experience in brand and marketing strategy, customer insights, and analytics. Prior to joining Adobe, John held leadership roles at McKinsey & Company, Accenture, Prophet, Rosetta, and ebay.

    • Leveraging Data to Run Adobe's Digital Business

      Wed. December 11, 2019
      1:10 PM to 1:40 PM

      Get an inside look at how Adobe is using data from across the enterprise to fuel its Data-Driven Operating Model (DDOM). This approach overlays a customer journey framework to understand which portions of the journey are performing at, above, or below plan and allows teams from across the functions of the business to focus their efforts where they are most needed.

    • Welcome - Setting the Stage

      Tue. December 10, 2019
      8:30 AM to 9:00 AM
  • Melanie Courtright – Dynata

    EVP, Research Science and Data Strategy , Dynata

    Melanie has spent nearly 25 years designing, executing, and interpreting research for agencies and corporations, and is an industry voice in market research for trends and the next generation of data collection. Known as an expert methodologist, she started her career at a full-service research firm in Dallas where she spent ten years developing her strong research background.

    • Welcome - Setting the Stage

      Tue. December 10, 2019
      8:30 AM to 9:00 AM
  • Hilary DeCamp – LRW

    Chief Research Officer, LRW

    Hilary lives and breathes research. It's no wonder, then, why she's charged with overseeing all of LRW's research methods, strategies and tactics. She especially loves to collaborate with LRW clients and staff to solve the most challenging business problems in a world of rapidly changing marketing tools and methods. She has spent over half her life designing primary research solutions to meet the custom needs of clients.

    • Market Segmentation in the Digital Age

      Tue. December 10, 2019
      11:40 AM to 12:10 PM

      With the advent of big data, digital marketing, and mobile everything you might be wondering whether survey-based market segmentation is still relevant. It is! But that doesn't mean that you can do it the same old way. 

      In this session I'll share four keys to designing and implementing a market segmentation that addresses both the challenges and opportunities presented by today's digital marketplace:

      1. Define and Design to Find Differences
        Learn how to efficiently scope your project to ensure that you don't miss crucial emergent issues.
      2. Bring New Data Streams to Bear
        Learn how to implement survey and behavioral data to maintain quality without overwhelming your respondents.
      3. Inform and Inspire Stakeholders
        Learn how to capture and communicate the richness of your segments through effective storytelling.
      4. Take Action
        Learn how to activate your segmentation in advertising, CRM systems and at consumer touchpoints.
  • Josef Fischer – Behaim ITS

    CEO, Behaim ITS

    Josef was born and raised in Nuernberg, Germany where he attended the Martin Behaim University specializing in science and mathematics. After attending the University of Michigan's Ross School of Business and working in Investment Banking for the first part of his career, he founded Behaim ITS - an IT Services firm specializing in: Microservices, Internet of Things (IOT), API Management, Complex Event Processing, Big Data and Visualizations.

    • Merging MRX and IT to Improve the Customer Experience: A Case Study

      Tue. December 10, 2019
      1:35 PM to 2:05 PM

      Companies are investing heavily in the Customer Experience and building data warehouses to collect and store as much information on their customers as possible. While data architects have the tools to wrangle all of this operational data, or O-data, MR professionals are needed to unlock the insights. 

      Hear how an IT firm, Behaim ITS, and an MR firm, Numerious Inc. were able to combine their skills to uncover key strategic insights for major corporations across many industries including telecom, energy, and manufacturing. Examples include:

      1. Using X-data (customer survey data, Public "sentiment" data) to explain "experiences" happening in the O-data (i.e. canceling accounts)
      2. Using O-data (missed delivery windows) to explain dips in customer satisfaction (X-data)
      3. Using both X- and O-data to develop personalized customer experiences for high-priority customers
  • Jonathan Gavetti – Merck

    Market Research Analyst, Merck

    Jonathan has been with Merck for over 20 years. During his time there he has held a range of positions from sales, training, marketing and most recently market research. He’s worked in market research for five years and has an active curiosity for developing new approaches to solving challenging business needs. He received his University of Georgia Principles of Pharmaceutical Market Research Certificate in 2017.

    • Integrating Data Sets to Find Waldo

      Tue. December 10, 2019
      3:25 PM to 4:00 PM

      After a highly anticipated launch of two next-in-class agents failed to deliver upon expectations, the combined insights and analytics teams at Merck set out to diagnose the issue. After primary research determined that sales targeting was the underlying cause, internal and external analytics resources were leveraged to create a predictive model for ascertaining which physicians would be most likely to start or switch their patients to either of these two new agents. The architects of this solution will detail how three data sets were integrated with NLP, ML and Predictive Analytics to create detailed profiles of appropriate targets by brand and in so doing reinvigorated the launch of these important new treatments.

  • Jeff Greenfield – C3 Metrics

    COO and Co-founder, C3 Metrics

    Jeff is the co-founder and Chief Attribution Officer of C3 Metrics. As the chief architect of the platform, he worked directly with the former CEO and Chairmen of Nielsen to solve advertising’s Attribution problem.

    Jeff’s history of technology and marketing initiatives have served blue-chip clients including GlaxoSmithKline, Kimberly-Clark, Sony BMG, Black & Decker, Forest Labs, Plum Creek, and more.

    • How Attribution Standards Will Change Advertising & Analytics

      Wed. December 11, 2019
      2:40 PM to 3:10 PM

      As the science of attribution – the ability to gain insight into the relationship between advertising spend and outcome – advances with forthcoming Media Rating Council (MRC) standards this year, it is of course transforming the way in which advertising is measured, bought and sold. Will advertising need to be rethought in this new paradigm? What are the implications for advertising creative and media programming? Join us for a timely, much-needed look at the near- and long-term effects of attribution science on the future of analytics and advertising.

  • Andrea Jones-Rooy – NYU

    Professor, Data Science, NYU

    Andrea is a social scientist, diversity research consultant, and professor of data science at NYU. She holds a PhD in political science and complex systems from the University of Michigan, Ann Arbor. In her spare time she is a standup comedian and circus performer, both of which she has performed for audiences (including royalty) around the world.

    • Data Scientist As Data Skeptic

      Tue. December 10, 2019
      4:40 PM to 5:25 PM

      A professor of data science at NYU and a social-science consultant for companies, Andrea Jones-Rooy makes her living from data. Yet, she consistently finds herself reminding students and clients that data is not a perfect representation of reality: It’s a fundamentally human construct, and therefore subject to biases, limitations, and other meaningful and consequential imperfections.

      Andrea warns that, in this information-crazed era, we’ve conflated data with truth. And this has dangerous implications for our ability to understand, explain, and improve the things we care about.

      Step away from the data frenzy as Andrea helps us question the origin and context of each data point. It’s a mindset that will promote scientifically sound research at the outset of your projects and a perspective you need to relentlessly challenge and question any data-backed finding that crosses your desk.

       

  • Velitchka Kaltcheva – Loyola Marymount University

    Professor, Marketing, Loyola Marymount University

    Velitchka is Professor of Marketing at Loyola Marymount University. She has published articles and book chapters on a number of marketing topics, including customer relationship strategies, services and retailing, and social media marketing strategies. Her work has been published in premier marketing journals such as the Journal of Marketing, the Journal of Interactive Marketing, the Journal of Business Research and the Journal of Marketing Theory and Practice. Her research has been reviewed by The Economist and Marketing Week.

    • Data Analytics Talent Development

      Wed. December 11, 2019
      10:45 AM to 11:15 AM
  • Rob Key – Converseon

    CEO, Converseon

    Rob is founder and CEO of Converseon, a leading social consultancy + technology firm, that for over a decade has helped leading brands fully leverage the value of social data across the enterprise to drive business results.Forrester Research named Converseon a leader in the Enterprise Social Listening Wave of 2010, and Strong Performer in 2012/2014 with highest industry scores for research/consulting (5 out of 5 score), data processing and sentiment analysis.

    • New Approaches to Measuring Brand Trust in the #Fakenews Era

      Tue. December 10, 2019
      2:50 PM to 3:25 PM

      Polarization, tribalism, "fake news" and growing expectations by consumers for brands to take positions on key social values and exhibit "purpose" beyond their products have created a "post-trust" environment that is increasingly challenging for organizations to navigate effectively. Learn how active machine learning is able to classify "trust" conversation from unstructured social data for real time/predictive understanding and actionability. Witness how organizations can benchmark to their industry as well as "cross industry" to generate important insight, evaluate root cause drivers such as CX, CSR, and brand purpose and how brands like Wal-Mart are using this data for enhanced understanding and use.

  • Ksenia Konkina – Engine

    Head of Data Strategy , Engine

    Ksenia heads up the Data Strategy Practice at Engine Insights, the research arm of the full-spectrum marketing firm Engine Group. She identifies, onboards, and manages an ecosystem of data partners and is responsible for the sales and delivery of any data-enriched engagement. Previously, Ksenia applied her passion for quality, efficiency, and process improvement to a number of operations roles in the research and political spheres. Ksenia holds a BA in Environmental Studies and an MA in Social Sciences, both from the University of Chicago.

    • Welcome - Setting the Stage

      Tue. December 10, 2019
      8:30 AM to 9:00 AM
  • Andrew Konya – remesh inc.

    CEO, remesh inc.

    Andrew is co-founder, CEO, and wizard of Remesh. He started Remesh when he was a PhD candidate in computational physics, inspired by friends from areas of the world in conflict that just wanted to be better understood. To try to help, he decided to use his chops in artificial intelligence to devise a way to interact with people and understand large groups much more authentically, and voilà, Remesh was born. While no longer thinking about how to measure the universe everyday, he applies his algorithms to power Remesh's innovative technology. Fueled by his daily chocolate muffin, he is the heart and soul of Remesh.

    Fun Fact:

    Outside of the office, Andrew can be found sketching candid life around him and writing, playing, and recording music throughout New York City.

    • AI Applied: Morality of Market Research in the Age of AI

      Tue. December 10, 2019
      1:35 PM to 1:50 PM

      Market research typically uses conversation or passive observation to learn about people. But, how can these methods of learnings go wrong, especially when artificial intelligence is present?

      The primary four risks of using artificial intelligence in market research include:

      1. Enablement of malicious intent
      2. Invasion of privacy
      3. Reduction of agency
      4. Unpredictable secondary effects

      The future of AI in market research might include look like AI systems that look and talk like humans to enable conversation, active observation of web activity and passive observation of image data to feed predictive analysis, or induction of behavior in daily activity outside of advertising. To define ethical use of these practices, we must consider if they are consensual, healthy, and truthful.

    • AI Applied: Moderated Discussion

      Tue. December 10, 2019
      1:50 PM to 2:05 PM
  • Amy Lawrence – Frankfurt Kurnit Klein & Selz

    Associate, Privacy & Data Security Group, Frankfurt Kurnit Klein & Selz

    Amy advises clients across industries in privacy and data security matters involving the collection, storage, and use of data. She works with clients to develop privacy and data security programs and policies, respond to data breaches and regulatory inquiries, and conduct privacy due diligence. Her practice places her on the cutting edge of privacy and data security law, regularly advising on the EU General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA) to build appropriate compliance programs and procedures.

    • Analytics & Privacy: Staying Within Legal Boundaries

      Tue. December 10, 2019
      11:40 AM to 12:10 PM

      Get an expert assessment of the current and future data privacy landscape as it specifically pertains to data analytics work in the insights space.
      Less than a month before the wide-sweeping and much anticipated CCPA takes effect, this is an ideal time to dive into this groundbreaking regulation to learn of the repercussions for all working in insights.

  • Alon Leibovich – BrandTotal

    CEO & Co-founder, BrandTotal

    Alon is the co-founder and CEO of BrandTotal, a marketing technology platform that empowers marketers to discover and act on threats and opportunities in real time. As a communication strategist at McCann Worldgroup, Alon identified a major blindspot in analyzing competitive advertising, where 85% of sponsored posts are not viewable to the public - creating a massive gap in competitive insight.

    • Out of the Darkness: Tracking the Effects of Personalized Marketing Across Social & Digital Platforms

      Tue. December 10, 2019
      1:00 PM to 1:30 PM

      Fueled by personalization & targeting, dark marketing is transforming the brand marketplace, making it difficult to get a coherent view of what's happening from the consumer's perspective. Marketers have few tools to measure across platforms or assess the competitive landscape - the increasing number of data sources makes it difficult to understand how exposure & engagement are affecting brand building & market performance.

      By unifying data through a common data set (MRI), GfK & BrandTotal will unlock the world of dark marketing & provide a coherent view of brand, behavior, digital & social marketing effectiveness.

      GfK & BrandTotal will show how to create an integrated measurement of brand, behavior, digital, social & TV exposure to evaluate a single target audience, including customer segments & prospects, track the behavior of high-value customer segments within walled gardens, then connect that information to larger data sets, and move from "tracking" to "prescriptive analytics."

  • Melissa MacGregor – Microsoft

    Research Manager, Microsoft

    Melissa joined Microsoft in early 2019 to support the transformation of the company’s social intelligence practice. As a research manager, she broadens and deepens the responsible use of social data so her colleagues can better understand customer needs and the competitive landscape. Her background includes behavioral segmentation, data stewardship, advanced user analytics, natural language processing and technology trends. Melissa is alum of Notre Dame, NASA Datanauts and Yahoo. She is also a big fan of R.

    • Unlocking Social Intelligence Through Centralized Query Curation

      Wed. December 11, 2019
      11:55 AM to 12:25 PM

      A strong foundation to any social listening research initiative requires a centralized and meticulous query process. Microsoft's Social Intelligence Practice (SIP) spent a year reinventing the way in which social data is sourced for analytics and insights - and queries were at the core of the transformation. To meet the changing and competing needs of campaign, commercial, and consumer stakeholders, the SIP team rolled out a centralized query framework across Microsoft to address the issue of fragmented data and ensure global teams were leveraging relative data sets. Today, SIP is the gold standard for all social listening queries. Join this session to learn about what this means to Microsoft, how it's changed their social intelligence research strategy and how you can apply these learnings to your organization. 

  • Raj Manocha – Methodify

    Executive Vice President, Methodify / Delvinia

    As President, Raj has played a pivotal role in developing Methodify, Delvinia’s research automation platform and has led the international expansion of the company’s data collection services. He is also responsible for the sales and commercialization efforts across Delvinia’s business units, all of which are focused on innovative data collection.

    Raj is chair to the board of the international chapter of the Insights Association. He is also on the advisory board of the Master of Science in Marketing Research Program (MSMR) at Michigan State University where he aims to use his leadership and knowledge to develop the next generation of business and marketing leaders.

    • Emerging Data Collection Methods

      Wed. December 11, 2019
      1:40 PM to 2:10 PM

      Both passive and active, new methods of collecting information about consumers continue to emerge.

      From chatbots to blockchain and more, we'll discuss some of the newest, most promising techniques and tools so you understand how and where they can best be leveraged to obtain deeper insights.

  • Jeff Marshall – Protagonist

    EVP Client Solutions, Protagonist Technology

    Jeff is EVP Client Solutions at Protagonist Technology, the world's leading Narrative Analytics company.

    • Narrative Analytics: A New Method for Audience and Brand Research

      Wed. December 11, 2019
      11:20 AM to 11:50 AM

      Learn to apply Machine Learning and Natural Language Processing to digital conversations to understand audience attitudes and drive marketing strategies. 

      Through a case study from a leading social media company, we explore how the company used these Narrative Analytics techniques to understand the drivers of trust and distrust of social media companies. We'll discuss how the company used these insights to drive marketing and product decisions to foster trust, especially with target audiences. 

      Then discover how you can put these ideas into practice, either in-house with available tools or via outside providers.

      Participants will leave this session understanding how to:

      • Use Machine Learning and NLP to analyze digital data and understand target audiences
      • Apply Narrative Analytics insights to drive various marketing and product activities
      • Get started with Narrative Analytics today        
  • Anees Merchant – Course5 Intelligence

    Senior Vice President, Digital, Course5 Intelligence

    Anees leads the Analytics and Insights business and brings over 21 years of experience to Course5 Intelligence. He has worked with numerous global Fortune 500 clients across various industries, including Retail, Travel and Hospitality, Telecommunications and Technology, Media and eCommerce. In his tenure, he has setup global digital and analytics delivery hubs for clients. He has worked with clients to drive impact to their business by enabling them with innovative solutions and practices. At Course5 and in his previous organizations he has launched award winning and industry recognized practices and solutions. He is currently focusing on leveraging Artificial Intelligence to create disruption in the space of digital and insights. Apart from strong digital domain and analytics background, Anees is also certified on Lean Six Sigma with a MBA from NMIMS, Mumbai.

    • The Unknown

      Wed. December 11, 2019
      10:45 AM to 11:15 AM

      Join us for a look inside iHeartMedia's day-to-day operations to see how insights and analytics are being disseminated across the organization. Witness how leveraging NLG, AI, and other technologies enable data to be delivered at the right time with optimal insights to maximize business outcomes.

  • John Mitchell – Applied Marketing Science (AMS)

    President & Managing Principal, Applied Marketing Science (AMS)

    John Mitchell is the President & Managing Principal at Applied Marketing Science (AMS). John’s career spans 15 years of innovation, market research, management consulting, and marketing strategy. In addition to his AMS experience, John has been a customer insights expert at McKinsey & Company and has led the North America customer insights team at Vistaprint.

    • AI Applied: Synthesize More, Analyze Less – How AI Can Make Insight Generation Faster & Easier

      Tue. December 10, 2019
      1:00 PM to 1:15 PM

      In a recent article in the journal Marketing Science, researchers at MIT explained how convolutional neural networks-a type of supervised machine learning-can dramatically reduce the time and effort required to understand customer needs and identify "pearls" of insight that traditional research methods like focus groups and interviews might miss. Working with the researchers, AMS helped validate their approach against existing reference data and field test it on real studies for corporate researchers. The session will explain both the science and art behind the approach and provide evidence of its effectiveness through case examples in both B2C and B2C categories. It will also preview emerging ideas under study and development. 

    • AI Applied: Moderated Discussion

      Tue. December 10, 2019
      1:50 PM to 2:05 PM
  • Brin Moore – Trusted Talent

    Partner, Trusted Talent

    Brin is a Partner at Trusted Talent, a firm specializing in helping market research firms find the right talent for the right jobs. An industry-leading executive, Brin has over 20 years of diversified expertise in building, leading and mentoring world-class sales, business development, product and marketing organizations in the market research industry.

    • Data Analytics Talent Development

      Wed. December 11, 2019
      10:45 AM to 11:15 AM
  • Paul Neto – Measure Protocol

    Co-founder and CMO, Measure Protocol

    Paul Neto is a pragmatic technologist and market researcher.

    Paul is currently co-founder and Chief Marketing Officer at Measure Protocol, a blockchain-powered marketplace for human-generated data. Prior to founding Measure Protocol, Paul was VP of Digital & Media at Kantar Canada and helped to drive the organization’s digital initiatives through innovation, partnerships, and thought leadership while helping clients navigate the digital landscape.

    • Emerging Data Collection Methods

      Wed. December 11, 2019
      1:40 PM to 2:10 PM

      Both passive and active, new methods of collecting information about consumers continue to emerge.

      From chatbots to blockchain and more, we'll discuss some of the newest, most promising techniques and tools so you understand how and where they can best be leveraged to obtain deeper insights.

  • Gil Oliveira – Netquest

    Client Manager Director and Behavioral Expert, Netquest

    Gil is a graduate from Princeton University with a degree in Chemical & Biological Engineering. Post-graduation, he joined the Netquest US Operations Team and his inquisitive mind has helped Netquest assimilate into the US Market. Today, he is working on Netquest's commercial team as a Client Manager with a special focus on growing behavioral clickstream data awareness across the industry.

    • Managing New Data Streams

      Wed. December 11, 2019
      2:10 PM to 2:40 PM

      The emergence of new data streams has the potential to paint a more vivid picture of target consumers and stands to improve our ability to predict success or failure for products, services, ad campaigns and more.

      But only if you understand how this data is obtained, analyzed and properly integrated with existing data sets.

      We'll get expert advice and field your questions about incorporating data flowing from IoT, voice, video, clickstream and elsewhere.

  • Stuart Pardau – Stuart L. Pardau & Associates

    Founder/Partner, Stuart L. Pardau & Associates

    Stuart is the founder and principal of Stuart L. Pardau & Associates, based in Los Angeles. Stuart advises clients on intellectual property, data security/privacy, employment and general corporate law, and various regulatory issues confronting the marketing research profession. Prior to starting his own law firm, Stuart served for nearly a decade as chief legal counsel for J.D. Power and Associates. Contact him at Stuart@pardaulaw.com or (310) 948-0861.

    • Analytics & Privacy: Staying Within Legal Boundaries

      Tue. December 10, 2019
      11:40 AM to 12:10 PM

      Get an expert assessment of the current and future data privacy landscape as it specifically pertains to data analytics work in the insights space.
      Less than a month before the wide-sweeping and much anticipated CCPA takes effect, this is an ideal time to dive into this groundbreaking regulation to learn of the repercussions for all working in insights.

  • Megan Peitz – Numerious

    Owner, Numerious

    A self-proclaimed nerd with her master’s in mathematics and statistics, Megan Peitz has challenged stereotypes as the female owner of Numerious Inc. With over 10 years of marketing research experience, Megan has helped some of the world's largest companies fine tune their products and services using math.  She has a passion for teaching and has presented at many industry conferences on discrete choice techniques.  Most recently, Megan's work was published in the Journal of Choice Modeling.  She also finds time to mentor females interested in STEM careers.

    • Merging MRX and IT to Improve the Customer Experience: A Case Study

      Tue. December 10, 2019
      1:35 PM to 2:05 PM

      Companies are investing heavily in the Customer Experience and building data warehouses to collect and store as much information on their customers as possible. While data architects have the tools to wrangle all of this operational data, or O-data, MR professionals are needed to unlock the insights. 

      Hear how an IT firm, Behaim ITS, and an MR firm, Numerious Inc. were able to combine their skills to uncover key strategic insights for major corporations across many industries including telecom, energy, and manufacturing. Examples include:

      1. Using X-data (customer survey data, Public "sentiment" data) to explain "experiences" happening in the O-data (i.e. canceling accounts)
      2. Using O-data (missed delivery windows) to explain dips in customer satisfaction (X-data)
      3. Using both X- and O-data to develop personalized customer experiences for high-priority customers
  • Tchicaya Robertson – Accenture

    Senior Thought Leadership Principal, Accenture

    With more than 20 years of corporate research experience, Dr. Robertson’s primary focus is on customer experience measurement. She has co-developed and applied a data-driven approach to experience measurement that is changing the way companies think about the interactions they create with their customers. An expert in quantitative methods, Tchicaya’s expertise includes advanced statistical modeling, analysis, and survey-based research. Prior to Accenture, Dr. Robertson was the Research Director for two lottery agencies overseeing all organizational and marketing research, including user testing, concept testing, employee surveys, customer segmentation, in-depth interviews, customer needs analysis, and new product development.

    • How to Build a World-Class Insight COE with Analytics at its Core

      Wed. December 11, 2019
      11:20 AM to 11:50 AM

      Get an inside look at not only how to build an insights center of excellence (COE), but how that COE can integrate optimally with other parts of the business to meet client needs.

      Attendees will learn:

      • How the insights COE operates within the wider internal and external ecosystem
      • Geographical considerations for building your COE from both a financial and talent lens
      • How to optimize service and delivery within a global COE
      • How to draw upon the different (and sometimes overlapping) analytics expertise of various internal teams to bring your best to each project
  • Chris Robson – Deckchair Data

    Data Science Consultant, Deckchair Data

    Chris Robson, Principal and Chief Scientist, Deckchair Data – Chris founded Deckchair as a Data Science consultancy focused on Data Strategy and Team Development. He strongly believes in the importance of solid methodology combined with a strong focus on the business problem. Prior to founding Deckchair he was Chief Innovation Officer and Head of Research Science for ORC International. Before that he was Co-Founder of Parametric Marketing, an analytics and methodology consultancy. In his career he has held various senior technical and marketing positions at small and huge companies.

    • The Analytics Translator: The Role You Can't Afford to Be Without

      Tue. December 10, 2019
      11:05 AM to 11:35 AM

      Companies are feeling pressure to invest more in analytics than ever. But building platforms, tools and data science is not enough. Organizations must evolve as a whole and ensure they are marching toward a shared goal. This requires the emerging role of the "analytics translator." Without prioritizing this role, companies risk their initiatives falling short or even failing. To increase performance both financially and strategically, the analytics translator must have visibility and influence across the organization. Beyond rallying business and analytics teams, this breadth player maximizes the value of analytics by speaking multiple domain languages while maintaining a relentless focus on business problems.

      • Discover how analytics translators help break down silos to create a common language
      • Identify ways to sharpen your analytics organization through various stages of maturity
      • Learn how to identify translator talent and traits inside your organization
    • Welcome - Setting the Stage

      Tue. December 10, 2019
      8:30 AM to 9:00 AM
  • Kris Russell – Walmart

    Director, Insights & Analytics, Public Affairs , Walmart

    Kris leads insights and analytics for Walmart Public Affairs and, in that position, is at the forefront of the organization's use of advanced social data for insights.

    • New Approaches to Measuring Brand Trust in the #Fakenews Era

      Tue. December 10, 2019
      2:50 PM to 3:25 PM

      Polarization, tribalism, "fake news" and growing expectations by consumers for brands to take positions on key social values and exhibit "purpose" beyond their products have created a "post-trust" environment that is increasingly challenging for organizations to navigate effectively. Learn how active machine learning is able to classify "trust" conversation from unstructured social data for real time/predictive understanding and actionability. Witness how organizations can benchmark to their industry as well as "cross industry" to generate important insight, evaluate root cause drivers such as CX, CSR, and brand purpose and how brands like Wal-Mart are using this data for enhanced understanding and use.

  • Michele Sachar – Grail Insights

    Director, Strategic Research & Insights, Grail Insights

    Michele began her career at Price Waterhouse as a strategy consultant in the field of Entertainment, Media and Communications, where she led projects such as market and capabilities assessments, strategic plans, and process improvement and redesign. She subsequently held positions at NBC in Quality and at Lifetime Television in New Media.

    • Transforming Ho-Hum Support Functions into Full-Fledged Business Partners

      Wed. December 11, 2019
      11:55 AM to 12:25 PM

      Growing amounts of data create opportunities for Insights functions to support other business units. See how skills traditionally used by strategy, insights and business analytics groups helped a finance function at a global cosmetics company move from standard reporting to value-added insights generation.

      You'll get details on how to create a sustainable and dynamic solution leveraging business analysts, advanced analytics experts, data engineers and data scientists to provide ongoing, game-changing insights. In this case it transformed the client's finance group from a business reporting and support role into an insights CoE.

      You will learn:

      • Not to get left behind - internal data is increasingly valuable; discover ways to leverage it to inform business decisions
      • Technical solutions vs. insights: the difference between Data Engineering & Data Science, why you need both, but always guided by business analysts
      • Step-by-step: how to conceive, plan, & build a solution
  • Ovetta Sampson – Microsoft

    Creative Director, Microsoft

    Ovetta was recently named Creative Director, Mixed Reality at Microsoft. Previously, she was a Design Lead and Design Researcher at IDEO, where she cultivated design research's partnership with data science and machine learning to produce incredible, human-centered design.

    Prior to IDEO, Ovetta was a UX researcher for five years and a journalist for about 20 years both for daily newspapers and international humanitarian organizations. She’s interviewed, lived and worked with people on six continents learning about humanity in a diverse and multicultural way.

    • Toward a More Perfect Union: Strategies for Coupling Research and Data Science For Better Innovation

      Tue. December 10, 2019
      9:00 AM to 9:45 AM

      Learn the major challenges to integrating data science work with UX and Consumer Research and how to address them, including how to bring along key stakeholders, what knowledge gaps to bridge, and how to build your team’s skills so researchers can go beyond mixing methods to actually influencing how data science work is done. You’ll leave this talk with a plan to create positive change within your company. You’ll also find ways to garner support for the coupling of data science and UX and Consumer Research as a pathway to better design and innovation work.

  • Barbara Singer – ESPN

    VP, Audience & Content Insights, ESPN

    Barbara joined ESPN ten years ago as Vice President, Advertiser Insights & Strategy. In that role, she was led innovative research that drove ESPN revenue. Now she is the “voice of the fan”, leading efforts to understand sports fans’ needs, wants, attitudes and motivations. Her work informs programming, production and marketing in pursuit of ESPN’s mission “to serve sports fans anytime, anywhere”.

    • Market Segmentation in the Digital Age

      Tue. December 10, 2019
      11:40 AM to 12:10 PM

      With the advent of big data, digital marketing, and mobile everything you might be wondering whether survey-based market segmentation is still relevant. It is! But that doesn't mean that you can do it the same old way. 

      In this session I'll share four keys to designing and implementing a market segmentation that addresses both the challenges and opportunities presented by today's digital marketplace:

      1. Define and Design to Find Differences
        Learn how to efficiently scope your project to ensure that you don't miss crucial emergent issues.
      2. Bring New Data Streams to Bear
        Learn how to implement survey and behavioral data to maintain quality without overwhelming your respondents.
      3. Inform and Inspire Stakeholders
        Learn how to capture and communicate the richness of your segments through effective storytelling.
      4. Take Action
        Learn how to activate your segmentation in advertising, CRM systems and at consumer touchpoints.
  • Lisa Speck – Gongos

    Senior Analytics Translator, Gongos

    With a dynamic career that spans over a decade of agency roles within the insights industry, Lisa brings an informed and agnostic approach to solving clients' business challenges.  Her breadth of experience includes being a research manager, account strategist, and quantitative methodologist while consulting clients across all sectors, with a strong focus on the retail, CPG, insurance, and transportation industries.

    • The Analytics Translator: The Role You Can't Afford to Be Without

      Tue. December 10, 2019
      11:05 AM to 11:35 AM

      Companies are feeling pressure to invest more in analytics than ever. But building platforms, tools and data science is not enough. Organizations must evolve as a whole and ensure they are marching toward a shared goal. This requires the emerging role of the "analytics translator." Without prioritizing this role, companies risk their initiatives falling short or even failing. To increase performance both financially and strategically, the analytics translator must have visibility and influence across the organization. Beyond rallying business and analytics teams, this breadth player maximizes the value of analytics by speaking multiple domain languages while maintaining a relentless focus on business problems.

      • Discover how analytics translators help break down silos to create a common language
      • Identify ways to sharpen your analytics organization through various stages of maturity
      • Learn how to identify translator talent and traits inside your organization
  • Natasha Stevens – GfK

    EVP, Solution Integration & Data Activation, GfK

    Natasha is a thought leader and innovator with 20 years experience in digital research.  She currently leads data activation & digital strategy at GfK, focusing on driving innovation & commercialization of predictive analytic solutions to drive client growth.

    • Out of the Darkness: Tracking the Effects of Personalized Marketing Across Social & Digital Platforms

      Tue. December 10, 2019
      1:00 PM to 1:30 PM

      Fueled by personalization & targeting, dark marketing is transforming the brand marketplace, making it difficult to get a coherent view of what's happening from the consumer's perspective. Marketers have few tools to measure across platforms or assess the competitive landscape - the increasing number of data sources makes it difficult to understand how exposure & engagement are affecting brand building & market performance.

      By unifying data through a common data set (MRI), GfK & BrandTotal will unlock the world of dark marketing & provide a coherent view of brand, behavior, digital & social marketing effectiveness.

      GfK & BrandTotal will show how to create an integrated measurement of brand, behavior, digital, social & TV exposure to evaluate a single target audience, including customer segments & prospects, track the behavior of high-value customer segments within walled gardens, then connect that information to larger data sets, and move from "tracking" to "prescriptive analytics."

  • Hetal Thaker Patel – iHeartMedia

    Executive Vice President, SmartAudio Intelligence, iHeartMedia

    Hetal is an experienced corporate and consumer insights executive with a demonstrated history of working in the broadcast and digital media industry. Skilled in primary research, syndicated research, social media analytics, big data analysis, and all things future, she is a strong marketing and research professional with a Masters focused in Consumer Psychology.

    • The Unknown

      Wed. December 11, 2019
      10:45 AM to 11:15 AM

      Join us for a look inside iHeartMedia's day-to-day operations to see how insights and analytics are being disseminated across the organization. Witness how leveraging NLG, AI, and other technologies enable data to be delivered at the right time with optimal insights to maximize business outcomes.

  • Michael Urrico – Merck

    Associate Director of Quantitative Sciences, Merck

    Michael is an Associate Director of Quantitative Sciences at Merck & Co, Inc, USA. Michael specializes in identifying innovative analytical solutions including projections for in-line products and predictive statistical models to identify key drivers of brand performance. His analytics are regularly used as the foundation for strategic, financial and tactical business decisions.

    • Integrating Data Sets to Find Waldo

      Tue. December 10, 2019
      3:25 PM to 4:00 PM

      After a highly anticipated launch of two next-in-class agents failed to deliver upon expectations, the combined insights and analytics teams at Merck set out to diagnose the issue. After primary research determined that sales targeting was the underlying cause, internal and external analytics resources were leveraged to create a predictive model for ascertaining which physicians would be most likely to start or switch their patients to either of these two new agents. The architects of this solution will detail how three data sets were integrated with NLP, ML and Predictive Analytics to create detailed profiles of appropriate targets by brand and in so doing reinvigorated the launch of these important new treatments.

  • Rogier Verhulst – LinkedIn

    Senior Director, Market Research - Global Marketing , LinkedIn

    Rogier is a practitioner in the field of customer insights for close to 20 years. He has worked for a variety of companies on the vendor and client side, consulting companies and internal stakeholders on how to leverage quant and qual approaches to solve a wide variety of business problems. Over the last decade, Rogier has held several positions at LinkedIn as part of Sales Insights, Product and Marketing  organizations to advance the development of data driven decisions and tools.

    • Narrative Analytics: A New Method for Audience and Brand Research

      Wed. December 11, 2019
      11:20 AM to 11:50 AM

      Learn to apply Machine Learning and Natural Language Processing to digital conversations to understand audience attitudes and drive marketing strategies. 

      Through a case study from a leading social media company, we explore how the company used these Narrative Analytics techniques to understand the drivers of trust and distrust of social media companies. We'll discuss how the company used these insights to drive marketing and product decisions to foster trust, especially with target audiences. 

      Then discover how you can put these ideas into practice, either in-house with available tools or via outside providers.

      Participants will leave this session understanding how to:

      • Use Machine Learning and NLP to analyze digital data and understand target audiences
      • Apply Narrative Analytics insights to drive various marketing and product activities
      • Get started with Narrative Analytics today        
  • Jenn Vogel – Voxpopme

    VP, Marketing, Voxpopme

    Jenn has been in marketing for the research industry for almost 10 years, gaining a great understanding of the ever-changing needs corporate researchers have to deliver insights more quickly than ever before. This is why she decided to join Voxpopme – and the agile qualitative movement – in 2018.

    As vice president of marketing, she and her team are focused on educating the market about the power of agile qualitative insights, and how to leverage video for a true 360-degree view of consumers.

    • Managing New Data Streams

      Wed. December 11, 2019
      2:10 PM to 2:40 PM

      The emergence of new data streams has the potential to paint a more vivid picture of target consumers and stands to improve our ability to predict success or failure for products, services, ad campaigns and more.

      But only if you understand how this data is obtained, analyzed and properly integrated with existing data sets.

      We'll get expert advice and field your questions about incorporating data flowing from IoT, voice, video, clickstream and elsewhere.

  • Megan Ward – Dropbox

    Senior People Analyst, Dropbox

    Megan leads employee lifecycle research and program management of Dropbox’s internal survey research. Additionally, she supports different employee-focused analysis initiatives around retention, engagement, and organizational health. Previously, Megan worked at Nielsen and spent the past nine years in quantitative market research, working with clients across numerous industries. She holds a Masters degree in Predictive Analytics from Northwestern University and an undergraduate degree in Psychology from Tulane University.

    • A Truer Measure: How Dropbox Will Tap Organizational Network Analysis for More Accurate Employee Satisfaction Assessment

      Tue. December 10, 2019
      11:05 AM to 11:35 AM

      While employee engagement surveys have become par for the course in many companies, survey data only unlocks part of the puzzle of strategically addressing employee engagement and retention.  Recent research shows that individual-level data paired with relational analysis (how employees interact with one another) is a better predictor of performance and engagement. By analyzing trends from calendars, emails, chat messages, and other collaboration tools, Organizational Network Analysis (ONA) can identify the communication patterns that contribute to high performing teams and an engaged workforce, as well as help identify the critical influencers and sources of knowledge in your organization. 

      This presentation reveals how Dropbox plans to merge “active” engagement survey data with “passive” behavior analysis data to provide a more comprehensive and strategic investigation to address one of the company’s top goals: increasing employee engagement.  

      Key Takeaways:

      • This session will challenge you to think about non-conventional ways your organization can measure employee engagement and how you can merge different data streams for a more robust analysis.  
        • Highlight the limitations of survey research in understanding and predicting employee behavior
        • Outline how Organizational Network Analysis works and the associated data privacy concerns
      • This session provides a candid look at the challenges of developing and managing cross-department and organization-wide data analytics projects
        • Discuss Dropbox’s plans for pairing employee lifecycle data across surveys, HRIS, learning and development tracks, and working style.  As well as the challenges around data cleanliness, completeness, and different systems.