What Will I Learn at Marketing Analytics Summit?

What Will I Learn at Marketing Analytics Summit?

You will learn a metric ton at the Marketing Analytics Summit, Las Vegas, NV, June 1-4.

Attendees come from all over the world to share their best marketing analytics:

The presenters are corporate practitioners, consultants, vendors, and consulting analysts. The assembled IQ is off the charts.

YOU WILL LEARN:

The number of insights is not proportional to the amount of data. There is no correlation.
There are diminishing returns going after perfect data. It will never be perfect.
Dividing visitors by demographic is helpful but the real gold is in that fraction who share a half a dozen characteristics or behaviors.
The interconnectedness of elements and the law of unintentional consequences must always be kept in mind lest we imagine that we have infinite control.
If you can match behavior data with attitudinal data, that’s good. If you can match the two of those to verbatim comments, that’s magic.
Think of data like food. Too little leads to malnutrition. Too much leads to indigestion. Too bland is boring. Too rich leads to a mad dash to the bathroom.
It’s all about HOPE:

Hypotheses – have an opinion
Observation – understand the human side of the equation
Prediction – make a guess
Experimentation – run some tests

Every six months or so, stop all automated reports and see how many recipients notice, how many complain and how many are relieved.
Analysis is for those with business acumen. Otherwise you are a statistician – a user of tools rather than a diviner of understanding.
Prioritize analysis when

Revenue is at risk
The boss’s boss asks for it
It does not overwhelm the department
It requires an analyst rather than simply being self-served

A great analyst has more white matter than most. Grey matter are the neurons that can solve a linear problem. Lots of grey matter is important. White matter is the stuff that connects the linear processors in a non-linear way.
The only metrics that matter are money and customer satisfaction.
All statistics are political.

Want to learn more? Yes. Yes, you do.

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We look forward to seeing you at Marketing Analytics Summit!