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Analytics with Purpose: The Human Edge of Big Data

THE US GRANT, A Luxury Collection Hotel
326 Broadway, San Diego, CA 92101
3/3/2013 5:00 PM - 3/5/2013 5:00 PM


Details Schedule Registration Travel Exhibitors



It’s a Big Data world—and growing bigger by the day.

The way we compile, assess, and act on data is evolving all the time, and marketers and researchers must adapt to it.

AMA’s new conference is designed to help them do just that. The Analytics with Purpose: The Human Edge of Big Data conference will provide two full days of emerging approaches, thought-provoking conversations and meaningful interaction for practitioners and researchers alike. It will focus on the purpose of analytics – driving better decisions, creating insights, and growing business, but it will also focus on the human side.

Analytics is more than a numbers game: people are driving the data that we’re analyzing, and people are taking decisions based on it. The Analytics with Purpose conference reveals the human side of data aggregation and analysis. From recognizing human patterns in the numbers, to improving the consumer experience via analytics, to finding ways to bring data to life in the organization, Analytics with Purpose will take you on a tour of data’s human frontier.

 

 

Share your BIG IDEA about BIG DATA at Analytics with Purpose during Monday afternoon’s Lightning Round session! During Lightning Rounds session 5-6 selected presenters will have 5 minutes to present their BIG IDEA to the audience. Interested in participating in Lightning Rounds? Submit your BIG IDEA here (.pdf)

 

 
 
Who should attend?
 
Marketers and researchers alike! Analytics with Purpose attendees represent a wide spectrum of company sizes from cross-vertical industries. Attendees are decision makers – managers and directors.

_____________________________________________

Follow us #AMAanalytics 
 
Our exciting line-up of speakers include:
 
Elana Anderson, Vice President, IBM Enterprise Marketing Management
Elea Feit, Executive Director, Wharton Customer Analytics Initiative
 
David Matathia, Director of Advertising, Hyundai

Dan Stradtman, Global Director & GM Market Research, GE
 
Chris Petranto, VP, MaPS (A Millward Brown Company)

James Walker, Senior Partner, Prophet
 
Justin de Graaf, Senior Manager, Corporate Marketing Strategy & Insights, The Coca-Cola Company

Chris Wareham, Director of Product Management Platform and Development Solutions, Digital Marketing, Adobe Systems, Inc.
 
Alexandra Mitchell, Business Intelligence Manager, Getty Images

Sarajit Mitra, CEO & Founder, CirroStra Analytics
 
​John Balz, Senior Strategic Planner, Draftfcb, Chicago

Thomas Zoëga Ramsøy, Assistant Professor in Marketing & Neuroscience Copenhagen Business School, Dept. Marketing, Decision Neuroscience Research Group

Andrew Grenville, Chief Research Officer, Vision Critical

Natasha Stevens, Vice President, Sr. Practice Leader Digital Market Intelligence, GfK
 
Doug Bowman, Professor of Marketing, Co-Director, Emory Marketing Analytics Center Emory University
 
Rachel Delacour, CEO, BIME

Dr. Joni Jackson, Professor, Robert Morris University

Tracy Wong, Founder and Creative Director, WDCW
 
Jim Hirshfield, Head of Analytics, Hall & Partners
 
_____________________________________________
 
Special Sessions and Features Include:
 
Group Assembly: Problem & Resolution Bureau Panel
This panel will feature experts taking on a problem or challenge and walking everyone through their approach to the resolution. Join us as they set out to show that there are many right ways to reach the answer!
 
Group Assembly: Lightning Round & Business Karaoke
This session will be split between two activities - Lightning Rounds and Business Karaoke. Business Karaoke will provide the slides and material to those wanting to participate and the "singer" interprets and presents the material to the audience.
 
Share your BIG IDEA about BIG DATA at Analytics with Purpose during Monday afternoon’s Lightning Round session! During Lightning Rounds session 5-6 selected presenters will have 5 minutes to present their BIG IDEA to the audience. Interested in participating in Lightning Rounds? Submit your BIG IDEA here (.pdf)
 
Science Fair
During Networking Breaks you'll have the opportunity not only to connect with your new friends, but also to speak to those at the Analytics with Purpose Science Fair. That's right, no exhibit hall here, just a few folks doing exciting things with Analytics ready to talk to you about the cool things they're doing.
 
Real-Life Pulse Checks
Rather than have you figure out what amazing content you'll need to miss in order to check in on your real life at home, we've built in some time for you to do so. Go ahead - check your email, call your team, call home - you know you want to!
 
Sunday Night Welcome Reception
Join us at the US Grant to relax, mix and mingle with your fellow attendees, Analytics with Purpose speakers and committee members before we kick off the conference!
Reception Sponsored By:
 
Monday Night Reception
You've worked hard all day (and hopefully had some fun!) absorbing tons of new ideas and information, now it's time to relax and party! Join us as we celebrate you and Analytics with a get together guaranteed to be fun and engaging at East Villiage Tavern + Bowl!
 _____________________________________________
 
Conference Committee:
  • Chair: Tom Ewing, Digital Culture Officer, BrainJuicer
  • Chris Chapman, Senior Quantitative Researcher, Google
  • Susan Griffin Executive Vice President of Marketing and Business Development BrainJuicer
  • Rene Huey-Lipton Executive Vice President BrainJuicer
  • Kyle Nel International and Multicultural Research  Lowe's Home Improvement
  • Matt Valle EVP, Global Key Account Management, Consumer Experiences, GfK Group 
     
Interested in sponsoring this event? Very limited opportunities available. Please contact us at sales@ama.org

​Program-at-a-Glance

Download the full agenda here! (.pdf)

Sunday, March 3

6:00 - 7:00 pm Evening reception! 

Join us at the US Grant to relax, mix and mingle with your fellow attendees, Analytics with Purpose speakers and committee members before we kick off the conference!

Monday, March 4

8:00 - 8:45am - Breakfast

8:45 - 9:00am - First Pow-Wow: Group Assembly - Opening Remarks

9:00 - 10:00am - Group Assembly: Cornerstone Presentation

Elana Anderson, Vice President, IBM Enterprise Marketing Management

  • Topic: Redefining Marketing

Listen to a sneak peek podcast of Elana's Analytics with Purpose Presentation here!

10:00 - 10:30am - Networking Break & Science Fair

During Networking Breaks you'll have the opportunity not only to connect with your new friends, but also to speak to those at the Analytics with Purpose Science Fair. That's right, no exhibit hall here, just a few folks doing exciting things with Analytics ready to talk to you about the cool things they're doing.

10:30 - 11:30am - Group Assembly: Problem & Resolution Bureau Panel

This panel will feature experts taking on a problem or challenge and walking everyone through their approach to the resolution. Join us as they set out to show that there are many right ways to reach the answer!

11:30am - 12:00pm - Real Life Pulse Check

Rather than have you figure out what amazing content you'll need to miss in order to check in on your real life at home, we've built in some time for you to do so. Go ahead - check your email, call your team, call home - you know you want to!

12:00 - 12:45pm - Breakout Huddles

Dan Stradtman, Global Director & GM Market Research, GE and Chris Petranto, VP, MaPS (A Millward Brown Company)
  • Topic: It's Harder Than It Looks: Leveraging Segmentation to Create and Prioritize B2B Sales Opportunities
 
Chris Warham, Director of Product Management Platform and Development Solutions, Digital Marketing, Adobe Systems, Inc.
  • Topic: Big Data: Interpreting Multiple Data Sets to Understand Your Customers
 
John Balz, Senior Strategic Planner, Draftfcb, Chicago
  • Topic: Lessons about Using Numbers to Change Behavior
 
1:00 - 2:00pm - Networking Lunch
 
2:00 - 2:45pm - Breakout Huddles
 
James Walker, Senior Partner, Prophet 
  • Topic: Marketing Analytics for Marketers
 
Tom Ewing, Digital Cultural Officer, BrainJuicer 
  • Topic: Hooked By A Feeling: Why Big Data Needs Big Emotions
 
2:45 - 3:15pm - Networking Break & Science Fair
 
3:15 - 4:15pm - Group Assembly: Lightning Round & Business Karaoke

This session will be split between two activities - Lightning Rounds and Business Karaoke!
  • Share your BIG IDEA about BIG DATA at Analytics with Purpose during Monday afternoon’s Lightning Round session! During Lightning Rounds session 5-6 selected presenters will have 5 minutes to present their BIG IDEA to the audience. Interested in participating in Lightning Rounds? Submit your BIG IDEA here (.pdf)
  • Business Karaoke will provide the slides and material to those wanting to participate and the "singer" interprets and presents the material to the audience.

Join us here for fun and insights!

4:15 - 4:45pm - Networking Break & Science Fair

4:45 - 5:45pm - Group Assembly: Cornerstone Presentation
 
David Matathia, Director, Marketing Communications, Hyundai Motor America
  • Topic: Great, now what?
 
6:30 - 9:30pm - Evening Reception
 
You've worked hard all day (and hopefully had some fun!) absorbing tons of new ideas and information, now it's time to relax and party!
 
Join us as we celebrate you and Analytics with a get together guaranteed to be fun and engaging at East Village Tavern + Bowl!
 
Tuesday, March 5
8:00 - 8:45am - Breakfast
 
8:45 - 9:00am - First Pow-Wow: Group Assembly - Morning Remarks
 
9:00 - 10:00am - Group Assembly: Cornerstone Presentation
 
Elea Feit, Executive Director, Wharton Customer Analytics Initiative
 
 
10:00 - 10:30am - Real Life Pulse Check
 
10:30 - 11:15am - Breakout Huddles
 
Rachel Delacour, CEO, BIME
  • Topic: The Consumer Experience of Big Data - The triple E formula: Elegant, elastic end endlessly personal

Alexandra Mitchell, Business Intelligence Manager, Getty Images

  • Topic: Claude Lévi-Strauss and analytics for the non-analytical 

Dr. Joni R. Jackson, Professor, Robert Morris University

  • Topic: Big Data Is Social Data: Let’s Be Friends
 
11:15 - 11:45am - Networking Break & Hotel Check-Out
 
11:45 - 12:45pm - Breakout Huddles
 
Justin de Graaf, Senior Manager, Global Marketing, Strategy & 
Insights, The Coca-Cola Company 
  • Topic: Passive Data - Is it true if you don’t use it, you lose it?
 
Andrew Grenville, Chief Research Officer, Vision Critical
  • Topic: Privacy, Permission and the Evolution of Big Data
 
Doug Bowman, Professor of Marketing, Co-Director, Emory Marketing Analytics Center, Emory University
Natasha Stevens, Vice President, Sr. Practice Leader Digital Market Intelligence, GfK
  • Topic: Fusing Behavioral and Attitudinal Data to Generate Customer Insights
 
12:45 - 1:45pm - Networking Lunch
 
1:45 - 2:30pm - Breakout Huddles
 
Jim Hirshfield, Head of US Analytics, Hall & Partners
  • Topic: Managing Analytics: Building Teams and a Career in Analytic
 
Thomas Zoëga Ramsøy, Head of Research, Decision Neuroscience Research Group, Copenhagen Business School & Danish Research Centre for MR
  • Topic: Big Brain Data – A Report From the Frontiers of Neuromarketing
 
Sarajit Mitra, CEO & Founder, CirroStra Analytics
  • Topic: Bank, out. Customer, in.  How analytics can help banks create positive emotional connections.
 
2:30 - 3:00pm - Networking Break/Science Fair
 
3:00 - 4:00pm - Group Assembly: Cornerstone Presentation
 
Tracy Wong, Founder and Creative Director, WDCW
  • Topic: Drowning in a sea of information, but thirsting for insight and ideas.
 
4:00 - 4:30pm - Networking Break & Science Fair
 
4:30 - 5:00pm - Group Assembly: Closing Remarks
 
5:00pm - Conference Adjournment
 
*We do try our best to secure all of the presentations from our speakers for you. Occastionally distribution of presentation material is prohibited by the speaker or their respective company. Thank you for understanding.
 
_____________________________________________

Special Sessions and Features Include:

Group Assembly: Problem & Resolution Bureau Panel
This panel will feature experts taking on a problem or challenge and walking everyone through their approach to the resolution. Join us as they set out to show that there are many right ways to reach the answer!

Group Assembly: Lightning Round & Business Karaoke
This session will be split between two activities - Lightning Rounds and Business Karaoke. Business Karaoke will provide the slides and material to those wanting to participate and the "singer" interprets and presents the material to the audience.
 
Share your BIG IDEA about BIG DATA at Analytics with Purpose during Monday afternoon’s Lightning Round session! During Lightning Rounds session 5-6 selected presenters will have 5 minutes to present their BIG IDEA to the audience. Interested in participating in Lightning Rounds? Submit your BIG IDEA here (.pdf)
 
If you'd like to participate in the Lightning Rounds or Business Karaoke, please contact Kelly Moran at kmoran@ama.org
 
Science Fair
During Networking Breaks you'll have the opportunity not only to connect with your new friends, but also to speak to those at the Analytics with Purpose Science Fair. That's right, no exhibit hall here, just a few folks doing exciting things with Analytics ready to talk to you about the cool things they're doing.

Real-Life Pulse Checks
Rather than have you figure out what amazing content you'll need to miss in order to check in on your real life at home, we've built in some time for you to do so. Go ahead - check your email, call your team, call home - you know you want to!
 
Sunday Night Welcome Reception
Join us at the US Grant to relax, mix and mingle with your fellow attendees, Analytics with Purpose speakers and committee members before we kick off the conference!
 
Monday Night Reception
You've worked hard all day (and hopefully had some fun!) absorbing tons of new ideas and information, now it's time to relax and party. Join us as we celebrate you and Analytics with a get together guaranteed to be fun and engaging at East Village Tavern + Bowl!
 
Interested in sponsoring this event? Very limited opportunities available. Please contact us at sales@ama.org
 
 
Hotel Air Travel Rental Car Ground Transportation

THE US GRANT, A Luxury Collection Hotel
326 Broadway
San Diego, California, 92101
Phone: 1 619.232.3121
Fax: 1 619.232.3626
Reservations: 1 866.837.4270

A San Diego Icon since 1910, THE US GRANT San Diego hotel, is situated in the city's lively and historic downtown Gaslamp Quarter, just steps from top shopping, dining, and entertainment, and a short drive from the destination's world-renowned beaches, museums and family attractions.

Rates:
$215.00 Single/Double occupancy
(plus applicable state and local taxes, currently 10.585% and a 2% Tourism Assessment Fee.  Taxes and fees are subject to change without notice)

Please reserve your overnight accommodations early as there are a limited number of AMA special rates available.
Rates are available three days prior and post of the meeting dates, based on availability.

Reserve a room now

The reservation cut-off date is Friday, February 15, 2013.
The AMA has negotiated special group rates for the Analytics with Purpose Conference. Please contact the Reservations Department directly at 1 866.837.4270 and reference AMA Analytics with Purpose. You must make your hotel reservations by February 15, 2013 to qualify for the special group rate (based on availability). After February 15, 2013, the rooms will be released for sale to the general public, and all reservations will be accepted on a space available basis at the hotel's available rate - not at the group rate. A deposit in the amount of (1) one night’s room & tax for each confirmed room will be due at time of booking. Deposits are refundable if cancellations are received at least (72) seventy-two hours prior to arrival.
 
Check in time is 3:00 p.m., and check out is at 12:00 p.m. Anyone arriving earlier than 3:00 p.m. will be checked in as soon as a room(s) becomes available. Guests checking out early will be assessed an early departure fee of (1) one night’s room and tax. Upon check in, guests will be asked to verify their departure date.  At that time, scheduled departure dates may be altered.

Hotel Features, Services & Accommodations
Please visit THE US GRANT, A Luxury Collection Hotel for a full list of services & features. 

Area Attractions & Events
Please visit San Diego Convention & Visitors Bureau for area information.

Conference Attire 
Conference attire is business casual.  Meeting rooms tend to be cool so you may wish to bring a sweater/jacket.

ADA
The AMA is committed to providing equal access to our meetings for all attendees. If you are an attendee with a disability and require program accommodations, please contact the AMA Meeting Services Department, and a member of our staff will ensure that appropriate access arrangements are made. If you have specific disability related needs for your hotel sleeping room, please be sure to communicate those directly to the hotel when you make your reservation. In an effort to provide the highest quality of service to all attendees, we require that details of all access requests be communicated to our office at least 14 days in advance of the beginning of the meeting.

AMA Travel Program
American Marketing Association has partnered with American Airlines to provide our attendees a 5% discount for the ANALYTICS WITH PURPOSE meeting in San Diego (SAN). A travel window is valid 3 days before and after each meeting.
You can easily access American’s fares and apply this discount by going to American Airlines to book your flight. Place the below Promotion Code in the promotion code box and your discount will be calculated automatically. This special discount is valid off any applicable published fares listed for American Airlines, American Eagle, and American Connection. International originating guests will need to contact your local reservation number and refer to the Promotion Code.
You may also call 1 800.433.1790 to book your flights, please refer to the Authorization Number below when you call. Please note there is a reservation service charge for all tickets issued by phone. Please use our preferred partner, American Airlines when you can because of the benefits provided to you as a traveler and to our organization for extended partner value.

Promotion Code: 6533DQ
Are you an AAdvantage member?  Enroll now.

Tower Travel
AMA's travel coordinator, Tower Travel Management, is available to assist with reservations.  Call 1 800.542.9700 within the U.S. and Canada.  Reservation lines are open Monday through Friday 8 am-6 pm CST.  Or, you may contact them via email at association@towertravel.com.
 
Tower Travel will proactively research airfares on ALL airline carriers to ensure that the lowest available fares are offered to all attendees.  They are dedicated to providing superior customer service and hassle-free travel arrangements.  Please note that fees, restrictions and cancellation penalties will apply.

​Alamo Rent-A-Car
Drive Happy with Alamo. Where American Marketing Association members save up to 20%. And, with self-serve check-in you can skip the counter, check-in at the kiosk and drive away. All you need is a valid driver's license, major credit card and an existing reservation. It's that easy. Reserve a car now or call Alamo Rent A Car at 1 800.462.5266. Be sure to request Contract ID AMA7745 at the time of reservation.

Enterprise Rent-A-Car
Great Cars. Low Rates. Free Pick-up.
When you’re ready to go, we make it easy with everyday low rates on great cars. With the largest fleet in North America and a wide variety of vehicles, Enterprise has you covered. Plus, we're always nearby at more than 6,000 neighborhood and airport locations. Reserve a car now.
Pick-up and drop-off service is subject to geographic and other restrictions.

National Car Rental
As an American Marketing Association member, you'll get up to 20% off rentals at National Car Rental.  And, with the Emerald Club® from National Car Rental, you can bypass the counter and choose your own car. Enroll now.   
Reserve a car or call National Car Rental at 1 800.CAR.RENT® and reference Contract ID AMA7745 at the time of reservation.  Go National. Go Like a Pro.
​Directions to Hotel
Centrally located in the heart of downtown San Diego, THE US GRANT is easily accessible by air, land, and sea. San Diego International Airport-Lindbergh Field (SAN) is the recommended airport, with nearly 300 daily departures. Located just 2.7 miles away, the airport is an approximate ten-minute drive from the hotel.

From East
Follow Interstate 805 South to Interstate 8.
Follow I-8 to Highway 163 South.
Follow Highway 163 South toward downtown San Diego.
At the end of Highway 163, enter Downtown.
Turn right on B Street.
Turn left onto 4th Avenue.
The hotel will be on the right. The valet parking entrance is directly after C Street.

From San Diego International Airport-Lindbergh Field
Exit the airport in the right lane.
Turn left onto Harbor Drive.
Turn left onto Broadway.
Follow Broadway ten blocks to 3rd Avenue.
Turn left onto 3rd Avenue.
The hotel valet entrance will be on the immediate right.

From South
Follow Interstate 5 North.
Exit at 6th Avenue, heading south.
Turn right onto B Street.
Turn left on 4th Avenue.
The hotel will be on the right. The valet parking entrance is directly after C Street.

From North
Follow Interstate 5 South.
Exit at Civic Center/Front Street.
Take the left fork towards 2nd Avenue.
Turn right on 4th Avenue.
The hotel will be on the right. The valet parking entrance is directly after C Street.

Transportation
Cloud Nine Super Shuttle provides shared van transportation to and from the San Diego International Airport-Lindbergh Field (SAN). Fares are approximately $8.00 one-way (subject to change without notice). To make reservations or for more information, please call 1 800.974.8885.

Taxis are available at the arrival gate of the San Diego International Airport. The average fare from the airport to the hotel is $12.00-$15.00, with tip subject to guests’ discretion.

Parking at the Hotel
On-site, 24-hour valet parking is available for guests of THE US GRANT for a fee of $35.00 per night with unlimited in and out privileges (subject to change without notice).

Very limited sponsorship opportunities are available.  Please contact Karen at sales@ama.org.

Please select the logo to view the sponsor's website.

Welcome Reception Sponsor:





American Marketing Association

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