2020

Digital Transformation
in High Gear

A free, one-day virtual conference for data-informed marketers. Practical strategies delivered by the top minds in martech, digital marketing, analytics, and data science.

Thank you for an amazing conference! We'll see you next year for Analytics Rising 2021. Until then, check out all of the 2020 conference sessions on-demand.

Access On-Demand

Tuesday, October 27, 2020

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Why will thousands of marketers
gather online for Analytics Rising?

Incredible Speakers

You’ll hear from top brands and industry experts from Google, Salesforce, and more, who are on the front lines of digital marketing and ready to share their knowledge.

Hyper-Relevant Topics

Sessions will cover the most topical digital marketing issues of our day from ways to leverage martech to personalization strategies and privacy-first solutions that will help bring your users closer to your brand.

Hyper-Relevant Topics

Sessions will cover the most topical digital marketing issues of our day from ways to leverage martech to personalization strategies and privacy-first solutions that will help bring your users closer to your brand.

A Virtual Highly-Interactive Experience

We’re proud of our history with virtual events. With over 10 years hosting digital events and training for a community of over 30,000+ marketers, Analytics Rising is in its 3rd year as a virtual event.

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3 Tracks of Industry Excellence

A full day of actionable takeaways delivered by the best in the business

The world around us has changed and a brand’s online experience will make or break a business. Join 1000s of marketers for this one-day event to learn how to take back control and make digital transformation real.

Digital
Transformation
Now

Cut through the complexity, navigate the uncertainty, and achieve results with proven digital strategies.

Marketing
Technology
Powerhouse

Discover what marketing technology you need, what you don’t, and how to leverage it to achieve your goals.

Data-Informed
Media

Pivot your organization to the future by leveraging your data to deliver tangible marketing lift.

  • Digital Transformation Now
  • Marketing Technology Powerhouse
  • Data-Driven Media

Cut through the complexity, navigate the uncertainty, and achieve results with proven digital strategies.

Discover what marketing technology you need, what you don’t, and how to leverage it to achieve your goals.

Pivot your organization to the future by leveraging your data to deliver tangible marketing lift.

Cut through the complexity, navigate the uncertainty, and achieve results with proven digital strategies.

Discover what marketing technology you need, what you don’t, and how to leverage it to achieve your goals.

Pivot your organization to the future by leveraging your data to deliver tangible marketing lift.

Top Talent in the Digital Space

Get the latest know-how from frontline experts across agency practitioners, major brands, and industry giants, who will share best practices, case studies, and applications to level-up your marketing strategies right now and into the future. 

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Lauren Norton

Director, Client Services
Cardinal Path

Session Overview:
IDENTIFYING AND HARDENING AGAINST PII IN GOOGLE ANALYTICS
Eliminating personally identifiable data in analytics platforms and other digital tools is a critical tasks for many organizations. In this session, learn how to harden against PII, establish continuous monitoring to ensure ongoing compliance, and stand up ways to ensure your organization's processes are not running counter to compliance efforts. You'll hear two recent use cases that showcase how putting these recommendations into practice can deliver not only peace of mind, but a more robust framework for data privacy best practices.

×

Ben Lightner

Director of Digital Marketing and Ecommerce
Medifast

Session Overview:
GMP ENGAGEMENT SCORING TO INFORM YOUR MEDIA
Medifast and Cardinal Path developed a custom customer journey solution utilizing GA360 and BigQuery with speed, efficiency, and cost-effectiveness. Don’t buy another tool to understand customer journeys - tap into BigQuery and the GMP and stand up a custom solution to ultimately create better user experiences.

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Adam Porges

Go-To-Market Lead, Analytics, Google

Session Overview:
INTRODUCTION TO GOOGLE APP + WEB
Google has announced a new way to measure apps and websites together within Google Analytics. App+Web is essentially a new measurement model and an important development that enterprise marketers need to know about.

Get a sneak peek into what's to come and learn why being an early adopter will pay off in the long run.

×

Greg Poirier

President
CloudKettle

Session Overview:
INTEGRATING SALESFORCE & GOOGLE ANALYTICS 360 IN 3 STEPS
Comprehensive online data paired with rich customer data is helping brands to better attract, convert, and retain their best customers through 1st-party data insights. Discover how to combine industry-leading Google Analytics 360 with Salesforce CRM and achieve next-level capabilities that can transform your customer journey and close more business.

In this session, you’ll learn about the practical steps required to successfully integrate Google Analytics 360 and Salesforce Sales Cloud and get a better understanding of how the two ecosystems serve to give you more effective sales and marketing capabilities.

×

Sanjay Gosain

Sr. Manager, Marketing Analytics
Salesforce

Session Overview:
IMPLEMENTING GOOGLE ANALYTICS 360 AT SALESFORCE: CASE STUDY
This case study session will outline the strategy, deployment and benefits of a recent GA 360 implementation for Salesforce. Hear directly from Salesforce’s Senior Manager, Marketing Analytics to learn how GA 360 serves as a key driver for their approach to end-to-end data insights, what pitfalls to look out for, ROI, and how to run a smooth, successful implementation.

×

Wesley Hall

Manager, Implementation
Cardinal Path

Session Overview:
DEBUGGING TAGS
As businesses adapt to a cookieless arena for web tracking & analytics, we will begin to rely more on 1st party data. This change alone has led us to evaluate how we leverage user data to understand consumer behavior and derive insights from it. With that, marketers are turning to digital tools that allow them to accurately interpret user activity across digital properties. One such tool is a tag debugger.

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Andy Banks

Sr. Manager, Marketing Cloud Product Management
Salesforce

Session Overview:
INTEGRATING SALESFORCE & GOOGLE ANALYTICS 360 IN 3 STEPS
Comprehensive online data paired with rich customer data is helping brands to better attract, convert, and retain their best customers through 1st-party data insights. Discover how to combine industry-leading Google Analytics 360 with Salesforce CRM and achieve next-level capabilities that can transform your customer journey and close more business.

In this session, you’ll learn about the practical steps required to successfully integrate Google Analytics 360 and Salesforce Sales Cloud and get a better understanding of how the two ecosystems serve to give you more effective sales and marketing capabilities.

×

Paula Leaman

Associate Director, Search Engine Optimization
Cardinal Path

Session Overview:
SEO AND ECOMMERCE
In an increasingly digital first normal and regular news of store closers, more brands are moving to e-commerce or working to scale their current hold. Adapting to this new reality means adapting your SEO strategy and prioritizing a this channel in crucial ways.

Lauren Norton

Director,
Client Services
Cardinal Path

Ben Lightner

Director of Digital marketing and eCommerce, Medifast

Adam Porges

Go-To-Market Lead, Analytics, Google

Lori Dekker

Global Media Innovation Lead, Cisco

Sanjay Gosain

Sr. Marketing Manager, Marketing Analytics
Salesforce

Wesley Hall

Manager,
Implementation,
Cardinal Path

Andy Banks

Sr. Manager, Marketing Cloud Product Management, Salesforce

Paula Leaman

Associate Director,
SEO,
Cardinal Path

John Doe

Software Engineer

Session

John Doe

Software Engineer

Session

John Doe

Software Engineer

Session

John Doe

Software Engineer

Session

Agenda

Attend the whole event, or pop in for the session that addresses your specific needs. Not able to make the event? Register anyway to access the sessions on-demand after the live event!

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Audience Curation with GMP

GMP helps you to onboard, create, analyze and activate audiences across the full Google stack and share data across the stack (Google Analytics, Google Ads, and DV360) and beyond the stack with social or email campaigns.

In this session, learn about the types of audience-led marketing that can help you to achieve a significant marketing lift, how to stand up a structured approach to avoid mishaps, and ensure consistency across media platforms.

Speaker:
Feras Alhlou
CTO, Cardinal Path

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Panel: Digital Marketing Outlook 2021: Identity, Consent & Experience

The myriad challenges marketers have faced in 2020 have served to shortlist a handful of urgent enterprise priorities around digital strategy. In a sea of technology, solutions, and vendors, this panel of industry leaders closes in on a set of specific short-term goals that will shape the future of online commerce and speed the path to recovery.

Hosted by:
Alex Langshur
co-CEO, Cardinal Path

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Humanizing Data: Analytics-Driven Experiences

Join powerhouse customer journey experts to learn how leading brands are using data analytics and science to uncover the human element across online journeys.

You’ll hear two case studies in which enterprise brands identified up to $40M in untapped revenue due to a clunky customer experience in their online channels. Learn the method behind the analysis and take away some clear actions to start streamlining your digital experiences for better business outcomes.

Speaker:
Anthony Mills
Associated Director, Analysis & Optimization, Cardinal Path

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Introduction to Google App + Web

Google has announced a new way to measure apps and websites together within Google Analytics. App+Web is essentially a new measurement model and an important development that enterprise marketers need to know about.

Get a sneak peek into what's to come and learn why being an early adopter will pay off in the long run.

Speakers:
Adam Porges
Stategy and Operations Lead, Google Analytics, Google

Brianna Mersey
Manager, Implementation, Cardinal Path

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Amazon: Their role in Retail and Advertising

Most enterprises are still not set up to take advantage of the enormous opportunity within Amazon’s first-party data and extensive media portfolio. Amazon offers rich in-market data and segmentation, comprehensive shopper data and more. You don’t have to be an Amazon seller to succeed in this space.

Discover how you can tap into the Amazon opportunity for your retail business and walk away armed with knowledge and next-steps to harness the potential of the world’s largest marketplace.

×

Implementing Google Analytics 360 at Salesforce: Case Study

This case study session will outline the strategy, deployment and benefits of a recent GA 360 implementation for Salesforce. Hear directly from Salesforce’s Senior Manager, Marketing Analytics to learn how GA 360 serves as a key driver for their approach to end-to-end data insights, what pitfalls to look out for, ROI, and how to run a smooth, successful implementation.

Speakers:
Sanjay Gosain
Sr. Manager, Marketing Analytics, Salesforce

Ariana Wolf
Manager, Implementation, Cardinal Path

  • Marketing Technology
  • Digital Transformation
  • Data-Informed Media

12:00 PM ET | 9:00 AM PT

Google Marketing Platform Adoption at Salesforce:
Case Study

Sanjay Gosain – Sr. Marketing Manager, Marketing Analytics, Salesforce
Tara Kincade – Director, Digital Intelligence, Cardinal Path

This case study session will outline the strategy, deployment and benefits of Salesforce’s enterprise adoption of the Google Marketing Platform (GMP). Hear directly from Salesforce’s Senior Manager, Marketing Analytics to learn about the data strategy used to support their platform rollout and how GMP serves to expand their capabilities and provide a solid foundation in a quickly-evolving technical landscape – all while empowering their teams to quickly and easily access data insights.

12:30 PM ET | 9:30 AM PT

Introduction to Google App + Web:
Benefits, Setup, and Roadmap

Adam Porges – Go-To-Market Lead, Analytics, Google
Brianna Mersey – Manager, Implementation, Cardinal Path

Google has announced a new way to measure apps and websites across platforms. App + Web is the ultimate measurement tool that unifies user data under one platform. Get a sneak-peek into the features, benefits, roadmap, setup and why being an early adopter will pay off in the long run.

1:00 PM ET | 10:00 AM PT

Using the Data at your Fingertips: Understanding the Customer Journey with GA360 + BigQuery

Ben Lightner  – Director of Digital Marketing and eCommerce, Medifast, Inc.
Mary Andrews – Group Director, Analysis & Insights, Cardinal Path

Medifast and Cardinal Path developed a custom customer journey solution utilizing GA360 and BigQuery with speed, efficiency, and cost-effectiveness. Don’t buy another tool to understand customer journeys – tap into BigQuery and the GMP and stand up a custom solution to ultimately create better user experiences.

1:30 PM ET | 10:30 AM PT

Keynote: Digital Marketing Outlook 2021:
Identity, Consent & Experience

Jeremy Woodlee – Director, Google Marketing Platforms, Google
Blake Miller –
Senior Director, Product Marketing, Salesforce
Michael Klein
– Director of Retail Industry Strategy, Adobe
Thomas Allen – Director, Core Tire Digital Marketing, Bridgestone
Kim Keme – Director, Global Customer Experience & Scale, Intel
Corey Koberg – co-CEO, Cardinal Path

The myriad challenges marketers have faced in 2020 have served to shortlist a handful of urgent enterprise priorities around digital strategy. In a sea of technology, solutions, and vendors, this panel of industry leaders closes in on a set of specific short-term goals that will shape the future of online commerce and speed the path to recovery.

15 min break

2:30 PM ET | 11:30 AM PT

Navigating Google Ad Tech

Patrick Soch – Manager, Implementation, Cardinal Path

Advertising technology (ad tech) empowers marketers to reach your ideal audiences on a whole new level. With Google leading the pack, this massive technical infrastructure underpins the economy of the internet. Gain a solid understanding of how Google’s ad tech platforms allow you to take control of campaigns and work smarter with end-to-end campaign management tools. You’ll walk away with a clear view of how this ad tech can fit into your own digital marketing strategy and how it can be applied to help you reach your business goals.

3:00 PM ET | 12:00 PM PT

The Amazon Opportunity for Retail & Advertising

Julie Weitzner – EVP, Growth and Partnerships, Sellwin
David Hutchinson –
VP, Marketplace & Retailer Optimisation, iProspect

Most enterprises are still not set up to take advantage of the enormous opportunity within Amazon’s first-party data and extensive media portfolio. Amazon offers rich in-market data and segmentation, comprehensive shopper data, and more. You don’t have to be an Amazon seller to succeed in this space.

Discover how you can tap into the Amazon opportunity for your retail business and walk away armed with knowledge and next-steps to harness the potential of the world’s largest marketplace.

3:30 PM ET | 12:30 AM PT

Adobe Target & Adobe Experience Platform:
The Future of Personalization

Ram Parthasarathy – Principal Product Manager, Adobe

With consumer expectations for brands at an all-time high, marketers must align highly personalized capabilities for inbound channels with outbound communications to deliver deeper levels of engagement throughout the customer lifecycle, whether it’s for advertising, acquisition, upsell, cross-sell, retention, or loyalty. And marketers must do all this in a rapidly evolving technology landscape with a laser focus on consumer privacy and performance. Join Adobe experts to discuss the future of personalization and how Adobe Target and Adobe Experience Platform are evolving to power the next generation of personalized experiences.

4:00 PM ET | 1:00 PM PT

Technical Marketer's Guide to Debugging Tools

Wesley Hall – Manager, Implementation, Cardinal Path

Reliable data is at the core of any organization’s ability to make effective decisions. Debugging tools help ensure that analytics implementations are properly validated and adhere to your company’s data governance standards. In this session, we will explore two tools you can use to validate your data in real-time. You’ll walk away with an understanding of how to use data validation tools to ensure the accuracy that your stakeholders need.

12:00 PM ET | 9:00 AM PT

Data Driven Segmentation:
Making Anonymous Audiences Addressable

Nick Iyengar – Group Director, Analysis & Insights, Cardinal Path

Customer segmentation lies at the foundation of marketing. Before we can target prospects with relevant offers, before we can personalize our customers’ digital experiences — we have to be able to accurately segment our audiences. Data-driven segmentation allows you to move beyond simple rules-based segments by harnessing the power of machine learning to use the full depth and breadth of your data to derive customer segments. Learn how to use clustering and classification algorithms to create more accurate, less fragile segments — and get an introduction to several potential use cases.

12:30 PM ET | 9:30 AM PT

Hyper-Personalized, People-Based Marketing

Gerry Bavaro – Chief Strategy Officer, Merkury
Corey Koberg – co-CEO, Cardinal Path

Who do you think you’re talking to? The challenges of 2020 have served to underscore the need for people-based, direct-to-consumer marketing. Mastering identity and delivering a total customer experience is no longer futuristic, it’s how to be competitive right now. Brands have a common vision of the right time, place, person, and message delivered in real-time across the customer journey, but this vision is only as good as a company’s ability to know who it is really talking to at every touchpoint. Get a handle on your opportunity to address real people in this insightful session.

1:00 PM ET | 10:00 AM PT

Achieving Data-Driven Attribution and Identity Resolution at Cisco

Lori Dekker – Global Media Innovation Lead, Cisco
Jonathan Flander – Vice President, Cardinal Path

Cisco, a multinational tech company that boasts a #4 ranking on the Fortune Top 100 Companies to Work For, has been investing in connections (people, technology, services, data) that allow for rapid transformation and deeper understanding of its digital marketing ‘’dials’’.

In this session you’ll learn about Cisco’s data-driven attribution initiative, an exercise that dovetailed the science of martech and data with the art of navigating a large enterprise and its many stakeholders, departments, and organizational silos.

Discover how Cisco organized and translated media nuance into data sets and a language that their data science and analytics team could easily digest and activate.

1:30 PM ET | 10:30 AM PT

Keynote: Digital Marketing Outlook 2021:
Identity, Consent & Experience

Jeremy Woodlee – Director, Google Marketing Platforms, Google
Blake Miller –
Senior Director, Product Marketing, Salesforce
Michael Klein
– Director of Retail Industry Strategy, Adobe
Thomas Allen – Director, Core Tire Digital Marketing, Bridgestone
Kim Keme – Director, Global Customer Experience & Scale, Intel
Corey Koberg – co-CEO, Cardinal Path

The myriad challenges marketers have faced in 2020 have served to shortlist a handful of urgent enterprise priorities around digital strategy. In a sea of technology, solutions, and vendors, this panel of industry leaders closes in on a set of specific short-term goals that will shape the future of online commerce and speed the path to recovery.

15 min break

2:30 PM ET | 11:30 AM PT

Enabling the Native Integration Between Salesforce Marketing Cloud and Google Analytics 360

Andy Banks – Sr. Manager, Marketing Cloud Product Management, Salesforce
Greg Poirier –
President, CloudKettle
Nick Wei – Senior Solutions Engineer, New Business, Cardinal Path

These days, it’s all about using the data you have to build more meaningful customer experiences. The Google Marketing ecosystem now connects natively into the Salesforce Marketing Cloud, allowing marketers to gain a better understanding of content performance, measure marketing attribution and improve audience activation. Attend this session to learn the step by step process of integrating your existing Google Analytics 360 instance with Salesforce Marketing Cloud to improve and accelerate your customer journeys.

3:00 PM ET | 12:00 PM PT

Going Beyond Compliance:
Top 3 Ways to Build Trust with Your Audience

Claire Feeney – Product Marketing Manager, OneTrust

As a critical part of a successful marketing strategy, privacy and compliance are a given in most organizations today. In this session, we’ll look at how innovative marketers are going further with privacy strategies to not only address compliance, but leverage opportunities to develop trust with their audiences.

3:30 PM ET | 12:30 AM PT

SEO to Fuel Digital Transformation

Paula Leaman – Associate Director, Search Engine Optimization, Cardinal Path

Adapting to the “new normal” means adapting your SEO eCommerce strategies and prioritizing this channel in crucial ways. This fast-paced session will arm you with a path forward so you know where to focus in 2021 as the world continues its shift to digital-first experiences.

4:00 PM ET | 1:00 AM PT

Identifying and Hardening Against PII in Google Analytics

John Baronello – Vice President, Digital Transformation, Cardinal Path
Lauren Norton – Director, Client Services, Cardinal Path

Eliminating personally identifiable data in analytics platforms and other digital tools is a critical task for many organizations. In this session, learn how to harden against PII, establish continuous monitoring to ensure ongoing compliance, and stand up ways to ensure your organization’s processes are not running counter to compliance efforts. You’ll hear two recent use cases that showcase how putting these recommendations into practice can deliver not only peace of mind but a more robust framework for data privacy best practices.

12:00 PM ET | 9:00 AM PT

Media Budget Evaluator: Optimize Spend Ranges Based on Historical Performance

Joe Nunziante – Vice President, Client Services, Cardinal Path

What’s the right amount of digital media spend for your business? Avoid arbitrary cuts and changes to digital media spend. Instead, evaluate actual historical performance to identify optimal spend ranges and embrace a culture of ‘informed adaptability’.

12:30 PM ET | 9:30 AM PT

Core Web Vitals: Upgrading Experiences for
Robust SEO

Faysal Ahmed – Sr. SEO Consultant, Cardinal Path

This year, Google announced that user experience metrics will become a part of their organic search ranking algorithm. In this session discover what these metrics are and how they work, and learn to identify pages on your site that have poor user experience along with recommendations for resolution.

1:00 PM ET | 10:00 AM PT

Humanizing Data: Analytics-Driven Online Experience

Anthony Mills – Associate Director, Analysis & Optimization, Cardinal Path

Consumers are more empowered today than ever before. Organizations must ensure that the data being collected and analyzed not only considers but incorporates the consumer. As data-informed marketers, we can easily lean on sterile data sets rather than doing the hard work to uncover the human warmth in the numbers. This session demonstrates a clear methodology to develop an experience ecosystem that enhances the consumer’s lifestyles and reinforces the business purpose, all while learning to better understand the human emotions hidden in the data.

1:30 PM ET | 10:30 AM PT

Keynote: Digital Marketing Outlook 2021:
Identity, Consent & Experience

Jeremy Woodlee – Director, Google Marketing Platforms, Google
Blake Miller –
Senior Director, Product Marketing, Salesforce
Michael Klein
– Director of Retail Industry Strategy, Adobe
Thomas Allen – Director, Core Tire Digital Marketing, Bridgestone
Kim Keme – Director, Global Customer Experience & Scale, Intel
Corey Koberg – co-CEO, Cardinal Path

The myriad challenges marketers have faced in 2020 have served to shortlist a handful of urgent enterprise priorities around digital strategy. In a sea of technology, solutions, and vendors, this panel of industry leaders closes in on a set of specific short-term goals that will shape the future of online commerce and speed the path to recovery.

15 min break

2:30 PM ET | 11:30 AM PT

The Reporting Maturity Path:
Creating a Data-Informed Culture

Tara Kincade – Director, Digital Intelligence, Cardinal Path

Organizations looking to grow their reporting maturity have a monumental task on their hands. This session aims to empower you with ideas and communication tools to help drive institutional change. Learn more about strategies and tactics that can help you build a strong foundation for growth, and then advance your organization into a true data culture.

3:00 PM ET | 12:00 PM PT

Enterprise Campaign Tagging:
Achieving Data Integrity and Accountability

Christine Reges – Director of Solutions Consulting, Claravine
Eric Fettman –
Director of Capabilities & Enablement, Cardinal Path

As brands adjust their marketing investments to focus on best-fit strategies for the current business climate, confidence in data is more important than ever. Campaign tagging is the unsung hero of marketing data quality and far too many organizations are working with improperly deployed and governed campaign tagging. In this practical session, learn how to get your campaign tagging in line with best practices and realize immediate benefits with data integrity and accountability across channels and agencies.

3:30 PM ET | 12:30 PM PT

Achieving Customer Centricity through
Customer Lifetime Value

Lauren Frazell – Director, Analytics & Insights, DEG

Customer lifetime value is the key to accurately predicting your customers’ next moves. Custom, predictive CLV modeling and analysis provide marketers with the information to interact empathetically with their customers by understanding when and how they are likely to next engage. DEG’s approach to CLV focuses on customers’ behavior and transaction patterns and provides a predictive view of when and how individual customers are likely to engage with your brand. We will discuss how AI-based modeling can be used to understand the profitability of your customers, as well as drive empathetic communications that build loyalty to your brand.

4:00 PM ET | 1:00 PM PT

Audience Curation and Targeting with
Google Marketing Platform (GMP)

Bryce Hufnal – Product Specialist, Audience & Measurement, Google
Feras Alhlou – CTO, Cardinal Path

GMP helps you to onboard, create, analyze and activate audiences across the full Google stack and share data across the stack (Google Analytics, Google Ads, and DV360) and beyond the stack with social or email campaigns.

In this session, learn about the types of audience-led marketing that can help you to achieve a significant marketing lift, how to stand up a structured approach to avoid mishaps, and ensure consistency across media platforms.

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