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Engage. Analyze. Grow.

Share ideas and best practices to drive profitability with analytics



New Orleans | October 18-21, 2015 | The Hyatt

Sunday, October 18, 2015
6:00-7:00pm Opening Reception
7:00-9:00 pm Member & Sponsor Reception
Monday, October 19, 2015
8:00-9:00am Breakfast
9:00-9:20am Welcome
9:20-10:10am Keynote
Content Optimization from the Publisher's Perspective
For 17 years, Joseph has been a manager, marketer, researcher, database analyst, and lead business developer. He has also wired together all the data he can get his hands on to help grow readership, inform advertisers and support the editorial and sales teams. Leveraging circulation analytics, niche product development, CRM systems, survey analysis, GIS and spatial analytics, database profiling and audience segmentation, Joseph has created a future where the newspaper is not dead and the knowledge generated from the data is a source of pride - and revenue.

Joseph Gordon
Director of Research
The San Diego Union-Tribune
10:10-10:40am Break
Re-caffeinate and connect with fellow MAS attendees.
10:45am-11:50am Subject Matter Selection
11:50am-1:00pm Lunch
1:00-1:40pm Discussion Session
Return Path Data aka Subscriber Data
As Canadian and American regulators are becoming more lenient in letting cable owners to access subscriber's info which will allow more direct advertising/marketing, does this signal the end of Numeris (Canada) or Nielsen (USA)? What are the dos and don'ts in data usage, including Post-analysis? How would one go about establishing another rate card, perhaps, in co-existence with the official rating-based card?

Daniel Limawan
Western Research Manager
Shaw Media Canada
1:00-1:40pm Discussion Session
Parsing Social Traffic for its Predictive Powers
What are the best ways to study social as a source of traffic? Can it be used to better understand digital user engagement and retention patterns? Can it predict likelihood-to-return based on first session sources and site activities? Michelle shares her experience at NPR using Google Analytics tools like segmentation, custom dimensions, cohort analysis and BigQuery as an example and opens the floor to discuss how others are taking advantage of this particular data set.

Michelle Bellettiere
Senior Manager of Digital Analytics
NPR Digital Services (invited)
1:50-2:30pm Discussion Session
Mobile Usability vs. Monetization
As we create compelling content and focus on building readership habits, what's the best way to incorporate monetization goals in a mobile environment? How do we present our content on mobile when usage patterns are different than desktop? How do we effectively create a great mobile user experience while hitting our monetization goals via our ads/sponsorships?

Garrison Cummings
Business Intelligence Manager
Green Bay Packers
1:50-2:30pm Discussion Session
Potaytoh / Potahtoh - Mixing Digital Analytics and Linear Research
What's the best way for the Digital Analytics team to collaborate/integrate/support/lead the linear research team? We speak different languages and often have different skill sets, but our worlds are rapidly colliding. This discussion surfaces learning moments that point to best practices.

Amy Sample
Senior Director, Digital Analytics
PBS Digital
2:30-3:00pm Break
Re-caffeinate and connect with fellow MAS attendees.
3:00-3:40pm Discussion Session
Optimizing Content for the Best User Experience
Content optimization requires correlating the media platform (display, mobile, tablet, OTT) with the specific target audience at the right time and in the right context. What type of data is best to collect and consider for this purpose and is it reliable? How can we best utilize this information to make it enticing to advertisers, and, in turn, optimize towards the most effective targets?

Christian Borgonia
Lead Account Executive, Performance Analytics
Bloomberg Media Group
3:00-3:40pm Discussion Session
What's on Your Mind?
This session topic will be determined by those who register.
This session topic will be determined by those who register.
What does your management team still not get? Wouldn't you like to talk about how others have secured more funding?
3:50-4:30pm Panel & Wrap Up
4:40-6:00pm Free time
6:00-7:00pm Speed Dating
7:00-9:00pm Networking Dinner
Tuesday, October 20, 2015
8:00-9:00am Breakfast
9:00-9:10am Welcome
9:10-10:00am Keynote
Changing the Playing Field
Over the last few years, POLITICO has changed how media partners drive messaging and deliver content. POLITICO developed and integrated new advertising strategies to provide in-depth audience analytics, grow ways in which advertisers can reach highly sought after influencers, and pushed back against market advertising prices that were continually decreasing. Jeff describes how they use data and analytics to drive campaigns and build highly targetable audiences based on behavioral insights and discusses sponsorships of issue-based newsletter content and editorial series, as well as building out POLITICO Audience Exchange for programmatic targeting.

Jeff Daker
Director of Campaigns
POLITICO
10:00-10:30am Day Planning
10:30-10:50am Break
Re-caffeinate and connect with fellow MAS attendees.
10:50-11:30am Discussion Session
Challenges of Measuring Distributed Content

What are the best ways to measure content that does not live on a publishers site? What are the engagement metrics? How should we optimize content delivery? Does it cannibalize traffic to the publisher site? Does it even make financial sense to be on platforms like Facebook’s Instant Articles, Snapchat Discover, the Apple News app, not to mention, YouTube, Instagram and Vine?

Justin Barton
Senior Director, Digital Insights & Research
Viacom
10:50-11:30am Discussion Session
Can We Increase Depth of Web Visit on Smartphones? 

What are the one or two actions you'd like your visitor to take after arriving at your mobile website? Admit it - we all have a mobile problem. Now that that is clear, what can be done to address it, measure it, and improve the experience? Let's discuss ways to approach mobile differently and uncover what matters most. As Smartphone traffic to your website continues to grow, what efforts can we take to enhance the user experience and bring success metrics more in line with that of the desktop experience?

Todd Schauman
Manager - Digital Analytics & Optimization
Christian Science Monitor
11:40am-12:20pm Discussion Session
Five Minutes to Present Five Key Revenue Insights for Media Publishers

What's the best way to present revenue insights to executives so that different views can bring different insights? This session is designed to crowdsource 5 key insights that can be delivered in 5 minutes and help the audience (executives) have a clear idea of key positive and negative revenue drivers. Take home more efficient and effective communications on analytics results.

Sylvia Ho
Director, Planning and Analytics
The Weather Channel
11:40am-12:20pm Discussion Session
What's on Your Mind?

This session topic will be determined by those who register. Are you analyzing the right data? Do you know what data you have?
12:20-1:20pm Lunch
Free Afternoon & Evening to Enjoy New Orleans
Wednesday, October 21, 2015
8:00-9:00am Breakfast
9:00-9:20am Welcome
9:30-10:10am Discussion Session
Moving Away from Overcomplexification (proposed)
From dashboards to reports to alerts to PowerPoint to interactive Tableau visualizations, we have a plethora of ways to disseminate and complicate insights from data. How much should a digital analyst share? How much detail is appropriate at what level/role in the organization? Is data democratization advisable in a company that is not 'digital first'?
9:30-10:10am Discussion Session
What's on Your Mind?
This session topic will be determined by those who register.
What does your management team still not get? Wouldn't you like to talk about how others have secured more funding?
10:10-10:30am Break
Re-caffeinate and connect with fellow MAS attendees.
10:30-11:10am Discussion Session
Measuring Video Across Platforms (proposed)
Merging TV and digital data without the "help" of Nielsen & comScore. What metrics or calculations are being used to combine the data? What tools are being used? How do gauge how well an episode or series performs across platforms?
10:30-11:10am Discussion Session
Synchronized Swimming (proposed)
How are people benchmarking content items that go live on different launch dates? As episode windowing varies across platforms distribution channels, how do you align Day 0 and make it accessible to the casual data users in the organization?
11:20am-12:00pm Discussion Session
Segmentation in All Things (proposed)
Down with averages! We know our audience is made up of a variety of individuals in subgroups. What tools are being used to parse out the data and easily view the distribution of metrics. Is there something simpler than predictive analytics clustering methodologies to provide this access to Adobe data for casual data users?
11:20am-12:00pm Discussion Session
What's on Your Mind?
This session topic will be determined by those who register.
Are you analyzing the right data? Do you know what data you have?
12:00-12:30pm Wrap Up
Sunday, October 18, 2015
6:00-7:00pm Opening Reception
7:00-9:00 pm Member & Sponsor Reception
Monday, October 19, 2015
8:00-9:00am Breakfast
9:00-9:20am Welcome
9:20-10:10am Keynote
Content Optimization from the Publisher's Perspective
For 17 years, Joseph has been a manager, marketer, researcher, database analyst, and lead business developer. He has also wired together all the data he can get his hands on to help grow readership, inform advertisers and support the editorial and sales teams. Leveraging circulation analytics, niche product development, CRM systems, survey analysis, GIS and spatial analytics, database profiling and audience segmentation, Joseph has created a future where the newspaper is not dead and the knowledge generated from the data is a source of pride - and revenue.

Joseph Gordon
Director of Research
The San Diego Union-Tribune
10:10-10:40am Break
Re-caffeinate and connect with fellow MAS attendees.
10:45am-11:50am Subject Matter Selection
11:50am-1:00pm Lunch
1:00-1:40pm Discussion Session
Return Path Data aka Subscriber Data
As Canadian and American regulators are becoming more lenient in letting cable owners to access subscriber's info which will allow more direct advertising/marketing, does this signal the end of Numeris (Canada) or Nielsen (USA)? What are the dos and don'ts in data usage, including Post-analysis? How would one go about establishing another rate card, perhaps, in co-existence with the official rating-based card?

Daniel Limawan
Western Research Manager
Shaw Media Canada
1:00-1:40pm Discussion Session
Parsing Social Traffic for its Predictive Powers
What are the best ways to study social as a source of traffic? Can it be used to better understand digital user engagement and retention patterns? Can it predict likelihood-to-return based on first session sources and site activities? Michelle shares her experience at NPR using Google Analytics tools like segmentation, custom dimensions, cohort analysis and BigQuery as an example and opens the floor to discuss how others are taking advantage of this particular data set.

Michelle Bellettiere
Senior Manager of Digital Analytics
NPR Digital Services (invited)
1:50-2:30pm Discussion Session
Mobile Usability vs. Monetization
As we create compelling content and focus on building readership habits, what's the best way to incorporate monetization goals in a mobile environment? How do we present our content on mobile when usage patterns are different than desktop? How do we effectively create a great mobile user experience while hitting our monetization goals via our ads/sponsorships?

Garrison Cummings
Business Intelligence Manager
Green Bay Packers
1:50-2:30pm Discussion Session
Potaytoh / Potahtoh - Mixing Digital Analytics and Linear Research
What's the best way for the Digital Analytics team to collaborate/integrate/support/lead the linear research team? We speak different languages and often have different skill sets, but our worlds are rapidly colliding. This discussion surfaces learning moments that point to best practices.

Amy Sample
Senior Director, Digital Analytics
PBS Digital
2:30-3:00pm Break
Re-caffeinate and connect with fellow MAS attendees.
3:00-3:40pm Discussion Session
Optimizing Content for the Best User Experience
Content optimization requires correlating the media platform (display, mobile, tablet, OTT) with the specific target audience at the right time and in the right context. What type of data is best to collect and consider for this purpose and is it reliable? How can we best utilize this information to make it enticing to advertisers, and, in turn, optimize towards the most effective targets?

Christian Borgonia
Lead Account Executive, Performance Analytics
Bloomberg Media Group
3:00-3:40pm Discussion Session
What's on Your Mind?
This session topic will be determined by those who register.
This session topic will be determined by those who register.
What does your management team still not get? Wouldn't you like to talk about how others have secured more funding?
3:50-4:30pm Panel & Wrap Up
4:40-6:00pm Free time
6:00-7:00pm Speed Dating
7:00-9:00pm Networking Dinner
Tuesday, October 20, 2015
8:00-9:00am Breakfast
9:00-9:10am Welcome
9:10-10:00am Keynote
Changing the Playing Field
Over the last few years, POLITICO has changed how media partners drive messaging and deliver content. POLITICO developed and integrated new advertising strategies to provide in-depth audience analytics, grow ways in which advertisers can reach highly sought after influencers, and pushed back against market advertising prices that were continually decreasing. Jeff describes how they use data and analytics to drive campaigns and build highly targetable audiences based on behavioral insights and discusses sponsorships of issue-based newsletter content and editorial series, as well as building out POLITICO Audience Exchange for programmatic targeting.

Jeff Daker
Director of Campaigns
POLITICO
10:00-10:30am Day Planning
10:30-10:50am Break
Re-caffeinate and connect with fellow MAS attendees.
10:50-11:30am Discussion Session
Challenges of Measuring Distributed Content

What are the best ways to measure content that does not live on a publishers site? What are the engagement metrics? How should we optimize content delivery? Does it cannibalize traffic to the publisher site? Does it even make financial sense to be on platforms like Facebook’s Instant Articles, Snapchat Discover, the Apple News app, not to mention, YouTube, Instagram and Vine?

Justin Barton
Senior Director, Digital Insights & Research
Viacom
10:50-11:30am Discussion Session
Can We Increase Depth of Web Visit on Smartphones? 

What are the one or two actions you'd like your visitor to take after arriving at your mobile website? Admit it - we all have a mobile problem. Now that that is clear, what can be done to address it, measure it, and improve the experience? Let's discuss ways to approach mobile differently and uncover what matters most. As Smartphone traffic to your website continues to grow, what efforts can we take to enhance the user experience and bring success metrics more in line with that of the desktop experience?

Todd Schauman
Manager - Digital Analytics & Optimization
Christian Science Monitor
11:40am-12:20pm Discussion Session
Five Minutes to Present Five Key Revenue Insights for Media Publishers

What's the best way to present revenue insights to executives so that different views can bring different insights? This session is designed to crowdsource 5 key insights that can be delivered in 5 minutes and help the audience (executives) have a clear idea of key positive and negative revenue drivers. Take home more efficient and effective communications on analytics results.

Sylvia Ho
Director, Planning and Analytics
The Weather Channel
11:40am-12:20pm Discussion Session
What's on Your Mind?

This session topic will be determined by those who register. Are you analyzing the right data? Do you know what data you have?
12:20-1:20pm Lunch
Free Afternoon & Evening to Enjoy New Orleans
Wednesday, October 21, 2015
8:00-9:00am Breakfast
9:00-9:20am Welcome
9:30-10:10am Discussion Session
Moving Away from Overcomplexification (proposed)
From dashboards to reports to alerts to PowerPoint to interactive Tableau visualizations, we have a plethora of ways to disseminate and complicate insights from data. How much should a digital analyst share? How much detail is appropriate at what level/role in the organization? Is data democratization advisable in a company that is not 'digital first'?
9:30-10:10am Discussion Session
What's on Your Mind?
This session topic will be determined by those who register.
What does your management team still not get? Wouldn't you like to talk about how others have secured more funding?
10:10-10:30am Break
Re-caffeinate and connect with fellow MAS attendees.
10:30-11:10am Discussion Session
Measuring Video Across Platforms (proposed)
Merging TV and digital data without the "help" of Nielsen & comScore. What metrics or calculations are being used to combine the data? What tools are being used? How do gauge how well an episode or series performs across platforms?
10:30-11:10am Discussion Session
Synchronized Swimming (proposed)
How are people benchmarking content items that go live on different launch dates? As episode windowing varies across platforms distribution channels, how do you align Day 0 and make it accessible to the casual data users in the organization?
11:20am-12:00pm Discussion Session
Segmentation in All Things (proposed)
Down with averages! We know our audience is made up of a variety of individuals in subgroups. What tools are being used to parse out the data and easily view the distribution of metrics. Is there something simpler than predictive analytics clustering methodologies to provide this access to Adobe data for casual data users?
11:20am-12:00pm Discussion Session
What's on Your Mind?
This session topic will be determined by those who register.
Are you analyzing the right data? Do you know what data you have?
12:00-12:30pm Wrap Up