1. madsconference.com • #MADSCONF
Alec Ross,
Author,
THE INDUSTRIES OF
THE FUTURE, NYT
Best Seller
J U N E 8 - 1 0 , 2 0 1 6 • Hilton, Financial District, San Francisco, CA.
Beena Ammanth,
Executive Director,
Data Science,
GE
Ian Kalin,
Chief Data Officer,
US DEPARTMENT
OF COMMERCE
Nikhil Nawathe,
Researcher,
FACEBOOK
David Plouffe,
Chief Advisor, UBER;
Senior Advisor to
President Barack
Obama (2011-2013);
Unlock Opportunity and Growth

2. madsconference.com • #MADSCONF
UNCOVER THE HUMAN
SIDE OF DATA & ANALYTICS
ABOUT THE CONFERENCE: New technologies and data processing
models have led to sharper insights and increased ROI. Big data
has become a platitude across all industries, but the challenges are
incessant. In an age where consumers demand more personalized
communications, experiences and products; and internal stakeholders
require more predictive intelligence to inform decisions, analytics
and data science have emerged as silver bullets to unlock opportunity
and growth.
The Marketing Analytics and Data Science conference is a high-level
conference that demonstrates how to deploy data science and analytics
to drive business forward and address burning new challenges.

3. madsconference.com • #MADSCONF
FEATURED
SPEAKERS
Gain Access
In today’s interconnected world, breaking
down silos and interacting with experts
across different industries and disciplines is
pivotal to success. Join us to learn, network,
and share best practices with the most influ-
ential leaders in data science and analytics.
Featured keynote speakers include:
• David Plouffe, Chief Advisor, Uber
• Beena Ammanath, Executive Director,
Data Science, GE
• Charlie Burgoyne, Principal Director
of Data Science, Frog
• Ian Kalin, Chief Data Officer,
US Department of Commerce
• Peter Fader, Professor of Marketing,
Co-director of the Wharton Customer
Analytics Initiative
Exclusive Content
Expert Workshops
Get access to laser focused, expertly curated
content and workshops on mission critical
issues, challenges and opportunities to:
• Learn about trends and powerful tools
in analytics
• Ensure data security and customer privacy
• Put customer needs and preferences
at the center of your strategy
• Understand how technological
advances will change marketing
analytics: The analytics of things,
the Internet of things and more
• Move from mass data collection,
to smart data collection
• Authentically target millennials
Attend
The holistic agenda, designed for
executives across Analytics, Data Science,
CRM, Marketing Analytics, Customer
Experience related fields will present
actionable best practices, practical case
studies, technology demos and visionary
keynotes, as well as unprecedented
opportunities to collaborate with key players
from major sectors like retail, financial
services, healthcare, technology, consumer
goods/manufacturing, academia, hospitality,
media and government.
Focus Areas: big data, predictive
analytics, data science and innovative technology,
marketing analytics moving from big to smart
data, humanization of data, the analytics of things,
Internet of Things, data integration, text analytics,
sentiment analytics, data simulators, cloud
computing and more.
David Plouffe,
Chief Advisor,
Uber
Beena Ammanth
GE
Ian Kalin
U.S. Department
of Commerce
Nikhil Nawathe,
Researcher,
Facebook
Alec Ross,
Author, The
industries of
the Future,
NYT Best
Seller
David Plouffe,
Chief Advisor, Uber;
Senior Advisor to
President Barack
Obama (2011-2013);
Campaign Manager,
2008 Obama for
President; and New
York Times Best-Selling
Author
Beena Ammanath,
Executive Director,
Data Science,
GE
Nikhil Nawathe,
Researcher,
Facebook
Ian Kalin,
Chief Data Officer,
U.S. Department
of Commerce
Vicki Draper,
Director, Consumer
Analytics Research,
Aol
Don Sexton,
Professor, Marketing
Decisions, Risk and
Operations,
Columbia University
Camille Schuster,
Professor of Marketing,
California State
University San Marcos
Edward Wild,
Snr Director Analytics,
PepsiCo
Earl Taylor,
Chief Marketing Officer,
Marketing Science
Institute
Azhar Iqbal,
Vice President and
Econometrician,
Wells Fargo
Jim Thompson,
SVP Analytics and
Audience Development,
Billboard/The
Hollywood Reporter
Eric Callahan,
Director, Performance
Analytics,
American Express
Laura Aguiar,
Senior Leader, Roche
Pharmaceutical
Research and Early
Development,
Roche Innovation
Center New York
Peter Fader,
Professor of Marketing,
The Wharton School
of the University of
Pennsylvania
Charles W. Burgoyne,
Principal Director of
Data Science,
Frog
Nancy Kazdan,
CEO,
Market Share
International
Haile Owusu,
Chief Data Scientist,
Mashable
Danfeng Li,
Director,
Alibaba group
Wayne Huang, Senior
Research Lead,
Twitter
Anna Bergmann,
Consultant-Global
Medical Customer
Analytics and Insights,
Eli Lilly and Company
Marjo Gazak, Advisor-
Global Medical
Customer Analytics and
Insights,
Eli Lilly and Company
Jean-Paul Issson,
Global VP Predictive
Analytics BI,
Monster Worldwide
Christian Heller,
Manager CRM,
Porsche Cars North
America
Hagen Radowski,
CEO,
MHP US
Dan Aversano,
Senior Vice President
of Ad Innovation
and Programmatic
Solutions, Turner
Broadcasting
Wes Chaar,
Vice President of
Analytics, Data and
Decision Sciences,
Turner Broadcasting
Amanda Ward,
Head of Insight and
Analytics,
AstraZeneca
Jennifer Nelson,
Founder and Managing
Director,
Aviants Insight
Strategy
Leslie Drate,
Social Media Manager,
US Consumer Print, HP
Tarun Dhot, Director of
Advanced Analytics,
Canadian Imperial Bank
of Commerce

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MORNING KEYNOTES
8:00 AM Welcome, Registration, Meet and Greet
8:30 AM GUILLAUME CABANE, VP of Growth, SEGMENT
Achieving 1:1 Personalization at Scale
The future of marketing is data. And the future is now. This
session will show you how to approach marketing with the
right mindset to ethically collect data and then leverage it to
create micro-audience segments. Learn how we’ve improved
activation rates at Segment, increased customer satisfaction,
and scaled our marketing efforts with data.
9:15 AM KEYNOTE: BEENA AMMANATH, Executive Director,
Data Science, GE
Industrial Internet: Building the Digital Industrial world with
Data Science
This session will demonstrate tangible operational benefits
GE realized by tightly integrating machines, networked
sensors, industrial-strength data, and software to enable
intelligent insights and affect measurable outcomes. GE cut
fuel costs, increased productivity, reduced unscheduled
maintenance and more.
10:15 AM Networking Break and Technology Demos
AFTERNOON KEYNOTES
1:00 PM KEYNOTE: NIKHIL NAWATHE, Researcher, FACEBOOK
Fueling Creative with Data
With over 1.65 billion people across the globe using
Facebook every month to connect about topics that matter
to them, it is no wonder marketers are interested in the
insights that can be gleaned from these online interactions.
In this session, learn how Facebook is using a hypothesis
driven approach to use data that can not only inspire but
inform creative strategies.
1:45 PM KEYNOTE: CHARLIE BURGOYNE, Principal Director of Data
Science, Frog
Data Driven Product Vision
Every single industry has been dramatically affected
by the era of big data and analytics. Data collation now
enables a bidirectional relationship between retailers and
their customers, yielding empirical metrics to corroborate
subjective vision. Explore how companies are using technology
to track behavior and shopping habits.
2:30 PM Breakout and ICYMI Highlights
MORNING KEYNOTES
GUILLAUMEAMMANATH
AFTERNOONKEYNOTES
NAWATHEBURGOYNE
WEDNESDAY, JUNE 8, 2016

5. BENCHMARKING, INNOVATION TRENDS TOOLS AND TECHNIQUES
10:30 AM CASE STUDY
Social Analytics: How Pepsi is Cutting Through the
Clutter Discover how PepsiCo is leveraging social
analytics to drive better decisions and outcomes.
EDWARD WILD, Senior Director, Analytics Pepsi
Beverages Company
ARI TUCHMAN, Co-Founder and President,
Quantifind
PANEL
Exploring trends in Experimentation Sense and
Respond Marketing
Learn about evolving measurement framework being
used by pilot teams to guide experimentation as part
of the Clorox initiative.
RAHUL TODKAR, Vice President, Marketing Analytics
and Enterprise Data Science at Charles Schwab
RAHUL GOEL, Global Insights Manager -Sense
Respond Marketing Measurement, Clorox
11:15 AM CASE STUDY
The next wave of analytics – from decision support
to directed decisions
Review 3 case studies where machine
learning and statistics successfully changed
business trajectories. We will show how this
analytics was different and nothing but “advanced
analytics” could have delivered the optimal
business solution.
VENU GORTI DR. KAMAL SEN, Cogitaas
WHITEBOARD
Big Data Analytics in the Cloud
How AWS does accelerate Big Data Analytics
innovation and time to insight?
ROY BEN-ALTA Business Development Manager - Big
Data Analytics, Amazon
12:00 PM Interactive Lunch
3:10 PM CASE STUDY
Taking Control of Control Groups
Learn how to simultaneously manage Universal,
Longitudinal, and Campaign level control groups to
achieve valid and actionable measurements. Uncover
the importance of executive sponsorship with
relation to “top-down” Control Group construction
preventative measures to avoid obstacles to a
successful measurement program.
ERIC CALLAHAN, Director, Performance Analytics,
American Express
Join IPSOS for this session.
3:45 PM CASE STUDY
Advancing Text Analytics in
Medical Information:
This session will review how we effectively
and efficiently utilized data captured through
customer interactions to improve the customers’
experiences.
ANNA BERGMANN, Consultant,
Global Medical Customer Analytics and Insights, Eli
Lilly and Company
DR. MARJO GAZAK, Advisor, Global Medical
Customer Analytics and Insights, Eli Lilly and Company
WHITEBOARD
Data Science in Early RD Informatics
This session will review Roche’s Data Science
Decision Support Service [DS2S] and how it’s
managed in a global environment, linked to
strategy, monitored, organized, and how process is
addressed.
LAURA AGUIAR, Senior Global Leader, Roche
Innovation Center New York
4:30 PM PANEL
Playing Detective with Data
What happens when you ask “What does the
data mean?” or “What should we do next based
upon this data?” If the analysis does not result in
actionable business it is not very helpful.
CAMILLE P SCHUSTER, Professor of Marketing at
California State University San Marcos
WHITEBOARD
Your Data Doesn’t Always Tell The Story
Your interpretation and meaning of data on an
objective/scientific level has helped you become
very valuable. Do facts give you a real competitive
advantage in selling goods and services? Why the
real goal of communication is human connection.
NANCY KAZDAN, Founder CEO, Market Share
International
5:15 PM Cocktail Networking
WEDNESDAY, JUNE 8, 2016
madsconference.com • #MADSCONF

6. madsconference.com • #MADSCONF
MORNING KEYNOTES
8:00 AM Welcome, Registration, Meet and Greet
9:00 AM KEYNOTE: IAN KALIN, Chief Data Officer of the
US Department of Commerce
Department of Commerce as “America’s Data Agency”
The Federal government has a mission to maximize the positive
impacts of its data. With strategic objectives of fueling economic
growth and creating a data-driven government, Commerce data
fuels jobs and saves lives.
9:45 AM KEYNOTE: DAVID PLOUFFE, Chief Advisor, Uber; Senior Advisor to
President Barack Obama (2011-2013); Campaign Manager, 2008
Obama for President; and New York Times Best-Selling Author
Big Data: Knowing Instead of Guessing
10:30 AM Networking Break and Technology Demos
AFTERNOON KEYNOTES
1:30 PM KEYNOTE: JANE BUCKINGHAM, Founder CEO, Trendera
bestselling author
Deciphering Generations X, Y and V: How to Understand Next
Generations and their Trends for guaranteed reach
By understanding the next generations and emerging trends,
you will be better prepared to reach your intended audience and
achieve desired results. This presentation will offer insights, data,
and action steps for marketing to Generations X, Y, and V.
2:15 PM KEYNOTE: JEAN-PAUL ISSON, Global VP Predictive Analytics BI,
Monster Worldwide
People Analytics in the Era of Big Data
This session will change the way you attract, acquire, develop
and promote top talent and share the 7 pillars of people analytics
success (how to compete and win with People Analytics).
3:00 PM Breakout and ICYMI Highlights
MORNING KEYNOTES
KALINPLOUFFE
AFTERNOONKEYNOTES
BUCKINGHAMISSON
THURSDAY, JUNE 9, 2016

7. madsconference.com • #MADSCONF
THURSDAY, JUNE 9, 2016
BENCHMARKING, INNOVATION TRENDS TOOLS AND TECHNIQUES
11:00 AM WHITEBOARD
Capturing Attention in a… ‘what was that?’
As the internet races closer to making the answer
to every knowable question immediately available,
more has become less. How do media publishers
connect with people increasingly paralyzed by the
paradox of choice? The answer resides in our brain
and what it’s craving
JIM THOMPSON, SVP Analytics, and Audience
Development, Billboard/The Hollywood Reporter
CASE STUDY
What’s the Story with Big Data?
In contrast to claims about the purely inductive
and theory-free nature of big data analytics,
“unstructured data” is often highly-structured.
The key to understanding sequential structuring
is “abductive inference.”You need stories to
communicate insights from data but sometimes
stories are the data.
EARL TAYLOR, Chief Marketing Officer, Marketing
Science Institute
11:45 AM CASE STUDY
Winning the Loyalty War in the age of Big Data?
For the analytically inclined, this talk focuses on
techniques that enable fast analytics using this data.
For the strategically inclined, this talk focuses on
how effective use of data can help monetize loyalty
allowing them to build smarter strategies.
TARUN DHOT, Director of Advanced Analytics,
Canadian Imperial Bank of Commerce
WHITEBOARD
The Missing Metrics Link: What Digital KPIs Don’t
Tell Us About Shopper Behavior
AOL’s latest shopping research reveals how digital
KPIs don’t tell the full story when it comes to
online shopping. Emotion drives online shopping
more than utility, but traditional digital metrics
are not good at capturing emotion so must be
reimagined to better measure shopper intent.
VICKI DRAPER, Director, Consumer Analytics
Research, AOL
12:30 PM Interactive Lunch
3:45 PM WHITEBOARD
Get More Whales Out of Your Mobile Game Players
Monetization became more and more important
for mobile game industry. Gain insights to help
developers to convert more players to whales.
DANFENG LI, Director, Ali Baba
WHITEBOARD
CSF: The Most Important Metric You’ve Never Used
Learn how to use CSF to determien short-run and
long-run marketing strategy for pricing, positioning,
and communications.
DON SEXTON, Professor of Marketing and Decision
Risk, Columbia University
4:30 PM WHITEBOARD
How Analytics Supports Technology at Macys.com
Learn how Macys.com uses marketing analytics to
support the technology development team.
KELLY PETERSON, Marketing Analyst, Web
Analytics, Macys
CASE STUDY
Innovation in Sales Force Targeting and Differential
Messaging Using Replicate Models to Fill Data Gap
Uncover innovative replicates method for
conquering APLD incompleteness yielding more
targeted, richly informed target lists and differential
messaging.
BRAD BERNSTEIN, Brand Insight Director
AstraZeneca
JENNIFER NELSON, Managing Director, Aviants
Insight Strategy
5:15 PM Cocktail Networking

8. madsconference.com • #MADSCONF
MORNING KEYNOTES
8:00 AM Welcome, Registration, Meet and Greet
8:30 AM KEYNOTE: HAILE OWUSU, Chief Data Scientist, Mashable
Understanding Behavior Through Graph Dynamics
This session will share the importance of graph theory and graph
dynamics to understanding audience behavior using a case study
in modern publishing.
9:00 AM KEYNOTE: ALEC ROSS, Author, The industries of the Future, NY
Times Best Seller
Foreseeing the Next Big Innovations and Marketplace Risks
The next ten years are going to be even more disruptive than
the last. What are the industries and businesses that are going to
shake the marketplace? From cyber security and crypto currency
to the life sciences and robotics, Ross describes the changes
which are going to impact our future, for better or for worse
9:45 AM KEYNOTE: PETER FADER, Professor of Marketing, Wharton
Customer Analytics Initiative
Customer Valuation: the time is now!
Marketers have been throwing around terms such as CLV, LTV,
and other labels for customer valuation. But besides a few
notable applications it has been mostly “cheap talk” – Learn how
companies have used customer valuation in surprising ways and
with compelling results.
10:30 AM Networking Break and Technology Demos
AFTERNOON KEYNOTES
1:45 PM KEYNOTE: WAYNE Y. HUANG, Senior Research Lead, Twitter
Measuring the Value of Customer Service for Brands
In this session, Wayne explains the use of Tweets and a
novel application of conjoint analysis to measure the value of
providing good customer service. interaction with that brand.
2:30 PM KEYNOTE: LESLIE DRATE, Social Media Manager, US Consumer
Print, HP
Data-Driven Social Media
Join this workshop to demystify how data can work for your
business, and see real-life examples of how data will change
what social media means to you.
3:15 PM Closing Reception
ROSSFADER
AFTERNOONKEYNOTES
HUANGDRATE
FRIDAY, JUNE 10, 2016
MORNING KEYNOTES
OWUSU

9. BENCHMARKING, INNOVATION TRENDS TOOLS AND TECHNIQUES
11:00 AM WHITEBOARD
Macroeconomic Forecasting, Consensus, and
Individual Forecaster
A Real-Time Approach a real-time short-term
macroeconomic forecasting approach that offers
several advantages over conventional short-term
forecasting procedures.
The approach produces more accurate real-time
forecasts compared to those of the Bloomberg
real-time consensus forecast, on average, for major
macroeconomic variables.
AZHAR IQBAL, Director and Econometrician,
Wells Fargo
PANEL
Security and Big Data trends
MAZHAR HUSSAIN, Executive Leader, Big Data and
Analytics Software and Services,
Hewlett-Packard
11:45 AM CASE STUDY
Unlocking the TV Future’s Market
Learn how Turner is cracking the TV Futures market
by using predictive analytics to advance audience
targeting and optimization to drive greater
outcomes for Turner’s clients across the company
portfolio-wide.
DAN AVERSANO, Senior Vice President, ad
innovation and programmatic solutions,
Turner Ad Sales
WES CHAAR, Vice President, analytics, Data and
Decision Sciences,Turner Ad Sales
CASE STUDY
Building New Businesses With Data
Learn how analytical power is building new
business based on new data. Applying the power of
complex predictive analytics models on Big Data we
tackled the inherent challenge of coming up with
powerful business use cases that easily would justify
related investments.
CHRISTIAN HELLER, Manager CRM, Porsche Cars
North America
KATJA SUENTZENICH, Senior Manager, Practice Lead
Customer Experience and Connected Car
12:30 PM Interactive Lunch
1:15 PM CASE STUDY
Brand Expansions Fueled by Leading Edge Analytics
In this session, Wayne explains the use of Tweets
and a novel application of conjoint analysis to
measure the value of providing good customer
service. Interaction with that brand.
RANDY WHEELER, Director Advanced Analytics,
CCSI, Big Heart Pet Brands
Session TBD
Get Involved
To explore sponsorship and exhibit opportunities, contact Jeff Jordan at
jjordan@iirusa.com or 646-895-7422.
For media partnerships and press coverage, contact Kevin Schlear at
kschlear@iirusa.com or 646-895-7309.
FRIDAY, JUNE 10, 2016
madsconference.com • #MADSCONF
Thank You to Our Sponsors Thank You to Our Media Partners

10. Payments
Payment due within 30 days of registering.
If registering within 30 days of the event,
payment is due immediately. Payments
may be made by check, Visa, MasterCard,
Discover, Diners Club or American Express.
Make all checks payable to the “Institute
for International Research, Inc.” and write
the name of the delegate(s) on the face of
the check, as well as our reference code:
M2808. If payment has not been received
prior to registration the morning of the
conference, a credit card hold will be
required.
Date Venue
June 8-10, 2016, Hilton, Financial District,
San Francisco, CA. Reservations can be
made directly with the venue by calling
800.424.8292. The group room rate is $
319
plus tax per night, and is valid until May 16,
2016. Mention group code “Marketing
Analytics” when making reservations to
receive the discounted rate.
Cancellation Policy
If, for any reason, IIR decides to cancel
this conference, IIR does not accept
responsibility for covering airfare, hotel
or other costs incurred by the registrants.
Program subject to change.
Auxiliary Aid
Any disabled individual desiring an auxiliary
aid for this conference should notify IIR at
least 3 weeks prior to the conference in
writing, by faxing 212.661.6045.
Incorrect Mailing
Information
If you are receiving multiple mailings,
have updated information or would like
to be removed from our database, please
contact our database departments at
646.895.7417. Keep in mind amendments
can take up to 6 weeks.
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