The Data Over Instinct Summit is an opportunity for senior-level marketing leaders to gather and exchange real-world insights and practical advice around the rapidly evolving fields of data analytics, business intelligence, and digital marketing technology. It’s designed for leaders with more traditional marketing backgrounds who are ready to integrate analytics and business intelligence into their decision-making process in a meaningful way.
Speakers at the Data Over Instinct Summit have successfully used data to reshape the way their businesses operate. You’ll learn from leaders who’ve steered digital transformations and hear their firsthand insights. You’ll come away with real examples of effective data-driven strategies.1
This Summit is specifically for senior-level marketers, so you will be surrounded by other experienced leaders who are just as focused as you are on using data to help grow their businesses. Your Summit ticket includes an on-site breakfast and lunch, so everyone will have plenty of time to connect.3
You’ll return to work with a refreshed perspective and detailed notes on techniques and tools that you can apply right away. Topics will address questions such as building an internal analytics team versus outsourcing, how to build a 3+ year BI growth plan, and many more.2
The Data Over Instinct Summit is designed for marketing leaders, by marketing leaders. We know you’re not looking for sales pitches or theoretical fluff, and the content is designed for professionals with more traditional marketing versus highly technical backgrounds.4
If you’re a CMO, Marketing Director, Marketing Manager, or Senior Strategist, then this Summit is designed for you. The Summit is structured for experienced decision makers who manage a marketing budget and want better insight into their analytics data, measurement tools, and campaign performance but aren’t sure where to start. Content will be geared towards leaders with more traditional (marketing, communications and PR) backgrounds who are ready to build a data-driven decision culture.
More speakers to be announced soon!
(click on the images below to learn more about each speaker)
Senior Director of Experience Optimization, Ascension
Annie Haarmann finds the most joy working with others to solve perplexing challenges, which led her to a career in one of the most complicated industries – healthcare. Keeping a strategic focus on the consumer healthcare experience, Annie bridges the divide between strategy, marketing, analytics and IT. In her current position, Annie leads a national digital team and oversees the implementation and ongoing optimization of analytics that enable objective performance measurement.
Principal, Carmody MacDonald
A Principal at Carmody Macdonald, Mariquita Barbieri concentrates her practice in the areas of general corporate law, mergers and acquisitions, corporate reorganizations and strategy, real estate, distribution and restructuring agreements, purchase and supply agreements, regulatory compliance, technology licensing and intellectual property matters, and other complex commercial transactions. She has deep experience in online privacy, critical compliance matters, social media, eCommerce, and more.
CEO, Anvil Analytics + Insights
Jenny Bristow is the CEO and Co-Founder of Anvil Analytics + Insights, a digital + analytics agency located in St. Louis, Missouri. Prior to starting Anvil, Jenny launched, grew and sold a digital agency in Seattle, Washington and worked at Amazon.com. She was named one of St. Louis Business Journal’s 30 under 30, won a Stevie Award for Female Entrepreneur of the Year in 2018 and speaks regularly at industry and local events.
VP of Marketing + Technology, EyePromise
Brad is the VP Esports + Technology at EyePromise.
He is recognized as a data-focused creative technologist, he leads his teams through the cultural and digital changes needed to stay innovative. Brad is currently focused on the launch of ‘Screen Shield’, the first supplement line focused on eye strain relief, protection and vision improvement for high screen time users of all ages.
CEO, Atomic Revenue
Tara Kinney is the CEO of Atomic Revenue, a consulting firm that is fundamentally changing the way companies approach revenue production and profit stability. On top of being an executive, Tara is a keynote speaker, board member, and writer striving to educate the business world on the importance of Revenue Operations.
Director, Analytics + Decision Science, Anvil Analytics + Insights
Brett uses analytics to help clients put all the pieces together—from identifying KPIs to finding the right data to measure those KPIs and then collecting that data. He’s been in digital marketing for 8+ years and brings analytics leadership to the Anvil team. If he’s not drilling into data, he’s probably hanging with his kids or maybe playing some D&D.
Chief Marketing Officer, DH Pace
Trice Alford is the CMO for DH Pace Company, a national door and dock equipment distributor located in the Kansas City area. The company specializes is residential and commercial door and dock products and partners with some of the largest companies in the country including Walmart, Target, UPS, Fedex, and Amazon. Prior to leading marketing at DH Pace Company, Trice lead digital marketing efforts at VML a leading digital marketing company, where he collaborated digital marketing initiatives for Ford Motor Company, Sam’s Club, and International Truck.
Today, marketing leaders are also expected to understand analytics and measurement, but frankly, most education available is too technical and focused on the team implementing the work versus the individual managing the process.
To kick off our event, Jenny will present Analytics 101 to create a baseline of understanding for attendees around the differences between reports, analytics and business intelligence. We will discuss the role each plays in the measurement process and a few technical terms and procedures leaders need to understand to effectively manage an implementation with their team or agency partner. This is a great session to get you ready for more in-depth conversations throughout the day.
With so much data available from so many different sources, research and decisions have never been more complex. Instead of a world with no data, gut instinct, and spaghetti-on-the-wall strategies we now have vanity metrics, data manipulation, and KPI conflicts. Where's the happy medium? How can we as leaders get the right level of data to the right people within our organizations and help them use it to compete, achieve, and advance in ways that are impossible in both an under-data or over-data environment?
In this talk, we will discuss the difference between tactical level, managerial level, executive level, and board level metrics, as well as why the wrong metrics in the hands of the wrong people cause more problems and lead to lower performance. Finally, once you have identified the right data access for each level within your organization, how do you make it real without adding another full-time position with the sole responsibility of compiling and reporting data — an expensive but common proposition? We will talk data process, data culture, and data automation so that proper data can support appropriate budgets and produce accolades from your executive team, led by the CFO who now fully understands the importance of investing in your impactful marketing and sales initiatives. The right data leads to bigger budgets, and your CFO will love you for it!
While data collection for analytics is a difficult task in any industry, healthcare has an additional layer of compliance that makes the task especially daunting. Hear from Ascension’s Annie Haarmann about the key regulations that marketing leaders need to be aware of in all industries, and especially within healthcare, about data collection and aggregation.
Panelists: Marcia Sullivan (Maryville University), Brad Hogenmiller (EyePromise), Trice Alford (DH Pace), Annie Haarmann (Ascension), Mariquita Barbieri (Carmody MacDonald)
Implementing a data-driven decision-making process within your marketing organization can seem simple on paper, but there are many obstacles you could experience once you begin. Hear from senior marketing leaders in four different industries (healthcare, education, e-commerce, and home services) on this panel where we will discuss what was (kind of) easy in the process, the unexpected hurdles they experienced, the political and educational learning curves, the data collection compliance issues and the tangible benefits they have seen within their organizations to date.
Most of the time, data is communicated in simple formats such as single metrics, lists, and tables. This data has less structure than complex data like scatter plots, time series, and histograms. Simple data also gets less attention and less respect than complex data. The truth is, complex data visualizations are often intimidating for many people, and they take time to understand. However, sharing critical metrics with your board of directors doesn't have to be that difficult or scary. In this session, you'll learn how to streamline your visualizations for simple and compelling data storytelling that will win over your leadership team and drive trust for critical organizational data.
Sponsored by: Washington University St. Louis
When a company embarks on implementing a more robust analytics or business intelligence tool, one of the first questions to answer is whether to build an internal BI/analytics team or outsource the task to an agency. In this panel, we will explore both paths, including the pros and cons and expected costs of each, as well as 3-5 year strategies for growth on each path. If building an internal team, we will discuss which roles to hire first (along with anticipated salary ranges), as well as ways to leverage agency partner(s) in the most effective way possible. This is a must-attend session if your organization is considering building an internal team or hiring an agency to manage your measurement needs.
4220 Duncan Ave #101, St. Louis, MO 63110
Innovation Hall is the St. Louis region’s first civic innovation center and serves as the living room of St. Louis’ innovation community: a place where people can work, exchange knowledge, build meaningful relationships, and make their ideas happen.