The Data Over Instinct Summit is an opportunity for marketing professionals 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.
The Data Over Instinct Summit is produced by Anvil Analytics + Insights, a St. Louis based digital and analytics agency that helps organizations find the truth in messy data and continually improve their digital return through innovation and optimization.
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 experienced 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 experienced marketing professionals, by experienced marketing professionals. 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 are an experienced marketer, then this Summit is designed for you. It 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.
Click on the images below to learn more about each speaker.
Former Chief Marketing Officer, Emerson; Adjunct Professor of Marketing Strategy, Washington University in St. Louis
Lorrie LiBrizzi is Adjunct Professor in Marketing Strategy at Washington University with over 25 years of marketing experience; most recently as the Chief Marketing Officer for Emerson’s $6B Commercial and Residential Solutions platform. As CMO, Lorrie led the platform’s marketing transformation from a traditional communications and brand function to an outcomes-based discipline including reshaping marketing insights and traditional research capabilities to encompass advanced data analytics.
Speaker/Trainer/City Champion Together Digital
Kesha Kent is a wife, mother, an Empowerment Speaker, Consultant and Training and Development leader with experience helping corporations large and small find top talent. She works with teams and individuals to get them thinking about the value in connectivity and relationships, along with a mind shift!
She has over 17 years of Human Resources Staffing, Training and Development developing recruiting strategy, training along with developing teams! She is known as an energetic, passionate influencer with an innate ability to grow individuals to their highest potential! She is a proud alum of Judson University-Bachelors, Management and Leadership and Masters-Organizational Leadership.
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.
Chief Executive Officer, LockerDome
Gabe Lozano is the co-founder and CEO of LockerDome, an advertising platform powered by its in-house AI, Neo. Built from the ground up in St. Louis, LockerDome has been profitable and cash-flow positive since Q1 2017.
Lozano is also the co-founder of GlobalHack, a nonprofit driving social impact through technology. GlobalHack organizes events that kickstart community-focused software projects and deliver accessible computer science education opportunities for kids.
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.
Senior Vice President, Marketing, Enterprise Bank
Karen Loiterstein is the Senior Vice President of Marketing at Enterprise Bank & Trust. In her role, she is responsible for corporate communication, digital strategy, product marketing, client loyalty and sales enablement. Before joining Enterprise, she held numerous marketing leadership roles in nationally recognized companies including Express Scripts, FleishmanHillard, MCI WorldCom and Willis Towers Watson.
Most recently, In 2019, Karen was recognized by SiriusDecisions with the Program of the Year award for her work redefining Sales & Marketing at Enterprise Bank. She received her MBA from the University of Missouri–St. Louis and her undergraduate degree from the University of Kansas. She serves as a Board Director with Board of Boys Hope Girls Hope St. Louis.
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.
Vice President of Analytics & Metrics, Mastercard
Craig’s interests sit at the nexus of the arts and sciences: translating results of complex analyses into compelling stories that issue clear imperatives for organizations. He has a deep-seated passion for people analytics, in particular – leveraging data and analytics to gain a deeper understanding of human capital and the conditions under which performance is optimized.
Craig has spent the last 15 years in data and analytics roles at Aetna, U.S. Bank, TD Ameritrade, Equifax, and Mastercard. He is currently the Vice President of Analytics & Metrics at Mastercard and also teaches graduate-level Statistics and Business Analytics courses in the Finance and MBA programs at Lindenwood University.
Craig received his B.S. in Computer Management and Information Systems from Southern Illinois University, a M.A. in Divinity from Missouri Baptist University, a Ph.D. in Organizational Leadership from Regent University, and completed additional graduate coursework in analytics and data science at MIT and Harvard.
When Craig isn’t mining data, he enjoys spending time with his wife and two children, playing piano and drums, distance running, and consuming leadership, social psychology and machine learning literature.
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.
Vice President, Integrated Marketing and Communications, Maryville University
In 2015, Marcia spearheaded the successful rebranding of the University taking it from hidden gem to a widely known national and regional leader in higher ed. Beginning with just one employee five years ago, she built a team of 12 who now wrangle and integrate all of Maryville’s numerous marketing and branding initiatives, including a national TV and digital marketing recruitment campaign for the University’s online degree program expansion.
Marcia is a 30-year marketing and PR veteran who acquired her expertise by working in myriad industries from nonprofit arts organizations to big tobacco to Catholic secondary education. Previously a champion of shoot-from-the-hip, go-with-your-gut marketing strategies, she is now a convert and uses data analytics to inform all (ok, most) decisions.
Associate Dean and Director, Weston Career Center at Washington University in St. Louis
Jennifer Whitten has spent nearly two decades in higher education and human resources. Her experience includes working with both undergraduate and graduate students in as an instructor and career coach. She has coached professionals at levels of their careers from entry level to executives. In her current role she manages the career services for undergraduate, specialized masters, MBA, alumni career services.
Prior to Olin, At Arizona State University, Jennifer managed career support for a portfolio of four MBA platforms, 10 masters’ platforms and alumni career services. In addition to working in higher education she was involved in creating an employee career services center for 35,000 employees within government sector.
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.
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.
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), Annie Haarmann (Ascension), Mariquita Barbieri (Carmody MacDonald)
Moderator: Jenny Bristow (Anvil Analytics + Insights)
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 in St. Louis
Panelists: Lorrie LiBrizzi (Emerson), Gabe Lozano (Lockerdome), Karen Loiterstein (Enterprise Bank & Trust)
Moderator: Jen Whitten (Washington University in 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.
Join us in the Exhibitor Hall for complimentary drinks and hors d'oeuvres and enjoy an extra opportunity to connect with fellow attendees, sponsors, and speakers!
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.