Elevating Marketing Analytics to Marketing Data Science

Join the next onsite edition of KNIME Data Connect in San Diego on January 9, 2024.

See real world examples from practising marketing data scientists on how to use open-source software from KNIME to make your marketing analytics reporting more scalable and elevate your analysis into data science. Examples from this session will include:

• Using KNIME to work with Google Analytics 4 built-in nodes for KPI reporting. Elevate your analytics by incorporating outlier detection and messaging in Slack to be alerted immediately of meaningful changes in your data.
• Using KNIME to easily connect to Salesforce objects to create a “People Table” (Leads and Contacts) to make reporting easier. See examples of how we used the robust features of KNIME to build lead scoring models and conduct ideal customer profile (ICP) analysis.
• Using KNIME to build purchase propensity models, from data ingestion, transformation, feature engineering and model selection.

This will be the first in a monthly series on analyzing the customer journey from end to end using KNIME. This series was designed to share practical, real-world solutions to problems encountered by practising data scientists. In addition to technical solutions, attendees will get insight into the thought-process behind solving problems and the soft skills like presenting to stakeholders that are ultimately critical for project success.

Meet the Speakers

Dean Abbott:
Dean Abbott is President of Abbott Analytics and currently is the Bodily Bicentennial Professor in Analytics at UVA Darden School of Business. He is an internationally recognized thought leader and innovator in data science and predictive analytics with more than three decades of experience solving problems in customer analytics, fraud detection, risk modeling, text mining, survey analysis and is frequently included in lists of the top pioneering and influential data scientists in the world. Mr. Abbott is the author of Applied Predictive Analytics (Wiley, 2014, 2nd Edition forthcoming) and coauthor of The IBM SPSS Modeler Cookbook (Packt Publishing, 2013). He is a popular keynote speaker and bootcamp/workshop instructor at conferences worldwide and serves on advisory boards for the UC/Irvine Predictive Analytics and UC/San Diego Data Science Certificate programs. Mr. Abbott holds a bachelor’s degree in computational mathematics from Rensselaer Polytechnic Institute and a master’s degree in applied mathematics from the University of Virginia. (Twitter) @deanabb; (LinkedIn) https://www.linkedin.com/in/deanabbott/

Kate Bartkiewicz:
Kate is President of digData, a boutique marketing data science firm. Kate is a seasoned data-scientist with 15 years of experience working for Fortune 500s, SMEs and high-growth startups. She has extensive experience building automated analytics solutions specifically designed to surface marketing inefficiencies, key customer segments and testing opportunities, and her marketing attribution models have been used to optimize billions of marketing dollars globally. Kate also Co-Founded Clickvoyant, an analytics SaaS automating marketing analytics for small and mid-sized enterprises.
https://www.digdata.agency
https://www.linkedin.com/in/katebartkiewicz/

Address:

Room 309
Extended Studies Center
5701 Hardy Ave · San Diego, CA