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The 2018 Digital Analytics Association NYC Symposium was held last month at the MetLife building in Manhattan. This year's speakers covered a wide array of topics ranging from using Excel to build regression models to discussing mentorship opportunities for women in analytics.

Here is a breakdown of what was covered:

• Executive Director of DAA, Marilee Yorchak, kicked off the presentations by providing an update on recent organization accomplishments, upcoming events and educational resources offered to members. It’s a nice summary. You can find her presentation here.
• Bae the Director of Analytics at Neo@Ogilvy and NY Chapter Lead presented next. Bae covered how to use Excel to build a regression model and to identify the point of diminishing returns when developing a media budget.
• Brian Donnelly from IBM then explained how AI can integrate data across multiple silos of marketing tools (e.g., web analytics, social media, VoC, etc.). Tools like Watson can sift “through an ocean of data” to identify patterns and drive marketing outcomes.
• Digital analytics veteran, Adam Greco, from Analytics Demystified walked through his favorite implementation tips and tricks. Greco provided a practical perspective on metrics to consider, resources to use (e.g., metadata, heatmaps, etc.) and how to position data leveraging financial terms to improve executives understanding of business impacts. Good stuff.
• At about the halfway point in the session, attendees participated in roundtables broken out by topic (e.g., AI-Powered Analytics, Data Integration/Onboarding). This gave each attendee an opportunity to discuss a topic important to them and exchange ideas.  
• Women in Analytics: Mentorship was next. The Director of Analytics Strategy at Blast Analytics & Marketing, Aimee Bos, introduced the topic and provided background on Women in Analytics (WiA) and what it’s working on. Valerie Kroll the Director of Digital Analytics and Optimization at UBS then moderated a panel discussing the mentoring program with two of its participants. The DAA is encouraging DAA members, both men women, to participate as mentors.
• PlaceIQ’s Drew Breunig close out the session by explaining how leveraging its technology improved its customers’ mobile targeting efficiencies by refining existing targeting methodologies and mapping marketing areas that matter (e.g., drive by marketing areas). It was a thought-provoking. You can read it here.

Of course, the event concluded with the obligatory networking opportunities accompanied by cocktails and a few laughs. Thanks again to the sponsors and MetLife for making the event a success.