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Learn How to Turn Complex Data into Actionable Outcomes at the DAA Symposium in Washington, D.C., June 5

Two half-day events that will show analytics and marketing professionals how to use their data to drive real action and tell attention-getting stories will take place on June 5 in Arlington, Virginia, at the Artisphere, hosted by the Digital Analytics Association (DAA).

The first in a series of Storytelling Workshops for digital analysts starts at 9 a.m. A Symposium on the theme "Getting to Simple: Turning Complex Data into Actionable Outcomes" starts at 12:30 p.m., followed by a reception for attendees. The DAA full-day Base Camp workshops will also be offered on June 4 and 6.

At the Symposium, DAA members and non-members who want to move past the tactical basics of counting retweets, tracking email campaigns, and adding up conversions are invited to learn higher-level strategies for collecting data, such as bringing together multiple data channels, and other ways to create a compelling data narrative and make a difference in site performance.

These topics and more will be addressed by expert speakers; there will also be an exhibitors' showcase, along with opportunities for attendees to connect informally with like-minded local professionals. The registration fee for the Symposium is $25 for DAA members and $75 for non-members. More information and registration for the event are available on the DAA website.

Symposium topics and speakers include:

  • Using Multiple Data to Find Actionable Moments -- Bill Tancer, Experian Hitwise
  • Top 10 Ways Analytics Changed My Marketing Strategy -- Amy Ganderson & Amy Bastian, The Nature Conservancy
  • Panel: Multi-channel Analytics -- Perspectives from a Brand, an Agency, and a Vendor
    Moderator: Brendan Curley, ForeSee
    Panelists: Steve Harris, Capital One; Aaron Maass, Maass Media; Phil Gross, Visual IQ
  • Audiences Still Search. A Lot. How to Use Search Data to Understand Them and Ensure You're Really Solving Their Problems -- Vanessa Fox, author
  • CSC's Journey to Digital Marketing Best Practices -- Nick Panayi, CSC

This event is supported by DAA One-star sponsors Adobe, Domo and Visual IQ; and by Partner sponsor ForeSee.

Storytelling Workshop
Digital analytics professionals who want to learn how to tell compelling stories with their data – ones that will capture high-level managers' attention – are invited to sign up for the DAA's new Storytelling Workshop, 9 a.m. until noon on June 5, also at the Artisphere. Storytelling is a popular concept in data analysis, but it’s one thing to understand the value of crafting persuasive and factual stories from collected data, and yet another to know how to do it. Workshop attendees will learn how to avoid common storytelling mistakes, as well as the right way to tell stories based on data.

Storytelling instructor is Meta S. Brown, who translates analytics into plain English and who has helped organizations across the globe increase their profits with the help of statistics, data mining and text mining. She is the author of Data Mining for Dummies. Workshop registration is $295 for DAA members and $395 for non-members.

Education is an important part of the DAA's mission to help organizations illuminate and overcome the challenges of data acquisition, exploration, deduction and application.

In addition to its Symposiums and new Storytelling Workshops, the DAA also holds instructor-led workshops called Base Camps across North America, delivering knowledge to analytics professionals in place: analytics, web and marketing professionals, in agencies and enterprises, and small-business owners who use data and technology extensively. The longstanding and very popular Base Camp courses “Introduction to Web Analytics 101” and “Applying Web Analytics” will take place on June 4 and June 6 at the Artisphere in Arlington.

About the Digital Analytics Association (DAA)
The DAA is a not-for-profit, volunteer-powered association that helps members become more valuable through education, community, research and advocacy. The DAA was founded as the Web Analytics Association in 2004. The organization has more than 5,000 members worldwide, representing 40 countries and a broad spectrum of expertise. For more information about the DAA, or to become a member, visit the DAA website at

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