Digital Velocity San Francisco 2018

This year’s conference will focus on transforming your digital business by using data to fuel more customer­-centric experiences.

Tuesday, October 9, 2018 | Digital Velocity Day 1
Location: Grand Hyatt San Francisco

7:30 AM – 9:00 AM
Partner Pavilion


9:00 AM – 9:15 AM
General Session

Jeff Lunsford, CEO, Tealium

9:15 AM – 10:00 AM
General Session

Lessons in Driving Data Science and Analytics Transformation
Chris Chapo, Vice President, Customer Data and Analytics, The Gap

While new companies have the luxury of building their organization with data at its core, for other legacy or larger global organizations, implementing a transformation around data science is a more herculean task. In this session, Chris Chapo will share his lessons and insights from driving a data science & analytics transformation across a global enterprise where understanding the customer is key to success. From how to focus on data quality and consistency, to driving new initiatives that deliver a customer benefit like personalization, Chapo will share his lessons for how to build an effective data program no matter where you are in your journey.

10:00 AM – 10:15 AM
General Session

Event Data Platform

10:15 AM – 10:45 AM
Partner Pavilion


10:45 AM – 11:15 AM
General Session

Transforming Customer Experience in a Highly Regulated Industry
Bob Harris, Director, Market and Consumer Insights, Cambia Health Solutions

Cambia Health, a total health solutions company with a family of over 20 brands, is committed to changing the industry and the way people experience health care. However, delivering remarkable experiences in a highly regulated industry requires a data strategy with security and privacy at its core.

In this presentation, Bob Harris, Director, Market and Consumer Insights at Cambia Health Solutions will discuss the company’s strategy and partnership with Tealium to ensure Cambia’s online and offline data was clean, correlated, and secure. You’ll learn how Cambia was able to-

  • Stitch together customer data across digital properties
  • Build a corporate-wide data foundation across all of their properties
  • Prevent PII data from flowing to 3rd party vendors
  • Ensure their customer data was secure and protected in a HIPAA compliant environment

11:15 AM – 11:45 AM
General Session

Inspiring a Data-First Culture Through Internal Activism
Dave Lucas, Data Scientist and Head of Analytics, Fracture

Developing data-driven companies has been discussed for years, yet it often remains a broken and unfulfilled promise. Fracture Data Scientist and Head of Analytics Dave Lucas, says the challenge lies in the inability of organizations to use data to its full potential and not get derailed by ad hoc use cases. In this session, you’ll learn how to drive the necessary paradigm shift in your organization that will transform your approach to data and analytics at a foundational level.

11:45 AM – 12:00 PM
General Session

Product Sneak Peek – Integrations

12:00 PM – 1:00 PM
36th Floor


1:00 PM – 1:15 PM
Partner Pavilion

Dessert in the Partner Pavilion

1:15 PM – 1:45 PM
General Session

Enabling an ID Strategy
Adrian Warwick, Head of Global Ad Operations and Technology, Visa
Tamara Conley, Analytics Manager, Analytics Pros

In today’s competitive market, organizations know that to be successful, customers must be at the center of everything they do. This approach means delivering the right experience at the right time, which requires real-time data and the correlation of that data across relevant technologies and customer touchpoints. Many companies are looking to solve this challenge with Customer Data Platforms (CDP) and/or Data Management Platforms (DMP), but are confused as to exactly what each technology is and which solution is better suited for their organization.

In this session with Adrian Warwick, Head of Global Ad Operations and Technology at Visa, and Tamara Conley, Analytics Manager, Analytics Pros, you’ll learn about-

  • CDPs, DMPs, and the considerations Visa used in their search and selection
  • Why first-party data is truly your company’s greatest competitive advantage
  • Identity resolution strategies- what they are and why they are essential to your business
  • Advice and best practices from Visa’s strategic partner, Analytics Pros, on how your organization can build a robust and long-term identity resolution strategy

1:45 PM – 2:15 PM
General Session

Personalization: The Struggle is Real
Sav Khetan, VP, Technical Strategy, POSSIBLE

Personalization has moved from an industry buzzword to a top priority for most organizations as they strive to put the customer at the center of their business. Yet even with seemingly endless amounts of data, few companies are able to generate real results and deliver meaningful, relevant experiences to customers ‘in-the-moment.’

This session explores:

  • The integral role of data orchestration in the digital transformational journey
  • The main barriers and challenges preventing organizations from delivering results through personalization
  • Ways to self-assess and figure out the right way forward for your team

2:15 PM – 2:30 PM
Partner Pavilion


Use this Guide to Breakouts to identify the sessions that best fit your needs.

Getting Started:
Hands-on, classroom-style sessions ideal for newer users.

Deep Dives:
Conceptual sessions designed to deepen your understanding of Tealium products.

Guided, self-paced sessions facilitated by Tealium product experts.

2:30 PM – 3:30 PM
Breakout Rooms

From Inception to Innovation- A Tag Management Story
Rohin Sharma, Assistant Vice President Product Management, Wells Fargo

When Wells Fargo embarked on a journey of transformation, they needed a technology and partner to support their integral data capture and collection needs. In this session with Rohin Sharma, Assistant Vice President Product Management at Wells Fargo, you’ll hear how he moved from tag management novice to resident Wells Fargo SME, using Tealium iQ to not only surpass the initial business needs and expectations, but power new and exciting use cases. After this session, you’ll understand-

  • The initial Wells Fargo business needs that led to a partnership with Tealium
  • How Wells Fargo got started with Tealium iQ Tag Management, including some tips, tricks, and best practices
  • How Wells Fargo uses tag management to fuel innovation and some exciting use cases
  • And finally, key takeaways on how you can use tag management to fuel innovation within your own company
Roundtable: When Web Analytics Needs Help: Product Analytics vs Web AnalyticsCharles Davis, VP Solutions, Blast Analytics & MarketingTJ Webster, TJ Webster, Senior Analytics Implementation Consultant, Blast Analytics & Marketing

The history of web analytics is based on session-based data collection and that has evolved to accomplish highly complex needs of organizations. But session-based web analytics is not a perfect fit for every situation in today’s web and mobile ecosystem. Product analytics is now its own analytics model and many organizations (most?) need to understand the differences and applications. This session is for everyone who wants to discuss how to best collect data in a complex environment and derive actionable insights out of that data.

Roundtable: Data Privacy: Build Trust and Get the Data!
Joe Christopher, VP of Analytics, Blast Analytics & Marketing

The GDPR went into effect on May 25th, 2018 and protects EU citizen privacy. Now that we are past the deadline, you may be asking yourself what’s next or how to continuously ensure your company and data is adhering to these guidelines?

In this session, Joe Christopher, VP of Analytics at Blast Analytics & Marketing, will lead a discussion on GDPR, California Consumer Privacy Act, and general data privacy/governance. Learn and share how your organization is tackling increased consumer privacy laws while building trust.

Roundtable: Delivering Digital Excellence Through Experimentation and Personalization
Nate Wright, Director, Product Marketing, Optimizely

Today’s digital leaders use data and insights to optimize every aspect of the customer lifecycle. Through continuous experimentation and personalization, they are able to deliver winning experiences for their customers and their businesses. Join this discussion to learn how you can take an evidence-based approach towards your digital products, experiences, and campaigns.

Join this roundtable as we discuss how to:

  • Move from digital guesswork to evidence-based decision-making to optimize digital commerce, campaigns, and product initiatives
  • Better leverage customer data and context to deliver more compelling experiences
  • Go beyond basic A/B testing to a program of continuous experimentation and personalization
Getting Started Training: Building a Solid Foundation for the UDH
Rana Salce, Education Operations Manager, Tealium

Learn how to feed the UDH by modeling your Data Layer to capture the vast amounts of customer interaction data that flow from your digital properties.

Deep Dive: Data Privacy and Governance
Mark Dearlove, Global Director of Education

This deep-dive will show you how you can use features within the Tealium Universal Data Hub to manage user preferences, affirmative consent handling, and granular privacy controls – all while giving end users control over their data.

The Age of Accountability – Research into the Increase of Marketing Measurement Spend
Maigari Jinkiri, Chief Revenue Officer, Ebiquity – North America

Marketers will increase their spend by $1 billion as better solutions enable accountability. As a result, it is forecasted that the market for statistically driven marketing measurement will nearly double, growing to $2.1 billion by 2023. Join us in a lively discussion on the importance of prioritizing data and analytics, investing in marketing measurement technology that provides results, and implementing attribution models or marketing mix modeling.

Is Your Company’s Data Ready for Machine Learning?
Ted Sfikas, Director of Solutions Consultants, North America and LATAM, Tealium

Machine Learning (ML) is a new field, and there is a competitive advantage to those first adopters. Yet, many companies are buying ML technologies and developing strategies before they have taken the appropriate step back to evaluate whether their data is ready or not. In this presentation and workshop session with Ted Sfikas, Director of Solutions Consulting, NA and LATM, at Tealium, you’ll explore the evolution of Machine Learning as part of the broader data science discipline, and discuss why the fundamental need for data readiness is so crucial. Learn key steps to evaluate the readiness of your data and review how a governed data supply chain using automated orchestration can deliver a reliable engine for Machine Learning platforms today.

3:30 PM – 4:00 PM
Partner Pavilion


4:00 PM – 5:00 PM
Breakout Rooms

Getting Started: EventStream
Clare Pyne, Technical Trainer, Tealium

Learn how EventStream helps you bring all your cloud-based (server-side) data to one, central hub where anyone can orchestrate the data powering customer experience. See how Data Sources and Event Specifications can help you streamline your data flows.

Preparing to be a Tealium Customer: Deployment Requirements
Rana Salce, Education Operations Manager, Tealium

Learn how Tealium approaches a customer deployment, what steps you should take to prepare for your implementation, and the how to define a set of specifications for your Tealium project.

Turbocharge your Mobile Experiences with Tealium for Mobile
Jason Koo, Developer Evangelist, Tealium
Jonathan Wong, Senior Software Engineer, Tealium
Karen Tamayo, Software Engineer, Tealium

Come join Tealium’s Software Engineers for an inspirational session covering all your mobile questions. Through this session you will:

  • Understand how Tealium works with mobile, IoT, and OTT products
  • Survey all the currently available solutions
  • Discover ways to enhance mobile apps with Tealium
  • Learn how easy it is to install the Android & iOS SDKs
  • Get more technical info for your own projects
Roundtable: How To Build a Sustainable Tag Governance Framework
Clint Gausnell, Director of Strategic Partnerships, ObservePoint

There can be multiple ways today’s common data collection processes can fail a business. Join this roundtable session as we discuss new and sophisticated strategies to develop a solid data governance plan that helps eliminates data loss and improves analytics reporting.

Tag Management is All Grown Up - Can Your Organization Say the Same?
Josh West, Senior Partner, Web Analytics Demystified

In this session you’ll learn-

  • Why JavaScript tags still have value over server-side
  • Is your data layer in line with best practices?
  • Are your marketing and IT teams working well together?
  • Are you using TiQ’s latest and greatest features?
  • Bring your questions for a post presentation discussion
Roundtable: Marketing Analytics Secrets Revealed: Powerful Tips, Tricks & Tactics
Billy Mungovan, Sr. Director, Go-to-Market Execution, Domo

Learn the secrets to marketing analytics success as we discuss solutions to the biggest reporting challenges and frustrations. Specifically, how to:

  • Combine all of your marketing data, including Tealium data, into one place, in real-time
  • Automate all of your reporting, including your most critical reports
  • Empower decision makers, even the C-Suite, to take action on customer data
Roundtable: Modernizing The Marketing Measurement Approach
Maigari Jinkiri, Chief Revenue Officer, Ebiquity

Marketing performance measurement is becoming increasingly data-driven. Join us in discussing the importance of prioritizing data and analytics, why it’s important to invest in marketing measurement technology that provides results, and how to implement attribution models and marketing mix modeling.

Roundtable: The Gap in Digital Customer Experience
Nick Barna, Senior Advisor, Decibel

Poor customer experience costs businesses $75 billion every year. While companies recognize the importance of putting the customer first, they need the right data and metrics to stay competitive or they risk getting left behind. Using real-life examples, this roundtable will discuss why moving from a persuasive mindset to an experience-driven strategy fills the glaring gap in addressing customer experience online.

Win Every Digital Moment: Optimization in the Age of the Subscription Consumer
Michael O'Connell, Sr. Director, Marketing, Optimizely

Consumers are being drawn to subscription products in growing numbers. This has created new growth opportunities for startups, retailers and brands. This talk explores how Digital Optimization, powered by Data and Experimentation plays a vital role for the companies winning in this space.

5:00 PM – 9:00 PM
36th Floor, Grand Hyatt

Dinner and Cocktails on 36th

You heard it right — the fun on Digital Velocity day one doesn’t stop when sessions end! What better way to cap off a jam-packed day of learning than networking with fellow attendees and a breathtaking, 360-degree view of San Francisco? Hop on the express elevator (aka party train) up to the event to keep the conversation and good times rolling over drinks, food, and entertainment on the 36th Floor Lounge.

We’ve got some exciting tricks up our sleeve. Get ready for an unforgettable experience.

Wednesday, October 10, 2018 | Digital Velocity Day 2
Location: Grand Hyatt San Francisco

8:00 AM – 9:00 AM
Partner Pavilion


9:00 AM – 9:30 AM
General Session

Welcome Back -- Sneak Peek: Forrester and Tealium Data Maturity Research Findings
Adam Corey, CMO, Tealium

To survive and thrive, modern enterprises must form their strategic decision-making around an understanding of their customer. Truly successful companies leverage customer data to power an obsession with meeting their customers’ needs and expectations. However, they often struggle to have the right data to analyze. Silos between teams, channels, and technologies create data fragmentation and limit their ability to understand and engage their customers.

In this presentation with Tealium’s CMO, Adam Corey, you’ll be the first to hear the intriguing results of a joint research project between Tealium and Forrester to uncover the multiple dimensions of data maturity in today’s enterprise companies across strategy, process, people, structure, data management, analytics and measurement, and technology.

9:30 AM – 10:10 AM
General Session

Breaking Down Data Silos to Increase Sales
Jared Geurts, Senior Director, Analytics, Utah Jazz

The NBA Utah Jazz wanted to unlock the power of its customer data to offer personalized ticket packages and offers. Its previous strategy – where all users received the same marketing messages at the same time – did not utilize customer data insights and served only to promote the offers the team thought were best, rather than listening to the needs of customers. The Utah Jazz wanted to adopt a new approach that enabled them to fully understand each individual customer and serve personalized offers according to their past behavior and preferences.

10:10 AM – 11:00 AM
General Session

Panel – 2018 Data and Analytics Trends: The Winners, Losers and What Will Dominate the Year Ahead
Presented by ObservePoint
Moderator: Kara Frazier, Director of Content and Communications, ObservePoint
Panelist: Tacia Coleman, Manager, Behavior Tracking (Analytics), Ancestry
Panelist: Prolet Miteva, Senior Product Manager, Autodesk
Panelist: Jane Jung Edrosa, Manager, Digital Marketing & Analytics, National Association of Realtors

11:00 AM – 11:30 AM
Partner Pavilion


11:30 AM – 12:00 PM
General Session

Formalizing a Data Strategy Across a Global Organization
Scott Sturcke, Director, Online Marketing, Epson America
Nick Huang, Senior Web Analyst, Epson America

Epson America wanted to create and implement a data strategy that not only elevated the quality of their customer data, but that would result in a strong business intelligence practice across their entire global organization. In this session with Scott Sturcke, Director, Online Marketing and Nick Huang, Senior Web Analyst at Epson America, you’ll hear about the challenges they faced in this endeavor and the wins they achieved in partnering with Tealium such as-

  • The power in owning your own data
  • Tips and use cases to get your AudienceStream (CDP) program off the ground
  • Benefits and efficacy of using Extensions
  • Efficiencies of segmenting once across an ecosystem of vendors

12:00 PM – 12:40 PM
General Session

Tealium Product Roadmap and Awards
Mike Anderson, Founder and CTO, Tealium

12:40 PM – 1:30 PM
36th Floor


Use this Guide to Breakouts to identify the sessions that best fit your needs.

Getting Started:
Hands-on, classroom-style sessions ideal for newer users.

Deep Dives:
Conceptual sessions designed to deepen your understanding of Tealium products.

Guided, self-paced sessions facilitated by Tealium product experts.

1:30 PM – 2:30 PM
Breakout Rooms

Lab: Consent Manager
Clare Pyne, Technical Trainer, Tealium
Craig Vild, Technical Trainer, Tealium

This self-paced, hands on workshop will enable you to configure and test the Consent Request Manager, and Consent Preferences Manager which will give you the ability to request and manage your visitors consent requirements. You will have access to Tealium Experts to assist and answer questions while you complete the workshop.

Deep Dive: Data Collection and Management
Mark Dearlove, Global Director of Education, Tealium

This deep-dive will enable you to see the end to end process of creating a Data Layer and EventStream Data Sources, build Event Specifications, and send the data on to your other systems.

Panel: Approaching Data Privacy- GDPR and CCPA
Adam Corey, CMO, Tealium
Chris Slovak, VP, Global Solutions Consulting, Tealium
Joe Christopher, VP Analytics, Blast Analytics & Marketing

Customer Strategy Sessions

2:30 PM – 3:00 PM
Partner Pavilion


3:00 PM – 4:00 PM
Breakout Rooms

Lab: Data Collection and Management (Tealium iQ and EventStream)
Rana Salce, Education Operations Manager, Tealium

This self-paced, hands on workshop will enable you to configure EventStream Data Sources, build Event Specifications, and send the data on to other systems. You will have access to Tealium Experts to assist and answer questions while you complete the workshop.

Getting Started Training: Solving the Data Fragmentation Problem
Craig Vild, Technical Trainer, Tealium

Learn how the different Data Access solutions can help you to fuel deeper customer insights. Use the power of AudienceStore or AudienceDB to enhance your campaigns, or use EventStore or EventDB to gain understanding of your customers experiences on your digital properties.

Customer Strategy Sessions

4:00 PM

Digital Velocity Day 2 Close