What is Validate Park City

An Industry Event Unlike Any Other

Validate Park City is a one-of-a-kind analytics event where digital analysts gather together to learn from industry leaders, world-class brands, product evangelists and each other. Sessions focus on technical problem solving with interactive product deep-dives, roundtable discussions and hands-on lab sessions led by solution experts. The agenda also includes live entertainment, local dining experiences and revitalizing recreational activities in the world-famous Park City, Utah.

Topics

Data Governance Strategy & Implementation

GDPR, Data Privacy & Security

Business Rule Compliance

Measuring and Reporting Success

Time-Saving Tips

Managing Marketing Tags and Technology

Custom Tagging

Tag Validation Automation

And More

Montage Deer Valley

9100 Marsac Ave, Park City, UT 84060

Montage Deer Valley is a luxury Park City resort located atop Empire Pass, tucked amongst the forested slopes of Deer Valley ski resort.

2018 Guest Speakers

John Livingston

Senior Manager, Technology Consulting Practice Lead at Adobe

John Livingston is an enterprise technology solutions leader with over 19 years experience delivering solutions, facilitating change, optimizing process, and unlocking business value for customers.

CHRIS BURKARD

Explorer, Photographer, Speaker, Author

Traveling throughout the year to pursue the farthest expanses of Earth, Burkard works to capture stories that inspire humans to consider their relationship with nature, while promoting the preservation of wild places everywhere.

    ADAM GRECO

    Senior Partner at Analytics Demystified

    Adam Greco is a longstanding member of the web analytics community who has consulted with hundreds of clients across every industry vertical.

      Elizabeth “Smalls” Eckels

      President at Bancroft Digital

      Elizabeth is the founder of Bancroft Digital (formerly Smalls Analytics) and an award-winning, experienced leader in the industry. Elizabeth's blend of technical savvy, creativity, and in-depth knowledge allow her to add substantial value to marketing, development, and growth teams across all industries.

        Aimee Bos

        Director Analytics Strategy at Blast Analytics & Marketing

        Aimee applies her vast analytics, project management, and leadership experience to help Blast's client teams deliver the best analytics consulting solutions possible.

          Anthony Magee

          Senior Director of Product Marketing at SYNTASA

          A future-looking data evangelist, Anthony is obsessive about leveraging data for delivering the best customer experiences and increasing ROI.

          AJ Resnick

          VP of Marketing at Wine Access

          AJ is data-driven marketer with extensive experience driving strategies for emerging brands and top 100 advertisers in the CPG, Education, Finance, Healthcare, and Technology industries.

            Chris Andres

            VP of Global Customer Success at Tealium

            Chris is a business and marketing strategy leader with over a decade of experience spanning a wide variety of functional areas including customer support operations, software development, analytics, project management and the various aspects of digital marketing.

              Joael Harbi

              Solutions Architect @ CBS Interactive

              Joael Harbi has been in the digital space for over a decade. Her experience ranges from start -ups to Fortune 50 companies.

                Dan Roden

                Corporate Evangelist at Domo

                Dan has spent over a decade in the marketing analysis and measurement space. After managing web analytic strategies for companies such as MTV Networks, Saks Fifth Avenue and American Express while working for Omniture (now Adobe Analytics), Dan was named Manager of Web Analytics for Major League Baseball in 2007.

                  Tim Crandley

                  Head of Global Marketing Technology at Carnival Corporation

                  An original dot com kid, Tim started his career at America Online building customer-focused support teams and leading contact experience centers throughout the world.

                    Jennifer Yacenda

                    Director, Channel Intelligence and Digital Analytics at Starwood Hotels & Resorts Worldwide, Inc.

                    An analytics professional with 10+ years of strategic leadership across multiple disciplines. Passionate about travel and hospitality, with an extensive background using data and analytics to create actionable insights that help define customer marketing and engagement strategies.

                      Brian Shampnois

                      Director of Analytics at Brooks Bell

                      Brian is the Director of Analytics at Brooks Bell. With expertise in data analysis, A/B testing, website optimization, and user psychology, Brian is responsible for managing the Analytics department and processes.

                        Drew Isaacs

                        Principal at Cognizant Technology Solutions

                        25+ years of Life Sciences experience, focusing on leading Global Commercial Operations and Technology Optimization, Marketing Excellence, Product Development, Life Cycle Planning, Stakeholder Management, and Governance/Change Management.

                          Adam Jenkins

                          President at Digital IQ, INC

                          Adam is a performance driven marketer focused on delivering and teaching the "HOW" of enterprise architecture, digital marketing and strategic execution.
                            Session Leaders

                            JOHN PESTANA

                            Cofounder at ObservePoint

                            ROB SEOLAS

                            Cofounder and CEO at ObservePoint

                            ERIC DUMAIN

                            VP of Product at ObservePoint

                              PATRICK HILLERY

                              Director of Solutions Engineering at ObservePoint

                              MIKE MAZIARZ

                              Data Governance Consultant at ObservePoint

                                MIKE FONG

                                Managed Services Expert at ObservePoint

                                  MATT THOMAS

                                  Director of Product at ObservePoint

                                    MATT MADDOX

                                    Director of Education at ObservePoint

                                      Lacee Jones

                                      Data Governance Consultant at ObservePoint

                                        JAKE GARRETT

                                        Data Governance Consultant at ObservePoint

                                          JACK PARKER

                                          Data Governance Consultant at ObservePoint

                                            CONNOR SHULTZ

                                            Product Manager at ObservePoint

                                              CHRIS O’NEILL

                                              Solutions Engineer at ObservePoint

                                                ANDREW GEDDES

                                                Data Governance Consultant at ObservePoint

                                                  Chris Baird

                                                  VP of Marketing at ObservePoint

                                                    2018 Agenda

                                                    1:00 PM - 3:00 PM
                                                    BYOC: WebAssurance for Beginners

                                                    If you’ve never used ObservePoint before, come learn how to validate your websites with more accuracy and less time and frustration. Bring your own laptop for hands-on experience creating audits and journeys. We’ll set up an audit, read reports to find data vulnerabilities, create basic journeys to validate critical paths, and build rules to automatically find data collection problems.

                                                    Requirements: Laptop computer (if you are unable to provide your own computer, let us know so we can arrange a rental for you)

                                                    Matthew Maddox, Director of Education at ObservePoint

                                                    LiveConnect lets you run journeys on apps, OTC devices, and webpages. Bring your own laptop and a device to learn how to set up live journeys and watch tags collect data in near-real-time. We’ll configure your device or laptop with a certificate and proxy settings, watch as the tags record on-screen, and add rules to validate the data.

                                                    Requirements:

                                                    • WebAssurance for beginners or equivalent experience
                                                    • Laptop computer and the rights to download a certificate and a Chrome extension (if you are unable to provide your own computer, let us know so we can arrange a rental for you)
                                                    • Recommended: iOS or Android device
                                                    Matthew Maddox, Director of Education at ObservePoint

                                                    Registration will open in the Daly’s Pub at The Montage

                                                    To be held in Daly’s Pub at The Montage

                                                    7:30 AM
                                                    Breakfast

                                                    In the last decade, new technical and analytical roles have emerged within companies to satisfy digital marketers’ obsession with data. This session outlines a framework for how marketers, analysts and other stakeholders can work together to effectively govern the fundamental mechanism of online data collection: the tag.

                                                    Rob Seolas, Cofounder and CEO at ObservePoint
                                                    • How to Save Even More Time Using ObservePoint

                                                    Discover how to make the power of ObservePoint work for you even more. This session covers how to build broad and targeted audits and journeys effectively and efficiently, which insights in reports point you toward quick wins, and how to effectively share insights that are actionable.

                                                    • JavaScript for Journeys: Building with Best Practices 

                                                    Monitoring your critical user journeys allows you to take a deeper look into the performance of your website or app. Strategically built journey tests can alert you to any emerging problems along your critical user paths so outages can be avoided. Join ObservePoint data governance consultants to learn the most common JS/jQuery actions you’ll need to build your journeys quickly and easily.

                                                    • Kick it Up a Notch: Where to Take your Data Governance Strategy Next

                                                    Map your data quality and management strategy and plot the steps needed to continue to evolve your practice into a more mature data validation framework. Use ObservePoint to identify new opportunities to step up your measurement capabilities and create cases that communicate the necessity of data validation to your organization.

                                                    • Top Tips and Tricks in the ObservePoint Platform

                                                    Take the capabilities and insights available in ObservePoint’s features and reports and make them more actionable. This session covers everything from understanding and consuming your audit and journey reports to how you can help build an insights-driven culture in your organization.

                                                    • Yes, You Can Audit That: Using the ObservePoint Custom Tag

                                                    SEO. Cookies. Unique Data points. A/B test data. ObservePoint custom rules and variables features make it possible to audit the things your company cares most about. This session explores the power behind ObservePoint’s customization and how to build the custom rules you need to fuel your audits and journeys.

                                                    • How to Get Executives to Care About Data Governance 

                                                    Many organizations have a hard time convincing executives that data governance is important. In this presentation, Adam Greco will share some tips and strategies for getting executives to see the connection between business objectives and data governance.

                                                    Adam Greco, Senior Partner at Analytics Demystified

                                                    • I Tried These 5 Analytics Productivity Hacks So You Don’t Have To

                                                    Spoiler Alert: yes, you can still keep more than one tab open at a time. Becoming more productive provides space to achieve more of what you want in work and life. Join me as we explore hacks and habits from successful analytics experts to determine which ones work well for cultivating happiness & health. Afterward, we’ll engage in a roundtable discussion to share our productivity tips, trials, and triumphs. In the end, you’ll know what might work for you to make your efforts more effective.

                                                    Elizabeth “Smalls” Eckels, President at Small Analytics

                                                    • Sleeping Soundly at Night: Data Governance as a “Prospectus” on Your Digital Investments

                                                    Many companies struggle to grasp how to justify governance software and expenses in their digital budgets and often times also struggle to articulate how the “always on” approach prevents the “crash-bang-boom” occurrences in digital marketing technologies and data. This discussion will highlight painful real world scenarios caused by a lack of proper digital governance, ongoing digital governance and achieving the desired state of a digital governance “prospectus” to manage ROI expectations of software that you need but doesn’t always get the right billing in attention.

                                                    Jennifer Yacenda, Director of Channel Intelligence and Digital Analytics at Starwood Hotels

                                                    Tim Crandley, Marketing Technology & Transformation Leader at Holland America Group

                                                    AJ Resnick, Head of Brand Growth at Wine Access

                                                    Anthony Magee, Senior Director of Product Marketing at SYNTASA

                                                    Adam Jenkins, President at Digital IQ

                                                    • Unleashing LiveConnect: Manual and Automated Testing Made Easy

                                                    See how ObservePoint’s new solution, LiveConnect, integrates with Selenium and Saucelabs, as well as existing processes and teams, to make manual and automated testing easier—with no extra work for your QA team and no test maintenance for your marketing team.

                                                    12:00 PM
                                                    Lunch
                                                    • How to Save Even More Time Using ObservePoint

                                                    Discover how to make the power of ObservePoint work for you even more. This session covers how to build broad and targeted audits and journeys effectively and efficiently, which insights in reports point you toward quick wins, and how to effectively share insights that are actionable.

                                                    • JavaScript for Journeys: Building with Best Practices 

                                                    Monitoring your critical user journeys allows you to take a deeper look into the performance of your website or app. Strategically built journey tests can alert you to any emerging problems along your critical user paths so outages can be avoided. Join ObservePoint data governance consultants to learn the most common JS/jQuery actions you’ll need to build your journeys quickly and easily.

                                                    • Kick it Up a Notch: Where to Take your Data Governance Strategy Next

                                                    Map your data quality and management strategy and plot the steps needed to continue to evolve your practice into a more mature data validation framework. Use ObservePoint to identify new opportunities to step up your measurement capabilities and create cases that communicate the necessity of data validation to your organization.

                                                    • Top Tips and Tricks in the ObservePoint Platform

                                                    Take the capabilities and insights available in ObservePoint’s features and reports and make them more actionable. This session covers everything from understanding and consuming your audit and journey reports to how you can help build an insights-driven culture in your organization.

                                                    • Yes, You Can Audit That: Using the ObservePoint Custom Tag

                                                    SEO. Cookies. Unique Data points. A/B test data. ObservePoint custom rules and variables features make it possible to audit the things your company cares most about. This session explores the power behind ObservePoint’s customization and how to build the custom rules you need to fuel your audits and journeys.

                                                    • Storytelling with Data: Find and Share More Meaningful Insights from Your Data
                                                    Companies today have tons of data about their business, but that data is only valuable when it enables a better understanding of customers and leads to useful and actionable new ideas. In this session, we’ll discuss how to go beyond simply describing performance and dive into how to find the “why” behind that performance—as well as how to communicate those findings in a way that can impact the rest of your business.
                                                    Brian Shampnois, Director of Analytics at Brooks Bell, Inc.
                                                    • The Road to Clean Data

                                                    Clean data is the foundation that drives business decisions and solutions. Tracking strategy, QA best practices, reporting validation, audits, troubleshooting. All tracking tags have to be strategized and validated properly in order to ensure accurate and effective reporting and informed business decisions.

                                                    Joael Harbi, Solutions Architect at CBS Interactive

                                                    • Tangible Business Value: ObservePoint as Part of a Digital Quality Excellence Initiative

                                                    The growth of new ways of engaging with customers coupled with the need to synchronize tactics across channels, creates an environment where it is has become critical to build robust capabilities to ensure digital content accuracy and to ensure regulatory compliance. Leveraging the OP platform as part of an overall Digital Quality Excellence Service, you can demonstrate significant added value by identifying multiple areas for correction to avoid non-compliance, highlight third-party vendor digital content build limitations, and reduce the time required for getting content approved and in market.

                                                    Vaughan Williams, Global Lead of Digital Marketing Analytics & Reporting at Sanofi

                                                    Drew Isaacs, Principal at Cognizant Technology Solutions

                                                    • It’s Not You, It’s Your Data—The Impact of Data Readiness on ML/AI

                                                    The field of Machine Learning (ML) and Artificial Intelligence (AI) is not new, yet organizations are still discovering brand new ways to apply ML methods on their complex and expanding data sets. Demand for data science talent continues to grow, but the problems of collecting and normalizing clean, meaningful data for machine learning are snowballing faster than most firms can respond. In order for organizations to take advantage of this avalanche of artificial intelligence functionality, it’s critical that they first implement a data foundation that’s ready for the task.

                                                    Chris Andres, VP of Global Customer Success at Tealium

                                                    • Meeting the Challenges of Privacy and Security Compliance 

                                                    The legal landscape of data governance is shifting. Digital marketers and data stewards must shift with it. This session takes a deep look at the implications of new privacy and security pieces, like GDPR, and discusses how data collection enhancements within the ObservePoint platform give your organization the best chance to remain compliant.

                                                    The primary goal of data governance is to ensure trustworthy data within your organization. This requires more than just making the data error free. Other key factors are critical to make data governance an organizational endeavor. In this session John will explore a holistic data governance maturity model which encompasses key pillars of data governance and organizational readiness to help you be prepared for whatever data-related challenges you may face in the future. 
                                                    John Livingston, Senior Manager, Technical Consulting Practice Lead at Adobe
                                                    3:30 PM
                                                    Break for Validate Experiences

                                                    Golf, Hiking, Mountain Biking, Fly Fishing, Horseback Riding, Yoga

                                                    7:30 AM
                                                    Breakfast

                                                    As one of the cofounders of Omniture and now ObservePoint, John Pestana is a true pioneer in the analytics tech industry. In this presentation, Pestana will discuss the glaring needs that sparked the creation of ObservePoint, how ObservePoint is working to address those needs, and his predictions for the future of the analytics industry.

                                                    John Pestana, Cofounder of ObservePoint and Omniture

                                                    Analytics and digital marketing practitioners often face the same implementation challenges and struggle to find a simple, sustainable solution. This presentation will showcase how ObservePoint’s solutions have been able to help select clients identify, address, and prevent common challenges and even solve some unique problems.

                                                    Patrick Hillery, Director of Consulting and Solutions Engineering at ObservePoint
                                                    • How to Get Executives to Care About Data Governance 

                                                    Many organizations have a hard time convincing executives that data governance is important. In this presentation, Adam Greco will share some tips and strategies for getting executives to see the connection between business objectives and data governance.

                                                    Adam Greco, Senior Partner at Analytics Demystified

                                                    • Do I Really Want or Need a DMP/CDP?

                                                    So, you think you might want a data management platform (DMP) or a customer data platform (CDP)? Or, are you confused by what they are and how they differ? Join Blast Analytics & Marketing, Director of Analytics Strategy, Aimee Bos, for a discussion on the latest digital marketing buzzwords and learn more about how DMPs and CDPs are helpful to your marketing efforts.

                                                    Aimee Bos, Director of Analytics Strategy at Blast Analytics & Marketing

                                                    • What is Future-Ready Data?

                                                    Machine learning, artificial intelligence, and other future-sounding trends have been the talk of 2018, but what does that mean for marketers and technologists that still have to solve core customer data connectivity issues? Add in the radically changing landscape around customer privacy and the prospect of building for the future can be downright daunting. This session will take a break from the madness and focus on tangible ways to get your customer data ready for tomorrow and beyond: where most organization’s data integration maturity stacks up; how to think about data-first and customer-first design; the overlap between marketing, customer experience, and privacy compliance; and the steps to realign your customer data strategy to embrace change.

                                                    Chris Andres, VP of Global Customer Success at Tealium

                                                    • Trust in the Data… One CoE at a Time

                                                    Too often even the most successful efforts to implement tools for accurate data (like ObservePoint) are negatively impacted because organizations large and small fail to establish the organizational readiness needed to make data governance a priority. In this session we’ll discuss how a Center of Excellence (CoE) can make a huge impact in overcoming these challenges; and how a CoE is possible, regardless of organizational dynamics and size.

                                                    John Livingston, Senior Manager, Technical Consulting Practice Lead at Adobe

                                                    • How to Measure Your Success (and Show It to Your Boss)

                                                    Learn how hitting an analytical ‘Home Run’ for MLB.com got Dan Roden sent to the minors. Dan spent four years running web analytics for Major League Baseball Advanced Media, leading marketing analytics and measurement strategies for all 30 MLB teams and over 200 minor league teams. Dan will share lessons learned and ideas on how to create success, while getting the exposure needed to stay in the big leagues.

                                                    Dan Roden, Senior Director of Product Advocacy at Domo

                                                    *Subject to change/adjust based on popularity

                                                    • Storytelling with Data: Find and Share More Meaningful Insights from Your Data
                                                    Companies today have tons of data about their business, but that data is only valuable when it enables a better understanding of customers and leads to useful and actionable new ideas. In this session, we’ll discuss how to go beyond simply describing performance and dive into how to find the “why” behind that performance—as well as how to communicate those findings in a way that can impact the rest of your business.
                                                    Brian Shampnois, Director of Analytics at Brooks Bell, Inc.
                                                    • Sleeping Soundly at Night: Data Governance as a “Prospectus” on Your Digital Investments

                                                    Many companies struggle to grasp how to justify governance software and expenses in their digital budgets and often times also struggle to articulate how the “always on” approach prevents the “crash-bang-boom” occurrences in digital marketing technologies and data. This discussion will highlight painful real world scenarios caused by a lack of proper digital governance, ongoing digital governance and achieving the desired state of a digital governance “prospectus” to manage ROI expectations of software that you need but doesn’t always get the right billing in attention.

                                                    Jennifer Yacenda, Director of Channel Intelligence and Digital Analytics at Starwood Hotels

                                                    Tim Crandley, Marketing Technology & Transformation Leader at Holland America Group

                                                    Anthony Magee, Senior Director of Product Marketing at SYNTASA

                                                    Adam Jenkins, President at Digital IQ

                                                    • The Road to Clean Data

                                                    Clean data is the foundation that drives business decisions and solutions. Tracking strategy, QA best practices, reporting validation, audits, troubleshooting. All tracking tags have to be strategized and validated properly in order to ensure accurate and effective reporting and informed business decisions.

                                                    Joael Harbi, Solutions Architect at CBS Interactive

                                                    • Tangible Business Value: ObservePoint as Part of a Digital Quality Excellence Initiative

                                                    The growth of new ways of engaging with customers coupled with the need to synchronize tactics across channels, creates an environment where it is has become critical to build robust capabilities to ensure digital content accuracy and to ensure regulatory compliance. Leveraging the OP platform as part of an overall Digital Quality Excellence Service, you can demonstrate significant added value by identifying multiple areas for correction to avoid non-compliance, highlight third-party vendor digital content build limitations, and reduce the time required for getting content approved and in market.

                                                    Vaughan Williams, Global Lead of Digital Marketing Analytics & Reporting at Sanofi

                                                    Drew Isaacs, Principal at Cognizant Technology Solutions

                                                    • Unleashing LiveConnect: Manual and Automated Testing Made Easy

                                                    See how ObservePoint’s new solution, LiveConnect, integrates with Selenium and Saucelabs, as well as existing processes and teams, to make manual and automated testing easier—with no extra work for your QA team and no test maintenance for your marketing team.

                                                    Chris Burkard is an accomplished explorer, photographer, creative director, speaker, and author. Burkard’s journeys to the remotest and most inhospitable regions of the world have taught him how to escape the mundane and find joy in the struggle.

                                                    Chris Burkard, Explorer, Photographer, Speaker, Author
                                                    • How to Save Even More Time Using ObservePoint

                                                    Discover how to make the power of ObservePoint work for you even more. This session covers how to build broad and targeted audits and journeys effectively and efficiently, which insights in reports point you toward quick wins, and how to effectively share insights that are actionable.

                                                    • JavaScript for Journeys: Building with Best Practices 

                                                    Monitoring your critical user journeys allows you to take a deeper look into the performance of your website or app. Strategically built journey tests can alert you to any emerging problems along your critical user paths so outages can be avoided. Join ObservePoint data governance consultants to learn the most common JS/jQuery actions you’ll need to build your journeys quickly and easily.

                                                    • Kick it Up a Notch: Where to Take your Data Governance Strategy Next

                                                    Map your data quality and management strategy and plot the steps needed to continue to evolve your practice into a more mature data validation framework. Use ObservePoint to identify new opportunities to step up your measurement capabilities and create cases that communicate the necessity of data validation to your organization.

                                                    • Top Tips and Tricks in the ObservePoint Platform

                                                    Take the capabilities and insights available in ObservePoint’s features and reports and make them more actionable. This session covers everything from understanding and consuming your audit and journey reports to how you can help build an insights-driven culture in your organization.

                                                    • Yes, You Can Audit That: Using the ObservePoint Custom Tag

                                                    SEO. Cookies. Unique Data points. A/B test data. ObservePoint custom rules and variables features make it possible to audit the things your company cares most about. This session explores the power behind ObservePoint’s customization and how to build the custom rules you need to fuel your audits and journeys.

                                                    Vice President of Product, Eric Dumain, will reveal ObservePoint’s product roadmap, unveiling ObservePoint’s vision for enabling digital analytics and marketing practitioners take control of their MarTech implementations more effectively. Director of Product, Matt Thomas, and Product Manager, Connor Schultze, will showcase current projects and upcoming developments within ObservePoint’s solutions. This session will offer a unique opportunity for ObservePoint users to give feedback, ask questions, and voice suggestions.

                                                    3:30 PM
                                                    Break for Validate Experiences

                                                    Golf, Hiking, Mountain Biking, Fly Fishing, Horseback Riding, Yoga

                                                    Evening social at O.P. Rockwell, a speakeasy-style cocktail lounge located on Park City’s iconic and bustling Main Street. Live karaoke band.

                                                    8:00 AM
                                                    Breakfast

                                                    Tour of Park City and Shopping on Main Street

                                                    Sponsors 2018

                                                    Validate Park City 2018

                                                    Montage Deer Valley

                                                    Nestled in the majestic Wasatch Mountain Range east of Salt Lake City, Park City is a renowned travel destination. This city boasts breathtaking scenery, world-class spas, exceptional dining experiences, unique history, intimate live entertainment and exciting outdoor recreation. Validate 2018 will take place at Park City’s world-renowned Montage Deer Valley Resort.

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