Lean Analytic Workshop with Alistair Croll

Disruptive or Disconnected?
Why Organizations Struggle with the Role of Analytics
Intelligent Headhunting Solutions

A Two-day Conference of Global Perspectives
Join us for a two-day seminal exploration into the rapidly evolving world of data analytics. Participate in an open
exchange of ideas as leading minds from across the global stage gather in Toronto to present their latest thinking.
Everything is open to question as we analyze how organizations are faring in the push to create greater acceptance
for the role of analytics across key industrwies. Our goal is to identify the patterns of resistance, to get people
talking about data, and how to remove the obstacles to its successful implementation. In what promises to be a
pivotal event for our industry, join with your peers to preview the next wave in the world of analytics – and create
the network to make it so.

March 27th 2014 – 5:30pm at The Sony Centre
5:30pm
Welcome drinks and Registration

for greater acceptance in the role of analytics across
various industries.

6:30pm
The Data Dichotomy: Pain vs. Gain
Join us as our panel discusses how to manage the
conflicts that inevitably occur as organizations push

Panel
Andy Lark, Alistair Croll, Kerem Tomak, Praveen Rao,
Lynn Fletcher, Colin Tenner, Rick Makos, Evan Stubbs
(Moderator)

March 28th 2014 – 8:00am at The Ritz Carlton
7:30am
Complimentary breakfast

8:30am – 12:00pm
Workshops with Alistair Croll
“Lean Analytics”
Whether you’re a startup founder seeking to disrupt an
industry, or an intrapreneur trying to provoke change
from within, your biggest risk is building something
nobody wants.
This workshop will show you how to fix that.

Alistair will explore the following set of topics:
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An introduction to Lean startup models
The fundamentals of data and metrics
The five stages of a startup
Combining business stage and model to identify the
One Metric That Matters and draw a line in the sand
Mining and experimenting: The Lean Analytics
cycle
How innovation works for intrapreneurs and large
organizations
Creating a balanced innovation portfolio
Implementing Lean Analytics: Three-threes and the
problem-solution canvas

In this three-hour session, Alistair will take you deep
within the Lean Analytics model, with a particular
focus on intrapreneurship and business.

THURSDAY, MARCH 27TH & FRIDAY, MARCH 28TH in Toronto at The Ritz Carlton & The Sony Centre


12:30pm – 1:15pm
Lunch Break
Buffet lunch provided

1:15pm – 1:45pm
Kerem Tomak
“Building a World Class Analytics Team”
Omnichannel is the best current retail strategy.
Challenges abound when the strategy needs to
be supported by systems and analytics to make
the operation scalable, intelligent and responsive.
Digital and traditional marketing converge to have a
coordinated execution and attribution. Merchandising
needs to align with the way marketing will drive traffic,
online visits and foot traffic to the stores. Connecting
digital to offline commerce and driving innovative use
of supply and demand side analytics will be the focus
of the talk. We will outline how a successful analytics
organization can support such an omnichannel strategy
with the right tools, processes and people skills.

2:15pm – 3:15pm
Andy Lark
“Connected Customer”
A 60-minute mash-up on how enterprises and
institutions can use the five P’s of Marketing to achieve
greatness.
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Purpose: Understand the vital connection between
marketing and the experience of the customer.
How does your brand make a customer feel?
Play: Gamification – encouraging customers to
market on your behalf through social “fun” design.
Proximity: Every brand is defined by its content.
If content is the new wrapper, draw customers in
by creating context around the brand. Meet the
customer wherever they are.
Predict: Creating brands that are hyperpersonalized and hyper-relevant to the customer.
Mining big data to detect relevance and tuning
content to make effective personal connections.
Participate: Brands that drive engagement win.
How to focus your brand beyond purchasing and
towards customer participation for greater brand
strength.

1:45pm – 2:15pm
Evan Stubbs and Chami Akmeemana
“Genius wanted: Hiring Data Scientists & Value Architects
and the creation of a Chief Analytics Officer role”
Any organization seeking to realize value through
business analytics will need to first attract, hire, and
retain two types of ultra-specialized new professionals:
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Data scientists – experts in insight generation
Value architects – experts in change management

Join Evan Stubbs and Chami Akmeemana from Huntel
Global as they walk you through how to source this
elusive new professional and leverage their skills in
your company. In a time of exponential data growth,
the organizations that best understand how to put
business analytics to work will effectively differentiate
themselves from their peers.

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Keynote Speakers

Alistair Croll
Alistair Croll has been an entrepreneur, author, and
public speaker for nearly 20 years, involved in web
performance, big data, and cloud computing. In 2001,
he co-founded web performance startup, Coradiant
(acquired by BMC in 2011), and since that time has
also launched Rednod, CloudOps, Bitcurrent, Year One
Labs, the Bitnorth conference, the International Startup
Festival and several other early-stage companies.

apps. For Commonwealth Bank, he recently launched
the world’s most successful eWallet for smartphones
and Facebook. He also masterminded the successful
brand launch for “Can” in Australia.

A prolific writer and sought-after speaker, Alistair is
the chair of O’Reilly’s Strata conference and Techweb’s
Cloud Connect. Lean Analytics is his fourth book on
data, networking, technology, and entrepreneurship.
Alistair lives in Montreal, Canada and tries to mitigate
chronic ADD by writing about far too many things at
Solve For Interesting.

A native of Auckland, New Zealand, Andrew holds
a bachelor’s degree from Auckland University. He
is a passionate supporter of Australian and NZ
entrepreneurs where his work was recognized with the
prestigious World class New Zealander Award, Most
recently, he also received the Flying Kiwi Award on
behalf of the NZ hi-tech sector.

http://leananalyticsbook.com/
https://www.youtube.com/watch?v=5Z3FP4tLxdk

He has won over 100 awards for work in building brands
and creating online capabilities. In the past year, he
was recognised as one of the most influential online
marketers and most powerful influencers on Twitter
and Linked In. When he is not immersed in work, he is a
competitive sailor, a very non-competitive cyclist, and
writer. His blog, thedailylark, is in the Top 100-ranked
marketing blogs globally and his book, The Connected
Customer will be published shortly worldwide. He
is a frequent keynote speaker at events and regular
columnist for AdNews.

Andy Lark
Andy is the CEO of Group Lark and most recently Chief
Marketing and Online Officer for Australia’s leading
financial institution, the Commonwealth Bank. He is
also a director of Number 8 Ventures – New Zealand’s
leading technology venture capital firm as well as serving
as global ecommerce search specialist at SLI Systems.
He also invests in and advises numerous startups.

Today he leads Group Lark – a global consultancy
driving brand and digital transformations for leading
enterprises around the world. Group Lark helps great
brands to design their future in a digital world.

http://thedailylark.com/
https://twitter.com/kiwilark

For the past two decades, Andy Lark has worked
alongside CEOs and their leadership teams to shape
and define the digital and brand identities for a variety
of blue-chip companies. These include Air New Zealand,
Brocade, Commonwealth Bank, Coles, Dell, Emirates
Team New Zealand, IBM, Myer, Simplot, Southwest
Airlines, Sun, The New Zealand Government, and
Visa. He has built some of the world’s most successful
ecommerce sites, online communities, and smartphone

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Speakers Overview

Chami Akmeemana
Chami is the Managing Director and driving force
of Huntel Global, a recruitment firm specializing in
Business Analytics and Executive Search across nine
different countries. Previously, Chami owned and
managed multiple successful business ventures in
Australia in a diversity of sectors including hospitality,
healthcare and fashion.
Chami was educated in the UK, graduating from
Staffordshire University and read his Ph.D. in Bioceramic
Engineering at London’s Queen Mary University. During
this time, Chami also served for several years with
London’s Metropolitan Police Service.

Lynn Fletcher
Lynn is SVP, Integrated Client Strategy for MacLaren
McCann, a Toronto-based agency that is reconfiguring
its business using a distributed marketing performance
analytics platform.
With a strong international background in planning
and insight, Lynn has spent her career driving
communications innovation and effectiveness at a
range of Tier one agencies. Now she faces the challenge
of operationalizing marketing sciences in a creatively
driven business.

Rick Makos
Rick Makos is the President of Teradata Canada, a
global leader in analytic data platforms, marketing and
analytic applications, and consulting services.
With over 25-years of hi-tech industry experience in
sales, marketing and consulting, Rick has worked across
North America and Asia, leading divisions within large
multi-national corporations as well as managing pre-

IPO organizations. As consultant, Rick has worked with
major companies on Business Focus implementations
of Data Warehousing and Customer Management
Solutions. His client list includes major governmental
agencies, global banks, telecommunications, and
biopharmaceuticals. Rick’s most recent positions
include Statutory President of NCR Canada, President
& CEO of Infrastructures for Information (I4I), and Chief
Operating Officer of OnX Incorporated. Prior to these
assignments, he was Vice-President of NCR Canada’s
Financial Solutions Division.

Praveen Rao
Praveen joined Western Union Digital in 2012 with over
15 years of experience in generating insights to help
optimize business decisions. As a Director, Praveen is
responsible for the overall Customer Strategy, CRM and
Insights at the firm. He is also responsible for delivery of
experience initiatives targeted at enhancing customer
online experience with the Western Union brand.
Prior to joining Western Union Digital, Praveen worked
for leading global brands such as Visa, Chase, and
MasterCard. At Visa, he was responsible for, among
other things, developing and rolling out measurement
framework for all of their digital marketing efforts. At
Chase, he led customer strategy and analytics for all
their interactive marketing channels (web, stores, Call
Center/IVR, ATMs). He worked an Advisor consultant
at MasterCard where he helped some of the leading
global financial institutions such as CapitalOne, HSBC,
and RBS to leverage data, analytics and insights for
transformational business results.
Praveen has a Masters in Statistics from Columbia
University and a Masters in Applied Economics from
The American University.

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Evan Stubbs
Evan Stubbs is the Chief Analytics Officer for SAS
Australia, a Board Member for the Institute of Analytics
Professionals of Australia, an Adjunct Research
Associate at the University of South Australia, an
editor of the International Journal of Data Science,
and a guest lecturer at the Macquarie Graduate School
of Management. He is a globally recognised expert
in the application of Business Analytics. Evan is also
the author of The Value of Business Analytics and
Delivering Business Analytics: Practical Best Practice
Guidelines, both published by Wiley Press. His third
book is tentatively titled, Big Data, Big Innovation –
targeted for release in August 2014.
Evan leads the Advisory business within SAS Australia,
a group focused on coaching organisations into
becoming analytical competitors. In the time Stubbs
has been with SAS, he has helped organisations achieve
best practice in business analytics, establish Centres
of Excellence, and drive economic returns from the
application of business analytics.
His practical and experience-based talks on creating
value through the use of business analytics are in high
demand. He has spoken at the CFO Summit on how
organisations can create competitive differentiation
through the use of Business Analytics. He has also been
published in various magazines including Analytics
Magazine and sascom.

ability to explain complex analytical results in business
terms, the “so-what’s”, has helped clients cut through
the data clutter and design effective, efficient and
profitable marketing programs.
Colin’s clients are drawn from a diverse range of
traditional and non-traditional database marketing
industries across North America, including banking,
telecommunications, retail, pharmaceutical, fundraising, and packaged goods amongst others. He is
a regular speaker at North American conferences
where he seeks to demystify database analytics and
demonstrate the power of data-based marketing.

Kerem Tomak
Kerem brings more than 15 years of experience as a
marketing scientist and executive. He has expertise in
the areas of price and revenue optimization, assessing
promotion effectiveness, yield optimization in digital
marketing, and real time analytics. He has managed
mid and large-size analytics teams in Fortune 500
companies and delivered large-scale analytics solutions
for marketing and merchandising units. His out-of-the
box thinking and problem solving skills led to four
patent awards and numerous academic publications.
He is also a sought after speaker in Big Data and BI
Platforms for Marketing Analytics.

Colin Tener
Colin is Co-Founder and Partner to CVM Marketing
Inc. His focus is to leverage customer and prospect
data to help manage the customer life-cycle, meeting
client objectives in acquisition, cross-sell, up-sell,
retention and win-back. With a Ph.D. in Economics,
Colin brings a combination of analytical expertise,
industry experience and a practical implementation
approach to solve key marketing issues. Leveraging
a broad range of analytical tools including predictive
modeling and segmentation, he helps clarify objectives
and glean insights about likely customer behaviour. His

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Lean Analytic Workshop with Alistair Croll

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