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Customer Journey Fails, Hidden Buying Signals, Plus the Human Side of Analytics

April 27

Marketing Analytics Summit 2026
April 27-30, 2026 | Santa Barbara, CA

You’d be hard-pressed to find a more passionate bunch of digital analytics aficionados than the Marketing Analytics Summit speaker line-up. Except perhaps among the attendees! Come prepared to share your experiences and challenges with like-minded people who have been there before. Check out how some of them can help solve your challenges and add more strings to your bow:

Fixing Hidden Breaks in Customer Journey Data
Most customer journey analyses fail because the underlying data is inconsistent, incomplete, or stitched together poorly across platforms. Kyle walks through a hands-on, practical workflow for auditing, cleaning, and unifying journey data so analysts can trust the insights they share with stakeholders. The focus is on real implementation details—tagging, identity stitching, data governance, and the small gaps that quietly break journey reporting. See a clear workflow for auditing and cleaning journey data so you can quickly identify where accuracy breaks down. Pick up practical methods to reduce identity fragmentation and connect user behavior across devices and channels. Take home a straightforward blueprint for keeping journey data clean, consistent, and usable across dashboards and decision-making.

More info here.

ChatGPT + NodeXL – Hidden LinkedIn Buying Signals
If you’re the practitioner responsible for turning raw data into actionable Account Based Marketing (ABM) intelligence, this session is built for you. Lisa walks through exactly how to use ChatGPT alongside NodeXL and Excel to map influence clusters and spot early intent patterns. See practical workflows, prompt examples, and repeatable methods you can immediately apply to your own accounts. Reduce manual analysis time, improve accuracy, and deliver insights your sales and marketing teams will act on. Level up your analytical toolkit and become indispensable to your ABM program.

More info here.

The Sense of Smell: Your Superpower
AI can clean data, write code, and produce insights at the push of a button. What AI can’t do is understand the business, anticipate stakeholder needs, or decide whether the output actually makes sense. Sam highlights the human skills required to thrive: psychology, context engineering, stakeholder discovery, and the ability to adapt insight delivery to each person’s learning style. Learn practical frameworks for:

  •    How the role of the Analyst is shifting in a AI forward world
  •    Understanding stakeholder fears, motivations, and communication styles
  •     Applying the smell- test to AI generated outputs
  •     Using GPT personas to deliver insights in email, TLDR, podcast, or deck format

Sam shares stories from a decade of frontline analytics experience to reveal when it’s time to crunch the numbers and when it’s time to trust your gut.

More info here.
See the Full MAS Agenda
What to Expect:

  • Insights from the Pros: Hear from the trailblazers and innovators who are redefining our industry. They’re not just talking about theories; they’re sharing what really works.
  • Interactive Sessions: We’re crafting more networking + work together time than ever. This is a way to get to know your peers instead of just listening to presentations.
  • Networking Made Easy: Imagine coffee breaks, post-session chats, and maybe even a cocktail with peers who are just as passionate as you. Make connections that could lead to your next big opportunity.
  • Cutting-Edge Content: Stay ahead of the curve with sessions about the latest trends and technologies shaping our field.

Why Should You Come?

  • Learn from the Best: This is your chance to absorb knowledge that can make a real difference in your work.
  • Build Your Network: You’ll be in good company with industry leaders and up-and-comers alike.
  • Find New Tools: Explore innovative solutions that can streamline your analytics and give you better insights.
  • Stay Current: With expert predictions and trend discussions, you won’t just keep up—you’ll lead.
  • Speak: If you have a compelling analytics experience we want you on stage.

Venue: Hilton Santa Barbara Beachfront Resort, Santa Barbara, CA

Join Us
Register now!
 

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  • Date: April 27
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