The Value of Data-Driven Design in the Digital World

June 1, 2016
SF Design Week image

As marketers working in a digital world, we know the power data has to inform better solutions for our clients. Data is integral to everything we do, and that means providing better context and understanding for our design team. Consider this quote from an article in the International Business Times:

“We saw which shades of blue people liked the most, demonstrated by how much they clicked on them. As a result, we learned that a slightly purpler shade of blue was more conducive to clicking than a slightly greener shade of blue, and gee whizz, we made a decision. But the implications of that for us, given the scale of our business, was that we made an extra $200m a year in ad revenue.

Dan Cobley, Managing Director, Google, UK

On June 9th, we’ll be discussing just that – the value and importance of data in design in our digital world. Join us as we welcome a panel of experts on the front lines of leveraging data in their design practices, and hear how brands like Virgin America, Adobe and Radius are leading their industries through data and design.

We welcome marketers, designers, engineers and the ROI·DNA community to join us for a great night of data & design for our event; The Value of Data-Driven Design in the Digital World.  We’re proud to host this event as part of San Francisco Design Week, and in typical ROI·DNA fashion we’ll have food, drinks, live music and plenty of other fun activities to keep things moving.  Get your ticket >

Our Panelists:

Amy Labroo
Director of Digital Marketing, Virgin America
Amy has over 12 years’ experience in digital marketing and started off her career at Reed Business Information where she launched the online marketing sector, specially focused on lead generation, web analytics, email and SEO. She later joined Wyndham Worldwide to take on various positions including Senior Director of Emerging Technology/Innovation, where she focused on creating a unified shopping experience for hotel guests. Currently, Amy is Virgin America’s Director of Digital Marketing where she leads all customer acquisition efforts including search, display, email, social, affiliate, web analytics, and UX/customer experience.

Kimen Warner  
Group Product Manager, Adobe
Kimen is the Group Product Manager for Adobe Target, the optimization and testing solution in the Adobe Marketing Cloud. Her team works on machine learning automation for optimization, marketer-friendly setup and delivery of optimization activities across digital experiences, and powerful data injection and analysis capabilities. Kimen started working on A/B testing and optimization with Offermatica, and has stayed with the product as it was acquired by Omniture and then Adobe. She holds a B.S. in Product Design from Stanford University and lives in San Francisco.

Leah Allen
Senior Director, Marketing Technology and Operations, Radius
Leah has held leadership positions in web, digital, and operations for 15 years at companies such as Veritas, Symantec, Demandbase, and now Radius. She loves to work at the intersection of design and technology, and uses data to make decisions every day. She holds a BA from Dartmouth College and an MBA from INSEAD.


6:00 – 7:00 pm: Drinks, networking, and appetizers
7:00 – 8:00 pm: Panel discussion on the value of data-driven design in the digital world
8:00 – 9:00 pm: Live music, drinking, and networking

San Francisco Design Week is an annual event celebrating all design disciplines across workshops, speakers, parties and more. ROI·DNA is a proud supporter of SFDW; you can see the full schedule and find out more at

Register to attend ROI·DNA’s event >

 A special thanks to Adobe for co-sponsoring this event.

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