ATX BADD Sessions and Speakers


ATX BADD Sessions

ronross.jpgRon Ross

Asking the Right Questions for Business Rules

Are you using business rules effectively for business analysis? Do you know what questions to ask? Can you apply a questioning mindset to analyze operational business decisions? True business rules aren’t what you necessarily may think. They are first and foremost about running the business, not designing systems or data quality. (But they are essential for those too.) You’ll be pleasantly surprised how helpful they can be in achieving better requirements, as well as meaningful innovation and sustainable agility. Come to this interactive workshop and find out if you’re asking the right questions for business rules!

Learning objectives:

  • Refreshing what you know about business rules
  • Putting pattern questions to use
  • Analyzing decisions using question charts
  • Enriching requirements
  • Tackling enforcement

Ronald G. Ross is Co-Founder and Principal of Business Rule Solutions, LLC ( BRS provides consulting, training and mentoring in support of business analysis, business rules, concept modeling, business knowledge engineering, and rule management. Ron is Co-Founder and Chair of the annual Building Business Capability (BBC), official conference of the IIBA®. He is also Executive Editor of and its flagship on-line publication, Business Rules Journal.

Ron co-develops the landmark BRS methodology featuring numerous innovative techniques including the popular RuleSpeak ® (free on These are the latest offerings in a 45 year career that has consistently featured creative, business-driven solutions. Ron is recognized internationally as the ‘father of business rules.’ He is the author of ten professional books, and he is also co-author with John Zachman and Roger Burlton of the 2017 Business Agility Manifesto ( Ron holds an M.S. in information science from the Illinois Institute of Technology and a B.A. from Rice University.

danelkisserra.jpg Danelkis Serra, CBAP

Discovering Value - The Most Important Component of Agility

There are many agile frameworks, or combinations of agile methodologies, however they should all have one main component in common – delivering value! In order to deliver value, one must communicate well and understand the true need of our stakeholders.

Danelkis will be sharing some techniques she has utilized while working on agile teams, which will assist in discovering value and building collaboration. 


Developing relationships, discovering solutions, and driving value are Danelkis’ main motivators.

Danelkis has over 15 years of experience in a variety of industries from non-profits with the American Cancer Society to FinTech, and the Travel/Hospitality sector. She is a Certified Business Analysis Professional (CBAP) with a Bachelor’s Degree in hospitality management concentrating on event management. She will purposely ask many questions to gain an in depth understanding of the ’why’ behind decisions and then shares that knowledge with others. Understanding the big picture and creating transparency leads to happier relationships and successful outcomes.

Danelkis enjoys volunteering as a means of giving back to her community and has coordinated different mentoring programs. She recently volunteered as a Board leader with the IIBA South Florida Chapter and helped them navigate through the revitalization process. In early 2018 she joined International Institute of Business Analysis (IIBA) as the Chapter Operations Manager, Regions & Chapters. On the fun side, Danelkis seeks adventures from Scuba Diving to Sky Diving and anything in between.



ken_mockler.jpg Ken Mockler

Data Governance 101

So, you’ve got a lot of data, and the company you own or work for is making money using this data. Awesome, don’t touch anything and everything will be fine. Aaaaand scene!

Clearly things don’t work that way. Between workforce turnover, platform upgrades, and company mergers, employees find themselves compelled to keep their head down and focus on the tasks at hand. Before long, your company’s culture has taught itself to work in silos, a natural reaction mismanaged and untrustworthy data.

What if there was a way out this data-chaos? Enter Data Governance! Join Ken in this introductory journey to help you better understand the fundamentals of Data Governance, where we will be discussing:

  • What exactly is Data Governance and who is responsible for it?
  • The Data Governance Framework, where is all starts.
  • Fundamental Data Governance artifacts and activities.
Kenneth Mockler is driven by the curious and ever evolving relationship between humans and the information they manage. With over 2 decades of data and workforce management experience, Kenneth spends his working hours helping organizations establish and adopt Data Governance principles and practices that are essential to driving and sustaining effective Data Management activities.

He currently leads the Data Governance and Capability Maturity Management efforts for Sense Corp out of Austin, Texas.

betsy_stockdale.jpg Betsy Stockdale

Understand Your Stakeholders And Their Journey

Stakeholders are a key to any project, and understanding our stakeholders, their wants and their needs is essential for any successful project. While stakeholder management and stakeholder engagement are key components to the BABOK, how many of us really spend the time to understand our stakeholders? Too often we get wrapped up in features and functions of our products, instead of understanding what our customers really need. 
In this session we are going to look at some diverse ways to analyze our stakeholders. We will look at journey maps and empathy maps to help us understand how we can build and use them as part of stakeholder analysis. We will also look at how we can use these tools to help us write better requirements and deliver better products. 

Learning Objectives: 

  • Define and create journey maps and empathy maps.
  • Use journey maps and empathy maps as part of the elicitation process.

Betsy Stockdale is a business architect at Seilevel, a professional services company whose mission is to redefine the way software requirements are developed. She leads projects to develop requirements following Seilevel’s Requirements Modeling Language (RML). She has developed requirements for a variety of systems such as: policy administration, online site search and product support, project management, tool integrations, and business process design. She also trains numerous organizations and presents at IIBA & PMI chapter meetings, Keep Austin Agile, IIBA BBC & PMI Global Conferences, and ProductCamps.

paulabellbw.pngPaula Bell

Morning Keynote Address: The Dojo of Collaboration

Afternoon Session: The Bushido of Greatness – Elevating Your Team to High Performance

In most organizations, there is no lack of work. Historically, there is more work than resources to do it.The trajectory of that will not change to our reality to bring us more work.We have adapted to this environment by being more creative in order to produce more with less.A high-performance team can aide in creativity and efficiency.Building a high performing team does not have to be a daunting task.Once built the empowerment, engagement and quality of work produced by the team is phenomenal.
Even if you are a manager of BA's, leading a BA team indirectly or part of a project team you have influence to elevate your team to high performance.In this session participants will learn:

  • Why a high performing team?
  • The Evolution of Greatness - Framework for Effectiveness
  • Creating a strategic roadmap to achieve High Performance
  • How you know you've achieved a HPT

Paula Bell is the CEO of Paula A Bell Consulting, LLC.  She is a Business Analyst, Leadership and Career Development coach, consultant, speaker and author with 21+ years of experience in corporate America in project roles to include business analyst, requirements manager, business initiatives manager, business process quality manager, technical writer, project manager, developer, test lead and implementation lead. Paula has experience in a variety of industries to include media, courts, manufacturing and financial. Paula has lead multiple highly-visible multi-million dollar technology and business projects to create solutions to transform businesses as either a consultant, senior business analyst or manager. Currently she is a Business Initiatives Manager leading a revenue team to build capabilities to bring new and innovative products to market.

Through her 5-tier consulting business model, Paula helps individuals find their passion, build their brand, and enhance their skill sets through consultations, coaching and customizable documentation, in hopes to empower and motivate others and themselves, through a structured journey of self reflection and awareness as a catalyst for unlimited success.

Paula is originally from Brooklyn, NY. She graduated with a Bachelors of Science in Management Information Systems from Oral Roberts, University located in Tulsa, OK. Paula is married and currently resides in Iowa with her husband and twins (boy/girl). Paula is active in her community as she is the Past President of the Rev. Dr. Martin Luther King Jr. Scholarship Fund which provides scholarships to minorities attending Iowa institutions, and she volunteers for many different community events. Paula also studies and trains martials arts and achieved her 2nd degree black belt designation in August of 2018.

adriana_beal.png Adriana Beal

Analytics 3.0: Understanding and Leveraging Data Science for Business Analysis

It’s no secret that organizations have been increasingly turning to advanced analytics and artificial intelligence (AI) to improve decision-making and achieve immediate and long-term improvements in areas from churn reduction and pricing optimization to fraud prevention, talent retention, predictive maintenance, and more. The organizations that succeed these days are those that most quickly make sense of their data in order to adapt to what’s coming. And the professionals that excel these days are those who can shift their perspective on how work gets done to unearth meaningful insights from data and turn those into competitive advantage.

Learning objectives:

  • The evolution of analytics: from Business Intelligence and Big Data to advanced analytics.
  • What is machine learning and why it is becoming the foundation for the next wave of advanced analytics.
  • The critical roles business analysts can play in companies using advanced analytics, and the concrete ways BAs can leverage Data Science to help organizations turn vast amounts of data into faster discovery, deeper insights, and competitive advantage.

Since 2004, Adriana Beal has been helping Fortune 100 companies, innovation companies, and startups in the U.S. gain business insight from their data, make better decisions, and build better software that solves the right problem. In 2016 she decided to follow her passion for quantitative analysis and specialized in Big Data and Data Analytics. In her current role as Data Scientist with Carnegie Technologies, Adriana works with data from IoT sensors and mobile devices in support of the company’s mission to empower businesses and people to connect with greater reach, ease, and trust. She has two IT strategy books published in her native country, Brazil, and work internationally published by IEEE and IGI Global. Her educational background includes a B.Sc. in electronic engineering and MBA in strategic management of information systems received from two of the most prestigious graduate schools in Brazil. 

Many thanks to our sponsors!