Hospitality Suite #158, just steps from the Main Lobby, overlooking the Pool

Stepping outside the search box starts with getting beyond today’s traditional Ten Blue Links, Early Innings, DR Machine. All historical descriptions of search are ill-equipped to describe where search will go — or even what it will represent for brands in the future. Understanding the future requires marketers to read data trends, understand behavior shifts and imagine the next wave of devices and platforms that will transform the industry. GroupM Next CEO Chris Copeland will explore the opportunities that will redefine search as well as how it will intersect with data accessibility, real-time marketing and both social and technological shifts in consumer behavior. Breaking away from search constraints of the past will open the door to creativity, discovery and consumer engagement.

Did you ever want to get inside the minds of the leaders defining search? Take a rare behind-the-scenes look at how search is shaped by Google, Microsoft and Yahoo. Panelists will share their unique perspective on how they strive to help advertisers succeed. They’ll discuss how they’re improving the consumer search experience through new innovations, share views on how the cross-screen experience changes consumer behavior, and how consumer behavior changes search engine marketing. They also will share how advertisers can embrace and adapt to evolving trends and suggest new ways for advertisers to approach search as the industry changes.

With more consumers conducting searches to find local businesses, especially on their mobile devices, it is becoming imperative for marketers to serve up in results with accurate information in their listing. Push, location-based services and other emerging technologies will create new challenges across search engines, maps, directories and social media sites. Sabrina Alimi of the IAB will present benefits of having a local search strategy and best practices for making sure business listings drive customers from the Web through the door.

Measuring the return on investment for mobile advertising comes with unique challenges. Traditional conversion tracking relies on consumers hitting a cookie on a thank-you page, which doesn’t work for measuring phone calls or offline, in-store purchases. Now that consumers frequently switch devices depending on their context, location and time of day, measuring ROI becomes even more difficult. The panel will debate tactics and strategies marketers can use to determine the real ROI.

As marketers increasingly harness data science to mine new insights from the multiple streams of new data, the next challenge becomes determining how to put insights to use and make a positive impact on customer response and behavior. "Structured experiments are the best way to resolve competing hypotheses on how digital tactics impact customers," according to a recent report by Google and the Marketing Leadership Council. Panelists will discuss the challenges and best practices in harnessing the data streams for better search marketing via multi-channel experimentation.

The Future of Search and Engines - Table Lead: Rick Ducey, Managing Director, BIA/Kelsey
Get Discovered In Local Search Or Become Irrelevant - Table Lead: Sabrina Alimi, Senior Manager, IAB Mobile Marketing Center of Excellence
Measuring Search ROI across Multiple Devices - Table Lead: Aaron Goldman, Chief Marketing Officer, Kenshoo
Multi-Channel Experimentation for Better Results - Table Lead: James Green, CEO, Magnetic

The data Google, Bing and Yahoo leverage turns “dumb” messages into highly targeted digital advertising. We all know search engines use high-powered automated systems that make massive calculations on global user intent in real-time. These are some of the best examples we have of actually leveraging "big data" concepts in the marketplace. Now, other types of advertising are utilizing the same concepts and making all digital and even some non-digital advertising just as target-able. Paul Barrett of Accenture Interactive will report on the fusion of data-driven search with the rich streams of data arising from other advertising sources to explain changes that search marketers should expect in the coming years.

Should marketers consider Product Listing Ads (PLAs) an extension of paid search campaigns? What implications would this model have for mobile search and search engine optimization as content and images become more important? Some believe one-click shopping will emerge. Others see PLAs cannibalizing text ads. PLAs continue to proliferate across search engines and comparison shopping sites like Amazon. Our panel will debate best practices to support future campaigns and share knowledge about emerging services entering the PLA space.

Building a global search engine marketing program using the customer buying lifecycle relies on best practices to drive successful and efficient search campaigns. Limin Zhao, global paid search manager at Lenovo, will demonstrate how search marketers can find incremental opportunities, bridge the gap between branding and building demand for products and services, and explain how search will play an important role in ecommerce.

With the launch of Facebook's Graph Search, along with the inclusion of social in Bing and Google search query results, marketers must design a multichannel approach to tactics, strategy and data analysis. Search engines have begun to use social data to directly influence rankings and validate relevance. This session illustrates how an effective social media campaign will yield positive returns, not only as shared media, but also lay the foundation for the next generation of SEO, or SSEO. Marketers will learn how to create a SEO social culture with their organization and agency partners through first- and third-party data.

Keywords have been an important way to identify intent in search engine marketing. Now marketers have access to the keywords in Facebook social posts and Twitter tweets. One emerging search trend points to integrating social signals into search engine optimization, as well as paid search targeting and re-targeting. Learn the opportunities for keywords found in Facebook, Twitter and other social sites to drive search advertising and generate better returns on investments.

Fusing Search Data with Other Digital Sources - Table Lead: Paul Barrett, Senior Manager - Big Data Practice, Accenture Interactive
PLAs: Harnessing Product Listing Ads for Search - Table Lead: Frank Lee, Head of Sales and Marketing, Datapop
Learning How to Use Social Search Engine Optimization - Table Lead: Eric Papczun, President, Performics U.S a Publicis Groupe company
Tapping Keywords From Social For Search Campaigns - Table Lead: Dave Tan, Head of Performance Media Agency Development, Google

The days of dot-com are numbered -- are you ready? Thousands of Generic Top Level Domain (gTLD) names will begin appearing by the end of 2013 from brands like Amazon, Google, and Microsoft ... along with a variety of retail stores and manufacturers. How can brands use the new domains as an anchor for corporate assets (including social and mobile initiatives), help differentiate their respective companies and gain competitive advantage? Wolfe walks using gTLDs for a better search experience, to mine data, to protect brand authenticity and to evolve TV and Internet distribution.

Digital campaigns create mounds of data, but finding the correct bits and bytes to test in your campaigns can become challenging. Ian Lupoch, vice president of search marketing at e-HealthInsurance, shows us how to mine the correct data that will help marketers from a variety of industries -- healthcare, retail, finance, entertainment and others -- find positive long-term results.

Marketers and data management providers often get caught up in the bells and whistles of measurement systems, whether an analytics package or data from ad management, other paid media, or earned media. Unfortunately for many businesses, the process of adding meaningful human insights often falls by the wayside. This panel will explore questions around balancing human insight with data management process to extract true and actionable business intelligence. Panelists will debate strategies for big data, small data, and everything between.

Generic Top Level Domain Names and the Impact on Search - Table Lead: Jennifer Wolfe, President, Wolfe Domain
There’s Data, Then There's Getting to the Business Intelligence Beyond Data - Table Lead: Rob Garner, Author, "Search and Social", Wiley/Sybex, Founder Rob Garner Consulting