Location: St Regis bar, 2nd Floor

Politicians will tap into online advertising in 2012 as more try to reach out and sway voter opinion, but how will world economic conditions impact search engine marketing? Learn how current events, market, economics and political changes in the United States will influence search marketing from an analyst's point of view.

Good growth still exists for paid search marketing revenue, but it's slowing. eMarketer predicts that by 2015 marketers will spend more of their company's budget on online display advertising than search. Learn why the answer to the reversal of the slowdown in search investment could become intent- and interest-based keyword strategies.

Brand marketers face ongoing challenges determining which changes and influences are most important for brand strategies today, next year and for the future. How will outside influences and technologies, such as Apple's Siri, which can bypass traditional search, challenge decisions about the future? As technology advances and search engine marketing needs and opportunities change as a result of politics and economics, what new strategies, platforms, pipelines and bridges should search executives consider?

Search engine marketing has become the largest online spend for most advertisers because they can measure and control the return on investment, and the channel is ideal for new customer acquisition. But, how accurate are the tools we're using to measure the total value driven by search? How do marketers measure the influence of desktop and mobile campaigns on call center operations and in-store purchases? The need for cross device tracking and multiple channel interactions make the challenge difficult. Panelists will explore how economic and technological challenges impact the perceived value of paid search, and how strategies could evolve in the coming years.

How Interest-Based Targeting Grows Search Beyond Keywords - Table Lead: Frank Lee, Head of Sales & Marketing, DataPop

Search Strategies to Combat the Impact from Economy, Politics, and Technology - Table Lead: John Nicoletti, Head of Agency Operations, Google

Measuring the Value of Paid Search - Table Lead: Andrew Zakem, Global VP, Agency Sales, Marin

New Search Ad Formats & Technology: Voice Search, Video, Mobile - Table Lead: Laurie Sullivan, Reporter, MediaPost

Snowmobiling at Garff Ranch (via shuttle at base of Funicular)
Skiing at Deer Valley Resort

Location:  St Regis bar, 2nd Floor

Location:  Empire Canyon Lodge (via shuttle from base of Funicular)

Location:  St Regis bar, 2nd Floor

Let's face it. Mobile applications continue to change the way consumers search for products and information. Tablets have become the multitasking device, with more than 42% of activities occurring while doing another task. Some tasks require consumers to hop from one device to another. Learn the psychology and availability behind the signals to target on mobile vs. desktop. Learn how marketers can tap into the different mindset of those searching for content and information on a variety of devices.

Search experiences on desktops and mobile devices continue to change based on the latest consumer and technology trends. So what will the perfect search engine look like and how will people interact with it?

Search ads find consumers within the sales funnel and connect to them at the point of sale. But social has matured, and advanced algorithms now help advertisers raise brand awareness by targeting consumers based on interests and social connections, as well as keywords. The two channels are already competing for ad dollars, but which is better for a brand? Experts from social and search debate who delivers the most value, and what the future holds for both formats.

Search syndication is a business that has been dominated by Yahoo, but major change seems to be coming to the industry. Join us for a candid discussion about the future of search syndication and what it means for brands.

Defining the Connected Consumer - Table Lead: Geoffrey Shenk, Managing Director, Kenshoo

The Perfect Search Engine - Table Lead: Min Cho, Director, Search, Cars.com

What Does The Success of Targeted Social Mean for Paid Search - Table Lead: Mike Jarvinen, VP, Marketing Strategy, The Search Agency

What Does the Future of Search Syndication Mean For Brands? - Table Lead: David Rodnitzky, CEO, PPC Associates

Tubing at Gargoza Park (via shuttle from base of Funicular)
Skiing at Deer Valley Resort
Snowshoeing at All Seasons Adventures, Park City (via shuttle from base of Funicular)

Location:  St Regis bar, 2nd Floor

(via shuttle from base of Funicular)

Attendees will learn tech­niques for map­ping search to social, mashing organic and paid social media tac­tics to lever­age the data, and learn social media tar­get­ing augmented by search.

Search engine marketers must start viewing social media as a source of customer information that integrates with existing business data. This panel will highlight how marketers move from purely listening to brand mentions to finding the data and integrating it into customer databases and campaigns. What data should marketers mine and how should they integrate it?

Display advertising continues to get more personal. In today's connected world, marketers need a myriad of acquisition channels to reach their target audiences. Connected marketing campaigns combine display and search, while making every experience personal. Has the previously unrivaled performance of search found its partner? Panelists will debate whether it's possible to get search-like performance through display. How have recent developments in digital changed the way advertisers invest and attribute ad spend? What role is data playing in attributing value to campaign performance?  And, what does performance display mean for premium publishers?

What will the DSP model look like tomorrow and how will it support search marketers? The rise of DSPs gives display planners and buyers new ways to buy, target and measure media across inventory sources, supporting tools that search marketers have used for years in display advertising. Learn how the combination will increase return on investment for campaigns and what marketers need to do to get the often disparate teams who manage them to plan, budget and measure together. Search queries offer clues to user interests and intent that can make display remarketing that much smarter. Explore how search can work with a variety of mediums and how organizations need to realign themselves to take advantage of burgeoning cross-channel opportunities.

Mining Jewels Hidden Deep in Social Media and Search History - Table Lead: Olivier Lemaignen, Senior Director, Consumer Marketing, Align Technology

How Social Data Can Become a Source of Customer Data - Table Lead: Susan Delz, Director of Account Development, ion Interactive

Performance Display, The New Search - Table Lead: Jennifer Tan, Online Marketing Director, Experian

DSP's & Opportunities for Search Marketers - Table Lead: Rhett Frandsen, VP of Sales and Business Development, mediaFORGE