Sunday, 04/27
6:30 PM
6:30 PM ET
Location: Town Hall Lawn & Patio
Monday, 04/28
8:00 AM
8:00 AM ET
Breakfast
8:45 AM
8:45 AM ET
Introductory Remarks
- MC
- Chris Copeland, CEO, GroupM Next @C2Next
9:00 AM
9:00 AM ET
Keynote Conversation -- The Value of Search
Organic search. Paid search. Paid inclusion. Paid optimization. Earned rank. Earned listings. Quality back links. Optimized content. Intent marketing. Multichannel. Omni Channel. Holistic integration. Whew, the list, exhausting. Today's CMO gets inundated with buzzwords, pivot tables and databases, but must comprehend how each marketing channel moves consumers through the journey. Search remains a major part, and those connecting the dots and measuring campaigns beyond the click know this best. Direct conversions have made search the most popular yet misunderstood darling of digital marketing. Join us for a fireside chat between thought leaders Chris Moloney, CMO of Wells Fargo Advisors, and Kevin Ryan, founder of Motivity Marketing. We'll hear a no-holds-barred discussion about search, advertising, attribution, and search's role in the customer journey.
- KeynoteS
- Chris Moloney, CMO, Wells Fargo Advisors, LLC
- Kevin Ryan, CEO, Motivity Marketing, Inc. @KevinMRyan
9:30 AM
9:30 AM ET
Panel -- Marketing for the Long Term: Acquisition Through Lifetime Value
What is the total value of a customer throughout the life cycle and how do marketers determine and improve their investment to acquire? Search marketers refine acquisition but often fail to extend the process to life cycle management. The advent of new technology enables companies to both scale their businesses and prove ROI to the C suite, where it matters most. Join a panel of experts as they discuss costs associated with developing and maintaining relationships.
- Moderator
- Ryan DeShazer, EVP, Managing Director, inVentiv Media 360º
- PanelistS
- Dale Edman, VP of Ecommerce, Wasserstrom
- Ian Gilyeat, President, ERT America @irgilyeat
- Effie Philippakos, Director of Analytics, AIG
- Dean Skonieczny, VP of Products, Adlucent
10:15 AM
10:15 AM ET
Presentation -- Forecasting Search Marketing Investments
Search budgets rose 66% during the past five years, with some specific categories such as real estate and medical more than doubling. During that time, challenges such as an increase in churn rates and price competition surfaced. Will the next five years seem as bright? Or, will the industry see a dip in spending? Can brands still reap rewards from spending more? Join Corey Elliott, Director of Research at Borrell Associates, as he provides insight into which marketers will put ad dollars where during the next five years.
- Presenter
- Corey Elliott, Director of Research, Borrell Associates
10:45 AM
10:45 AM ET
Panel -- How Real-Time Data Changes Attribution
Great strides have been made in attribution modeling during the past year. Platforms that support a real-time view now integrate historic data. Although requirements for companies may differ based on respective business models, understanding and optimizing click paths across channels has finally become a real-time practice ... making automated campaign management smarter than ever. A panel of experts will discuss the latest cross-channel attribution strategies methods and tools for 2014, and what's possible for the future.
- Moderator
- Janel Laravie, CEO, Chacka Marketing @janellaravie
- PanelistS
- James Green, CEO, Magnetic @JamesANGreen
- Anna Klayman, Senior Marketing Manager, E*Trade @AnKlay
- Mike McMeekin, Director, Advertiser Analytics and Insights, Bing @themikemcmeekin
- Rory O’Flaherty, Group Media Director, R/GA @roryoflaherty
- Dave Ragals, Global Managing Director, Search, IgnitionOne @dragals
11:30 AM
11:30 AM ET
Panel -- Moving Away From the Direct Conversion Model
Search advertising has become its own worst enemy. The direct-conversion metric and last-click attribution model made search a money machine. While marketers continue to improve at properly attributing conversions, search has yet to graduate from being a direct conversion vehicle in the minds of CMOs. This session will ask senior brand managers to explore the potential of search as a branding vehicle. How can we better define search metrics? Can search be considered a brand advertising tool with the same GRP value proposition as other forms of media?
- Moderator
- Paul LaPointe, Business Development & Marketing Director, Rondack Media Group
- PanelistS
- Laura DeGraff, Assistant VP Digital Marketing , Barclaycard
- Jason Hartley, VP, U.S. Search Practice Lead, 360i @advancedgenius
- Herndon Hasty, Director of SEO, iProspect @Herndon
- Elizabeth Jackson, CMO, Corporate Strategy EVP, HookLogic
- Sharon Mostyn, eCommerce Manager, RoamRight @sharonmostyn
12:00 PM
12:00 PM ET
Roundtables
Marketing from Acquisition Through Lifetime Value - Table Lead: Ryan DeShazer, inVentiv Media 360
Prediction Power In Search Dollars - Table Lead: Corey Elliott, Borrell Associates
How Real-Time Data Changes Attribution - Table Lead: Janel Landis Laravie, Chacka Marketing
Moving Away from the Direct Conversion Model - Table Lead: Paul LaPointe, Rondack Media
Prediction Power In Search Dollars - Table Lead: Corey Elliott, Borrell Associates
How Real-Time Data Changes Attribution - Table Lead: Janel Landis Laravie, Chacka Marketing
Moving Away from the Direct Conversion Model - Table Lead: Paul LaPointe, Rondack Media
12:45 PM
12:45 PM ET
Lunch
1:00 PM
1:00 PM ET
2:00 PM
2:00 PM ET
Golf at Dolphin
Deep Sea Fishing
Eco Kayaking Tour
Deep Sea Fishing
Eco Kayaking Tour
2:00 PM
2:00 PM ET
2:00 PM
2:00 PM ET
2:00 PM
2:00 PM ET
7:00 PM
7:00 PM ET
Location: Palm Court (near main pool)
8:00 PM
8:00 PM ET
Location: Ocean Room
Tuesday, 04/29
8:00 AM
8:00 AM ET
Breakfast
8:15 AM
8:15 AM ET
8:45 AM
8:45 AM ET
Welcome Back
9:00 AM
9:00 AM ET
Keynote Conversation -- Exploring Retail Site Search with Target’s David Peterson
Managing consumer engagement and brand messaging on retail sites may seem challenging to some search marketers, but Target has developed a business model to make it easier for brands to connect with shoppers searching for products. Search has become a major part of the discovery experience on retail Web sites. Often consumers start their purchase journeys there. Join us in a fireside chat between David Peterson, Target's Digital Marketing Senior Group Manager, and Laurie Sullivan, Editor of MediaPost's Search Marketing Daily, as they discuss proven and emerging ways to reach consumers on retail sites.
- Keynote
- David Peterson, Digital Marketing Senior Group Manager, Target
- Facilitator
- Laurie Sullivan, Editor, Search Marketing Daily, MediaPost
9:30 AM
9:30 AM ET
Panel -- How Responsive Content Will Transform Online Marketing
There has been much discussion about responsive web design and repurposing television spots for online ad units, but what about responsive content: the ability to develop creative pieces -- audio, text, video, images -- that change based on the needs of the user? Companies and their technology providers must begin to think about building platforms that sense the context for each search so they can deliver the content that best suits the user's need. Join a panel of experts as they brainstorm how to develop solutions, strategies and technology to get the Responsive Content job done.
- Moderator
- Allen Gannett, Founder, TrackMaven @Allen
- PanelistS
- David Greenbaum, CEO, Boost Media
- Joelle Kaufman, Head of Marketing and Partnerships, BloomReach
- Shreya Kushari, SVP, Search Marketing & Performance Media, DigitasLBi @shreyakushari
- Jeff MacGurn, Senior Vice President, Covario
10:15 AM
10:15 AM ET
Presentation -- Batter-Up: Three Strikes and You're Out
Hit or Miss. A survey of 100 search marketers by Bentley University has identified the three biggest gaps in search campaigns today. As Product Listing Ads have evolved, optimization is about more than bidding. New attribution models and Enhanced Campaigns offer features many marketers still don't use. Should you? We break down the demographics of the respondents and their answers. Find out if you are batting a thousand -- or striking out.
- Presenter
- Alyson Kaye, Marketing Professor, Bentley University @Bentleyadvertis
10:45 AM
10:45 AM ET
Panel -- Adapting to Secure Search
Consumer data security and privacy became a key focus for Internet companies beginning in October 2011, when Google began encrypting search queries. In addition to Google’s secure search Hummingbird update in 2013, Yahoo and Bing made a similar transition. This shift by Google, Bing and Yahoo to secure consumer data signaled a change in strategy that once required marketers to track keywords through the SEO conversion path -- a holdover from paid-search bidding. It's time for marketers to move from the "how I got here" to the "why I should go there and what should I do" model. In this session, panelists will discuss adapt-or-die strategies that provide marketers with new ways to manage and measure SEO performance.
- Moderator
- Jim Yu, CEO and Founder, BrightEdge
- PanelistS
- Lauren MacPhail, Director of Search, Macy's
- Dan Perry, Director of SEO, Turner Broadcasting
- Jeremy Walker, VP, Digital Marketing, Primacy
- Dave Zinman, COO, RadiumOne @davebehappy
11:30 AM
11:30 AM ET
Panel -- Influencing Young Consumers in the Age of Snapchat, WhatsApp and the Next Big Thing.
Young consumers show intent, but what drives them to take action? As they become attracted to something new, they may drop the old. How do they decide what's important as brands bombard them with choices, platforms, content and shiny new objects? What matters and what doesn't? Listen to a panel of teens as they share their thoughts on credibility and value. Find out what makes young consumers pay attention and when they are likely to pull the trigger on brands, tools and platforms as they navigate the murky waters of online content.
Teen Panel
Rujuta Kortikar, 17, Sunnyvale, CA
Deondre Samuels, 17, Miramar, FL
Brooke Ward, 16, Wamego, KS
Teen Panel
Rujuta Kortikar, 17, Sunnyvale, CA
Deondre Samuels, 17, Miramar, FL
Brooke Ward, 16, Wamego, KS
- Moderator
- Michelle Prieb, Sr. Account Supervisor, Social Integration and Strategy, Edelman Digital @meprieb
12:15 PM
12:15 PM ET
Roundtables
Figuring Out Responsive Content - Table Lead: Allen Gannett, TrackMaven
Batter-Up: Three Strikes, You're Out - Table Lead: Alyson Kaye, Bentley University
Adapting to Secure Search - Table Lead: Jim Yu, BrightEdge
Influencing Young Consumers - Table Lead: Michelle Prieb, Edelman
Batter-Up: Three Strikes, You're Out - Table Lead: Alyson Kaye, Bentley University
Adapting to Secure Search - Table Lead: Jim Yu, BrightEdge
Influencing Young Consumers - Table Lead: Michelle Prieb, Edelman
1:00 PM
1:00 PM ET
Lunch
1:15 PM
1:15 PM ET
2:00 PM
2:00 PM ET
Snorkeling at John Pennekamp Coral Reef
Everglades Alligator Farm Trip
Stand Up Paddleboard Tour
Everglades Alligator Farm Trip
Stand Up Paddleboard Tour
2:00 PM
2:00 PM ET
2:00 PM
2:00 PM ET
2:00 PM
2:00 PM ET
7:00 PM
7:00 PM ET
Cocktail Party
Location: Amberjack Lawn
8:00 PM
8:00 PM ET
Dinner
Location: Palm Court (near the main pool)
Wednesday, 04/30
8:00 AM
8:00 AM ET
Continental Breakfast
8:30 AM
8:30 AM ET
Keynote -- 3M: How Successful Brands Cross International Borders
It takes an international perspective to understand the unique value of search engine marketing across borders. Jose Fernando Bazan Athie knows how it's done. He is part of the team that leads the online marketing strategy for the 3M Consumer Business Group in Latin America, and is accountable for all search strategy in the region, responsible for six brands in nine countries and sub-regions. Join us as Bazan Athie explains how innovative thinking aligned brands, businesses and consumers needs in 2013, benefiting 3M's campaigns by improving click-through rates by 72%, and reducing the cost of clicks by 31% in LATAM.
- Keynote
- Jose Fernando Bazan Athie, eMarketing Supervisor, 3M Consumer Business Group in Latin America @bayzano
9:00 AM
9:00 AM ET
Panel -- Mobile: All About Apps
Smartphones and tablets now drive one out of every three minutes spent with digital media and by 2017 experts expect more than 10 billion mobile connected devices on earth. In this panel, experts will discuss best practices for using social and search to drive the installation and use of apps. The panel will also discuss the merits of sending people to mobile apps vs. web sites, and how to track in-app activity to understand ROI. What happens after consumers download apps? Do they use them just to browse or do they make purchases?
- Moderator
- Jennifer Tan, VP Marketing Campaigns & Strategy, First Republic Bank @JennMartinTan
- PanelistS
- Sean Galligan, VP of Business Development, Flurry
- Daryl McNutt, VP of Marketing, Drawbridge
- Dan Morris, Senior Product Marketing Manager, Marin Software
- Joe Stephens, Director, Native Demand Strategy, Yahoo!
- Todd Ulise, Vice President, Ad.net @todd_ulise
9:45 AM
9:45 AM ET
Presentation -- Why Search Marketers Need to Socialize
The role of search engine marketers continues to become more social. More and more they are taking on the responsibility of running and budgeting social campaigns. Advertising agencies are building social divisions filed with SEM experts. And Facebook continues to hire search marketers to support social advertising and Graph Search. Join Jim Grates as he walks us through the changes, as well as ways SEM experts can prepare for the future.
- Presenter
- Jim Grates, Sr Director, Digital Media, Hilton
10:15 AM
10:15 AM ET
Panel: Social Media's Evolution Toward the Search Team
Search marketing teams have begun to take control of social and mobile advertising budgets. The shift influences how advertising agencies, platform providers and brands will run their businesses and make decisions. What do these changes in strategies mean to the industry and how will the model evolve?
- Moderator
- Rick Ducey, Managing Director, BIA/Kelsey @rducey
- PanelistS
- Dan Boberg, Partner at Tallwave and CEO of SyCara Local @Dan_Boberg
- Ty Martin, Director of Digital Media Strategy , iCrossing
- Matthew Meadow, Director Paid Search, Delivery Operations, eBay Enterprise
- David Rodnitzky, CEO, 3Q Digital
- Josh Team, VP, Digital Innovation, RAPP
11:00 AM
11:00 AM ET
Roundtables
Mobile'sEvolution - Table Lead: Jennifer Tan, Senior Director, Digital Acquisition, Experian
Social's Evolution - Table Lead: Rick Ducey, Managing Director, BIA/Kelsey
Social's Evolution - Table Lead: Rick Ducey, Managing Director, BIA/Kelsey
12:00 PM
12:00 PM ET
Conference Concludes
