Agenda

Add to my calendar

Wednesday, December 10

6:30 PMValhalla Room, Stein Eriksen Lodge

Thursday, December 11

7:00 AM
Registration Opens
8:00 AM
Breakfast
8:45 AM
Opening Remarks
MC
Rob Griffin, EVP, Global Head of Digital, Havas Media
9:00 AM
Keynote:
Keynote
David Buckley, CMO, Sears Hometown & Outlet Stores
9:30 AM
Despite organic search results disappearing from above the fold on desktop and mobile devices, Google algorithms like Hummingbird, Panda and Penguin, and manual penalties against organic search remain an important part of online marketing. Optimizing content such as text, video, and audio can make a huge difference in a brand's success and in the career path of digital marketers. Google and Bing use every tool to reward great content and banish those using poor content. A panel of experts will debate what search marketers need to survive and thrive as the next wave of algorithms sweeping the Web.
Moderator
Jennifer Tan, Senior Director, Performance Marketing, Experian
PanelistS
Jim Barnes, Manager, SEO, Drugstore.com and Walgreens.com
Bill Connard, VP of Local Search, Rio SEO
Kevin Lee, Chairman and CEO, Didit
Michail Takach, Manager of Digital Marketing, North America, Manpower Group
10:15 AM

National marketers will spend 36.5% by 2019, up $9.2 billion, of their total advertising budget targeting local audiences. Wearable devices and connected cars will contribute to the increase. Join us as BIA/Kelsey Managing Director Rick Ducey shares new data on the changes occurring today in local, mobile search and what marketers can expect in the future.

Presenter
Rick Ducey, Managing Director, BIA/Kelsey
10:45 AM
If it's all about transparency, what happened to the keywords? Staying ahead of search engine changes means more than adapting to the next feature or algorithm change. It's about knowing where search engines are heading and how best to meet them there. Join a panel of paid and organic search experts as they debate close-variant match and Knowledge Graph search will change search engine marketing and how to prepare your Web sites, advertising and digital approach. Search is changing. Are you ready?
Moderator
Michael Wall, Director, Digital Strategy, Rise Interactive
PanelistS
Gerry Bavaro, Chief Strategy Officer, Resolution Media
Jason Dailey, SVP Search and Performance Marketing, MediaVest
Mike Grehan, Managing Director/CMO, Acronym
David Rodnitzky, Founder, 3Q Digital
11:30 AM
The other search engine marketing. The one that supports brands on wearable devices, voice search and assistants, and connected cars will change the way consumers consume information and content. The trend not only challenges the meaning of the term "search engine marketing," but it forces the media to conform and inform, rather than sell products or services. Join a panel of experts to uncover the implications for search, marketing, and data, and discuss how connected devices test the foundation of search engine marketing extending the paradigm to include other high-intent targeting signals regardless of the source.
Featuring
Grant Simmons, VP of Search Strategies, For Rent Media Solutions
Interviewer
Andy Beatman, SEO Director, Ecselis
12:00 PM
A primary role of the traditional agency is to act as a filter on bright shiny objects in the market for clients and identify the technologies and trends truly worth pursuing. We end each morning of the Search Insider Summit leaning far forward, asking a senior agency executive to present three "picks" of startups, apps, ad formats or technologies that should be front and center on marketers' radar for 2015.
Presenter
Lijo Joseph, Senior Director, Performance Media, Beeby Clark+Meyler
12:15 PM
Video As The Next Performance Marketing Opportunity
The Internet's New Definition of Search Engine Marketing
Can I Really Track Consumers Across Channels and Devices
1:00 PM
Lunch
2:00 PM
Skiing at the Deer Valley Resort
Ski Competition Sponsored by Magnetic
Snowmobiling at Garff Ranch
Yoga in the Wellness Studio
5:30 PMStein Eriksen Ballroom
6:30 PMStein Ballroom Foyer

Friday, December 12

7:30 AM
Registration Opens
8:00 AM
Breakfast
9:00 AM
As digital marketers, we are under pressure to increase key performance indicators (KPIs), depending on the business., whether leads, traffic, or sales. Join Daniel Loebl,  AVP, Head of Digital Center of Excellence for Americas at AIG, believes he has the solution. Join Loebl as he shows marketers how to think different by turning the goal into a process that requires a series of steps allowing marketers to build a way toward the goal, while at the same time building a set of resources to draw when dealing with fluctuating  business conditions and changing KPIs.
Keynote
Daniel Loebl, Head of Digital Center of Excellence for Americas, AIG
9:30 AM
There are benefits to having search marketers lead programmatic media buys. For starters, the skill sets required are similar. Both require a data driven approach. Insights from search campaigns are used to inform search retargeting campaigns and other audience targeted campaigns across display, mobile and video. A foundation in paid search improves cross-campaign targeting, understanding of attribution and provides insights. For example, lookalike modeling and the use of high-intent third-party data can expose new opportunities in programmatic display media. This panel will explore the opportunity for search marketers to expand their capabilities and responsibilities to include programmatic display, mobile, video, and social.
Moderator
George Popstefanov, Founder and Chief Idea Officer, PMG
PanelistS
Jon Kagan, Sr. Director of Search and Biddable Media at MARC USA, Results:Digital
Frost Prioleau, CEO, Simpli.fi
Sid Shah, Director of Business Analytics for Advertising Solutions, Adobe
Cameron Urry, Senior Interactive Marketing Manager, Extra Space Storage
10:15 AM
Healthcare brands are an incredibly complex organization. With multiple business and products lines serving a variety of customers, internal silos can create many external marketing challenges. Worst of all it can create a disjointed customer experience. Join us to learn how Kaiser Permanente identified and overcame a major challenge, realigning its search governance strategy.
Presenter
Bhavesh Shah, Director of Search Strategy & Execution, Kaiser Permanente
10:45 AM
Amazon.com is the 800-pound gorilla in any eCommerce SEO and paid search discussion. With reports that Amazon will expand its advertising placement opportunities outside its network of sites through Amazon Sponsored Links, should marketers view the marketplace as more than a shopping portal? There are other considerations, too, such as adMarketplace, eBay, and Google's move to turn partner sites like Walmart into connected networks as part of the tech company's program AdSense for Shopping. Learn from a panel of experts about how best to leverage alternative search channels to reach a broader audience.
Moderator
Neil Doshi, Managing Director, Sr. Internet Analyst, CRT Capital Group
PanelistS
Roger Barnette, President, IgnitionOne
Marjorie Gray, Brand Manager, Dish
Jason Lehmbeck, Founder, DataPop
Brian Valentini, VP/Director, Search Marketing, Digitas LBi
11:30 AM
Google, Bing, Yahoo and other engines continue to search for ways to keep consumers engaged longer on their respective search engines without becoming a nuisance to serve more search ads, yet remain relevant. Searchers spent 08:02 minutes per search session on Google.com in July 2014, up from 05:23 in July 2013, per Millward Brown Digital research. Queries for airline flights and hotels on google.com now pull-in the data from participating Web sites and serve-up in lists of results, giving competing brands more opportunities to connect with potential customers before clicking through to the brand's site to complete the deal. What happens when search engines add "buy" with an ecommerce button? Is Amazon just a commerce engine? A panel of experts will discuss the pros and cons.
Moderator
Mike Perlman, SVP, Media, Millward Brown Digital
PanelistS
Darren Clark, Chief Technology Officer, YP
Rick Galán, Director of Digital Marketing, Blendtec
Frank Gamboa, Founder, Frank Gamboa Consulting
Amanda Valle, U.S. President & Chief Strategy Officer, Mavens of London
12:00 PM
A primary role of the traditional agency is to act as a filter on bright shiny objects in the market for clients and identify the technologies and trends truly worth pursuing. We end each morning of the Search Insider Summit leaning far forward, asking a senior agency executive to present three "picks" of startups, apps, ad formats or technologies that should be front and center on marketers' radar for 2015.
Presenter
Matt Belson, Group Account Director, Mullen
12:15 PM
Programmatic, The New Opportunity For Search Marketers
When Buy Buttons Move From Web Sites To Search Engines
What You Need To Know About Search Marketing
1:00 PM
Lunch
2:00 PM
Skiing at the Deer Valley Resort
Ski Competition Sponsored by Magnetic
Snowshoe Tour at the Deer Valley Resort

Tubing at Gorgoza Park
5:30 PMStein Eriksen Ballroom
6:30 PMStein Ballroom Foyer
7:30 PMButcher's Chop House, Downtown Park City

Saturday, December 13

7:30 AM
Registration Opens
8:00 AM
Breakfast
8:30 AM
Building an online brand in a low-interest category through Global SEO isn't easy. Running an effective SEO campaign is already a challenge in an increasingly crowded market.  How, then, domarketers deliver a campaign across multiple countries, for a brand that operates in a low-search interest category in a complex global organization? Unilever's Kathleen Dunlop shares lessons and insights on how to successfully define, manage, and deliver a search program that leverages every element of a brand’s identity. It has achieved results that impact the requirements for a multibillion-dollar brand.
Keynote
Kathleen Dunlop, Global Brand Director, Unilever
9:00 AM
From and cars to baby monitors, the number of devices accessing the Internet continues to rapidly rise, but our inability to understand and measure human behavior across these platforms remains a serious problem for advertisers. Google can track conversion rates for only 20% of its users, and only for those who begin their search at google.com. This means missed advertising opportunities and conversions. In this session marketers will discuss Apple, Facebook Mozilla, Tivo, and other companies that have begun to explore the behavioral and relationship-based patterns that emerge across devices and what this means for ad serving now and in the future.
Moderator
Kevin Ryan, CEO and Founder, Motivity Marketing, Inc.
PanelistS
Nik Ajagu, Head of Partnerships, Facebook Atlas
David Laird, Director of Search Insights, Yahoo!
9:45 AM
Overall, marketers will spend more than $103 billion on search, display, social media, and email marketing by 2019, but search will remain the largest share of interactive spend, per Forrester Research. At the Search Insider Summit, we spent the last three days talking about the state of the search engine marketing; forthcoming challenges, benefits, and marketplaces; and emerging bright shiny objects marketers should consider when executing strategies in 2015. Join us as experts point to trends and make a few predictions for 2015.
Moderator
Ryan DeShazer, EVP, Managing Director, inVentiv Media 360º
PanelistS
Marc Engelsman, Director of Strategy & Analytics, Digital Brand Expressions
Richard Mastriani, Director of SEO, Wyndham Hotel Group
Sarah McMahon, Search & Affiliate Marketing Specialist, Lids
10:30 AM
Presentation: Bright Shiny Objects 3
Presenter
Steven Gibson, Client Director of Search, Initiative
10:45 AM
Roundtables
11:30 AM
Conference Concludes