Agenda

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Wednesday, April 26

Thursday, April 27

Day 1: The Year of Search and the Consumer Experience As search data plays a more important role in omni-channel advertising and marketing, how should marketers think about cross-channel strategies and ad targeting to improve consumer experience. The Search Insider Summit opens by analyzing how "the year of the consumer" will change search engine advertising and marketing.
8:00 AM
Breakfast
8:15 AM
Opening Remarks
9:00 AM
Keynote: Searching for the Customer Experience
9:30 AM
With 2017 comes the next generation of the consumer who the National Retail Federation estimates this year will spend between 8% and 12% more online, compared with 2016. She not only will make digital purchases on her desktop, smartphone or IoT devices, but rely on that connection to build a relationship with brands she loves. Search becomes the foundation of this relationship built on experience. Join us as a panel of experts share their omni-channel strategy to create a better experience for consumers.
Moderator
Diane Pease , Regional Audience Manager , Cisco 
Panelist
Greg Laptevsky , VP, Acquisition Marketing , Plated 
10:15 AM
Avocados From Mexico's Super Bowl 2017 30-second television advertisement led the consumer from the television to the mobile device and on to search engines where paid search advertising led consumers to the brand's Web site. This omini-channel experience landed the brand high on the list of several top reports for their Super Bowl 2017 strategy. Join Ivonne Kinser, director digital strategy and innovation at Avocados From Mexico, as she walks through why they campaign worked.    
Presenter
Ivonne Kinser , irector Digital Strategy and Innovation , Avocados From Mexico 
10:45 AM
Panel
11:30 AM
If you have ever thought about moving product listing ads program from an agency of record to in-house management, Patrick Kelleher, Manager of Paid Search and Shopping Engines at LL Bean, can offer up some tips. Kelleher will share experiences and insights geared toward brand marketers thinking about moving PLAs in-house, as well as tips to agencies needing a fresh outlook on program management as it relates to brand expectations and strategic alignment.
Presenter
Patrick Kelleher , Manager, Paid Search and Shopping Engines , LL Bean 
12:00 PM
Roundtables
1:00 PM
Lunch
2:30 PM
Afternoon Activities
Catamaran Charter
Kayaking
Shotgun Golf Tournament
Wave Runner

Friday, April 28

Day 2: Metrics, Measurement and Attribution Tracking customers and advertising campaigns will require a lot more trust in engines and tech companies as the industry ushers in a new generation of metrics and measurement for search advertising and marketing. On Day 2, we explore challenges and changes, ways to prioritize audience and experience over message, and what multi-media integration look like with search.
8:00 AM
Breakfast
8:30 AM
Keynote
8:45 AM
Opening Remarks
9:30 AM
Combating the lack of third party data integration in search to build better ad targeting in campaigns will become more of an issue for brands as search engines continue to limit the amount of data shared with advertisers. How do search marketers work around these limitations? Are high-quality search properties the answer, rather than closed networks? Join a panel of experts as they debate these newly created walled gardens.
Moderator
Clayton McLaughlin , VP, Performance Media Group Director , Havas Media 
10:15 AM
Imagine a world where competitive bidding doesn’t mean bidding on a competitor’s brand terms to steal traffic. Some marketers might think that's not possible. While it's not difficult very few search engine marketers know how to do this. Regan Bigelow, senior digital marketing manager at Phe, a company founded in 1971 from a master's thesis on family planning and mail order contraceptives, will explain the "other-better-reason for competitive bidding" to help marketers understand their competitor's cost per clicks, click-through rates, quality scores, and even policy issues on both brand terms and non-brand terms.
Presenter
Regan Bigelow , Search Engine Marketing Manager , Phe, Inc 
10:45 AM

For some the Halo Effect is an indirect way to tackle a small piece of attribution. How have people determined the relationship between non-brand paid search and brand? Impact on other channels? What lift does it give? Join a panel of expert as they breakdown the Halo effect to build better experiences through search campaigns.

 
Moderator
Theresa Duerr , Director of Digital Marketing , Quill.com 
PanelistS
Keith Burke , Director of Marketing , kaleo Pharmaceutical 
Jon Kagan , Sr. Director of Search and Biddable Media at MARC USA , MARC USA | Results:Digital 
Sarah McMahon , Senior Digital Marketing Manager , Big5 
11:30 AM
Presentation
12:00 PM
Roundtables
1:00 PM
Lunch
2:30 PM
Afternoon Activities
Golf - Sanctuary Course
Parasailing
Remote Island Hop and Dolphin Cruise
Tarpon Fishing Charter

Saturday, April 29

Day 3: Alternative Engines and Virtual SERPS

On Day 3, we dig into search across retail Web sites and on alternative shopping engines and platforms. What are the best practices for using search data, as well as Google and Bing Shopping data to optimize campaigns across alternative shopping engines? We'll also look at how virtual assistants and recommendations help to fuel ranking across Google and Bing.

8:00 AM
Breakfast
8:30 AM
Opening Remarks
8:45 AM
Keynote
9:15 AM
Presentation
9:45 AM
The hands-free conversation between man and machine has become the holy grail of search on engines and in marketplaces. Sometimes it requires a human voice, while other times data will make the decision on the content to serve. Join a panel of experts as they debate and make predictions on how virtual assistants, voice search, car integration, predictive artificial intelligence will change search engine marketing and advertising. How will search marketers prepare for the new search world of virtual results?
10:30 AM
Roundtables
11:30 AM
Conference Concludes