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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
9:00 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
Annie Stickney , VP of Digital Analytics , Chase 
PanelistS
Sara Aase , Manager, Digital and Content Marketing , Kenmore and DieHard 
Ryan Gibson , VP, Marketing , Wheelhouse/dmg 
Greg Laptevsky , VP, Acquisition Marketing , Plated 
10:15 AM
After years of hype, a mobile first world has finally arrived. With Google targeting mobile sites (or lack of) brands are finding themselves behind as they struggle to keep up. What is the best strategy when you are limited technically? Join Jason White, director of SEO at Hertz, Dollar and Thrifty, to review where mobile has been, where it’s going and a verity of workarounds available when presented with roadblocks.
Presenter
Jason White , Director of SEO , Hertz 
10:45 AM
Search advertising holds the largest share of mobile advertising, followed by display and native social ads, according to BIA/Kelsey. The media generated $14 billion in 2016, growing to $23 billion in 2021. While location now plays a major role in mobile search advertising, marketers are learning that it's all about the experience and how to justify the return on ad spend . Join a panel of experts in mobile search as they share tips and strategies.
Moderator
Danielle Engels , ‎Search Marketing Director , Havas Media 
Panelist
Scott Linzer , Vice President, Owned Media , iCrossing 
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
1:10 PM
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
On the wings of natural language processing and artificial intelligence, digital assistants are rising to the forefront. Just as the mobile revolution ushered in an entirely new consumer behavior, voice-based interaction of the digital assistant represents more than just another screen. It will require marketers to adopt a new way to measure these engagements. Hear first-hand perspectives and examples of how brands, agency and search engines will adopt the technology and the measuring sticks for this ubiquitous new interface: relevance, customer advocacy, brand loyalty, and conversational commerce.
Moderator
Jeremy Hull , Director of Bought Media , iProspect 
PanelistS
Scott Bailey , President , TEN Automotive 
Jacob Davis , Director, Digital Acquisition , Hilton 
Christi Olson , Search Evangelist , Bing 
10:15 AM
The pressure to justify media budget continues to grow stronger.  Technology lowers the barrier to entry for new competitors, puts pressure on marketers to focus on the customer journey, and forces them to identify rising costs across all channels and category disruptors that make marketers re-evaluate go-to-market strategies.  Last-click attribution historically has been at the core of media investments, which sometimes proves to over-value the search channel.  All is not lost searchers.  Fractional attribution can help to reset paid search and bring scale to the channel previously not identified. Christopher Butler, VP of NA marketing of Global Consumer Solutions at Equifax provides guidance and explores the benefits of fractional attribution and how it shines a light on all the touch points in the customer journey.  He also identifies organizational champions, demystifies attribution, and providing a clear path to ROI.
Presenter
Christopher Butler , Vice President, North America Customer Acquisition , Equifax 
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 , kaléo 
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
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 
12:00 PM
Roundtables
1:00 PM
Lunch
1:10 PM
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?
PanelistS
Amy McClain , Director, Performance Media , Beeby Clark + Meyler 
Jenna Watson , VP, Digital Media , DAC Group 
10:30 AM
Roundtables
11:30 AM
Conference Concludes