Agenda

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Wednesday, December 10

6:00 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
Showrooming might scare a lot of retailers, but Sears Hometown & Outlet Stores CMO David Buckley says the company's catalog business model plays on the trend. In fact, more than 1,000 local stores allow consumers to touch, turn knobs and test the doors of merchandise before purchasing items in the physical store. While there's nothing to take home, all orders get delivered. It's a showroom for big-ticket goods. The model works with search engine marketing. Buckley tells us how.
Keynote
David Buckley, CMO, Sears Hometown & Outlet Stores
Moderator
Laurie Sullivan, Editor, Search Marketing Daily, MediaPost
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 are 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% of their total advertising budget targeting local audiences by 2019, up $9.2 billion. 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 discusses 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 mutation. Although marketers may not have access to keywords, they do have access to data showing connections to entities through Google's and Bing's respective back-end technologies. Join these experts as they debate how close-variant match and knowledge graph search will change search engine marketing and how you can prepare your Web sites and advertising accordingly. 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 discussion to uncover the implications for search, marketing, and data ... and to understand how connected devices test the foundation of search engine marketing by 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 traditional role of advertising agencies is to act as the filter for bright shiny new objects in the marketplace and identify the technologies and trends truly worth pursuing. We end each morning of this edition of the Search Insider Summit leaning far forward by asking a senior agency executive to present "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

The Future of SEO in Content Marketing. Facilitator: Jennifer Tan
The Internet's New Definition of Search Engine Marketing. Facilitator:  Claudia Virgilio
Can I Really Track Consumers Across Channels and Devices. Facilitator: James Green
Sharing What I Know About Bright Shiny Objects. Facilitator: Lijo Joseph

1:00 PM
Lunch
Skiing at the Deer Valley Resort
Ski Competition Sponsored by Magnetic
Snowmobiling at Red Pine Canyon
Yoga in the Wellness Studio
4:00 PMTroll Hallen Lounge
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) -- whether leads, traffic, or sales -- depending upon the business. Join Daniel Loebl, AVP and the head of AIG's Digital Center of Excellence for the Americas, believes he has the solution. Loebl will show brands how to rethink strategies into processes that require a series of steps for building the way toward goals, while also building the resources to face 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
Content creators often use YouTube and Facebook to promote their original programming. Those sites rank close behind Google as the largest search engines on the Web. Customer intent data gleaned from searches provides brand marketers a huge opportunity to understand their audiences and produce useful and relevant content. Join Orabrush CEO and President Jeff Davis to learn how to use YouTube, Facebook and other platforms to support video, direct response and ecommerce., as well as to understand how search will move into the next generation of performance marketing.
Presenter
Jeff Davis, President & CEO, Orabrush Inc.
10:45 AM
Amazon.com is an 800-pound gorilla of any eCommerce and SEO/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 Amazon marketplace as more than just a shopping portal? There are other considerations, too, such as Google's move to turn partner sites like Walmart into connected networks as part 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
Jeff Davis, President & CEO, Orabrush Inc.
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 without becoming a nuisance in order to serve more search ads while remaining 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. Queries for airline flights and hotels now pull-in data from participating brand websites and serve it up in lists of results, giving the brands more opportunities to connect with potential customers before searchers have to click through to the sites 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
Frank Gamboa, Founder, Frank Gamboa Consulting
PanelistS
Darren Clark, Chief Technology Officer, YP
Rick Galán, Director of Digital Marketing, Blendtec
Amanda Valle, U.S. President & Chief Strategy Officer, Mavens of London
12:00 PM
Matt Belson, Group Account Director for Mullen, with the second of our three Bright Shiny Objects presentations, will conclude Day 2.
Presenter
Matt Belson, Group Account Director, Mullen
12:15 PM

Amazon, eBay, YouTube – The Next Search Advertising Network.  Facilitator:  Roger Barnette
Marketers Share Opinions on the Next Shiny Object for 2015. Facilitator:  Matt Belson
Why Search Marketers Should Lead Programmatic Media Buys. Facilitator: Sid Shah

1:00 PM
Lunch
Skiing at the Deer Valley Resort
Ski Competition Sponsored by Magnetic
Snowshoe Tour at the Deer Valley Resort

Tubing at Gorgoza Park
4:00 PMTroll Hallen Lounge
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, do marketers deliver a campaign across multiple countries for a brand that operates in a low-search interest category and 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 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!
Amrita Sahasrabudhe, Senior Manager of Marketing Strategy & National Promotions, Petsmart
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 this Search Insider Summit, we've spent the last three days talking about the state of the search market, forthcoming challenges and emerging bright shiny objects marketers should consider when executing strategies. 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
Steven Gibson, Client Director of Search for Initiative, will present the third of our series of Bright Shiny Objects to guide your way in the coming year.
Presenter
Steven Gibson, Client Director of Search, Initiative
10:45 AM

The Search Opportunity By Device and How To Make Attribution Work. Facilitator: Kevin Ryan
Search Trends Marketers Will Ride In 2015. Facilitator:  Ryan DeShazer

11:30 AM
Conference Concludes