eCommerce/Lead Gen Roundtable: Micah Nyatsambo, SEO Manager, Media Contacts, led this roundtable and gathered the following key takeaways from the group: 1. Twitter works for to drive online opportunities to offline sales. It works exceptionally well for local products and local brick & mortars. 2. Monetizing social to target specific initiatives was also discussed. An automotive OEM tied social events to local car dealers. 3. Social media monitoring can help sculpt opportunities to leverage services or products. 4. On the flip side, mobile still doesn't work. Too fragmented. Transactions need to be as simple as Amazon's 1 click. …

eCommerce/Lead Gen Roundtable: Aaron Goldman, Managing Partner, Connectual, led this roundtable and gathered the following key takeaways from the group: -Exchanges: many marketers having success with exchanges. They like having the control and not having to go thru reps. Key is to test Class 2 inventory (unreserved) thru the auction to see what works then buy it as Class 1 (reserved). A big challenge here seems to be last-click attribution. -Display: consensus is that search and display are handled by different teams/agencies because with display who you know and what kind of deal you can cut is as …

eCommerce/Lead Gen Roundtable: Lance Loveday, CEO, Closed Loop Marketing, led this roundtable and gathered the following key takeaways from the group: 1. Customer Sat Surveys - Everyone should implement at least a basic customer satisfaction survey (like 4Q) to baseline and monitor customer satisfaction and enable at least one direct customer feedback mechanism. 2. Integrate Data Silos - It's getting increasingly important that data silos open up to enable intelligent marketing across the customer lifecycle 3. Think Beyond the Site - While critical, it's important to remember that the web is only one of many touchpoints. The web UE …

The Attribution roundtable had a lot of discussions on this topic and was clearly top of mind with a lot of marketers. eCommerce/Lead Gen Roundtable: Adam Goldberg, Chief Innovation Officer, ClearSaleing, led this roundtable and gathered the following key takeaways from the group: 1. Attribution management is a hot topic NOW and a must do NOW. It is not something that a company can wait for. Otherwise, we are leaving too much money on the table. 2. Profit is the metric that should be attributed across ads as that gives the most accurate answer as to whether or …

Once again, the roundtable discussions were extremely valuable to the audience and a significant number of ideas were shared amongst the attendess. Here is a recap of the Branding and Online roundtables. eCommerce/Lead Gen Roundtable: Steve Jacoby of Converge Direct led this roundtable and gathered the following key takeaways from the group: - Currently, it's difficult putting a dollar value on the pre-click conversions so it fits within your P&L? There are no good models that exist today. Hopefully in time, more data will shed light. - In the future, marketers will look across media channels and …