December 12 - 15, 2012
Park City, Utah

Event Sponsors

Agenda

Wednesday, 12/12

6:00 PM
Welcome Cocktail Party in the Valhalla Room

Thursday, 12/13

7:00 AM
Registration Opens
8:00 AM
Full Breakfast
Search is Good
8:45 AM
Opening Remarks
MC
Rob Griffin, Co-Founder, Rise-Alliance 
9:00 AM
Keynote: Data-Driven Marketing -- Trends and Implications for Search Marketers
How should marketers define search and what will it look like in 2013? What to expect from on-site search and in mobile applications? As new technologies emerge, how will marketers measure interest-based marketing in alternative types of interactions, connecting messages across media?
Keynote
Mark Jeffery, Senior Lecturer of Executive Programs at the Kellogg School of Management, Center for Research on Technology and Innovation at the Kellogg School of Management 
9:30 AM
Panel: The Everlasting Importance of the Creative
Automation can take the "create" out of "creative," but savvy marketers find the means to put it back in. Creative approaches propel campaigns, but typically for early adopters who make hay before flocks of mid and late adopters flood the marketplace.  From new ad formats and targeting features to startups that specialize in only one aspect of a campaign, marketing departments continue to retool strategies and find creative approaches to propel their messages. Join us as agencies and brands explore how out-of-the-box creative, third-party vendors and research techniques standout in the cluttered marketplaces.
Moderator
Joanna O’Connell, Senior Analyst for Interactive Marketing Professionals, Forrester Research 
PanelistS
Jason Lehmbeck, Founder, DataPop 
Tony Mennuto, Co-founder/COO, MisterFace 
Heather Molina, Managing Director, Content Continuum, Resolution Media 
Jason Steingold, Principal and VP of Business Development & Branded Entertainment, engage:BDR 
Shane Vaughan, CMO, Balihoo 
10:15 AM
Presentation: Fine-Tuning Content -- The Road to Search and Audience Segmentation
Understanding consumer intent through search behavior can help inform content strategies, but how can marketers move the strategy further down the line to identify the most relevant topics? By isolating a specific target audience, we can uncover unique insights from their search lexicon to engage consumers with timely and compelling content.

Presenter
Heather Dougherty, Research Director, Hitwise 
10:45 AM
Panel: New Surface Areas for Search, Locally and Worldwide
What happens outside of the text-driven search engine result pages? A discussion of innovations in search advertising will compare traditional networks with mobile, tablets, TV, entertainment consoles and automobiles. We'll explore how voice and touch will change the ways people consume information. Will ads with graphics or audio join (or even take the place of) text in results pages? The industry has seen Amazon's model appear for standard Web queries through recommendation and product listing ads. What will the next search engine results page look like and how can marketers prepare? Join us to discuss possible new ad formats and tips on how to scale up campaigns across the digital divide.
Moderator
Aaron Goldman, Chief Marketing Officer, 4C 
PanelistS
David Alles, General Manager for Xbox, Microsoft 
Adam Epstein, President & Chief Operating Officer, adMarketplace 
Casee Konick, Paid Search Manager, Home Away 
Bryan Simkins, Partner, Technology, Transparent Media Partners 
11:30 AM
Panel: Retargeting -- Mapping Search to a Multichannel World
Retargeting continues to become more important. Learn new metrics and get tips on adapting to the rise of Google's "not provided" keyword term (now more than 40% of referring traffic). The panel also will share insights into how brands use YouTube, Facebook, LinkedIn, Reddit and the Google display network at the top of the funnel.
Moderator
Marty Weintraub, CEO & Founder, aimClear 
PanelistS
David Chen, Head of Digital Marketing, Gamut 
James Green, CEO, Magnetic 
Chris Greene, VP of Business Development, Yieldbot 
George Popstefanov, Founder and CEO, PMG 
12:15 PM
Roundtables
Top search marketing opportunities and challenges for 2013, and how to solve them - Table lead: Dave Tan, Head of Performance Media Agencies, Google
Creative Content Takes Center Stage - Table lead: Laurie Sullivan, Reporter, MediaPost
New Surface Areas For Search Locally and Worldwide - Table lead: Adam Audette, President, The Rimm-Kaufmann Group
Multichannel Psychographics and Search Retargeting - Table lead: Frank Lee, Head of Sales, DataPop
1:00 PM
Lunch
Skiing at the Deer Valley Resort
Snowshoe Tour at the Deer Valley Resort
Snowmobiling at the Red Pine Canyon

Friday, 12/14

7:00 AM
Registration Opens
8:00 AM
Full Breakfast
Attribute This Data To That
8:45 AM
Keynote: The Future of Digital Media Measurement
Measuring data across screens, channels and emerging technologies can provide clues into the future of digital media management and attribution. This knowledge will fuel growth in online search marketing even more than the abundance of bits and bytes. Understanding the latest research and techniques for measuring and analyzing data - as well as acting on these insights - will become the key to success. ComScore's Eli Goodman analyzes the evolution of digital media measurement to help us understand and identify metrics for the future.
Keynote
Eli Goodman, Media Evangelist, comScore, Inc. 
9:30 AM
Panel: How Site and Mobile App Search Change Everything
Just as Google displaced 411 directories, many apps continue to takeover research tasks.  For example, 30% of online buyers participating in a Forrester Research study admit they began researching their last online purchase on Amazon, compared with 13% on a search engine like Google or Bing. How do companies get found through mobile search, mobile apps, site search, product listing ads and shopping sites? And, what are the possibilities for search marketers as the landscape continues to change?
Moderator
Duane Forrester, Sr. Product Manager, Bing 
PanelistS
Jason Hartley, VP, U.S. Search Practice Lead, 360i 
Murthy Nukala, Founder and CEO, Adchemy 
Neil Sorenson, Director of Search, Zagg 
Damon Tassone, Co-founder and Chief Revenue Officer, Intent Media 
Jon Venverloh, Head of Platforms, Google Shopping, Google 
10:15 AM
Presentation: What Are The Top 5 Emerging Search Categories and Why?
For years paid search has been dominated by retail financial and travel, but a few new categories have moved in to shake things up a bit in 2012. During this session, we'll examine the categories experiencing the highest percentage of year-over-year growth in paid search spend. We'll also look at trends in the number of advertisers, impressions and clicks in each to determine the industries that will excel in 2013 and beyond. The panel will provide practical recommendations and action items to help better contend with increasing competition.
Presenter
Richard Stokes, CEO, AdGooroo 
10:45 AM
Panel: Mobile Analytics in 2013 and Beyond
Marketers want to believe in mobile, but analyzing results continues to become one of the most controversial and confusing topics in search engine marketing. With mobile search increasing in 2013, what analytics platforms, tactics and strategies will help businesses understand consumer behavior? Learn how marketers will measure performance of apps or Web sites through mobile analytics, and the technology and the privacy implications that could put up road blocks.
Moderator
Rob Griffin, Co-Founder, Rise-Alliance 
PanelistS
Michael Ricci, Chief Marketing Officer, Digital Fusion 
Sid Shah, Director of Business Analytics for Advertising Solutions, Adobe 
Martin Smith, VP and GM, TruEffect 
11:30 AM
Panel: The Death of Text Ads

What will personalized results look like in the future as marketers continue to see an increase of product listing ads (PLAs) ... and images, videos, maps and ratings encroach on text-based results. How will we measure results? This session will also delve into location extensions, offer ads, video extensions, app extensions and more.

Moderator
David Rodnitzky, CEO, 3Q Digital 
PanelistS
Michael Griffin, Adlucent Founder and CEO, Adlucent 
Chris Knoch, VP Strategic Solutions, IgnitionOne 
Kevin Lee, Chairman and CEO, Didit 
Dave Zinman, COO, RadiumOne 
12:15 PM
Roundtables
Attribution and Measurement - Table Lead: Andries P. de Villiers, VP of Revenue, adMarketplace
How On-Site and Mobile Apps Change Everything - Table Lead: Stacey Helman, Microsoft Bing Evangelist
Mobile Analytics in 2013 and Beyond - Table Lead: Art Vigil, Vice President, The Search Monitor
The Death of Text Ads - Table Lead: Henry Park, Executive Director of Search Engine
Marketing, YP Holdings
1:00 PM
Lunch
Snowboarding at Park City Mountain Resort
Tubing at Gorgoza Park
Skiing at the Deer Valley Resort
Shuttle leaves from Steins lobby at 6pm

Saturday, 12/15

7:00 AM
Registration Opens
8:00 AM
Continental Breakfast
Search in the All About Me, Me, Me Social Era
8:30 AM
Keynote: Social's Influence on Search
Consumer use multiple devices simultaneously, changing the way they engage with content and brands. No one knows that better than Evan Greene, CMO of The Recording Academy, the producer of The Grammy Awards. Driven by innovation, join us as Greene talks about the future of television, social and search, and how the three will fuse to lead marketing campaigns that connect musicians and fans.
Keynote
Evan Greene, CMO, The Recording Academy 
9:00 AM
Panel: From CPC to CPF -- How to Measure Social's Influence On Search
Search marketers have been obsessed with Facebook, but few have been successful at measuring the cost per fan (CPF) or social's influence on search, not just Facebook but Google+, Twitter, Pinterest and other social tools. When a topic trends on Twitter, how do marketers turn that influence into search metrics? Join us as we look at methods to value fans based on influence, engagement and sentiment ... and how those metrics can influence paid and organic search campaigns.
Moderator
Janel Laravie, CEO, Chacka Marketing 
PanelistS
Teresa Caro, SVP/Industry Solutions, Shoutlet 
Greg Cypes, Technical Product Strategist, AddThis 
Steve Goldner, Senior Director, Social Marketing, Hyper Marketing Inc, Ryan Partnership 
Jon Maxson, Director, SEO, iCrossing  
Jim Yu, CEO and Founder, BrightEdge 
9:45 AM
Presentation: Building Your In-House Marketing Team
Create, develop and retain a strong in-house team across search, display, mobile and other media. Learn how one of the largest SEM spenders does it.
Presenter
Jennifer Tan, Sr. Director, Marketing Communications Brand Media, Experian 
10:15 AM
Panel: Driving Social Further down the Conversion Funnel

Where do Facebook, Google+, Pinterest, Foursquare and other social sites belong in the search conversion funnel? Many marketers remain dumbfounded on when and how to use Facebook in their overall search strategy. A few heavy hitters continue to prove Facebook can generate viable revenue and return on investments, but for the masses this reality remains an illusion. Learn how brands using Facebook can quantify momentum and realize this untapped revenue stream.

Moderator
Erik Sass, Editor, Publishers Daily, MediaPost 
PanelistS
Chris Baggott, Chairman, Compendium 
Dhiren D'Souza, President & Co-Founder, SearchForce 
Larry Kim, Founder and CTO, WordStream 
Peter Shenk, SW Regional Sales Manager, Triggit 
11:00 AM
Roundtables
Social's Influence on Search - Table Lead: Janel Laravie, Co-Founder, Chacka Marketing
How Your Organization Can Get Collaboration Among Search, Social and Display - Table Lead: Ben Straley, VP of Social Technologies, Rio SEO
Driving Social Further Down the Conversion Funnel - Table Lead: Eric Sass, Reporter, MediaPost
12:00 PM
Conference Concludes

Venue

Stein Eriksen Lodge, Park City, UT
7700 Stein Way
P.O. Box 3177
Park City, Utah, 84060

Luxurious Five-Star accommodations surround you upon arrival to the lodge in Deer Valley. You will feel at home in the lobby with its beautiful stone fireplace. The Stein Eriksen Lodge is the only Five-Star, Five Diamond property in Park City, Utah and prides itself on providing guests with impeccable, personalized service and luxurious lodging.

Located at Deer Valley® Ski Resort, in Park City, Utah, guests are greeted with exquisite views and powdery ski slopes in the winter and away-from-it-all outdoor activities in the summer for the ultimate getaway. Choose from many other local activities such as heli-skiing, fly-fishing, bobsledding and more.

Whether you're looking for privacy and relaxation, a ski vacation, entertainment and local activities, pampering in their European spa or culinary excellence there is something for you.

Hotel booking link to be added soon.

The 5-Star, Stein Eriksen Lodge, Deer Valley, UT

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