April 27 - 30, 2014
Key Largo, Florida

Event Sponsors

Agenda

Sunday, 04/27

Location: Town Hall Lawn & Patio

Monday, 04/28

8:00 AM
Breakfast
8:45 AM
Introductory Remarks
MC
Chris Copeland, CEO, GroupM Next 
9:00 AM
Keynote Conversation -- The Value of Search
Organic search. Paid search. Paid inclusion. Paid optimization. Earned rank. Earned listings. Quality back links. Optimized content. Intent marketing. Multichannel. Omni Channel. Holistic integration. Whew, the list, exhausting. Today's CMO gets inundated with buzzwords, pivot tables and databases, but must comprehend how each marketing channel moves consumers through the journey. Search remains a major part, and those connecting the dots and measuring campaigns beyond the click know this best. Direct conversions have made search the most popular yet misunderstood darling of digital marketing. Join us for a fireside chat between thought leaders Chris Moloney, CMO of Wells Fargo Advisors, and Kevin Ryan, founder of Motivity Marketing. We'll hear a no-holds-barred discussion about search, advertising, attribution, and search's role in the customer journey.
KeynoteS
Chris Moloney, CMO, Wells Fargo Advisors, LLC 
Kevin Ryan, CEO, Motivity Marketing, Inc. 
9:30 AM
Panel -- Marketing for the Long Term: Acquisition Through Lifetime Value
What is the total value of a customer throughout the life cycle and how do marketers determine and improve their investment to acquire? Search marketers refine acquisition but often fail to extend the process to life cycle management. The advent of new technology enables companies to both scale their businesses and prove ROI to the C suite, where it matters most. Join a panel of experts as they discuss costs associated with developing and maintaining relationships.
Moderator
Ryan DeShazer, EVP, Managing Director, inVentiv Media 360º 
PanelistS
Dale Edman, VP of Ecommerce, Wasserstrom 
Ian Gilyeat, President, ERT America 
Effie Philippakos, Director of Analytics, AIG 
Dean Skonieczny, VP of Products, Adlucent 
10:15 AM
Presentation -- Forecasting Search Marketing Investments
Search budgets rose 66% during the past five years, with some specific categories such as real estate and medical more than doubling. During that time, challenges such as an increase in churn rates and price competition surfaced. Will the next five years seem as bright? Or, will the industry see a dip in spending? Can brands still reap rewards from spending more? Join Corey Elliott, Director of Research at Borrell Associates, as he provides insight into which marketers will put ad dollars where during the next five years.
Presenter
Corey Elliott, Director of Research, Borrell Associates 
10:45 AM
Panel -- How Real-Time Data Changes Attribution
Great strides have been made in attribution modeling during the past year. Platforms that support a real-time view now integrate historic data. Although requirements for companies may differ based on respective business models, understanding and optimizing click paths across channels has finally become a real-time practice ... making automated campaign management smarter than ever. A panel of experts will discuss the latest cross-channel attribution strategies methods and tools for 2014, and what's possible for the future.
Moderator
Janel Laravie, CEO, Chacka Marketing 
PanelistS
James Green, CEO, Magnetic 
Anna Klayman, Senior Marketing Manager, E*Trade 
Mike McMeekin, Director, Advertiser Analytics and Insights, Bing 
Rory O’Flaherty, Group Media Director, R/GA 
Dave Ragals, Global Managing Director, Search, IgnitionOne 
11:30 AM
Panel -- Moving Away From the Direct Conversion Model
Search advertising has become its own worst enemy. The direct-conversion metric and last-click attribution model made search a money machine. While marketers continue to improve at properly attributing conversions, search has yet to graduate from being a direct conversion vehicle in the minds of CMOs. This session will ask senior brand managers to explore the potential of search as a branding vehicle. How can we better define search metrics? Can search be considered a brand advertising tool with the same GRP value proposition as other forms of media?
Moderator
Paul LaPointe, Business Development & Marketing Director, Rondack Media Group 
PanelistS
Laura DeGraff, Assistant VP Digital Marketing , Barclaycard 
Jason Hartley, VP, U.S. Search Practice Lead, 360i 
Herndon Hasty, Director of SEO, iProspect 
Elizabeth Jackson, CMO, Corporate Strategy EVP, HookLogic 
Sharon Mostyn, eCommerce Manager, RoamRight 
12:00 PM
Roundtables
Marketing from Acquisition Through Lifetime Value - Table Lead: Ryan DeShazer, inVentiv Media 360
Prediction Power In Search Dollars - Table Lead: Corey Elliott, Borrell Associates
 
How Real-Time Data Changes Attribution - Table Lead: Janel Landis Laravie, Chacka Marketing
Moving Away from the Direct Conversion Model Table Lead: Paul LaPointe, Rondack Media

12:45 PM
Lunch
Golf at Dolphin
Deep Sea Fishing
Eco Kayaking Tour
Location: Palm Court (near main pool)
8:00 PM
Location: Ocean Room

Tuesday, 04/29

8:00 AM
Breakfast
8:45 AM
Welcome Back
9:00 AM
Keynote Conversation -- Exploring Retail Site Search with Target’s David Peterson
Managing consumer engagement and brand messaging on retail sites may seem challenging to some search marketers, but Target has developed a business model to make it easier for brands to connect with shoppers searching for products. Search has become a major part of the discovery experience on retail Web sites. Often consumers start their purchase journeys there. Join us in a fireside chat between David Peterson, Target's Digital Marketing Senior Group Manager, and Laurie Sullivan, Editor of MediaPost's Search Marketing Daily, as they discuss proven and emerging ways to reach consumers on retail sites.
Keynote
David Peterson, Digital Marketing Senior Group Manager, Target 
Facilitator
Laurie Sullivan, Editor, Search Marketing Daily, MediaPost 
9:30 AM
Panel -- How Responsive Content Will Transform Online Marketing
There has been much discussion about responsive web design and repurposing television spots for online ad units, but what about responsive content: the ability to develop creative pieces -- audio, text, video, images -- that change based on the needs of the user? Companies and their technology providers must begin to think about building platforms that sense the context for each search so they can deliver the content that best suits the user's need. Join a panel of experts as they brainstorm how to develop solutions, strategies and technology to get the Responsive Content job done.
Moderator
Allen Gannett, Founder, TrackMaven 
PanelistS
David Greenbaum, CEO, Boost Media 
Joelle Kaufman, Head of Marketing and Partnerships, BloomReach 
Shreya Kushari, SVP, Search Marketing & Performance Media, DigitasLBi 
Jeff MacGurn, Senior Vice President, Covario 
10:15 AM
Presentation -- Batter-Up: Three Strikes and You're Out
Hit or Miss. A survey of 100 search marketers by Bentley University has identified the three biggest gaps in search campaigns today. As Product Listing Ads have evolved, optimization is about more than bidding. New attribution models and Enhanced Campaigns offer features many marketers still don't use. Should you? We break down the demographics of the respondents and their answers. Find out if you are batting a thousand -- or striking out.
Presenter
Alyson Kaye, Marketing Professor, Bentley University 
10:45 AM
Panel -- Adapting to Secure Search
Consumer data security and privacy became a key focus for Internet companies beginning in October 2011, when Google began encrypting search queries. In addition to Google’s secure search Hummingbird update in 2013, Yahoo and Bing made a similar transition. This shift by Google, Bing and Yahoo to secure consumer data signaled a change in strategy that once required marketers to track keywords through the SEO conversion path -- a holdover from paid-search bidding. It's time for marketers to move from the "how I got here" to the "why I should go there and what should I do" model. In this session, panelists will discuss adapt-or-die strategies that provide marketers with new ways to manage and measure SEO performance.
Moderator
Jim Yu, CEO and Founder, BrightEdge 
PanelistS
Lauren MacPhail, Director of Search, Macy's 
Dan Perry, Director of SEO, Turner Broadcasting 
Jeremy Walker, VP, Digital Marketing, Primacy 
Dave Zinman, COO, RadiumOne 
11:30 AM
Panel -- Influencing Young Consumers in the Age of Snapchat, WhatsApp and the Next Big Thing.
Young consumers show intent, but what drives them to take action? As they become attracted to something new, they may drop the old. How do they decide what's important as brands bombard them with choices, platforms, content and shiny new objects? What matters and what doesn't? Listen to a panel of teens as they share their thoughts on credibility and value. Find out what makes young consumers pay attention and when they are likely to pull the trigger on brands, tools and platforms as they navigate the murky waters of online content.

Teen Panel
Rujuta Kortikar, 17, Sunnyvale, CA
Deondre Samuels, 17, Miramar, FL
Brooke Ward, 16, Wamego, KS
Moderator
Michelle Prieb, Sr. Account Supervisor, Social Integration and Strategy, Edelman Digital 
12:15 PM
Roundtables
Figuring Out Responsive Content - Table Lead: Allen Gannett, TrackMaven
Batter-Up: Three Strikes, You're Out - Table Lead: Alyson Kaye, Bentley University

Adapting to Secure Search - Table Lead: Jim Yu, BrightEdge
Influencing Young Consumers - Table Lead: Michelle Prieb, Edelman
1:00 PM
Lunch
Snorkeling at John Pennekamp Coral Reef
Everglades Alligator Farm Trip
Stand Up Paddleboard Tour
7:00 PM
Cocktail Party
Location:  Amberjack Lawn
8:00 PM
Dinner
Location: Palm Court (near the main pool)

Wednesday, 04/30

8:00 AM
Continental Breakfast
8:30 AM
Keynote -- 3M: How Successful Brands Cross International Borders
It takes an international perspective to understand the unique value of search engine marketing across borders. Jose Fernando Bazan Athie knows how it's done. He is part of the team that leads the online marketing strategy for the 3M Consumer Business Group in Latin America, and is accountable for all search strategy in the region, responsible for six brands in nine countries and sub-regions. Join us as Bazan Athie explains how innovative thinking aligned brands, businesses and consumers needs in 2013, benefiting 3M's campaigns by improving click-through rates by 72%, and reducing the cost of clicks by 31% in LATAM.
Keynote
Jose Fernando Bazan Athie, eMarketing Supervisor, 3M Consumer Business Group in Latin America 
9:00 AM
Panel -- Mobile: All About Apps
Smartphones and tablets now drive one out of every three minutes spent with digital media and by 2017 experts expect more than 10 billion mobile connected devices on earth. In this panel, experts will discuss best practices for using social and search to drive the installation and use of apps. The panel will also discuss the merits of sending people to mobile apps vs. web sites, and how to track in-app activity to understand ROI. What happens after consumers download apps? Do they use them just to browse or do they make purchases?
Moderator
Jennifer Tan, Sr. Director, Marketing Communications Brand Media, Experian 
PanelistS
Sean Galligan, VP of Business Development, Flurry 
Daryl McNutt, VP of Marketing, Drawbridge 
Dan Morris, Senior Product Marketing Manager, Marin Software 
Joe Stephens, Director, Native Demand Strategy, Yahoo! 
Todd Ulise, Vice President, Ad.net 
9:45 AM
Presentation -- Why Search Marketers Need to Socialize
The role of search engine marketers continues to become more social. More and more they are taking on the responsibility of running and budgeting social campaigns. Advertising agencies are building social divisions filed with SEM experts. And Facebook continues to hire search marketers to support social advertising and Graph Search. Join Jim Grates as he walks us through the changes, as well as ways SEM experts can prepare for the future.
Presenter
Jim Grates, Sr Director, Digital Media, Hilton 
10:15 AM
Panel: Social Media's Evolution Toward the Search Team
Search marketing teams have begun to take control of social and mobile advertising budgets. The shift influences how advertising agencies, platform providers and brands will run their businesses and make decisions. What do these changes in strategies mean to the industry and how will the model evolve?
Moderator
Rick Ducey, Managing Director, BIA/Kelsey 
PanelistS
Dan Boberg, Partner at Tallwave and CEO of SyCara Local 
Ty Martin, Director of Digital Media Strategy , iCrossing 
Matthew Meadow, Director Paid Search, Delivery Operations, eBay Enterprise 
David Rodnitzky, CEO, 3Q Digital 
Josh Team, VP, Digital Innovation, RAPP 
11:00 AM
Roundtables
Mobile'sEvolution - Table Lead: Jennifer Tan, Senior Director, Digital Acquisition, Experian
Social's Evolution - Table Lead: Rick Ducey, Managing Director, BIA/Kelsey 
12:00 PM
Conference Concludes

Venue

Ocean Reef Club, Key Largo, FL
35 Ocean Reef Drive
Carysfort Ballroom
Key Largo, Florida, 33037

Ocean Reef Club is located at the northern tip of Key Largo, approximately 50 miles by road southeast of Miami Airport. Its two thousand lush tropical acres are bordered on three sides by water. The Club can be reached by land, sea and air. An exclusive getaway for business or leisure, Ocean Reef is world-renowned for its gigantic meeting spaces and numerous services. Lodging options abound, with the Inn, as well as rentable condos, studios and villas for groups of any size. With tons of dining and recreation options, work won't be all you're thinking about. You can sail away on a yacht, lounge by the sea with the only living coral reef in North America or golf at one of their immaculate courses. There's also a spa, fishing opportunities, a fitness center, tennis courts and more. There's something for everyone. Come to work, stay to play.




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