MediaPost - Search and Performance Insider Summit

8:45 AM

8:45 AM ET

Opening Remarks Captiva Ballroom

MC: Steve Smith, VP, Editorial Director, Events, MediaPost @popeyesm

9:00 AM

9:00 AM ET

Keynote: Mobile and the Competitive Edge

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.

Keynote: Jason White, Director of SEO, Hertz

9:30 AM

9:30 AM ET

Panel: In the Year of the Consumer

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 OmniChannel Analytics - Head of Search Analytics, JP Morgan Chase
PanelistS: Sara Aase, Manager, Digital and Content Marketing, Kenmore and DieHard; Ryan Gibson, VP, Marketing, Wheelhouse/dmg @RyanDGibson; Greg Laptevsky, VP, Acquisition Marketing, Plated; Francis Larkin, Head of Product Marketing, Pinterest

10:15 AM

10:15 AM ET

Coffee Break

10:30 AM

10:30 AM ET

Panel: The Mobile Story

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, Digital Marketer, Eli Lilly
PanelistS: Anisha Baijal, Senior Manager, Online Marketing, Match.com; Daniel DeSimone, Director, Search & Social, Reprise/UM WW; Scott Linzer, Vice President, Owned Media, iCrossing @slinzer; Natasha Ludwig, Senior Advertising Analyst, Scottrade

11:15 AM

11:15 AM ET

Presentation: How To Move PLAs In House

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 @pkelleher

11:45 AM

11:45 AM ET

Roundtables

In The Year Of Personalizing Experiences For Consumers, Search Marketers Will [fill in the blank] – Ryan Gibson, VP, Marketing, Wheelhouse/dmg
Mobile And The Competitive Edge – Jason White, Director of SEO, Hertz
When Should Brands Move PLAs And Other Media In House? – Patrick Kelleher, Manager, Paid Search and Shopping Engines, LL Bean
Preventing Ads From Serving Up Next To Offensive Content – Jon Kagan, Sr. Director of Search and Biddable Media, MARC USA | Results:Digital

12:30 PM

12:30 PM ET

Lunch

12:45 PM

12:45 PM ET

Sponsor Luncheon Presentation

2:00 PM

2:00 PM ET

Afternoon Activities

Kayaking

Parasailing

Golf - 9 hole Executive course at South Seas

5:30 PM

5:30 PM ET

One on One Meetings

6:15 PM

6:15 PM ET

Sunset Cruise Cocktail PartyAboard the famous Lady Chadwick

8:00 PM

8:00 PM ET

Dinner ReceptionKings Crown Lawn

Friday, 04/28

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

8:00 AM ET

Breakfast Captiva Ballroom Foyer

8:15 AM

8:15 AM ET

Sponsor Breakfast Presentation

8:45 AM

8:45 AM ET

Q&A Keynote: Crossing Channels Complete The Story

Reaching customers with the perfect message supported by a variety of channels, from social to search, can be challenging. Join us as Search Insider Summit sits down for an ocean-side chat with Carly London, Director of Acquisition at Dollar Shave Club, to talk about how Dollar Shave Club faces these challenges through innovative marketing strategies that include close ties between social and search engine advertising and marketing.

Keynote: Carly London, Director, Acquisition, Dollar Shave Club
Interviewer: Laurie Sullivan, Editor, Search Marketing Daily, MediaPost

9:15 AM

9:15 AM ET

Panel: Digital Assistants: The Next Generation That Redefines Digital Marketing Measurement

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: Steve Beatty, Head Of Owned Media, iProspect
PanelistS: Scott Bailey, President, TEN Automotive; Christi Olson, Brand Marketing Manager, Bing @christijolson

9:45 AM

9:45 AM ET

Presentation: An Intro To The Halo Effect

What is the Halo Effect and how should marketers use it. Join Theresa Duerr, director of digital marketing at Quill.com, as she outlines how Quill.com uses the strategy.

Presenter: Theresa Duerr, Director of Digital Marketing, Quill.com @TADuerr

10:15 AM

10:15 AM ET

Coffee Break

10:30 AM

10:30 AM ET

Panel: Attributing the Halo Effect of Campaigns

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 @TADuerr
PanelistS: Keith Burke, Senior Marketing Director, Neurosciences, Merz North America @kwburke1; Charlene Chao, Marketing Acquisition, US Auto Parts @CharChar23; Jonathan Kagan, Search & Media Strategy, Amsive @jonkagan; Sarah McMahon, Senior Digital Marketing Manager, Big5 @mcsarah73

11:15 AM

11:15 AM ET

Presentation: Redefining Meaning and Measurement for Competitive Bidding

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

11:45 AM

11:45 AM ET

Roundtables

Cross Channels That Complete The Story – Carly London, Director, Acquisition, Dollar Shave Club
The Next Generation Redefining Digital Marketing Measurements – Steve Beatty, Head Of Owned Media, iProspect
Attributing The Halo Effect of Campaigns – Theresa Duerr, Director of Digital Marketing, Quill.com
The "Other Better Reason For Competitive Bidding" – Regan Bigelow, Search Engine Marketing Manager, Phe, Inc.

12:30 PM

12:30 PM ET

Lunch

12:45 PM

12:45 PM ET

Sponsor Luncheon Presentation

2:00 PM

2:00 PM ET

Afternoon Activities

Golf at the private Sanctuary Course

Catamaran Charter Remote Island Hop

Tarpon Fishing

6:30 PM

6:30 PM ET

Cocktail PartySanctuary Golf Course

Meet at Sand Dollar Plaza, near the entrance gate of the resort at 6:30 for the shuttle to Sanctuary.

8:00 PM

8:00 PM ET

Dinner Reception Sanctuary Golf Course

Saturday, 04/29

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

8:00 AM ET

Breakfast Captiva Ballroom Foyer

8:30 AM

8:30 AM ET

Keynote: How Search Fits Into The Bigger Marketing Picture

Images, personalization and contextually rich ads have become the new norm for search marketers. With all these changes in the past two years, how does search fit into the bigger picture of marketing and advertising for Macys.com? Join Shruti Khatod, senior search marketing manager at Macys.com, as she walks through tips and insights into how brands need to evolve.

Keynote: Shruti Khatod, Sr. Search Marketing Manager, Macys.com
Interviewer: Laurie Sullivan, Editor, Search Marketing Daily, MediaPost

9:15 AM

9:15 AM ET

Presentation: (Some) Futuristic Possibilities For Ways Consumers Will Interact With Your Web Site

brettapproved strives to enable travelers with disabilities to travel confidently. The first step is making the Web site features easy for them to use. These features will become the future of services on sites. Join Evan Fishkin, the company's lead developer, as he steps through the methods brettapproved uses today and some of the interfaces designers are working on for the future, including swipe answers and voice activation. All go beyond responsive design and transcripts.

Presenter: Evan Fishkin, Lead Developer, brettapproved

9:45 AM

9:45 AM ET

Panel: Predicting the Future of Virtual SERPs

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?