December 6 - 9, 2017
Deer Valley, UT

Event Sponsors

Agenda

Wednesday, 12/06

6:00 PM

Thursday, 12/07

8:00 AM
Registration & Breakfast
Day 1: Virtuous Cycle? Human Learning Meets Machine Learning

Machines are generating a more complete understanding of the people who use them, which has in turn given rise to innovations like people-based marketing, voice computing and image recognition technology. Are we really on the path to true one to one marketing at scale, and what is search’s role in facilitating that across channels and platforms?

8:15 AM
Sponsor Breakfast Presentation
9:00 AM
Keynote Interview: Uber’s Data Ecosystem Drives its Search Program

We open the Winter Search Insider Summit with a keynote interview featuring Alex Otrezov, Uber’s Head of Search & Experimentation, who leads acquisition across the ride hailing giant’s expanding roster of mobile apps. Otrezov uses Uber’s vast data ecosystem to improve paid and organic search results across platforms. He will take us through the scope of this huge operation, and reveal key learnings from testing and experimentation on Apple’s App Store, Google Universal App Campaigns, and others.

Interviewee
Alex Otrezov, Head of Search & Experimentation, Uber 
Interviewer
Ross Fadner, Director, Event Programming, MediaPost 
9:30 AM
Panel: Search Driving AI and Visa Versa

Search data forms a big part of the backbone for AI technology: innovations in analytics, people-based marketing, virtual assistants, and image recognition all leverage search data to be more accurate. But these innovations also create new and complex data streams for marketers to interpret. How quickly can artificial intelligence and machine learning bring us to the 1:1 Promised Land, and what is the marketers’ role in facilitating that? What privacy and security pitfalls along the way?

Moderator
Steven Gibson, Client Director of Search, Canvas Worldwide 
PanelistS
Morgan Chemij, Sr. Director, CRM & Acquisition Marketing, HP.com 
Christi Olson, Brand Marketing Manager, Bing 
Alex Otrezov, Head of Search & Experimentation, Uber 
10:15 AM
Fireside Chat: Behind Delta's Online Strategy
Delta has been going through a digital transformation looking at new technologies such as voice while keeping a firm grasp on search, which continues to provide strong performance for the company. Join Alexandra Schieken, marketing at Delta Airlines, as she provides insights into the company's strategic approach to testing the waters in emerging technology as well as ways Delta retargets consumers who go to delta.com, complete a search but don't make a purchase. For those who do make a purchase, Schieken provides insights into how Delta markets to consumers to add on the perks, such as upgrading their seats for more legroom.
Interviewee
Alexandra Schieken, Worldwide Marketing Communications, Delta Air Lines 
Interviewer
Laurie Sullivan, Editor, Search Marketing Daily, MediaPost 
10:45 AM
Panel: Voice Computing and the Rise of Service

Does the rise of virtual assistants come at the expense of other media? Why search for products and services when virtual assistants can provide instant service based on your demonstrated preferences? If your virtual assistant has access to your mobile data, it can recommend products and services you didn’t even know you needed, so how will this next evolution of search impact the search marketing? How are some marketers experimenting with service-oriented media today?

Moderator
David Grow, Digital Media Director, Chacka Marketing 
PanelistS
Candice Bixler, Director of Digital Marketing, Avoya Travel 
Melanie Mitchell, Search Marketing and Content Marketing Leader 
Alexandra Schieken, Worldwide Marketing Communications, Delta Air Lines 
11:30 AM
Panel: Taking Responsibility for Brand Safety

After the Q1 debacle of advertisers triggering next to extreme content in YouTube/GDN, and Facebook’s hate targeting being brought to light, publishers have been forced to crack down on filtering abilities and targeting. However, to this day, ads are still showing next to extreme content. Have the platforms done enough to prevent this from happening, and have advertisers taken the proper steps to prevent it themselves? How much does this really matter to brands? Does quantity reign supreme or does quality and brand safety?

Moderator
Jon Kagan, VP, Search, Cogniscient Media 
PanelistS
Cathleen Bonge, Digital Marketing Lead, Search and Digital Media, Allegheny Health Network 
Roz-Linn Finn, Global Digital Marketing Manager, Navistar Inc 
Michael Wentz, Director of Digital Communications, Adelphi University 
12:00 PM
Roundtables

Can Search Marketers Benefit from Voice Computing? - David Graveline, Sr Product Manager, Macy's
Consolidating Data for Relevant Messaging - Todd Ulise, VP at Ad.net
Advertising and Extremist Content: Safeguarding Your Brand - Jon Kagan, Sr. Director of Search and Biddable Media, MARC USA | Results:Digital
Search and AI - Steven Gibson, Client Director of Search, Canvas Worldwide

1:00 PM
Lunch
1:10 PM
Sponsor Luncheon Presentation
Skiing at the Deer Valley Resort
Trap Shooting
Scenic Snowshoe Tour at the Deer Valley Resort
Apres Ski Party (4-6pm)
4:00 PM
Apres Ski PartyTroll Hallen Lounge
6:30 PM
Cocktail PartyOlympic Ballroom Foyer
 
Shuttles depart at 6:30PM from Stein Eriksen Lodge lobby

Friday, 12/08

8:00 AM
Registration & Breakfast
Day 2: Mega-Marketplaces

Search is no longer just Google and Bing, especially for retailers: mega-marketplaces like Amazon, Walmart and Target are turning into important search and advertising channels that brands cannot ignore. How are marketers leveraging paid media across the retail giants?

8:15 AM
Sponsor Breakfast Presentation
8:45 AM
Keynote Interview: How to Build Your Brand Through Mega Marketplaces

Amazon has been the birthplace of thousands of third party retailers like InstaNatural, a beauty and skincare products maker that started selling on its platform in 2013 before eventually expanding into Walmart.com, Jet and other digital marketplaces. In this keynote interview, Ethelbert Williams, departing CMO of InstaNatural, will reveal why Amazon remains the backbone of InstaNatural’s business, while sharing insights into how brands can boost rankings, enhance discoverability, foster favorable ratings and reviews, and leverage paid media offerings on Amazon and other platforms.

Interviewee
Ethelbert Williams, Former CMO, Instanatural 
Interviewer
Ross Fadner, Director, Event Programming, MediaPost 
9:15 AM
Panel: Beyond Google and Bing: Mega-Marketplaces

Mega-marketplaces like Amazon, Wal-Mart and Target are turning into some of the world’s largest search engines. How are brands and search marketers alike leveraging these retail behemoths as advertising channels? How important have the paid media opportunities on these channels become for brands, what strategies have succeeded, and what data ownership issues arise?

Moderator
Clayton McLaughlin, SVP, Head of Media Investments, iCrossing 
PanelistS
Bryant Garvin, Director, YouTube, Search and Display Advertising, Purple Mattress 
Kyle Rosebush, Director, Digital Marketing & eCommerce, Skullcandy 
Joe Tertel, Manager, eCommerce and Email Marketing, Rite Aid 
10:00 AM
Presentation: You’re Addicted, and You Don’t Even Know It (But Marketers Do)
We can’t go anywhere without our cell phones. There is even an actual clinical condition for it now: nomophobia, as in “no mobile phobia.” Cell phones are one of the most powerful tools available to better understand and reach our customers, but so often we have no idea how to use it. It’s time to rethink how we approach mobile marketing and mobile search specifically, and it starts with understanding how (and why) we’re so addicted to this little device and exactly what marketers can do about it to turn mobile into a revenue-generating channel within your media mix.
Presenter
Erin Everhart, Senior Manager, Media, The Home Depot 
11:00 AM
Panel: Getting the Most from Your Search Partnerships

Are you getting the most out of your search platform partners? Join a panel of search marketers, who will be presenting case studies on how to enjoy successful partnerships with the likes of Google and Bing, including: how to get the most from beta tests, optimizations and expansion efforts. What should your role be in these collaborations as the advertiser?

Moderator
Nick Martucci, Director, Client Engagement, SYZYGY 
PanelistS
Madison Aki, Marketing Specialist, Paid Acquisition, Extra Space Storage 
Nate Jeo, Senior Director of Online Marketing, Overstock.com 
Jami Lieberman, Head of SEM, HP 
Amy Vener, Retail Vertical Strategy Lead, Pinterest 
11:45 AM
Case Study: Upping the Ante on Dynamic Search Ads
Dynamic Search Ads (DSA) has been around for several years saving advertisers time and money while helping capture the growing unique online searches. Is there more to DSA?  Find out how ForRent.com is maximizing dynamic search ads to drive better efficiencies, scale, relevance and more conversions.
Presenter
Michelle Castillo, Director of Online Marketing, ForRent.com 
12:15 PM
Roundtables

Building Your Business Through Mega Marketplaces - Mike Grehan, CMO, Acronym Media
Getting the Most from Your Search Partnerships - Alexander Edlund, Director, Digital Acquisition, Choice Hotels
Cashing in on Mobile Addiction - Erin Everhart, Sr. Manager, Media Strategy & Mobile, Home Depot

1:00 PM
Lunch
1:10 PM
Sponsor Luncheon Presentation
Skiing at the Deer Valley Resort
Snowboarding at Park City Mountain Resort
Tubing
Apres Ski Party (4-6pm)
4:00 PM
Apres Ski PartyTroll Hallen Lounge
Shuttles depart at 6PM from Stein Eriksen Lodge lobby

Saturday, 12/09

8:00 AM
Registration & Breakfast
Day 3: Innovations in Search

What new search products have moved the needle for advertisers and how to optimize them for the best results. 

9:00 AM
Keynote: Finding The Best Clicks And Calls On Mobile Search
Changes in search advertising and marketing, especially mobile, require marketers to have a very different mind set these days, but if done correctly the media can help lift a brand high above the competition. Join Dan Williams, CRO at 3 Day Blinds, as he walks through how the company went from spending less than 1% of its search budget on mobile four years ago to more than half today.
Keynote
Dan Williams, CRO, 3 Day Blinds 
9:30 AM
Presentation: The Importance of Paid Search In Omnichannel Campaigns
Highmark Health is focused on building the health care of the future through technology and a variety of media such as search, television and radio. In fact radio’s influence is more pronounced for how it drives prospects to search, which in turn leads to completed appointments. Join Erin Mcglynn, senior digital marketing analyst at Highmark Health, as she walks through how the company uses multiple channels to help increase new patient appointments.
Presenter
Erin McGlynn, Digital Marketing Lead, Search and Digital Media, Highmark Health 
10:15 AM
Panel: That’s a Wrap! Roundtable Leaders Sound-Off

In our last session at the Winter Search Insider Summit, we wrap by bringing three of our Roundtable leaders on stage to recount some of the key conversations and takeaways they’ve come across in talking to fellow attendees over the passed three days.

Moderator
Ross Fadner, Director, Event Programming, MediaPost 
PanelistS
David Graveline, Sr Product Manager, Macy's 
Todd Ulise, Vice President, Ad.net 
Dan Williams, CRO, 3 Day Blinds 
10:45 AM
Roundtables

Mobile SEM: Tools, Strategies and Tech to Succeed - Dan Williams, CRO, 3 Day Blinds
What’s Next? The Future of Search (and SIS) - Ross Fadner, Director Event Programming, MediaPost

11:30 AM
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.

Contact Us

Speaker Consideration

For speaker consideration please complete the speaker proposal form. Due to the high volume of speaker proposals that we receive we will only be able to notify those whose proposals have been selected. All proposals must go through this form, no exceptions. Do not contact other MediaPost representatives regarding speaker opportunities.

Sponsorships

For questions regarding sponsorship of this event please contact Jon Whitfield, VP, Event Sales at jon@mediapost.com.

Press

For press inquiries, please contact Ken Fadner at ken@mediapost.com.

General

For general summit inquiries please contact Maya Abulashvili, Coordinator of Events and Conferences at maya@mediapost.com.

VIP Program

For questions about or to apply to the VIP Program please contact Kevin Massa, Manager of Brand & Agency Relations at massa@mediapost.com.

Quality Pledge

MediaPost strives for excellence in its coverage of media, marketing and advertising. Our mission is to critically engage key questions for brand marketers, media buyers, sellers and emerging platforms. We choose speakers exclusively for their ability to bring perspective and insight to our stage. All conferences are programmed by proven, expert, unbiased journalists. MediaPost has never and will never engage in "pay to play" conferencing.