December 9 - 10, 2020
Virtual Event

Event Sponsors

Agenda

Wednesday, 12/09

Day 1 - Change, clutter, unpredictability On Day 1 of the Summit, marketers share how they are planning for a challenging 2021
3:00 PM ET
Opening Remarks - ALL times EST
Guest Host
Annie Stickney, VP, Digital Marketing Analytics, JPMorgan Chase 
MC
Steve Smith, VP, Editorial Director, Events, MediaPost 
3:10 PM ET
Case Study: Avis/Budget: Follow the Behavior, Understand the Change

The pandemic has made advance planning for consumption patterns unpredictable at best. When the Avis Budget Group was faced with a cratering car rental market it also saw an unexpected surge in demand for purchasing former rentals. Alex Sutton explains how they used behavioral tracking and search buying approaches to compete again much larger dealers with a highly targeted media strategy. In a year of many pivots, here is a good example of moving quickly and efficiently on unexpected opportunities.

Interviewee
Alex Sutton III, Director, Digital Acquisition, Avis Budget Group 
Interviewer
Steve Smith, VP, Editorial Director, Events, MediaPost 
3:35 PM ET
Panel: Uncertainty Planning: Solving the Search + Performance + X Equation

Search and performance channels have become both more integrated and diffuse. Retail search and display networks, vertical search, even more social walled gardens, CTV and more have hopelessly complicated the media planning equation. And now unpredictability of the economy, consumer habits and pandemic effects add a maddening X-Factor. So how are cross-channel media planners and buyers doing their jobs? What are the best practices in contingency planning, media negotiations, quick-pivoting creative? We ask the pros to compare notes.

Moderator
Clayton McLaughlin, Managing Director, Chicago, Labelium 
PanelistS
Christy Clarke, Managing Director, Belle Tire 
Peter Jensen, Digital Marketing Manager, Skechers 
Joseph Sanfratello, VP of Performance Marketing, Hubble Contacts 
4:05 PM ET
Sponsor Spotlight Presentation - "Diversify Your Search Portfolio Beyond Google & Bing To Have a Healthier ROI"
4:15 PM ET
Keynote: When AI Works

With over 2000 dealers nationwide with their own needs and digital strategies, FordDirect needed a way of both centralizing and iterating its growing trove of first party data across search, display and social. Digital evangelist Robert Skinner explains how the company brought the programmatic program in-house, focused on its own data and leveraged machine learning to test and learn at a massive scale.

Interviewee
Robert Skinner, VP, Digital Strategy and Marketing Technologies, Ford Direct 
Interviewer
Tanya Gazdik, Senior Editor, Automotive, MediaPost 
4:40 PM ET
Trivia Contest
4:50 PM ET
Roundtables
For 15 years the Insider Summit Round Tables have been where marketers bring their questions, challenges and insights for one another to share in casual, off-the-record conversation. This Virtual Insider Summit is no different.  Webcams and Mics ON. Recording and reporting OFF.  Discuss amongst yourselves!
4:50 PM ET
Roundtable: New Trends in Search
Beyond Search - TikTok, Foursquare, maps, directories?
Featuring
Casey Celt, Associate Director, Investment Solutions: Search, KSM 
Kerry Curran, Executive Director, Marketing & Growth, GroupM Performance, Catalyst 

Thursday, 12/10

Day 2 - The New Shopper Marketing

On Day 2 of the Summit we follow the Buy Button as it proliferates outside of retail sites, and we follow advertising as it goes into e-retail sites and their emerging ad networks.

3:00 PM ET
Welcome Back & Marketer Survey Results - ALL times EST
3:10 PM ET
Fireside Chat: Reinventing Pier 1
Pier 1 closed its 1000+ stores this year, but it didn’t close the brand. Making the radical pivot to an online only entity required reinventing its advertising spend and especially its digital data and distribution strategy. How do you build a new audience for a redefined brand and not just hand your budget over to the big platforms? Pier 1’s CMO explains how the brand is seeing this as an opportunity to build a digital-first strategy from the bottom up.
Interviewee
AJ Bhatia, CMO, Pier1.com 
Interviewer
Steve Smith, VP, Editorial Director, Events, MediaPost 
3:35 PM ET
Panel: The eShopper Channel: Recalibrating for Commerce

The COVID crisis quickly recalibrated search and performance budgets for eCommerce, even as shopping and eComm products blossomed across Facebook, Snap, Pinterest, TikTok, and Instagram. How has this radical proliferation of the buy button into every search and social neighborhood impacted planning and overall digital strategy? Our panel shares early experiences with the range of shopping platforms, how they work, share data and customers, and deliver ROI. Is this the new face of shopper marketing?

Moderator
Todd Bowman, VP, eCommerce, Reprise Media 
PanelistS
Drew Brosnan, Marketing Director, Performance Marketing, Redbubble 
Nico Bryant-Aguilar, Head of Growth Marketing, Nurx 
Riyaad Edoo, Group Director, Search and eCommerce, Mindshare 
4:00 PM ET
Trivia Contest
4:15 PM ET
Discussion: Managing the Retail Ad Nets

Every major retailer wants a piece of the ad budget now. Many brands are contending with a dozen or more retail ad networks, each with its own high garden wall, contractual obligations and ties to other co-marketing programs. How are brands evaluating and managing the new clutter of opportunities? How do they compare to platform eComm and Amazon opportunities? What have we learned thus far about making the best of the inventory?

Moderator
Lisa Singer, Event Editorial Manager, MediaPost 
PanelistS
Mike Dattilo, Director Of Marketing Operations, Lexmark 
Joniece Hinds, Retail Media Lead, Georgia-Pacific 
Michelle Schumaker, Performance Marketing Manager, Amazon & Retailer Media, Scotts Miracle-Gro 
4:40 PM ET
Roundtables
For 15 years the Insider Summit Round Tables have been where marketers bring their questions, challenges and insights for one another to share in casual, off-the-record conversation. This Virtual Insider Summit is no different.  Webcams and Mics ON. Recording and reporting OFF.  Discuss amongst yourselves!
4:40 PM ET
Roundtable: Vetting the 2021 Product Mix
Featuring
Todd Bowman, VP, eCommerce, Reprise Media 

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