Wednesday, 12/09
- Guest Host
- Annie Stickney, VP OmniChannel Analytics - Head of Search Analytics, JP Morgan Chase
- MC
- Steve Smith, VP, Editorial Director, Events, MediaPost @popeyesm
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 of Enrollment Marketing, Goddard Systems
- Interviewer
- Steve Smith, VP, Editorial Director, Events, MediaPost @popeyesm
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, Principal, VICI86 Consulting @augiecrazy8
- PanelistS
- Christy Clarke, Managing Director, Belle Tire
- Peter Jensen, Digital Marketing Manager, Skechers
- Joseph Sanfratello, VP of Performance Marketing, Hubble Contacts
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 @TanyaGazdik
- Featuring
- Casey Celt, Associate Director, Investment Solutions: Search, KSM
- Kerry Curran, Chief Growth Officer, Gen3 Marketing
Thursday, 12/10
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.
- Interviewee
- AJ Bhatia, CMO, Pier1.com
- Interviewer
- Steve Smith, VP, Editorial Director, Events, MediaPost @popeyesm
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
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, Senior Director, Event Programming, MediaPost @LisaMSinger
- 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
- Featuring
- Todd Bowman, VP, eCommerce, Reprise Media