Sunday, 05/07
6:30 PM ET
Welcome Cocktails
Osprey Terrace
8:00 PM ET
Private VIP Dinner
By invitation only
Monday, 05/08
7:45 AM ET
Coffee Service Available
Osprey Prefunction
8:00 AM ET
VIP 1:1 Meetings
Osprey Terrace
8:30 AM ET
Breakfast Buffet Opens
Osprey Prefunction
9:15 AM ET
Sponsor Breakfast Presentation
9:35 AM ET
Opening Remarks
- MC
- Lisa Singer, Senior Director, Event Programming, MediaPost @LisaMSinger
9:45 AM ET
Keynote Q&A: Getting to Know You! Ally Financial's Consumer-Centric Approach for Building Loyalty & Brand
As digital marketers, we often lose sight that there are real people behind every number. An impression that makes a click, or not. A click that drives a sale, or not. A sale that leads to a repeat customer, or not. We all know performance marketing is about driving measurable results that impact the bottom line, which can make it easy to create impersonal and transactional relationships with numbers. But, as consumer search behavior evolves and advertising becomes more automated, we need to remind ourselves more than ever that each number represents people with a unique story. Nina Hassing, Ally Financial’s Director of Performance Marketing, will share how by bringing humanity back into their strategy, they’re building customer loyalty while also increasing sales and driving growth.
- Interviewee
- Nina Hassing, Director, SEM and Affiliate Marketing, Ally Financial
- Interviewer
- Lisa Singer, Senior Director, Event Programming, MediaPost @LisaMSinger
10:15 AM ET
Sponsor Spotlight & Coffee Break
10:45 AM ET
Panel: The Evolving Omnichannel Playbook
Today an omnichannel strategy is part of every brand’s playbook, but is that enough? If marketers expect to keep up with the ever-changing consumer behaviors and plethora of emerging digital channels, the strategies need to constantly evolve. Add to that expanding privacy regulations and an uncertain economy; planning for next month, never mind next year, is a challenge. From consumer behavior to spend to measurement challenges- this panel of marketers will break it all down.
- Moderator
- Barbie Romero, Director, Event Programming, MediaPost
- PanelistS
- AJ Beals, Digital Marketing Manager, TaylorMade Golf Company
- Dan DeLozier, Senior Media Director, Harmelin Media
- Andrea Duffy Cabana, Senior Director Paid Search, Direct Agents
- Matthew Meadow, Senior Marketing Manager, Holistic Search & Paid Media, Intuit
11:15 AM ET
Case Study: Challenging Google AI’s Limits
Marketers are constantly told by advertising experts to apply best practice strategies, but if everyone is doing the same, how is anyone going to truly achieve a competitive edge? Can something more be done with the limited controls still in place as automation continues to grow? Lending Tree's Director of SEM, Yuji Inagaki, shares how his team challenged Google's AI calculations and decision-making by applying strategies either not recommended (based on speculations) or completely unknown (never been done before.) Hear the insights they uncovered regarding Google’s “black box” pertaining specifically to their business goals and how to take advantage of it.
- Presenter
- Yuji Inagaki, Director, SEM, Lending Tree
11:35 AM ET
Case Study: Driving Cross-Channel Collaboration with Data + Data-Driven Content
In 2023, Search needs to be a company-wide effort, not a siloed activity for just one team. Stephen Spiewak, manager of digital content at Vivid Seats, will share how data insights and data-driven content can help facilitate collaboration across teams, and why it's never been easier to tell stories with data.
- Presenter
- Stephen Spiewak, Director of Organic Marketing, Hallow @Spiewak
11:55 AM ET
Roundtable: Do We Trust Automation?
How are marketers leveraging automation, and how effectively can they truly use it? Letting the optimization side do its thing can free up your time, but, on the creation side, are there still too many errors?
- Featuring
- Ross Bucholc, Manager, Search Engine Marketing, Prudential Advertising
11:55 AM ET
Roundtable: Correlation vs Connection When Calculating Multi-Touch Campaigns
Why search marketers need to take a more holistic approach by looking at online, along with an offline assist, in order to achieve more accurate attribution.
- Featuring
- Yuji Inagaki, Director, SEM, Lending Tree
11:55 AM ET
Roundtable: Optimizing Social Search
Social Media has grown into a marketing superpower. From engaging content to creator partners to shoppable links and hashtags; how are brands optimizing today's social media search engines?
- Featuring
- Amanda Beaver, Digital Marketing Director, 50 Floor
12:40 PM ET
Sponsor Lunch Presentation
2:00 PM ET
Eco-Kayak Tour
Golf at Wild Dunes Harbor Course
Inshore Fishing Charter
Pool Cabana Outing
6:30 PM ET
Cocktail Party
Indigo Rooftop
7:30 PM ET
Dinner
Indigo Rooftop
Tuesday, 05/09
7:45 AM ET
Coffee Service Available
Osprey Prefunction
8:00 AM ET
VIP 1:1 Meetings
Osprey Terrace
8:30 AM ET
Breakfast Buffet Opens
Osprey Prefunction
9:15 AM ET
Sponsor Breakfast Presentation
9:35 AM ET
Note from the Emcee
- MC
- Lisa Singer, Senior Director, Event Programming, MediaPost @LisaMSinger
9:40 AM ET
Keynote: The Road to Data Transformation at H&R Block
Data is everywhere, but with no instruction manual of where to begin, having a bounty of information can be paralyzing to an organization. From 3rd party advertisers to 1st party customer data, it can be difficult to tie everything together in a meaningful way. H&R Block’s Director of Customer Data Strategy and Marketing Analytics, Matt Lewandowski, will show how retooling their data engine has reshaped the way H&R Block builds relationships with its customers while also improving efficiency in media buying and performance. Make new data insights inspire, and learn how to set your organization on the path of data transformation.
- Keynote
- Matt Lewandowski, Director, Customer Data Strategy and Marketing Analytics, H&R Block
10:10 AM ET
Panel: Avoiding the Pitfalls of Automation
Marketers are quickly seeing the benefits of using AI in their marketing activities and campaigns. While the ease, speed, improved personalization and efficiency are very appealing, there are downsides that should be considered before jumping into any campaign. Issues such as ownership, originality and inherent bias are valid concerns. Our panel of marketers will explore these hot issues and identify the ones to be resolved.
- Moderator
- Lisa Singer, Senior Director, Event Programming, MediaPost @LisaMSinger
- PanelistS
- Andrew Eklund, Founder and CEO, Ciceron @aeklund
- Brett Geeser, Head of Paid Search & Ecommerce, CROSSMEDIA USA
- Michael McDougall, SVP, US Head of Experience, Reprise Digital
10:40 AM ET
Sponsor Spotlight & Coffee Break
11:10 AM ET
Case Study: Driving Growth with Social Media Investments
The impact of social media investments on the performance of paid search campaigns has been a long-standing question for eCommerce advertisers. Many advertisers have mature paid search programs that demonstrate a high return on ad spend, but struggle to scale growth to other channels like social media, due to limitations in measurement systems, particularly direct attribution. Billy Mansmann, Director of Performance Analytics at Beeby Clark+Meyler, will share his approach that found a significant positive relationship between Meta spend and branded search impressions.
- Presenter
- William Mansmann, Director of Performance Analytics, Beeby Clark+Meyler
11:35 AM ET
Roundtable: Look Out Google! Is It Time to Diversify Your Media Mix?
With Google being more of a walled garden, brands are looking to invest higher up the funnel to build their first-party data. Marketers discuss why channels like TikTok, programmatic display, email, etc are becoming consumers go-to search engines.
- Featuring
- Michael McDougall, SVP, US Head of Experience, Reprise Digital
11:35 AM ET
Roundtable: Alternatives To Click-Based Measurement
Many brands face resistance in expanding their digital mix due to the difficulties in measuring channels that don’t drive a high click ROI. This discussion will be about how different groups are approaching measurement to prove the value of growth channels such as social media
- Featuring
- William Mansmann, Director of Performance Analytics, Beeby Clark+Meyler
12:20 PM ET
Lunch
2:00 PM ET
Beach Games & Hang-out
Golf at Wild Dunes Links course
Pickleball
Serena Sailing Cruise
6:30 PM ET
Cocktail Party
Island 71 Fish House & Deck Bar, Isle of Palms (shuttles leave 6:15pm from Sweetgrass valet)
7:30 PM ET
Dinner
Island 71 Fish House & Deck Bar, Isle of Palms
Wednesday, 05/10
8:00 AM ET
Breakfast Buffet Opens
8:45 AM ET
Q&A: Diamonds Direct's Content Optimization and Targeting Strategy
Diamonds Direct is transforming its marketing strategy. Their goal? To highlight generational appeal and quiet, attainable luxury by focusing on content optimization and targeting. Claire Kuhlkin, Diamond Direct’s Director of Marketing and Branding, will share how the luxury retailer improved its cross-platform imagery, copy and user experience to create brand awareness and drive both website and in-store traffic. She’ll also discuss their use of internal data to evaluate ROAS and target campaigns to specific and ever-changing audiences.
- Interviewee
- Claire Kuhlkin, Director of Marketing & Brand, Diamonds Direct USA Inc.
- Interviewer
- Lisa Singer, Senior Director, Event Programming, MediaPost @LisaMSinger
9:15 AM ET
Presentation: Unlocking the Potential of Keyword Intent
Paid search campaigns are often built to perform. But in the pursuit of performance, campaigns can sometimes tie their shoelaces together when it’s time for growth. In this presentation, McKinney paid search supervisor, Dez Muserelli, will cover how keyword intent can be a powerful compass in building growth campaigns. He'll share keyword structures, evolving match types and where AI wins and loses in a modern search campaign.
- Presenter
- Dez Muserelli, Paid Search Media Supervisor, McKinney
10:00 AM ET
Conference Ends
Wild Dunes Island Resort, Charleston, SC