Agenda Day 1

Tuesday, November 4, 2014

8:00-6:30 Registration

When you have someone's attention and they have yours, what happens next? The answers to this question represent the future of marketing. Impressions, click paths, conversions, they're all important, but in an omnichannel world, what if the experience—not the transaction—were the outcome? Brian Solis will share the importance of experience in each of the four moments of truth and why the A.R.T. of Engagement will change how we think about marketing and ROI.

  • Brian Solis Keynote Speaker:
    Brian Solis, Award-Winning Author, Futurist and Principal Analyst, Altimeter Group
10:00-10:30 Morning Coffee Break in the Sponsor Area

Voice is an activation to purchase - the milestone of relationships. As we know, consumers do most pre-purchase research online, on their own initiative and only interact with a brand physically when going into a store or picking up the phone. This is the point at which the brand promise often does not live up to the customer's expectations.

Research shows that despite living in an always-on world, human interaction is valued by the modern customer, as 64% of people get frustrated when they are only able to interact with a company online. An overwhelming 74% said that speaking to an operator on the phone gives them peace of mind and confidence that they are getting exactly what they want, with 34% more likely to purchase as a result.

In this presentation we'll explore how we can leverage what we already know about the digital journey to drive happier customer experiences when bridging the online and offline divides. To not have data on the phone call affects business decisions, marketing optimization, customer targeting and acquisition, and above all reduces the value of the quality of all other data.

Learn how:

  • Customers of all age groups value human interaction when making a well thought out purchase online
  • What customers think about the offline experience especially when they pick up the phone
  • How to leverage the digital journey to improve the experience of customers as they move online to offline
  • Speaker:
    Bhavesh Vaghela, Chief Marketing Officer, ResponseTap
sponsored and presented by ResponseTap

You've heard the expression "a picture is worth 1,000 words". This expression refers to the fact that our brains process images and visuals quicker than text. Images and visuals are processed 60,000 times more quickly by our brains than text. As digital marketing becomes more and more crowded and cluttered, marketers and businesses need new tools to stand out and break-through the social media clutter. Visuals like images and videos are breaking-through the noise on social media and driving real results for businesses. This presentation will show you WHY visuals are so important and HOW they are impacting your social media marketing. If you are participating on Facebook, LinkedIn, Twitter or Blogging you can't afford to ignore the value that visuals play in enhancing your results. Discover tools, tricks and tips to creating amazing visuals that can easily connect with consumers and drive results. You don't have to be a professional photographer or a video expert to make amazing visual content that really stands out. Learn the secret tools that businesses are using to create stunning visuals that get real results.

  • Speaker:
    Krista Neher, CEO, Boot Camp Digital

Many site owners and marketers spend a lot of time analyzing natural search terms and user behavior through various Google's online tools, but an often overlooked resource is a site's search data. This data reflects exactly what site visitors, who are more likely to fit the target demographic, are typing in to the search box and gives a more accurate view into what terms site owners should be optimizing for.

Key take-aways:

  • How & when to mine site search data to understand the terms that are most popular among site visitors.
  • What's the right strategy to optimize site search results & natural search landing pages with appropriate meta tags, merchandising banners, dynamic content and other features?
  • How to discover long-tail keywords, which have a higher conversion rate, and integrating them into a search marketing strategy to increase traffic and conversion?
  • Speakers:
    Tim Callan, CMO, SLI Systems
    Suzette Thomas, , Steiner Tractor

Are you overwhelmed by what seems like constant Google changes, worried about lost traffic, or just not sure if there are any worthwhile SEO "best practices" left?

Here's the good news: Updated SEO tactics give marketers more benefits and potential ROI than ever before. The challenge is not to navigate around each new algorithm, but to create an SEO strategy that is not at risk of penalties and will not be affected by (or could even benefit from) the next major update.

Join us to learn:

  • How to build an SEO strategy that responds smartly to algorithm updates while carefully considering the future changes we know are coming.
  • What Google's machine learning updates and recent artificial intelligence acquisitions means for SEO.
  • How marketers can still attract more valuable search traffic to their site with the right approach.
  • Tips for successfully responding to penalties, and how to avoid them in the first place, with a first-hand account of a successful Google penalty recovery.
  • Moderator:
    Simon Heseltine, Senior Director of Audience Development, AOL Inc.
  • Speakers:
    Nate Dame, CEO and Founder, Propecta
    Matt Koulas, Senior SEO Specialist, Grasshopper
11:30-11:45 Session Interval

With powerful monitoring and analytics tools, pulling and analyzing large sets of data is seen as the future of public relations, marketing and storytelling. However, using the information to create actionable insights is an ongoing challenge for marketing and communications professionals. Explore how to use data to enhance the results of your communications programs. This session will help you use data better to tell your stories both externally to generate awareness and buzz for your brand as well as bringing data together internally to share results of your marketing and PR programs.

  • Speaker:
    Adam Singer, Analytics Advocate, Google

Social Media will continue to be complex. The second you think you understand it, something changes. With Facebook's algorithm adjustment, brands are finding creative ways to drive Social traffic through media - and not always in the ways you think.

You will learn:

  1. How blogging is evolving - what it is turning into.
  2. How to change directions in your Social Media planning to prepare for any new Social Media wrenches.
  3. How a large wing chain is approaching digital content.
  4. How to measure the performance of your content.
  • Moderator:
    Krista Neher, CEO, Boot Camp Digital
  • Speakers:
    Nick Powills, Chief Brand Strategist, No Limit Agency
    Philip Schram, Executive Vice President of Development, Buffalo Wings & Rings

Brands need to be storytellers, but the most compelling stories usually come from consumers - they're not something brands can authentically create. Using the transformative power of travel, Expedia took a new approach to marketing and created an authentic voice with Find Yours, a multi-platform campaign featuring user generated videos that show the unique experience each person finds when traveling. Find Yours allowed Expedia to build a personal relationship with customers and become more than just a booking engine. In this session, participants will learn:

  • How Expedia identified a unique opportunity to differentiate itself from competitors
  • What digital marketers can do to amplify the power and reach of a campaign through a tactical, and holistic multi-platform approach
  • How a bold shift in Expedia's marketing strategy transformed the way the company interacts with consumers
  • Speaker:
    Noah Tratt, Global Senior Vice President Media Solutions, Expedia Inc

Health care consumers want to find the information they need online-Chicago Style SEO and Advocate Health Care have partnered to create and execute digital paid search strategies to promote Advocate's physicians, Health eNews brand journalism website, and marketing campaigns to grow new patient appointments that increase ROI. This digital prescription is a potent mix of sophisticated use of nearly all AdWords products (search, Remarketing, RLSA, display...) as well as doses of Outbrain, Bing, and even Twitter.

Attend this session to:

  • Learn how Advocate created search marketing campaigns to successfully promote physicians and increase new appointments and measure ROI.
  • Find out more about how Advocate successfully launched a health news hub and is using it to promote physicians by blogging and promoting that content via Outbrain to gain national exposure and ultimately grow organic traffic.
  • Examine the SEM elements of a digital marketing campaign focusing on generating awareness of breast cancer and increasing online mammogram appointment to find new patients and generate ROI.
  • Moderator:
    Kevin Lee, Founder & CEO, Didit
  • Speakers:
    Christine Bon, M.A., Manager, Digital Marketing and Communication, Advocate Health Care
    Rod Holmes, Partner, Chicago Style SEO
12:45-2:00 Networking Lunch

Budgeting and allocating is hard enough within PPC search with engines keywords, match types, ad copy, ad-types, campaign structures, extension, devices... As a digital marketer you are being asked to prioritize digital spend across social media, display, video and "native advertising." Even investments in SEO and digital earned media are often the responsibility of the online marketing and analytics teams. In this session you will learn how to:

  1. Put in place the analytics you need to manage your business
  2. Understand the marginal impact of each click or impression
  3. Build data-driven, well thought out hypotheses
  4. Construct experiments and predictive models that will allow you to validate your hypotheses
  5. Gain the respect of your team as you suggest winning improvements, time after time
  6. Understand the basics behind how marketing mix models go beyond attribution

Both incremental improvements and leaps forward in campaign design and optimization all arise from data driven analysis and intelligent experimentation. If you are ready to take your campaign and your career to the next level, this session is for you because it provides you with the foundation to optimize all forms of media and marketing.

  • Moderator:
    Garry Przyklenk, Manager, Analytics Implementation, TD Bank Group
  • Speakers:
    Kevin Lee, Founder & CEO, Didit
    Farhad Rahbardar, Web Analytics Analyst, Axcess Financial

It can take a lifetime to build a good reputation and an afternoon to destroy it. In this session we'll walk through the different ways that your reputation can be impacted, how you should prepare for an issue, and how you should respond. We'll go through real life examples of companies that have encountered some form of online reputation hit, either of their own creation, or by a third party. We'll talk about what they did, and what they should have done, with real life tactics that can apply to your business. So regardless of whether it's a Facebook slip up, an erroneous tweet, or a negative search listing, we'll talk you through the steps to prepare and recover your brand's reputation.

  • Speaker:
    Simon Heseltine, Senior Director of Audience Development, AOL Inc.

Ecommerce can be extremely competitive and thinking creatively about marketing plans can give merchants an advantage. Expand on your current strategies and take them to the next level with tips and tactics that yield immediate results while increasing ROI. Just in time for last minute holiday optimizations! In this session you will learn valuable tips that can be applied to multiple advertising platforms:

  1. Creative ad messaging to increases response rates and sales
  2. Maximizing the touch points in the buying cycle to increase conversions and engagement
  3. Top retargeting optimizations you need to send shoppers back for the win
  • Speakers:
    Chris Boggs, Founder, Web Traffic Advisors
    Lisa Raehsler, Founder, Big Click Co.

Is your website not getting the traffic you expected? Does your site have a high bounce rate and low engagement? This session provides step-by-step checklists and examples to help designers, developers, and other web professionals identify and fix site issues to ensure they're following best usability, user experience (UX), and findability best practices.

  • Identify usability best practices for desktop/laptop computers, tablets, and mobile phones
  • Dos and don'ts for website navigation
  • Actionable recommendations that provide immediate improvement in site performance
  • Plenty of tips, techniques, and resources for do-it-yourselfers
  • How to select the right tools for your business
  • How to streamline usability, UX, and findability site audits
  • Speaker:
    Shari Thurow, Founder & SEO Director, Omni Marketing Interactive
3:00-3:30 Afternoon Break in the Sponsor Area

Driving clicks and traffic to your site is not enough. Advertisers need to better equip themselves with the right strategies and tools that will turn those clicks into conversions. Come join this session to hear details about the latest enhancements and tools available to take your conversions to the next level. Beyond familiarizing attendees with new capabilities and reports this session will review and share best practices which will:

  1. Enable attendees to maximize their use of tracking capabilities
  2. Explain how to analyze and draw real insight from conversion metrics offered
  3. Detail how to use those insights to drive new optimization strategies which accelerate conversion
  • Speakers:
    Anthony Crispo, Product Manager, Microsoft
    Alhan Keser, Senior Conversion Strategist, WiderFunnel

Have you ever had a fan wear so much of your branded clothing that it looks like they work for your company? What about a fan that could tell what year your product was made by its smell? By engaging these super fans with a customized experience, you can turn them into local advocates for your brand.

Some other learnings from the presentation:

  • Why the majority of your customers will not spread word of mouth the same way
  • How to watch for unexpected opportunities to surprise and delight
  • The advantage of going the extra mile for your dedicated fans
  • Speakers:
    James Ellis, Director, Inbound Marketing, TMP Worldwide
    Benjamin Hordell, Partner, DXagency

Planning on a viral video is like planning to win the lottery. Sure, it happens on occasion, but anticipating that a video will go viral is not a reliable, sustainable, or likely plan. In this session, you'll learn why you should implement a non-viral approach instead.

How can you achieve viral-like traffic without having a viral video? Using the non-viral approach, Abe and his team have built several multi-million dollar brands from the ground up, as well as reinvigorated existing brands.

  • Speaker:
    Abe Niederhauser, Director, Analytics & Advertising, Orabrush

Learn how ABM generated more than a 3000% return on advertising spend by consolidating its marketing efforts internally and focusing on improving lead quality through tracking in marketing automation and CRM. The session will outline specific tactics to improve lead quality through organizational alignment, strict keyword targeting, ad testing, and competitor targeting.

  • Moderator:
    Shari Thurow, Founder & SEO Director, Omni Marketing Interactive
  • Speakers:
    Mike Nierengarten, President, Obility Inc.
    Jamie Rowe, Lead Generation Program Manager, ABM

This roundtable forum provides an opportunity to learn, network, and share information with peers and leading industry specialists. Roundtable discussions focus on various topics and each feature two experts. Choose the roundtable most pertinent to you and join the conversation! You may move freely between roundtables to make sure you get the most out of this session.

Topics Include:

  • Big Data & Marketing
  • Retargeting/Remarketing
  • Conversion Rate Optimization
  • Email Marketing
  • Paid Search Tactics
  • Social Advertising
  • Mobile Marketing
  • Creative Content Strategy
  • Analytics & Segmentation
  • Multi-channel attribution
  • SEO Tools & Technology
6:30 End of Day One

Please Note: Incisive Interactive Marketing LLC reserves the right to make any necessary changes to this agenda. Every effort will be made to keep presentations and speakers as represented. However, unforeseen circumstances may result in the substitution of a presentation topic or speaker. Incisive Interactive Marketing LLC reserves the right to use photographs of any attendee for future promotions. Incisive Interactive Marketing LLC assumes no liability for the acts of their suppliers nor for the safety of any participant while in transit to or from this event. The total liability during the precise hours of the meeting will be limited to a refund of the delegate fee. Audio, Video Taping and/or Photography is prohibited without the prior permission of the organizers. Incisive Interactive Marketing LLC is not responsible for loss or damage to personal property.