Agenda Day 2

Wednesday, November 5, 2014

8:30-6:30 Registration
10:30-11:00 Morning Coffee Break in the Sponsor Area
  • Big data promises and big promises broken
  • Cutting through the noise and getting to what matters most
  • Putting together a Big Data business case
  • Enabling a simple process to action quick ROI wins
  • Speaker:
    Garry Przyklenk, Manager, Analytics Implementation, TD Bank Group

The difference between a PPC pro and someone who "runs some search campaigns" can be summed up in one word: Testing. A pro knows that testing is the only way to know for sure that a PPC campaign is working as hard as it can - and that results will steadily improve. This session will look at:

  • A testing framework for ad copy, including specific tactics for accomplishing different goals
  • Landing page testing - do you need to change the landing page based on device?
  • Keyword testing through broad match
  • Speaker:
    John Gagnon, Bing Evangelist, Microsoft
    Frank Palmieri, Ad Creative Strategy Manager, Yahoo
12:00-12:15 Session Interval

Advertise on Yahoo to reach the right customers. Every day, millions of people visit Yahoo to search for things, read the news, and check email, sports scores or stock quotes. You can reach the right ones for your business with ads available through Yahoo Gemini. Our solution for mobile search and native advertising dynamically builds your ad to be delivered to the right audience. In our session, our product experts will walk you through how to get started. We'll also provide the top ad best practices to get the biggest return on your investment.

  • Speakers:
    Nitin Kumar, Senior Director of Client Services, Yahoo
    Anjali Vaidya, Senior Manager of Ad Strategy, Yahoo
sponsored and presented by Yahoo

Consumer programs get all of the social and content marketing glory but B2B is where marketers can truly make an impact and move the revenue needle for their company. Great content builds brands, creates competitive differentiation and provides valuable leads. Even with this opportunity many marketers struggle with creating and scaling their content efforts. In this session you'll learn:

  • To think like a media company not a marketing department.
  • How to create content that actual humans and customers want to read.
  • Find your ideal audience and keep them.
  • Build a content distribution machine that drives traffic and conversions.
  • Measure what matters and track content ROI.
  • Speaker:
    Rob Begg, VP Enterprise Strategy, Hootsuite

Is your website is 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
1:15-2:30 Networking Lunch

Location for a business is a treasure trove of data, often captured from current WiFi, beacons, and other interactive data points or sensors. Capturing local data, measuring local traffic, even divining Local Intent, are all on the roadmap for businesses large and small.

The LBS market is now being forecast to be almost $50Bn by 2019 and marketing professionals and business executives alike need to understand its reach, impact and capabilities to deliver real value.

This session will focus on the emerging Location-based capabilities and how those are being leveraged to deliver innovative new opportunities and business models in various industries. Attendees will learn the steps that every business can take to incorporate LBS marketing into its mix in addition to hearing details of various interesting and innovative use cases that are starting to emerge across the globe.

Key takeaways include:

  • How does LBS work and how is it being used to deliver innovative business models and revenue generation to various industries.
  • How are engagement strategies evolving and how can they be maximized to deliver personalized content directly to the clients' devices.
  • Case study demonstrating the above mentioned innovative marketing capabilities
  • Speaker:
    Brendan O'Brien, Director Global Marketing, Cisco
3:30-4:00 Refreshment break in the Exhibit Area

Join Tessa Gould, director of native advertising at The Huffington Post, for an insightful session on the fundamentals of creating an absurdly good native content campaign. The session will highlight key learnings and case studies gleaned directly from The Huffington Post's successful strategy for native content advertising.

  • Speaker:
    Tessa Gould, Director of Native Advertising, The Huffington Post Media Group

Details to follow.

  • Speaker:
    Mia Vallo, Senior Director, Marketing Analytics and Optimization, National Geographic Society

Social media is becoming the most direct way for marketers to reach an audience, but crossing the important line to influence and move consumers down the funnel is a constant challenge. Today's marketer knows that stepping on the social media stage doesn't just come with a spotlight; it's imperative to uncover the right place, the right time, and the right way.

This session discusses how marketers and brands can most effectively use social media to drive marketing strategy and boost the goals that mean most. Sub-topics include:

  • Twitter vs. Facebook: which is more effective, and how to measure and analyze the different types of effectiveness, from popular content to customer acquisition.
  • Next Generation Brand Ambassadors: beyond acquiring brand ambassadors, ensure that their content is optimal for your brand.
  • Success and Failure: who got it right and why; who got it wrong and why.
  • Speaker:
    Mark Josephson, CEO, Bitly
5:00-6:00 Happy Hour
6:00 End of Day Two

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.