Agenda Day 1

Tuesday, April 1, 2014

7:00a-6:30p Registration

Keeping up with the latest trends and terminology in the digital marketing industry is hard enough even for seasoned veterans. But what about if you're just coming into all of this new? Do you know your SEO from your PPC? Is your email marketing working better for you than retargeting and how would you find out anyway? And what the heck is attribution modelling? Don't be afraid, in this session you'll get your jargon and your acronyms all lined up, explained and making sense before you immerse yourself into the conference. Published author, leading practitioner and sought-after speaker, Lauren Vaccarello, will get you right up to speed in this audience friendly, easy-to-get-your-head-around crash course. Informative, fun and the fastest way to get you sounding like a true digerati!

  • Speaker:
    Lauren Vaccarello, VP Marketing, AdRoll
8:30a-9:00a Morning Coffee

In today's digital age, brands need to re-think how they're marketing to consumers. Randi Zuckerberg dives into the top 10 trends in tech and new media that are influencing the minds and behaviors of modern consumers and provides insights for businesses to engage, convert, and delight loyal consumers.

  • Randi Zuckerberg Keynote Speaker:
    Randi Zuckerberg, Founder and CEO, Zuckerberg Media
10:00a-10:30a Grand Opening of the Exhibit Area (Open 10:00a-6:30p)

Even though there have been technical solutions that provide attribution modeling for several years now, the majority of digital marketers have not yet figured out how to integrate this data into their digital strategies. It's easy to find interested trends, but it is very difficult to extract actionable data. This session will provide tips and processes to move your attributions data from interesting to actionable.

It will cover:

  • Getting started with attribution - reports you didn't know you already have access to
  • Integrating attribution insights into day to day strategies
  • Online to offline for everyone
  • Moderator:
    Jim Boykin, CEO and Link Building Ninja, Internet Marketing Ninjas
  • Speakers:
    Jeremy Hull, Director, Bought Media, iProspect
    Premal Shah, Vice President of Strategy, Chango

To have a successful paid search strategy, you need to execute your campaign using best practices. These include having the right level of keyword depth, the optimal mix of match types, well-written ads, optimized landing pages, and an account structure that maximizes your possible quality score. Are you optimizing the mobile and tablet opportunity? Do you need a tactical bidding strategy? If you're an advanced search marketer, you should also consider segmentation models to truly outwit the competition. This session will cover all of this and more.

  • Moderator:
    Kevin Lee, CEO, Didit
  • Speakers:
    Eugene Lee, EVP, Managing Director, Communications Media Inc. (CMI)
    Lisa Raehsler, Founder, SEM Strategy Consultant, Big Click Co.

Traditional keyword research and social media conversation mining techniques often overlook a mountain of untapped opportunities. This session will focus on how to effectively mine and interpret search and social media data to understand the voice of the consumer and identify missed content opportunities. We will dig into this tested process to identify content opportunities that will help you capture leads and closes sales quicker.

  • Use Keyword Demand to identify content opportunities
  • Develop a Content Marketing Matrix that sells faster
  • How to use "Google Hummingbird" to your advantage
  • How to turn site search questions into revenue
  • Tap into Click to Call Data for Audience Insights
  • Speaker:
    Bill Hunt, President, Back Azimuth Consulting

Content marketing has become a buzzword, with Google pushing marketers to create compelling content in order to be found. However, marketers are quickly realizing that producing content is a long-term process in which they are rewarded for quality. In addition, marketing efforts need to be predictable and repeatable.

This session will offer tips for creating a content strategy, developing and producing winning content, and achieving client buy-in. You will learn how to:

  • Develop actionable personas.
  • Generate content that resonates with your target audience.
  • Differentiate between content strategy and content marketing.
  • Develop models for predicting content success.
  • Create content at scale.
  • Amplify content effectively.
  • Get your client to invest in content.
  • Moderator:
    Lee Odden, CEO, TopRank Online Marketing
  • Speakers:
    Clayburn Griffin, Sr. SEO Content Strategist, 360i
    Michael King, Executive Director, Owned Media, Acronym

The point of engagement through content is coming ever closer to the point of transaction through digital commerce, lead generation, and audience development. This convergence makes the contribution of media to a business much more visible, immediate, and measurable.

Using examples of integrated strategies for paid, earned, and owned media, this session will show you how to get agencies and stakeholders to work together, and how to report, analyze, and optimize marketing efforts across silos.

Takeaways will include:

  • The definition of an integrated earned/owned/paid strategy.
  • Ways to get people in silos to work together around shared goals without actually breaking down silos or randomizing their workflow.
  • Examples of integrated reporting, effective tools, and process flows that address constant optimization.
  • Methods to use your data to deliver personal and adaptive messaging to your customer.
  • Predictions and trends in paid, owned, and earned media for 2014 and beyond.
  • Moderator:
    Kristopher B. Jones, Chairman, Internet Marketing Ninjas
  • Speakers:
    Andrew Delamarter, Director of Search and Inbound Marketing, Huge
    Jack Swayne, VP, Product and Services, iProspect
Learn with Google

Today, search engine marketers can connect with consumers in millions of moments, 24-hours a day. The sheer volume of opportunity can be overwhelming. In this world of constant connectivity, which moments matter most to your customers and which moments matter most to your business? We've had the fortune of working with some of the best marketers in the world who are tackling this question. In this session, we'll share best practices for maximizing the value of search by managing your bids, budgets, and measurement for the constantly connected world.

Tim Reis, Head of Performance Solutions Activation, Google

11:30a-11:45a Session Interval

With so many agencies to choose from, selecting the right one to meet your business objectives can be a daunting prospect. It is crucial to find an agency that has the right resources and tools to make that key difference to your marketing campaigns and ultimately your bottom line.

This session will focus on:

  • How to take inventory of your own talents and resources
  • What questions to ask yourself regarding your departing agency (what went right and what went wrong)
  • What questions to ask a specialized agency
  • How to optimize the relationship to propel your brand to the next level
  • Moderator:
    Jamie Smith, CEO, Strategy Analyzer LLC
  • Speakers:
    Adam Heimlich, SVP Digital Strategy, Horizon Media
    Dave Rohrer, Senior SEO Strategist, Covario

An increasing proportion of the online display ad spend is running through behavioral (user-centric), as opposed to themed (publisher-centric), channels. While popular debate centers around such advertising being 'creepy,' if done right, it reduces online clutter, ups the relevancy quotient for users, and improves advertiser ROI. These channels and technologies are undergoing rapid change. In remarketing alone, we need to come to terms with:

  • Conventional remarketing in display networks, with precise audience definition
  • Dynamic remarketing
  • Keyword-search-driven remarketing in display
  • Audience-driven remarketing in search results (RLSA)

Big Data also allows us to address new behavioral audiences with increasing precision. Vendors provide an array of pricing options: CPC, CPA, etc. - what's the most appropriate to your needs? Our expert panelists bring you up to speed.

  • Moderator:
    Lisa Raehsler, Founder, SEM Strategy Consultant, Big Click Co.
  • Speakers:
    Andrew Goodman, ClickZ Live Advisor & President, Page Zero Media
    Christopher Hansen, President, Netmining

Local search marketing has evolved to the point that in order for brands to achieve maximum exposure in online search results, they must employ a sound local SEO strategy among their owned assets that complements existing business place pages within the search engines themselves. So how does a brand with multiple locations create a localized consumer experience for each one while driving increases in both online and store traffic? This session will provide attendees ideas and tactics around how to build a consistent local SEO strategy by using local landing pages, localized content, and local social media best practices for increased consumer engagement and conversion.

  • Speaker:
    Andrew Beckman, CEO, Location3 Media

There are over 1,000 companies in tech marketing today. Regardless of their size, these companies rely heavily on social media to grow their business. Yet B2B is a misnomer, because some marketers think that they are tied to specific tactics when it comes to using social media. Changes in the B2B landscape, on both the marketing and platform sides, have made social effectiveness different from what it was even a year ago.

This session will present:

  • The concept of B2I (business to individual), and why it's the proper term when you use social.
  • Techniques used by Microsoft, IBM, and Amex to grow community, build leads, and convert these leads into sales via social communications that build "superbrands."
  • A breakdown of the ecosystem of social, including internal brand advocacy, external influencers, social as lead generation, social selling, social sentiment, social data to help determine content creation, and content marketing distribution.
  • A discussion of how IBM designed its Rethink Business campaign and its Digital Analytics and Digital Data Exchange.
  • Moderator:
    Melanie White, Special Projects Editor, ClickZ
  • Speakers:
    Geoff Colon, Group Marketing Manager, Microsoft
    Michelle Killibrew, Program Director, Strategy & Solutions, Social Business, IBM
Learn with Google

Today's consumers are constantly connected, using multiple devices throughout the day. This shift in consumer behavior is a huge opportunity for marketers, but many marketers struggle to successfully capture and convert mobile consumers. In this session, we'll discuss how you can connect with mobile consumers and design consumer experiences that delight and are tailored to their on-the-go, one-handed needs.

Jonathan Pelosi, Mobile Strategy Lead, Google

12:45p-2:00p Networking Lunch

Speak with a panel of experts on key enterprise challenges including:

  • Developing consistent KPI/data measurement
  • Coordination between lines of business and stakeholders
  • Content marketing and measurement across an enterprise
  • Overcoming content implementation hurdles
  • Consolidating search infrastructure and technology
  • Leveraging SEO, PPC and Social synergy
  • Creating better multi-agency coordination
  • Navigating multi-country/language nuances
  • Educating and training teams
sponsored and presented by Acronym

Social advertising campaigns are no longer just about having the best content, but also about having the best placement and getting a positive return from Facebook advertising efforts.

According to Adobe's 2013 Social Media Intelligence Report, Facebook is becoming increasingly attractive to brand marketers: ad click volume is up by 29% year over year, ad impressions by 85%, and cost per thousand ad impressions by 120%. By incorporating social advertising into your paid media mix, you can create opportunities to reach and engage with customers, broaden brand awareness, and encourage direct response.

This session will explore themes, trends, and content strategies for social advertising. You will learn how to:

  • Leverage Facebook advertising to get increased visibility and target the right audience.
  • Capitalize on social marketing opportunities.
  • Use social platforms to build community, improve brand lift and conversion rates, mobilize followers, and generate revenue.
  • Moderator:
    Mel Carson, Brand Ambassador, Majestic SEO
  • Speakers:
    Jay Hawkinson, Senior Vice President, Emerging Products, SIM Partners
    Paul Langtry, Senior Manager for Advertising Solutions, Adobe

Becoming a SEO "mechanic" means truly understanding how to analyze Organic data to perceive inefficiencies and problems in your SEO campaign. Beyond the assessment phase, you need to know how to quickly utilize the appropriate tools to discover what caused the Organic exposure breakdown and what is needed to get your online visibility up and running again.

Whether an issue arises from indexation, crawling inefficiencies, design issues, or over-optimization, you need to possess a diagnostic mindset to fix your SEO problems. Attend this session to learn:

  • Which areas of analytics are powerful eye-openers for portraying SEO issues
  • Which tools work the best for diagnosing SEO issues quickly
  • What causes common SEO issues and how to remedy them
  • How to create effective reporting to help monitor performance
  • Moderator:
    Jim Boykin, CEO and Link Building Ninja, Internet Marketing Ninjas
  • Speakers:
    Simon Heseltine, Senior Director of Audience Development, AOL Inc.
    Josh McCoy, Lead Strategist, Vizion Interactive

Social marketing is constantly evolving, and the latest trend of visual marketing is transforming the way businesses market online. A picture may say a thousand words but imagine what you could say with 40 frames of video per second. As email marketing and whitepapers become marketing tactics of the past, companies need a new way to connect with customers and keep them engaged. Creative, compelling visual storytelling is a key component of building brand advocacy, loyalty and engagement and there are stories everywhere if you just know where to look.

This presentation will show you how to get results by harnessing the power of visuals. Attend this session to learn:

  • How visuals can increase traffic to your website and how to optimize your site for visual social sharing, including how visuals are changing the game for social networks including Facebook, LinkedIn, and Twitter.
  • The huge marketing potential of visual marketing sites such as Instagram, Pinterest, Vine, and YouTube.
  • How to engage customers and attract attention for your business with visuals.
  • How to identify and incorporate the components of a compelling video story, which can connect with broad audiences both internally and externally.
  • How to use video storytelling to engage audiences in a conversation with your brand.
  • Speaker:
    Krista Neher, CEO, Boot Camp Digital

Your landing experience from search is more than just a single landing page. Getting the best results requires a persuasive conversion optimization system that continuously improves all of your prospect touchpoints.

Find out how to get dramatic lift in your conversion rates and profit. Learn how to analyze your web pages, create a persuasive value proposition, test what counts, and gain powerful customer insights. You will discover:

  • How to get 200% greater marketing effectiveness
  • Which words will always lift your conversion rate
  • Why your landing pages are confusing your visitors and increasing your bounce rate
  • How to find your most powerful value proposition
  • Moderator:
    Lisa Raehsler, Founder, SEM Strategy Consultant, Big Click Co.
  • Speakers:
    Noran El-Shinnawy, Director of Marketing, Onestop
    Chris Goward, Co-Founder and CEO, WiderFunnel Marketing Optimization
Learn with Google

Finding and engaging both new and existing customers has long been a challenge for advertisers. To convert customers who have shown interest and who truly care, advertisers have to connect with qualified consumers, understanding their wants and needs. Data is the key to achieving these goals. Join our discussion of the advancements in audience data and signals, and learn how Google's powerful technology and algorithms can connect you with your ideal audience at scale, delivering highly relevant offers and messages.

Aitan Weinberg, Group Product Manager for Display, Google

3:00p-3:30p Refreshment Break in the Exhibit Area

Consumers' buying journeys are more fragmented than ever before. Multiple devices, mediums and options to research and purchase make standard analytics approaches less predictable and reliable than in the past.

You need an Analytics Swiss Army Knife, a strategy that entails multiple analytics tools leveraged at the right time to produce better consumer insights than ever before. In this session you'll learn:

  • Short-comings of traditional analytics tools and how to know when to look for more data
  • What tools exist to complement and extend traditional web analytics data to provide deeper consumer insights
  • Ideas for extending your analytics strategy quickly and cost-effectively and examples of how to make it work
  • Moderator:
    Danny Goodwin, Associate Editor, Search Engine Watch
  • Speakers:
    Josh Braaten, Associate Director of Inbound Marketing, Collegis Education
    Nico Miceli, SEO & Analytics Account Manager, SEER Interactive

What are the best practices for combining the right mix of content, targeting and creative for a successful native advertising campaign? Beyond the roles of personalization and targeting, this session will explore how marketers can enhance the user experience across devices and derive greater value from a native ad campaign.

Attend this session to learn:

  • What your content and creative teams need to consider when developing a cross-device native campaign.
  • How to personalize native ads to enhance the consumer experience.
  • How the definition of native advertising and native formats are evolving.
  • How to leverage native opportunities for both brand and performance advertising.
  • Moderator:
    Simon Heseltine, Senior Director of Audience Development, AOL Inc.
  • Speakers:
    Patrick Albano, Vice President of Sales, Social, Mobile, Yahoo
    Diaz Nesamoney, Founder & CEO, Jivox

YouTube offers a mobile video app called YouTube Capture. Facebook has introduced a way to share 15-second videos on Instagram. Vine, the mobile service from Twitter, creates 6-second looping videos. Success with microvideos requires the same elements as any good desktop-content program: good content, social marketing, community management, and outreach/PR.

This session will describe each component, discuss common mistakes, cite case studies, and provide best practices. You will learn:

  • How to create video content that speaks directly to the audience.
  • How to determine which platform to use and where to embed and share videos.
  • How to boost the visibility of your videos in the search results.
  • The importance of quality social network connections over quantity.
  • Tactics to connect with influencers with social properties.
  • How to measure the success of mobile video campaigns.
  • Moderator:
    Krista Neher, CEO, Boot Camp Digital
  • Speakers:
    Larry Markovitz, Organic Search Director, Catalyst
    Greg Jarboe, President & Co-founder, SEO-PR

As the WWW we toil in and on nears it's 20th birthday, it remains abundantly clear that nothing is so certain as change. Hummingbirds, bots that learn, and voice-controlled mobility have changed the way search works in a truly Darwinian way: complacency is fatal. While long-time keyword jocks howl in protest about 'encrypted search', savvy marketers will embrace bold and effective new methods – just like we always have. Good news: some don't even cost much.

  1. From 'strings' to 'things' – switch-up your approach to beat your competition to top visibility
  2. That social media boosts brand visibility is hardly news, but go bold and new, and cross-platform you campaigns.
  3. Treat your foreign markets individually; not all the same rules apply everywhere on the planet.
  • Moderator:
    Dave Rohrer, Senior SEO Strategist, Covario
  • Speakers:
    Anne F. Kennedy, President, Author and International Speaker, Outlines Venture Group
    Lisa Williams, Director, Content Marketing, Search Discovery

Search and social metrics (and strategies to accomplish them) depend heavily on the tools used. This session will explore basic metrics, segmentation of these metrics, correlation to business objectives, and how these elements relate to attribution.

In this session, you will learn:

  • How search and social interpret various SEO, social, and site metrics like traffic, referral data, and conversions.
  • How to uncover both onsite and distribution-channel strategies from the data.
  • How to get the most out of various paid and free tools.
  • Moderator:
    Motoko Hunt, President, AJPR
  • Speakers:
    Thom Craver, Vice President, Development and IT, Internet Marketing Ninjas
    Michelle Stinson Ross, Community Manager,
Learn with Google

As users discover, download, and use your apps, understanding your customers and what they're doing is incredibly important and has a direct impact on monetization. Leveraging smart analytics and analyzing key metrics can drive future monetization and new app discovery efforts, empowering you to become a smarter and more effective app developer or marketer. In short, your ability to drive maximum value from your app only starts after the download.

Krista Seiden, Product Marketing Manager, Enterprise Web Analytics & Optimization, Google


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. Continue the discussion afterward over a few drinks at the Networking Cocktail Reception. Topics include:

1. Web Analytics Tools & Metrics
2. Analytics & Segmentation
3. Big Data & Marketing
4. Conversion Rate Optimization
5. Paid Search Tactics
6. SEO Tools & Technology
7. International SEM
8. Keyword Research
9. Inbound Marketing Tactics
10. Creative Content Strategy
11. Video Optimization
12. B2B Social Media
13. Multi-Channel Attribution Modeling
14. Competitive Analysis
15. Location Based Marketing
16. Mobile Marketing
17. Email Marketing Optimization
18. SoLoMo
19. Display Advertising
20. Penguin & Panda
21. Influencer Marketing
22. Business Intelligence for Search
5:30p-6:30p Networking Cocktail Reception sponsored by Stone Temple Consulting sponsored by SEMPO
9:30p-late ClickZ Live Launch Party

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.