Agenda Day 2

Wednesday, April 2, 2014

8:00a-5:30p Registration
8:30a-9:00a Morning Coffee

What do Coca-Cola, British Airways, Kenneth Cole and Samsung have in common? Aside from having a combined market cap of billions of dollars, they've all experienced an "OMG" moment that hurt their reputation. With all the resources available to them they couldn't avoid a reputation crisis, so what hope is there for the rest of us?

Reputation management expert and author Andy Beal will walk you through some of the biggest reputation blunders of the past year and show you how you can avoid making the same mistakes. Whether you're a Fortune 500 company or small business owner, you'll learn where these companies went wrong and walk away with proven tactics to help grow your reputation and your bottom line.

  • Andy Beal Keynote Speaker:
    Andy Beal, CEO,
10:00a-10:30p Coffee Break in the Exhibit Area (Open 10:00a-3:15p)

Optimizing content and leveraging keywords to drive traffic is the job. But the opportunity comes from combining your rich, intent data with customer behavioral and attitudinal data to develop insights about the marketplace and the business. What can you do to make yourself a better analyst? What are the traits of the truly great? Knowing your raw materials, identifying the problem to be solved and becoming a data artist are just the start. Attend this session to learn how to become a highly valued and indispensable member of your organization.

  • Moderator:
    Jamie Smith, CEO, Strategy Analyzer LLC
  • Speakers:
    Sean Coar, VP, Strategy & Business Decisions, Time Warner Cable Media
    Benjamin Spiegel, Sr. Partner, Managing Director - Strategy, GroupM

Emotions drive much of consumer behaviour and as such have been of high interest to brands for a long time. However, no tools have been available for measuring human emotions at the scale and speed at which marketing actually works today. This session demonstrates how the latest advancements in automated facial coding via regular webcams have put emotion analytics into the daily toolkit of every marketer.

To showcase how accessible and scalable facial coding has grown, a case study will be presented of Cannes Lions submissions exploring if and how exactly emotions can be used to measure creative excellence. 467 videos were tested with 45,000 people in just few weeks, yielding actionable learnings into business outcome oriented assessment of content quality.

This session will take those findings and demonstrate how those are actually used to deliver effective video campaigns. AOL is driving the online branded entertainment market globally in terms of the technology stack and methodological approach. Case studies will be presented on how emotional analytics helped to drive higher ROI for LG and Heineken. The session will conclude with a framework on how advertisers can maximize the ROI of their branding investments.

  • Speaker:
    Martin Salo, Partner, Product Director, Realeyes

In Sept 2013, Google's Hummingbird update showed how search engines have rapidly adopted semantic technology to deliver more precise search results. Therefore, website owners should continually evolve their site's information architecture (IA) and corresponding technical architecture to accommodate the semantic web in order to remain visible.

This session will present the most current research about known entity searcher behaviors, and how search/web professionals can (and should) optimize their website content for the most common entity searches. This session will cover:

  • Understanding entities and semantic search
  • Best-practice labeling systems for entity search
  • Navigation design dos and don'ts
  • How to optimize your website for known, partially known, and unknown entities
  • Speaker:
    Shari Thurow, Founder & SEO Director, Omni Marketing Interactive

In an age of information overload, standing out requires huge budgets and resources. But what if you could hack your way to the spotlight by helping everybody win?

Learn how to identify, romance and engage influencers to co-create and promote incredible content that delivers for your audience and your brand. Through best practices and examples you will learn:

  • Topics and being the best answer for your category
  • Influencer content opportunities
  • How to identify, qualify and engage influencers
  • The mechanics of co-created content
  • Inspiring participation and promotion
  • Performance measurement and optimization
  • Speaker:
    Lee Odden, CEO, TopRank Online Marketing

As sure as SEO practitioners MUST buy search PPC, social marketers must buy paid-organic content amplification ads. Next year, everyone in the world will be using these techniques. This reality has come true, punctuated by Facebook's bold announcement that organic distribution has waned, and marketers need to buy social ads. Other channels such as Twitter and LinkedIn are already following suit.

Attendees will learn:

  • Organic, semi-organic and paid-organic social amplification to FB, Twitter, LinkedIn & Google+ page posts for marketing benefits.
  • How to use editorial calendars for programmatic content amplification for traffic, sales, content and SEO KPIs.
  • How to use FB as the analogy for successful marketing in other social channels.
  • Radical new targeting hacks.
  • Speaker:
    Marty Weintraub, Founder & Evangelist, aimClear
Learn with Google

Today's shoppers are empowered to search anywhere and anytime. Retailers need to effectively list their inventory online to reach these shoppers across all devices. With Shopping campaigns, a new campaign type and mobile Product Listing Ads, retailers can get products online faster and reach the right audience. In this session we'll discuss key components to Shopping campaigns and discuss how to create a great mobile campaign through a few case study examples.

Nicole Premo, Partner Education Manager for Google Shopping, 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. 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. Social PPC and Targeting
20. Display Advertising
21. Penguin & Panda
22. Influencer Marketing
23. Business Intelligence for Search
Learn with Google

On any given day, people look for places to stop for coffee; decide where to buy a special gift; or research local dentists. A constantly connected world means that people are doing this online, from wherever they are—and every business has the opportunity to connect with customers at the moments that matter. Make it easy and convenient for your customers to find your business, whether its online or around the corner, by creating the right location strategy for your business.

Smita Hashim, Group Product Manager for Local Ads, Google

12:30p-1:45p Networking Lunch

In marketing, knowing your target market or ideal customer is important, but understanding your competition is critical - this session will cover the tools and strategies needed to win the battle and out-perform your competitors.

Get an in-depth look at the software agencies and large businesses use to monitor keywords, competitors and ads. Remember, even if you are not watching your competition, they are watching you. Come to this session and learn:

  • How to take action and earn more profit from competitive intelligence data
  • Which tools to use for SEO, PPC and Social competitive analysis and monitoring
  • How to identify keywords your competition is using, and most importantly keyword opportunities with less competition
  • Where to find the exact ads your competitors use most often and how to set up alerts to be notified when changes are made to their ads
  • How to keep your ads private and not let competitors see winning landing pages and ads that are working for you
  • Moderator:
    Matt Van Wagner, President, Find Me Faster
  • Speakers:
    Nathan Safran, Director of Research, Conductor, Inc.
    Jamie Smith, CEO, Strategy Analyzer LLC

One of the newer ideas when it comes to programmatic is turning it into premium programmatic. The greatest obstacle to broader adoption of programmatic is to change the perception of what premium is, and how it's differentiated. This session will discuss what premium programmatic brings to the table in regards to data, control and placement. Attendees will gain insight into the differences in benefits when going premium direct, premium programmatic versus RTB and other exchanges. This session will explain programmatic premium by using examples from luxury brands to demonstrate its importance in reaching the affluent audience at scale and achieving desirable results.

Attendees will leave this session with greater understanding of:

  • How premium programmatic differs from programmatic
  • The benefits of premium programmatic
  • How luxury brands are utilizing premium programmatic
  • Moderator:
    Kevin Lee, CEO, Didit
  • Speakers:
    Arjun Arora, Founder & CEO, ReTargeter
    Erik Pavelka, CEO, Martini

Do you have blog envy? Feel a twinge of jealousy when top blogs climb higher in the charts, while your own goes nowhere? This session will provide attendees with a behind the scenes look at some of today's top blogs, and share blogging best practices that can help transform an under-performing corporate blog into a content powerhouse.

This session will cover:

  • What it takes to have a highly successful blog
  • Why a successful blog is worth the effort, and how it can impact their overall digital marketing efforts
  • Research findings that reveal why some content performs better than others
  • The platforms, plugins, and tools professional bloggers use to easily generate, distribute, and track their efforts
  • The steps necessary to start transforming a blog today
  • Moderator:
    Simon Heseltine, Senior Director of Audience Development, AOL Inc.
  • Speakers:
    Dan Cristo, Director of SEO Innovation, Catalyst Online
    Max Sebela, Creative Technologist, Canvas, Tumblr

This is a must-attend session. During this hour Jim Boykin will discuss a broad spectrum of SEO signals that Google uses when evaluating the authority of a site. This session will cover algorithmic updates, manual penalties and valuable techniques for recovery. Boykin will also explore the value of authorship, communities, cutting edge link building & creative content marketing strategies. In addition, you'll experience Jim's thought process in using a number of tools that can help deepen your insights and strengthen your analysis. Don't miss this overview of what SEO means in a new era of digital marketing.

  • Speaker:
    Jim Boykin, CEO and Link Building Ninja, Internet Marketing Ninjas
sponsored and presented by Internet Marketing Ninjas

Your audience's purchasing behavior and the power they yield has fundamentally changed. The marketing tactics that used to work do not work anymore. Your company's future depends on an evolving marketing plan.

You will learn:

  • How marketing has shifted
  • Step by step, how to create a successful inbound marketing campaign
  • How to develop a content strategy
  • Exactly how to measure the ROI of content and Inbound
  • The tools needed to make it happen
  • What to do to impress sales teams
  • Moderator:
    Mel Carson, Brand Ambassador, Majestic SEO
  • Speakers:
    Adriel Sanchez, VP, Demand Generation, SAP
    Sebastian Turner, B2B Revenue Team, Twitter
Learn with Google

Today's consumers seldom move smoothly along the purchase funnel. Instead of a process, it's more of a journey. In this session, learn strategies for using attribution models from DoubleClick Search, DoubleClick Campaign Manager or other Google products to better understand how your advertising investments turn into conversions.

Justin Huskamp, Product Marketing Manager, DoubleClick, Google
Rosa La Cerva, Platforms Solutions Consultant, DoubleClick, Google

2:45p-3:15p Refreshment Break in the Exhibit Area

Fans and followers are great, but engaged users and ROAS are even better. As social media platforms adapt their ad formats to changing user behavior, more and more options are becoming available for marketers. During the last quarter of 2013, it became apparent that social media can drive similar, if not stronger, ROAS than paid search channels. For instance, on Thanksgiving Day, Facebook drove more sales than Google AdWords did.

In this session, you will gain insight into:

  • The ad types and bid strategies that work best for a direct response campaign.
  • The best approach to testing.
  • Power Editor's unique capabilities including creating custom audiences, lookalikes, and third party targets.
  • The value of a "like," and why brands and marketers should think in terms of actions (engagements and conversions) instead.
  • The importance of proper measurement and tracking plans, and how to work backward to ensure that you have everything in place before launching a test or a campaign.
  • Moderator:
    Thom Craver, Vice President, Development and IT, Internet Marketing Ninjas
  • Speakers:
    Tara Siegel, Supervisor Paid Search, eBay enterprise
    Brittany Richter, Supervisor, Paid Social, iProspect

Enhanced campaigns put many new tools in the hands of campaign managers, and product ads open up a world of excitement. Attend this session to discover the best ways to put PPC tools to work.

This session will explore:

  • The benefits of enhanced campaigns, and the differences between Google and Bing.
  • Seamless transitions between the two platforms for better reporting.
  • How to understand cross-device behavior and optimize campaigns based on this information.
  • How to use enhanced campaigns for enhanced analysis, and which features are the most helpful.
  • The competitive advantage to be gained in bidding differently.
  • When and where NOT to show ads.
  • A case study that presents real-world data on mobile PPC campaigns and shows you how to utilize this information to improve your mobile campaigns.
  • Moderator:
    Jeremy Hull, Director, Bought Media, iProspect
  • Speakers:
    John Gagnon, Bing Evangelist, Microsoft
    John Lee, Managing Partner, Clix Marketing

This session will focus on the emerging Location-based Analytics capabilities and how those are being leveraged to deliver innovative new opportunities and business models. Each Location for a business is a treasure trove of data, often captured from current WiFi network traffic, beacons, and other interactive data points. Capturing local data, measuring local traffic, even divining Local Intent, are all on the roadmap for businesses large and small. This panel will focus on the steps that every business can take including:

  • Storing and accessing GeoMarketing data in real-time
  • Analytics of the venue both indoor and outdoor using technology
  • Engaging customers in a personalized manner, via browser, social or other methods
  • The future of App engagement, and how to leverage this as a business or professional marketer

The session will also cover interesting use cases from various vertical industries as well as how current companies are already leveraging location data across their marketing efforts.

  • Moderator:
    Benu Aggarwal, Founder & President, Milestone Internet Marketing
  • Speakers:
    Brendan O'Brien, Director Global Marketing, Cisco
    Christian Ward, EVP Partnerships, Yext

We've heard the phrase "content is king" ad nauseam. What does it actually mean?

Content marketing and social media do not exist in a silo. We must build ROI-based strategies that identify opportunities and create tangible plans for accomplishing our goals. Discover how to make your content stand out and how to build a truly strategic framework that allows for proper integration of content marketing and social media.

In this session, you will learn how to:

  • Make your content personalized, integrated, and available.
  • Identify business objectives and the opportunities that exist for content marketing and social media within your organization.
  • Build an actionable framework by identifying your audience, their needs and pain points, and topic themes.
  • Craft socially induced content that is guaranteed to get shares and attract eyes.
  • Coordinate multi-channel efforts like PR and email marketing.
  • Moderator:
    Ryan Jones, SEO Manager, Sapient
  • Speakers:
    Lisa Barone, VP Strategy, Overit
    Erin Everhart, Director of Digital Marketing, 352

You should never send another email without attending this session. Mathew will walk you though his latest research on consumer engagement, and teach you the truth about email nurturing. Learn why pretty emails don't convert, how to cut though the email clutter, and how to increase your email engagement quickly, and in a sustainable way. This session will leave you with these takeaways:

  • Understanding when to use Rich Text vs HTML
  • Learn 4 new email nurturing campaigns
  • Learn how to craft an email nurturing email which will get opened
  • Understand the how to execute stage based lead nurturing
  • Learn how one company used these techniques to increase Revenue from email by 300%
  • Speaker:
    Mathew Sweezey, Marketing Evangelist/ Author, Salesforce
4:15p-4:30p Session Interval

A rare look at how the world's leading agencies are making digital innovation the next creative breakthroughs for the brands we all admire most.

In this session you hear from the heads of digital at the most admired and creative agencies on the planet. This bare bones frank conversation about what drove success and even more importantly, how to avoid failed thinking will not only illuminate the agency folk in the room, but will inspire all of us brand and small business marketers to think outside the box and really drive big market share gains through Digital, Social and Mobile Marketing breakthrough ideas.

  • Moderator:
    Aaron Kahlow, CEO & Founder, Online Marketing Institute
  • Panelists:
    John Baker, President, JWT
    Jordan Bitterman, Chief Strategy Officer, North America, Mindshare
    John Burke, VP, Digital Strategist, Entrée Health LLC, A company of The CDM Group
    Jon Wegman, VP Planning and Strategy, Performics
5:30p-6:30p Agency Happy Hour sponsored by Incisive Media

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.