Agenda Day 3

Thursday, April 3, 2014

8:30a-3:00p Registration
9:00a-9:30a Morning Coffee

Navigating today's marketplace requires a brand to have the right strategic and operational support, internally and inside the supporting agency. Choosing an agency used to be all about finding the right folks to execute the transaction -- picking an agency with the right publisher relationships and buying power. But, in today's data driven and tech enabled marketplace, there's more to review. Join our panel of buyers, both brands and agencies, to discuss the essentials and provide tips for making sure all bases are covered:

  • Does your agency have the right scope of knowledge? This extends to platforms, enabling technology and data analytics -- so that you can execute integrated data driven marketing, tracking, measuring and optimizing it with full efficiency.
  • Does your agency understand automated audience buying, the programmatic landscape and have the ability to work with these alternatives?
  • How strategic and accountable is the team? You'll want a team that can fully grasp your objectives, launch and scale your plan and provide you meaningful data insights reporting that you can apply.
  • Moderator:
    Kendall Allen, Founder, Influence Collective, LLC
  • Speakers:
    Ben Beyda, Associate Director, Mobile Strategies, Morpheus
    Paul Dalton, SVP, Head of Media Planning, DigitasLBi

Marketers have a huge challenge today: how to effectively compete in the world of multi-channel digital advertising. First they need to determine the optimal media mix - taking into consideration both search and display - and what each channel brings to the success of the campaign. They are under pressure to continually adjust and improve digital campaigns to drive better performance and ROI. How can marketers update targets, tactics and budgets in the smartest possible way?

Attendees will learn:

  • Planning and managing multi-channel digital marketing campaigns, and the role of technology
  • Considerations for each channel towards meeting campaign goals and actions
  • Best practices for weighing risk and return across various channels
  • Rule-based approaches vs. mathematical models
  • How modeling and forecasting help marketers make educated choices
  • Separate/unique metrics by source
  • Moderator:
    Bryan Eisenberg, NYTimes Bestselling Author,
  • Speakers:
    Matt Eichner, Director, DoubleClick Search, Google
    Dean Skonieczny, Vice President, Adlucent

Google has given mobile guidelines and even checklists, but are the things that are best for GoogleBot and GoogleBotMobile really best for you and your business objectives? This presentation will dive into the specific mobile recommendations that Google has given webmasters and add the necessary information, caveats and alternatives to help you make the best decision for your company. This presentation will focus on details that have been left out of Google's mobile guidelines and anticipating how Google will view your mobile site. It will outline the recommendations and highlight when and how to follow or break from Google's official mobile SEO recommendations.

Get answers to important mobile SEO questions like these:

  • What is the right mobile strategy for your company?
  • Why does Google prefer Responsive Design?
  • When should you diverge from the guidelines and do something different?
  • Moderator:
    Danny Goodwin, Associate Editor, Search Engine Watch
  • Speakers:
    Benu Aggarwal, Founder & President, Milestone Internet Marketing
    Cindy Krum, Founder & CEO, MobileMoxie

Link building is a core component of SEO. You still need links in order to rank well and drive targeted traffic. This session will cover how links currently influence the algorithms, and will show you how to build links through social media and content generation. It will also address:

  • Free and paid linking tools.
  • Issues that may affect how your pages rank.
  • Foundational, media, and universal link-building tactics
  • Moderator:
    Jim Hedger, Writer & Broadcaster, Digital Always Media
  • Speakers:
    Eric Enge, CEO, Stone Temple Consulting
    Chuck Price, President & CEO, Measurable SEO

The Direct Marketing Association estimates that email marketing returns $28.50 for each dollar spent—the highest ROI of any direct response channel, online or offline. 67% of marketers say that email is integral to their business and the best path to increase marketing ROI, and 57% of marketers plan to increase the number of emails they send in 2014. This session will discuss email's place in the rapidly changing digital ecosystem and show you how to make your own email marketing more effective.

Through case studies and real-life examples, you'll learn:

  • Why mobile is the biggest game changer to ever hit the inbox.
  • How to avoid leaving millions on the table and annoying valuable customers and subscribers.
  • How to leverage your emails' prime real estate to boost your open rate.
  • How to motivate your readers to click by making simple changes to the body of your email message.
  • How to create triggered campaigns to generate ongoing conversions with little to no day-to-day work.
  • Moderator:
    Greg Jarboe, President & Co-founder, SEO-PR
  • Speakers:
    Simms Jenkins, CEO, BrightWave Marketing
    Jeanne S. Jennings, Vice President, Global Strategic Services, Alchemy Worx
10:30a-10:45a Coffee Break

Discussion Panel
Via four tips for optimized cross-channel marketing, we'll explore the art and science of modern marketing. You no longer have the choice to be channel-driven or product-centric. You must embrace both your (and your team's) creative and analytics sides.

Is your master data management strategy aligned with your content curation methodology? Have you let marketing processes trump subscriber needs? Is your database empowering you to create amazingly engaging experiences? In this fast-paced closing session, identify the "tipping point" of your own creative and technology operation, don both your white coat and funky socks, and become an artist-scientist marketer.

  • Moderator:
    Stephanie Miller, VP, DMA
  • Speakers:
    Ryan Bonifacino, VP Digital Strategy, Alex and Ani
    Alexandre Faure, Managing Director, Ogilvy One

RTB is a huge opportunity, but also a huge challenge. Already, over a third of digital ads are bought programmatically, and that percentage will rise to nearly 100% in years to come. As marketers embrace RTB, they continue to make mistakes, but there are many opportunities to increase ROI.

In this session, you will learn:

  • The biggest RTB mistakes and how not to make them.
  • How to improve targeting, increase cross-campaign integration, and optimize ads based on real-time interactions.
  • How to use RTB to follow, reach, and convert target audiences no matter where they go on the web, maximizing ROI by only buying the highest impact ads for every instant.
  • How top advertisers are using Big Data analytics to crunch petabytes of data behavioral, click, traffic, purchase, and intent data to make RTB buys ultra-precise.
  • Moderator:
    Anne F. Kennedy, President, Author and International Speaker, Outlines Venture Group
  • Speakers:
    Eshwar Belani, VP, Products and Business Development, Rocket Fuel
    John Mracek, CEO, NetSeer

To launch Maybelline New York's Big Eyes Falsies Mascara to a global online audience, ICED Media and Maybelline New York partnered with Interactive Video platform, Rapt Media, and top blogger, The Glamourai's Kelly Framel, to create the world's first Interactive Video optimized for iPhone and Android. This modern approach to "choose your own adventure" is an immersive story through Kelly Framel's aspirational lens.

  • Global Appeal: Leveraging Kelly Framel's audience was key in #TheGlamourEye's success.
  • First-Mover Status: As the first Interactive Video formatted for iPhone and Android, #TheGlamourEye reinforced Maybelline New York's status as a leader in the beauty industry, with accolades in top trade press driving buzz and engagement.
  • Content Marketing: By producing a smart and intuitive experience, the video project educated viewers about the product while telling a story.
  • Moderator:
    Liva Judic, Contributor, ClickZ
  • Speakers:
    Leslie Hall, Co-Founder and President, ICED Media
    Erika Trautman, CEO and Founder, RAPT Media sold its first book in July of 1995. By 2013, they will sell close to 100 Billion dollars worth of stuff. The company did not start out knowing substantially more than most other businesses, but because it was willing to think ahead, develop data driven technologies and push the boundaries of how best to do business on the web, it is now the largest online retailer, capturing about 30 percent of every e-commerce dollar in the U.S. (and in many other markets as well), as well as a successful B2B vendor and publisher.

Amazon is ten years ahead of the curve and even leads strongly data-centric companies like Walmart. Every business needs to ask itself whether it will adopt the 4 pillars of's business strategies. Amazon's 4 pillars ofsuccess are built on Customer Centricity, Continuous Optimization, a Culture of Innovation and Corporate Agility. If the answer is 'yes,' then right now is the time to act. The nature of the game is changing so fast that waiting out the next ten years, trying to decide how or whether to change will leave many businesses in the dust. They will not be able to compete; they won't even be able to catch up.

When people look for an example of how data centricity benefits business, they usually point first to Amazon as the gold standard of how an online retailer uses data to out-perform many of its competitors. This keynote will make sure you uncover and understand how to use the hidden secrets behind Amazon'ssuccess and make it yours.

  • Speaker:
    Bryan Eisenberg, NYTimes Bestselling Author,

The growth and importance of content marketing and the fusion of search, site, and social in 2013 fueled advancement and integration of digital technology and analytical data sets. In 2014 this brings opportunity to scale our integrated digital marketing efforts across paid, owned and earned media.

What do brands and customers see as key areas of digital focus in 2014? Attend this session to find out what trends you need to keep an eye on to stay ahead this year.

  • Moderator:
    Bill Hunt, President, Back Azimuth Consulting
  • Speakers:
    Jim Yu, Founder & CEO, BrightEdge
    Benu Aggarwal, Founder & President, Milestone Internet Marketing
11:45a-1:00p Networking Lunch

Businesses have traditionally designed their products and marketing programs around understanding what and how an average customer buys, while expecting better than average results. Better results require businesses to understand who their most valuable customers are, why customers buy from them, and how to differentiate offerings to maximize business results. By combining SEO with segmentation, marketers have the tools and capabilities to drive deeper levels of customer engagement and:

  • Address critical business issues
  • Identify new business opportunities
  • Build deeper customer connections
  • Understand the customer journey

This session will discuss the steps to driving organic awareness, acquisition and advocacy by combining SEO and segmentation.

  • Moderator:
    Anne F. Kennedy, President, Author and International Speaker, Outlines Venture Group
  • Speaker:
    Brennan Carlson, Senior Vice President of Product and Strategy, Lyris
    Richard Chavez, Vice President, SEO, PM Digital

Paid search is one of the most effective digital marketing strategies. However, as transaction volume increases and competition for keywords grows, paid search is increasingly complex to manage. Automation is the only way to take paid search performance to the next level, especially for large-scale campaigns spanning millions of keywords and/or SKUs. Learn to use the latest automated bidding and real-time campaign management tools to turbocharge your digital advertising results.

This session will cover how to:

  • Automate bids, targeting and optimization to reach pre-set ROI goals
  • Combine management of mobile and desktop campaigns to attain higher ROI
  • Extend automation to keyword choice, match types, segmentation, ad optimization, next-gen bidding, and the right mix of mobile vs. desktop search.
  • Automatically test and optimize ad creative among different segments at different points in the customer lifecycle
  • Moderator:
    Andrew Goodman, ClickZ Live Advisor & President, Page Zero Media
  • Speakers:
    Steve Hammer, President, RankHammer
    Kye Mou, Product Marketing Manager, Marin Software

For many years now we've been hearing that this is going to be the year of mobile - but have we finally got there? With so many mobile marketing opportunities and channels now available for companies to engage with their customers, the challenge is becoming greater for organizations to optimize their mobile strategies to positively affect their bottom line. This session will address how key brands are delivering extra value to their customers through a streamlined mobile approach. Attendees will learn how to integrate mobile into their overall marketing strategies to significantly boost reach and revenue.

  • Moderator:
    Benu Aggarwal, Founder & President, Milestone Internet Marketing
  • Speakers:
    Shannon Denison, VP Product and Insights, Voltari Corporation
    Dennis Suler, eCommerce Marketing Manager, Verizon Wireless
    Lizzie Widhelm, VP of Digital, Pandora

With social media now being an integral part of the disseminating and making news travel further, the "public" in PR are now more relevant than ever. Traditionally "press relations" has been the game, but social has activated the potential for a more intimate conversation between a brand's PR team and its adoring customer-base. Social media and PR are inextricably linked and if your brand doesn't have a digital PR strategy, you're already behind the times. In this session you'll gain cutting edge insight into:

  • How to link your PR and marketing teams together to create a social force for brand amplification across owned and earned channels.
  • How to use a myriad of digital tools for influencer discovery and information gathering through social media and SEO.
  • How to measure the impact of your digital PR to persuade senior leaders in your business.
  • Moderator:
    Laura Roth, Head of Content, Interactive Marketing Division, Incisive Media
  • Speakers:
    Mel Carson, Brand Ambassador, Majestic SEO
    Brad Miller, Director of Business Development, Fathom

Big Data is creating new partnerships among CIOs, CMOs and the agencies and tech partners that they work with. Ad Tech and new 'Custom Audience' capabilities are intersecting with CRM to create new ways to reach customers across multiple channels and touchpoints. Learn from real data, real case studies and real companies, why custom audience is the most interesting ad tech innovation to come along since forever.

This session will focus on:

  • What is 'custom audience' and how is changing the advertising & CRM game?
  • How is custom audience used to drive customer engagement?
  • What is the difference between custom audience & retargeting?
  • Who are the main players and platforms in the custom audience world?
  • How can you use Custom Audience to stop wasting ad dollars
  • Moderator:
    John Barnes, MD, Digital & Tech, Incisive Media
  • Speaker:
    Dave Hendricks, President, LiveIntent
2:00p-2:15p Session Interval

In today's marketing world, marketers are awash with metrics - clicks and opens, retweets, trade show attendance - the list goes on. But you can't use those metrics alone to prove your campaign's worth to the c-suite. You have to be fluent in the metrics that matter. The c-suite doesn't care as much about the number of raw prospects you've generated, or even the leads - they care about revenue. This session will explain how you can use the right metrics and analytics to speak confidently about your campaign's direct impact on the bottom line and ultimately 'convince' the c-suite.

This session will cover:

  • What are the critical elements of an effective marketing dashboard.
  • Which metrics matter: what gets the executives' attention and proves marketing ROI.
  • How to forecast impact on the future pipeline, one of the largest things you can do to build credibility.
  • Moderator:
    Thom Craver, Vice President, Development and IT, Internet Marketing Ninjas
  • Speakers:
    Roland Cozzolino, CTO, MediaMath
    Tim Kirby, Sr. Enterprise Solutions Consultant, Marketo

Remember the days when all your keywords were in one campaign and maybe a handful of ad groups, and the biggest PPC pain you had was daily budget? This may be a bit too nostalgic, but with all the changes in paid search advertising over the last couple of years, it almost feels that drastic.

Establishing an ongoing PPC auditing plan is like creating an exercise regimen: you have to create a plan and you have to stick to it. During this discussion, you will learn:

  • How to create a weekly and monthly auditing plan
  • How to prioritize elements of the audit
  • How even the most mature campaigns can benefit from simple audit/test optimizations
  • What areas of an account need to be continuously audited (and which do not)
  • Moderator:
    John Lee, Managing Partner, Clix Marketing
  • Speakers:
    Courtney Herda, Owner, Smarter Searches
    Jonathan Kagan, Sr. Director of Search & Biddable Media, Results Digital

This session will provide attendees with tangible tactics they will be able to immediately implement on their websites. This will be an energetic session on the new foundation for SEO best practices and how each attendee can make the most out of implementing markup to increase their search rankings. markup enables search engine bots to read, define and give meaning to specific "things" on the web. markup is also the answer for websites to gain visibility in the Knowledge Graph and in Search Engine Result Pages. Attend this session to learn:

  • How to implement markup
  • Tools to implement and validate your markup
  • Examples showing before & after markup results for ecommerce and local businesses
  • Moderator:
    Eric Enge, CEO, Stone Temple Consulting
  • Speakers:
    Marcus Tober, CTO, SearchMetrics Inc.
    Brian Ussery, SEO Consultant, BEUssery LLC

Stop focusing on the link and start focusing on the relationship. If you come from a Fortune 500 or a Mom & Pop shop, building relationships and achieving true ownership of your brand can save money and generate organic traffic and conversions. However, there's a right way to build a relationship and a technical way to solve problems via outreach. This session will discuss how to garner better (and more) sources by using LinkedIn, Pinterest, and Twitter, along with some snazzy emailing techniques. It will cover:

  • How to implement multiple strategies to build relationships and save money.
  • How and why you should do things for data, and not just SEO.
  • The right way to build relationships with sites while fixing SEO issues.
  • Step-by-step instructions on how to become the voice of your brand.
  • How to avoid missed opportunities in brand queries.
  • Moderator:
    Bill Hunt, President, Back Azimuth Consulting
  • Speakers:
    Ryan Jones, SEO Manager, Sapient
    Adam Melson, SEO Team Manager, SEER Interactive

This session examines the real life experiences and learnings from B2B company's eBusiness integration process through their enterprise/global web site redesign and launch. It will cover:

  • Planning the Plan - original integration plan of Search, Social, Content, Analytics, Web, and eMarketing
  • Finding The Land mines - challenges and road blocks and how they were overcome
  • Facing Reality - steps, measures and methods that worked and those that did not
  • Hindsight is 20/20 - things we wish we thought of before the project started
  • The Future is Bright - next steps and maintenance of collaboration
  • Moderator:
    Greg Jarboe, President & Co-founder, SEO-PR
  • Speakers:
    David Gray, Search Engine Marketing Manager, Analog Devices Inc
    Motoko Hunt, President, AJPR
3:15p-4:15p Conference Wrap-Up & Wine Down

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.