Agenda Day 1

Tuesday, August 12, 2014

8:00-6:30 Registration

The word "hacker" sounds negative, but not all hackers are bad. Instead, hackers and hack-thinking are the source of a monumental, positive shift in business, startups and culture all over the world. Hackers create immense value by breaking things, whether it's breaking from tradition, process, or simply "the way we've always done things." A new hacking economy - or "hackonomy"- is spreading quickly across industries, from software to hardware, aviation to space exploration. Hacking is even changing less obvious parts of human life, like dating. And, of course, the hackonomy has a huge impact on marketing.

In this presentation, Mondelēz Vice President of Global Media and Consumer Engagement Bonin Bough will explore how marketing, media, advertising and organizational cultures are all changing because of the hackonomy.

  • Bonin Bough Keynote Speaker:
    Bonin Bough, VP, Global Media and Consumer Engagement, Mondelēz International
10:00-10:30 Morning Coffee Break in the Sponsor Area
  • Determining the data that matters – signal vs noise
  • Balancing the metrics that show the full picture – CPM is not always the right measure of success
  • Putting in place the right data experts and practices
  • Speaker:
    Jack Krawczyk, Director of Product Management, Pandora
Data-Driven Marketing track sponsored by Track sponsored by Quantcast

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

Details to follow.

  • Speaker:
    Matt Preschern, SVP and Enterprise CMO, Windstream Communications
  • How to keep your brand up-to-date with algorithm updates
  • Avoiding crucial penalties on your site
  • Understanding SEO signals
  • How to recognize when you've been hit by a penalty
  • Moderator:
    Bill Hunt, President, Back Azimuth Consulting
  • Speakers:
    Chris Boggs, Founder, Web Traffic Advisors
    Jordan Koene, Head of SEO & Content Development, eBay

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 your how your advertising investments turn into conversions.

Justin Huskamp, Product Marketing Manager, Google


With today's digital innovations and technology advancements, big data can now be utilised to unlock hyper-local, hyper-targeted marketing opportunities across mobile platforms. Weather is the most primal, universal factor in consumer decision-making, and the combination of weather data and sales data can help advertisers deliver highly targeted messaging, based on real-time weather conditions, relevant to each individual.

  • To share insight into how big data and programmatic advertising combined are fundamental elements of the future of digital marketing.
  • Share with the audience the mind-blowing opportunities that big data can bring to marketers.
  • Show how data can allow messages to be delivered to users with more relevance, based on factors such as location and real-time weather conditions,connecting consumers to products that are significant & appropriate to them when they need them.
  • Speaker:
    Jeremy Hlavacek, Vice President, Programmatic, The Weather Company
Data-Driven Marketing track sponsored by Track sponsored by Quantcast

Details to follow.

  • Speaker:
    Jonathan Hinz, Product Marketing Director, Trustpilot
  • Aligning the right content with the right prospect at the right time
  • Mapping an innovative content strategy to drive profits
  • Speakers:
    Vicqui Chan, Senior Manager, Global SEO, Hewlett Packard
    Bill Hunt, President, Back Azimuth Consulting

Big events and seasonal surges provide sea changes in traffic levels for those ahead of the curve. What if you could win big with your team plus a little preparatory analysis? Learn to ride the wave of popularity and wrangle big events to harvest SEO and traffic like big brand media does, again and again. Peek at the processes and pointers to learn:

  • How does research prepare you to ride the trend
  • What paid, earned and owned resources must be set up
  • How to recruit internal stakeholders vital to success
  • Who do you empower during the event - social, influencers, media
  • How to extend the win with after-effects, not after-thoughts
  • Moderator:
    Jamie Smith, CEO, Strategy Analyzer LLC
  • Speakers:
    David McClellan, Sr. SEO Analyst, CBS Interactive
    Michael Stricker, Director of Marketing, SEMrush

Consumers today are shopping anywhere, anytime and across all devices. Retailers have an opportunity to connect with these consumers and promote their products online. In this session, we'll share best practices on how to effectively win the digital shelf with an optimized data feed and a Shopping campaign, the new campaign type for Product Listing Ads.

Liz Wang, Product Marketing Manager, Google

  • Leveraging multiple analytics tools across multiple channels
  • Forming an analytics strategy to gain key consumer insights
  • Speaker:
    Thom Craver, Vice President, Development and IT, Internet Marketing Ninjas
Data-Driven Marketing track sponsored by Track sponsored by Quantcast
  • How to formulate a plan from strategy to execution
  • Key examples of brands leading the way
  • Essential components to consider
  • Moderator:
    Lee Odden, CEO, TopRank Online Marketing
  • Speakers:
    Eric Enge, CEO, Stone Temple Consulting
    Brian Thome, Product Marketing Director, LinkedIn
  • Defining the right mix of systems, tools and teams
  • Understanding key components for B2B
  • Where to start and key tips for a winning strategy
  • Speaker:
    Brian Goffman, VP Enterprise Marketing, LinkedIn
  • How to examine where a site has lost visibility
  • Monitoring performance
  • Capturing the right information to maintain leading results
  • Speaker:
    Carolyn Shelby, Director of SEO and SEM, Tribune Publishing

Critical parts of a user's journey in AdWords are almost taken for granted at times. With so many new features being released to improve AdWords, it's easy to overlook your keywords or your ads. However, they're the foundation of your account and the ultimate deciding factor of account success (which isn't always reflected in your Quality Scores). After working extensively with the people that built and maintain AdWords, the Best Practices marketing team will be presenting Google's point of view about what truly makes for a healthy account.

Ben Chung, Product Marketing Manager, Google
Tran Ngo, Associate Product Marketing Manager, SEM Best Practices, Google
Sean Quadlin, Product Marketing Manager, SEM Best Practices, Google

12:55-2:00 Networking Lunch

Presenting for the first time based on landmark quantitative real-world research from some of the biggest brands, Greg will reveal the true impact mobile has on the marketing mix. We all know mobile matters, but why haven't marketers shifted their spend more quickly? Find out what only a handful of major brands know, optimize your level of mobile spend and hear what can drive mobile effectiveness 3x or more!

  • Greg Stuart Keynote Speaker:
    Greg Stuart, CEO, Mobile Marketing Association
  • Measuring the correct touch points
  • Winning attribution model examples
  • Extracting the right data from each sale
  • Moderator:
    Kevin Lee, Founder & CEO, Didit
  • Speakers:
    Ryan Bonifacino, VP Digital Strategy, Alex and Ani
    Jamie Smith, CEO, Strategy Analyzer LLC
Data-Driven Marketing track sponsored by Track sponsored by Quantcast
  • Aligning your content strategy with key business objectives
  • How to integrate your content campaigns with your overall marketing strategy
  • Moderator:
    Simon Heseltine, Senior Director of Audience Development, AOL Inc.
  • Speakers:
    Debbie Braney, Integrated Marketing Leader, Hitachi Data Systems
    Robert Ray, President Americas, DWA Media

Come along to this session for a deep dive into common problems between marketing and sales along with actionable solutions, including:

  1. Integrating front and back end system for a complete overview of the buying journey
  2. How to maximize return by optimizing for revenue (aka pipeline marketing)
  3. Overcoming challenges of adopting strong closed loop optimization system
  • Speakers:
    Aaron Bird, CEO, Bizible
    Richard Roberts, Senior Vice President, BusinessOnline

The world of paid search is in a constant state of change. It's not just enough to keep up with daily account optimizations. Part of your PPC strategy requires you to research and understand new Adwords functions, and if they make sense to incorporate into your strategy mix. In this presentation, learn about essential Adwords features and how to incorporate them effectively in your accounts. This session will also explore other topic areas such as Google Display Network, remarketing, and mobile. Not only will you have in-depth knowledge of these functions, but know when to apply them.

Key Takeaways:

  • Using Remarketing campaigns to target customers
  • Ad extensions - what the various types are and when to use them
  • Best strategies for mobile
  • Effectively using the Google Display Network
  • Moderator:
    Crispin Sheridan, VP, Digital Scale and Operations, Integrated Digital, SAP
  • Speakers:
    John Gagnon, Bing Evangelist, Microsoft
    Diane Pease, Inbound Marketing Manager, Cisco

Consumers increasingly rely on the mobile web to research and make purchases, which makes it more important than ever for companies to have an effective mobile presence. How can you best connect with mobile consumers? And what makes for a good mobile site? To answer these questions, Elizabeth Burkholder, Product Marketing Manager for Performance Ads Marketing, will present new research and mobile site design best practices from Google & AnswerLab.

Elizabeth Burkholder, Product Marketing Manager, Performance Ads Marketing, Google

3:50-4:20 Afternoon Coffee Break

According to Search Engine Journal, 93 percent of online experiences begin with a search engine. No longer is having a strong web presence enough. Complementing your website with strategic SEO, SEM and retargeting practices is the future of digital advertising. To stay competitive in today's digital marketplace, businesses must develop and implement comprehensive and thoughtful campaigns, including the use of digital marketing and advertising practices to capture consumers where they are and in real-time. During the presentation attendees will learn how to create an effective, strategic campaign to optimize their use of SEO and SEM, and gain brand awareness across their digital properties by tapping into consumers' interests and purchasing habits.

Key takeaways attendees will gain from this session include:

  • Understand the evolution of social and digital practices and where they are heading
  • Learn how to complement existing digital activity with additional marketing and advertising practices to positively impact and grow business
  • How to identify the right approach to reach customers in a more efficient way and maintain customer loyalty
  • Speaker:
    Marianne Tappy, Senior Vice President of Global Digital, FordDirect
Data-Driven Marketing track sponsored by Track sponsored by Quantcast
  • Balancing earned media with paid media to find your customers
  • Adapting your content to the needs of different screens
  • Measuring what works across mobile
  • Speakers:
    Hilary Perchard, VP - Business Development, Sky
    Rajeev Raman, CEO, 1 Mainstream
    Dennis Suler, eCommerce Marketing Manager, Verizon Wireless

Big data has changed the way that marketers reach and engage their target audiences online. Just as importantly, data can be used to segment and reveal the unique needs and interests of prospects to enable smarter, more effective marketing.

Learn how data, display and social advertising can be used to:

  • reach the right business audiences online and optimize for lead generation
  • nurture leads beyond the email inbox
  • support other programs in your marketing mix and make a measurable impact beyond lead generation
  • Speaker:
    Diana Kaluza, Manager, Demand Generation, OpenDNS
  • Optimizing your web content for queries
  • Navigation design dos and don'ts
  • Best practice labeling for entity search
  • Speaker:
    Benu Aggarwal, Founder & President, Milestone Internet Marketing
    Richard Mastriani, Director of SEO, Wyndham Hotel Group

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.

sponsored by DWA Media sponsored by WordStream
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.