Wednesday, 04/25
6:30 PM
6:30 PM ET
Welcome Cocktail ReceptionSunset Beach
Thursday, 04/26
8:00 AM
8:00 AM ET
Registration & Breakfast
Captiva Ballroom
8:15 AM
8:15 AM ET
Sponsor Breakfast Presentation
Day 1 Content Sessions
8:45 AM
8:45 AM ET
Opening Remarks
- MC
- Ross Fadner, Director, Event Programming, MediaPost
9:00 AM
9:00 AM ET
Keynote Q&A: Separating Search From Media
A few years ago, Schneider Electric, the global specialist in energy management and automation, decided to move its paid search and SEO teams away from internal media to help the French multinational company drive sales and leads among its B2B and B2C customer base. Since the shift, Schneider Electric's search team and partners have collaborated on everything from paid search, SEO, cross-channel integration and even, preparing for General Data Protection Regulation (GDPR), which comes into effect May 25.
- Interviewee
- Virginia Tonning, Global Manager of Paid Search Marketing, Schneider Electric @vtonning
- Interviewer
- Ross Fadner, Director, Event Programming, MediaPost
9:30 AM
9:30 AM ET
Presentation: GDPR Is Coming – Are Search Marketers Ready?
The EU’s General Data Protection Regulation (GDPR) is the most significant change to consumer privacy laws in decades and the enforcement date is approximately 1 month away. The standards for data collection and use in the EU will significantly differ from those in the United States. This session will breakdown the differences and discuss methods for compliance going forward.
- Presenter
- Gary Kibel, Partner, Davis+Gilbert LLP
10:00 AM
10:00 AM ET
Coffee Break & Sponsor Spotlight
10:30 AM
10:30 AM ET
Panel: Connecting Search to Offline
Designing a multichannel campaign for multiple locations that tracks consumers from online and into stores has become easier with tools from Google, Facebook and other platforms, allowing brands to tie in-store point-of-sale systems into campaigns, so brands know what consumers purchased at a specific brick-and-mortar location after searching for a given product. Join us as experts share their experiences connecting search to offline conversions.
- Moderator
- Laurie Sullivan, Editor, Search Marketing Daily, MediaPost
- PanelistS
- Clayton McLaughlin, Principal, VICI86 Consulting @augiecrazy8
- Susan Scholler, Group Director, Audience Planning, iCrossing
- Drue Townsend, Senior Vice President of Marketing, FASTSIGNS International, Inc. @DrueTo
- Scott Vanags, Director of SEO and Sales Performance, AT&T
11:15 AM
11:15 AM ET
Panel: Getting Triggered (Going Negative)
The major search plarforms continue to dilute exact match terms. Close variants, plurals, adverbs, word order and even function words can easily change the intent of a query. Maintaining a well-developed negative keyword list can keep your ads from getting triggered on irrelevant words and terms. Experts on this panel will share advice and tips to increase the effectiveness of your search campaigns.
- Moderator
- Steven Gibson, Client Director of Search, Canvas Worldwide @skyabove
- PanelistS
- Pierson Curtis, Director of Marketing Strategy, H&R Block
- Maya Gumennik, Senior Director, Paid Traffic, Smarter Travel/TripAdvisor
- Amy McClain-Ponder, Group Director, Performance Media, Beeby Clark + Meyler @amymcclain8
- Bill Riddell, Digital Media Manager, Chacka Marketing
12:00 PM
12:00 PM ET
Roundtables
Preparing for GDPR - Gary Kibel, Partner, Davis & Gilbert LLP
Shopper Marketing 101: Activation to Execution -Jai Amin, Senior Director, Paid Search, Jellyfish
Connecting Paid Media to Offline Sales - Freeman Setrana, Digital Marketing Manager, Paid Media, The Home Depot
Maximizing ROI with Negative Keywords - Steven Gibson, Client Director of Search, Canvas Worldwide
12:45 PM
12:45 PM ET
Lunch
1:00 PM
1:00 PM ET
Sponsor Luncheon Presentation
2:00 PM
2:00 PM ET
Golf - 9 hole Executive course at South Seas
Kayaking
Tarpon Fishing
5:30 PM
5:30 PM ET
One on One MeetingsCaptiva Ballroom
6:30 PM
6:30 PM ET
Aboard the famous Lady Chadwick!
8:00 PM
8:00 PM ET
Dinner ReceptionKings Crown Lawn
9:30 PM
9:30 PM ET
At Harbourside Grill - Near the dinner location
Friday, 04/27
8:00 AM
8:00 AM ET
Breakfast
Captiva Ballroom
Day 2 Content Sessions
8:45 AM
8:45 AM ET
Keynote Q&A: Building Brands…In Two Weeks Or Less
Movie marketers thread a small needle. They have a narrow window in which to build recognition, enthusiasm and ticket sales mostly for new, unfamiliar properties. And yet each product has its own potential audience profile and journey. Annapurna Pictures walks us through two recent and very different releases, and how they customized and integrated their search, YouTube and social plans to penetrate a customer mindset that often doesn’t even make their movie-going choice until the last second.
- Interviewee
- Josh Jones, Digital Strategy Director, Annapurna Pictures
- Interviewer
- Steve Smith, VP, Editorial Director, Events, MediaPost @popeyesm
9:15 AM
9:15 AM ET
Panel: Using Search for Brand Awareness
For most search advertisers, using search to generate brand awareness is not a new concept, but how are they measuring success today? What tools and strategies have proven most successful? How are third parties helping tie data sources together to measure the impact of search and display network branding?
- Moderator
- Ross Fadner, Director, Event Programming, MediaPost
- PanelistS
- Juan Badiola, NA-Paid Media Lead Planner, Electronic Arts
- Bryan Benavides, Director of Digital Marketing, Abt Electronics @bryanbenavides
- Chandni Shah, Media Strategist, VSA Partners @chandni116
- Matt Tingley, Group Director of SEO, Huge
10:00 AM
10:00 AM ET
Q&A: Incrementality in Attribution
Alex Sutton III, digital acquisition and digital data strategistat Avis Budget Group, is obsessed with incrementality. His goal is to optimize the company’s media spend around this practice, and attribution is how he measures the effectiveness. Sutton defines incrementality as a desired action or outcome that likely would not have occurred if the marketing plan was not in place. That action might include a car reservation or a “qualified” consumer coming to the website to search for a specific car. Join Sutton as he walks through incrementality’s influence on attribution.
- Interviewee
- Alex Sutton III, Director of Enrollment Marketing, Goddard Systems
- Interviewer
- Laurie Sullivan, Editor, Search Marketing Daily, MediaPost
10:30 AM
10:30 AM ET
Coffee Break & Sponsor Spotlight
11:00 AM
11:00 AM ET
Panel: Combining Search and Social: Best Practices
For digital marketers, “growth” is typically the operative goal by which they are judged, especially when it comes to paid search and paid social. These days, many brands and agencies are melding their search and social departments together. What are some best practices for combining the two? How do you develop consistent messaging on different platforms that offer different formats and tools? How do you identify and then differentiate messaging between customers and prospects?
- Moderator
- Otmara "Omi" Diaz-Cooper, CEO, Diaz & Cooper @diazcooper
- PanelistS
- Shamsul Chowdhury, VP, Paid Search & Social, Mediahub
- Shane Jennings, Manager, Paid Media, ArcBest Corp @ShaneAJennings
- Richard Mastriani, VP, Digital Experience & Marketing, AmVenture
- Amber Verhulst, Paid Media Strategist, Ciceron
11:45 AM
11:45 AM ET
Discussion: Combining Search and Shopping: Product Listing Ads
Product Listing Ads (PLAs), now offered on a variety of search platforms, are becoming an increasingly important part of search marketers’ responsibilities. How do PLAs currently fit into your paid search media mix? What are you learning from running these campaigns? What new opportunities have PLAs unearthed for your brand or client, and what challenges, too?
- Moderator
- Steven Gibson, Client Director of Search, Canvas Worldwide @skyabove
- PanelistS
- Jai Amin, VP, Paid Search, Jellyfish
- Chris D'Onofrio, Senior Partner, Group Director, Search Social, MediaCom @chrisdonofrio10
- Brian Jolson, Head of Paid Search, mPlatform, US, GroupM
12:15 PM
12:15 PM ET
Roundtables
Using Search for Brand Awareness, only - Juan Badiola, Senior Media Buyer, Electronic Arts
Brand Awareness Tools: Search and Display Networks - Alex Porter, CEO, Location3
Weighing Every Touchpoint: Data-Driven Attribution - Bryan Benavides, Director of Digital Marketing, Abt Electronics and Michael Jablonski, Director, Paid Media, PMX Agency
Synergies Between Paid Search and Shopping - Chris D’Onofrio, Sr. Partner Group Director Search Social, Mediacom
1:00 PM
1:00 PM ET
Lunch
2:00 PM
2:00 PM ET
Cabana Pool Party
Golf at the private Sanctuary Course
Catamaran Charter Remote Island Hop
6:30 PM
6:30 PM ET
Cocktail PartyQuarterdeck
7:30 PM
7:30 PM ET
Dinner ReceptionQuarterdeck
Saturday, 04/28
8:00 AM
8:00 AM ET
Breakfast
Captiva Ballroom
Day 3 Content Sessions
9:00 AM
9:00 AM ET
Keynote Q&A: Converting without Selling Directly
In our final Keynote Q&A, kaleo Director of Marketing Keith Burke will walk us through the scope of the pharma upstart’s paid and organic search programs and show us how its campaigns targeting different customer segments tie into paid, owned and earned media efforts across various platforms. How does a pharma company that doesn’t sell directly gain new customers and retain existing ones through paid search? How is it tracking conversions and ROI through what can be a complex customer journey?
- Interviewee
- Keith Burke, Senior Marketing Director, Neurosciences, Merz North America @kwburke1
- Interviewer
- Ross Fadner, Director, Event Programming, MediaPost
9:30 AM
9:30 AM ET
Panel: Optimizing New Search Platforms
How are search marketers experimenting with the newest search platforms like voice, mega marketplaces and app stores? What are they learning from these platforms, and how are they testing and optimizing? Can they tie learnings to other channels? What can brands meaningfully expect from the newest search platforms and why is it important to be involved in early product tests?
- Moderator
- Steven Gibson, Client Director of Search, Canvas Worldwide @skyabove
- PanelistS
- Alex Porter, CEO, Location3
- Dan Toplitt, VP, SEO, Reprise Media
10:00 AM
10:00 AM ET
Panel: Failing Forward: Accidental Successes
Have you ever run a campaign or conducted a test that may have originally failed only for it to teach you something unexpected? In this session, search marketers weigh in on how failing forward can lead to unexpected insights and even, rewards.
- Moderator
- Ross Fadner, Director, Event Programming, MediaPost
- PanelistS
- Jared Del Prete, Group Digital Director, SYZYGY @jdelprete
- Tatjana Kudla, Vice President, Performance Marketing, ChromaDex
10:30 AM
10:30 AM ET
Roundtables
Leveraging Emerging Search Platforms - Dan Toplitt, VP, SEO, Reprise Media
Failing Forward: Accidental Successes - Cody Watkins, Paid Search Strategist Progrexion
11:00 AM
11:00 AM ET
Conference End
