Wednesday, 12/08
6:00 PM
6:00 PM ET
Welcome Reception Cocktail Party
St Regis Bar - 3rd Level
Thursday, 12/09
7:30 AM
7:30 AM ET
Registration Opens
Astor Ballroom - 1st Level
8:00 AM
8:00 AM ET
Breakfast
Astor Ballroom - 1st Level
8:45 AM
8:45 AM ET
Welcome and Opening Remarks
9:00 AM
9:00 AM ET
KEYNOTE: Trial and Error: Method to Success in the Search Madness
Random experiments are the statistical gold standard for testing, and generally are based on "what if" statements or cause and effect. The U.S. FDA requires pharmaceutical companies to use this process before drugs are released. Marketers simply call this "A/B" testing (or "multivariate testing" if you are comparing A, B, C, etc). This process proves invaluable in answering questions in search and branding that most marketers cannot answer without such tools. Join us for an insightful presentation to discover the results of simple and sophisticated testing on search programs.
9:30 AM
9:30 AM ET
How Google Instant Changes Search Behavior and Advertising
In this analysis, comScore will provide an early read on the impact of Google Instant. Starting first with a description of the measurement challenge presented by Google Instant, comScore will provide insight into how this new feature is changing market share trends. The analysis will then focus on how and to what degree Google Instant has changed user behavior in terms of query length and category. Lastly, comScore will determine if engine preference and “share of requirements” have shifted since the launch of Instant. View Presentation Slides
10:00 AM
10:00 AM ET
PANEL: Like vs. Link and the Future of Search Marketing
Links are at the core of Google’s Page Rank algorithm and, historically, the number and quality of inbound links have been the best measure of a Web site’s credibility and authority. However, Facebook "likes" are quickly emerging as a critical signal for personal relevancy and authority. What are the implications of an open social graph on search engine ranking algorithms and how does Bing’s new Facebook integration change the paradigm? If you thought it won’t influence paid search, think again.
10:45 AM
10:45 AM ET
Search and Social Ads - Birds of a feather? Or Different Flock?
The intersection of search and social media has most search practitioners thinking hard about their advertising strategies. Online marketers also have begun questioning where and how social ads fits into their overall marketing plans. Are SEM and social ads birds of a feather? Hear from Facebook on how search and social ads intertwine (and how they don’t), and learn what it takes for search geeks to build successful social-media advertising campaigns.
11:15 AM
11:15 AM ET
PANEL: Shootout: Search Platforms & Technology
Search management and tracking tools are becoming hubs for holistic digital media management & attribution. Join us for a candid moderated debate about what is ripe for search expansion and what doesn’t make sense. Topics will cover the expanding functionality from core PPC offerings to a variety of new and advanced features like Facebook direct buys, retargeting, exchanges, attribution modeling and data integration. This session will help advertisers and agencies gain insight into current and future expansion as well as ability of these tools to help decide what to manage and track and where.
- Moderator
- Rob Griffin, Co-Founder, Rise-Alliance @telerob
12:00 PM
12:00 PM ET
Roundtables
eCommerce - We Snuck Away During the Holiday Season to Chat - Danny Huynh, Group Search Director, Mindshare
Lead Gen Advertisers Unite! - Frank Lee, SVP, Agency Strategy, The Search Agency
Branding Discussion Forum - Jeff Ferguson, Senior Director, Online Marketing, Local.com
Lead Gen Advertisers Unite! - Frank Lee, SVP, Agency Strategy, The Search Agency
Branding Discussion Forum - Jeff Ferguson, Senior Director, Online Marketing, Local.com
12:45 PM
12:45 PM ET
Sponsored Luncheon Presentation: Open To All Attendees
Astor Ballroom - 1st Level
1:30 PM
1:30 PM ET
Afternoon Activities
Skiing at the Deer Valley Resort
Snowmobiling at Garff Ranch
Snowmobiling at Garff Ranch
6:30 PM
6:30 PM ET
Cocktail Party
Empire Canyon Lodge (via shuttle)
7:30 PM
7:30 PM ET
Fireside & Fondue Dinner
Empire Canyon Lodge (via shuttle)
Friday, 12/10
8:00 AM
8:00 AM ET
Registration Opens
Astor Ballroom - 1st Level
8:30 AM
8:30 AM ET
Breakfast
Astor Ballroom - 1st Level
9:00 AM
9:00 AM ET
KEYNOTE: World’s Collide: Display & Search Convergence at Last?
Display and search advertising have a lot more in common than some marketers may realize. With more focus on performance marketing these days, display is taking a page from search advertising with advertisers bidding for inventory through APIs, driving unprecedented performance through optimization and customization of creative and using search retargeting, CPC pricing, and more. Do these developments mean display advertising will replace search advertising or could the two become one? Learn how and why display and search advertising work well together. View Presentation Slides
9:30 AM
9:30 AM ET
KEYNOTE: CONVERSATION: What Advertisers Have Learned from Search and How That’s Shaping Other Media
What if specific search queries and volume informed you it is time to change your radio and print messaging? Chris Copeland holds a conversation with some top marketing executives about how non-search media can be optimized to replicate successful patterns learned from search behavior. Search today is a valuable fulfillment channel supporting an advertiser’s traditional and digital media, but more importantly, it is transforming how marketers and media planners approach content development and distribution. Search has become the marketing linchpin for all media channels. During this session, leading marketers will discuss the role search plays in their digital planning today, and how dynamic buying, real-time response feedback, user trends, etc. are perfecting the use of other media.
Facilitated by Chris Copeland, CEO, GroupM Search
Conversationists:
Dan Fleetwood, Director, Global Search Marketing, SAP
Jeff Holecko, North American Media Manager, Kimberly-Clark
Matt Van Dalsem, Vice President, Black Rock
Facilitated by Chris Copeland, CEO, GroupM Search
Conversationists:
Dan Fleetwood, Director, Global Search Marketing, SAP
Jeff Holecko, North American Media Manager, Kimberly-Clark
Matt Van Dalsem, Vice President, Black Rock
10:15 AM
10:15 AM ET
Social and Search Through The Eyes Of Wall Street
Search gets more fun when you bring along friends. It all happens in the underpinning of the Web, but is Google’s dominance at risk? It’s not all about connecting people when more than 1.5 billion pieces of content get created and shared daily on Facebook. Wall Street has a view on who owns the social graph, how connections get made, and the benefits behind the links with search through paid, owned and earned media on sites like Facebook. Join Lou Kerner, vice president of equity research at Wedbush as he dives into the combination of social and search through the eyes of Wall Street’s first social media analyst. View Presentation Slides
10:45 AM
10:45 AM ET
PANEL: Retargeting and Mobile
Search marketing has radically changed the way we buy and sell advertising. Technology has improved our ability to measure performance and tailor SEM campaigns to companies’ unique marketing goals. The efficiency of SEM has led practitioners of other ad formats to adopt its methods. Learn from the experts how a knowledge of search marketing can be effectively applied to retargeting and mobile advertising.
11:30 AM
11:30 AM ET
The Future of adCenter and Bing: What’s it Gonna Take to Be Number One?
With an estimated $80 million–$100 million advertising budget for Bing, and the goal of developing adCenter into a robust SEM platform, Microsoft took a bold step toward challenging the search-engine status quo. The completion of its search merger with Yahoo has only further cemented its market position. But Microsoft isn’t finished. What will it take to continue momentum? Hear Microsoft discuss the company’s innovations, its vision for the future of search marketing, and how it plans to reinvent the search game. View Presentation Slides
12:00 PM
12:00 PM ET
Roundtables
Display Advertising in a Search World - John Nicoletti, Head of Agency Operations, Google
Effective Mobile Marketing - Michael Behrens, SVP eMarketing, Webmetro
All Things Bing - Jason Lehmbeck, CEO, Datapop
Effective Mobile Marketing - Michael Behrens, SVP eMarketing, Webmetro
All Things Bing - Jason Lehmbeck, CEO, Datapop
12:45 PM
12:45 PM ET
Sponsored Luncheon Presentation: Open To All Attendees
Astor Ballroom - 1st Level
1:30 PM
1:30 PM ET
Afternoon Activities
Skiing at the Deer Valley Resort
Tubing at Gorgoza Park
Tubing at Gorgoza Park
6:30 PM
6:30 PM ET
Cocktail Party sponsored by:
St Regis Bar - 3rd Level
St Regis Bar - 3rd Level
7:30 PM
7:30 PM ET
Dinner
By the Grand Fireplace, St Regis Hotel Lobby
Saturday, 12/11
8:00 AM
8:00 AM ET
Registration Opens
Astor Ballroom - 1st Level
8:30 AM
8:30 AM ET
Continental Breakfast
8:45 AM
8:45 AM ET
KEYNOTE: How Do You Consume Media
College students stand poised to become the next generation of consumers and, as we shared at the last Search Insider Summit, they want more from their search experience. They said they want search to be highly personalized, but when we talked to them after the launch of Facebook Open Graph they referenced an issue that hadn’t previously emerged: privacy. Learn more about what college students have to say about how personalized search and privacy policies can exist in harmony as companies move toward an era of transparency, and how that shift has a lot in common with the progress of the green movement in corporate America.
9:30 AM
9:30 AM ET
PANEL: What Are You Doing With My Data?
Now that we’ve heard from the students, let’s hear from the practitioners. This panel will discuss the ways personal data is being used for marketing on the Web as well as ways it should not be used. A key question to address is what data is acceptable to use and just how "personal" is the data? The audience should come away with best practices for transparently using data to improve tracking and targeting while adding value to the consumer experience in exchange. Also the panel will address opinions on what should we make of the latest FTC "Do-No-Track" initiative. This panel will answer the burning question our students and consumers across the Web are asking, "Just what ARE you doing with my data?"
10:15 AM
10:15 AM ET
PRESENTATION: Better Search Intelligence by Merging Distinct Datasets
Hitwise and Adgooroo both are pushing the limits of search intelligence and have recently released some joint insights. For the first time they will co-present best paractices for merging their varied data sets for improved intelligence that can drive smarter search marketing. View Presentation Slides
10:45 AM
10:45 AM ET
PANEL: What are the Best Sources of Data and How Can They Be Used?
From keywords to demographics to browsing and shopping behavior, there are myriad types of data that can be leveraged to create highly targeted audience segments. And from publishers to third party data providers to internal CRM and inventory systems, there are myriad sources from which this data can be gathered. In this session, we’ll examine the types and sources and discuss best practices for using data to better target and optimize search, social, and online media campaigns.
11:30 AM
11:30 AM ET
Roundtables
Afterparty with Ball State - Michelle Prieb, Project Manager, Research and Communications, Center for Media Design, Ball State University
What Platforms and Tools Work for You? - Gerry Bavaro, Vice President, Managing Director, Resolution Media
Data Best Practices and Wishlist - Geoff Shenk, Managing Director, Kenshoo
What Platforms and Tools Work for You? - Gerry Bavaro, Vice President, Managing Director, Resolution Media
Data Best Practices and Wishlist - Geoff Shenk, Managing Director, Kenshoo
12:15 PM
12:15 PM ET
Conference Concludes
