Display & Search Summit: Budgeting, Future of Search, Programmatic, PLAs, & Mobile Search Optimization

07:50 - 08:20 Networking Breakfast & Registration


08:20 - 08:30 Welcome Remarks & Benchmarking Study


08:30 - 08:45 Chairperson’s Opening Remarks for Search Summit

Gary Smith - VP YourAmigo
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Gary Smith

VP
YourAmigo

08:45 - 09:10 Keynote: This Is How To Run An Efficient SEM Program

Nicholas Gadacz - Director of SEM, Walmart Labs Walmart.com
Want to grow the revenue your SEM department generates with less investment? This session addresses the core problem with most search departments (which is an organization problem). And you’ll uncover a unique way to execute budget planning (i.e. you should not have a budget, just performance goals!).
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Nicholas Gadacz

Director of SEM, Walmart Labs
Walmart.com

There are more questions that answers when it comes to executing a successful PLA campaign, but our panelists are presenting best practices within their own campaigns to share. They’ll discuss tried and true tactics surrounding structuring your campaigns, budget management to gain an effective ROI, leveraging shopping feeds, and a review of the most effect tools (bid tools, etc.) available to optimize your feeds. Potential topics to be covered include:

What works today in terms of managing your feeds?
What do they do to the rest of your advertising?
How are your Google adwords being affected in terms of performance?
Are they bringing in more sales than expected?

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Ian MacDonald

Head of eCommerce
Silver Star Brands

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Nicholas Gadacz

Director of SEM, Walmart Labs
Walmart.com

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Jeff McRitchie

VP Marketing
MyBinding.com

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Andre Golsorkhi

CEO
Sidecar

09:45 - 11:05 Interactive Roundtables

Get Your Challenges Solved By Expert Roundtable Moderators From:

Table 1: Novel Search Strategies To Outperform The Competition
Moderator: Joe Herne, EVP NA Operations, YourAmigo
Retail Moderator: Jeff McRitchie, VP Marketing, MyBinding.com

Table 2: Maximizing the Value of SERP: 5 Proven Strategies for Retail Search Marketers
Moderator: Udayan Bose, Founder and Chief Executive, NetElixir
Retail Moderator: Limin Zhao: Senior Manager of Global Paid Search, Lenovo

Table 3: Latest Advancements in Organic Search and How to Keep Up With the Algorithms
Moderator: Jason Campbell, SVP, SearchDex
Retail Moderator: Jamie Keaney, Manager of eCommerce, SEO, DICK's Sporting Goods

Table 4:
Moderator: Denis Coombes, Director of Sales, ROI Revolution
Retail Moderator: Alison French, Senior eCommerce Manager, DJO Global

Table 5: How Will Search Evolve In 2015?
Moderator: Chris Chang, Director Of Client Services, EliteSEM
Retail Moderator: Luke Peters, CEO, Air-n-Water

Table 6: Winning at Google Shopping; Three Ways To Amp Up Your Product Listing Ad Strategy In 2015
Moderator: Steve Tutelman, Senior Vice President, Corporate Development, Sidecar
Retail Moderator: Vishal Agarwal, EVP & Chief Marketing Officer, Nomorerack.com Inc.

Table 7: Data Driven Performance Marketing – “Search And Beyond”
- What Works and What Doesn't?
Moderator: Daniel Owen, VP Search, Direct Agents
Retail Moderator: Kathleen Chambard, Director Digital Marketing, Scholastic

11:05 - 11:30 Morning Coffee & Refreshments


Budget allocation is top of mind for all retail executives – especially when looking at acquisition channels that take up a significant portion of the budget. Our panelists from media and retail discuss how to optimize your budget – what to test, budget challenges, and offer defined solutions to ensure you can maximize your budget.

How do you set your digital marketing budgets?
What’s your schedule and thoughts on testing new channels?
Is it something you look to do regularly? Are you the first to test?
What kind of results do you need to see to keep new campaigns going?
Challenges or successes you’ve had in budgeting?
How rigid or flexible is your budget structure?
Do you give your agency a budget to spend (if you’re using an agency) or do you ask for
their help in setting a budget?
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Edmund Mackey

Senior Director of Marketing
DirecTV

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Udayan Bose

Founder & CEO
NetElixir

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Jarrad Berman

Director Digital Marketing
Intermix

12:15 - 13:00 SEARCH WORKSHOP: Making Your Site Lean And Ready To Fight Using Google Webmaster Tools

Eric Wu - Sr. Director of SEO Edmunds.com Matt Storms - SEO & SEM Organic Growth Hacker & SEO Expert
A common issue facing retailers today is SEO knowledge and leadership. Learn new methods for developing scalable SEO strategies as users shift their attention from desktop to mobile and into multiple channels. Understand how Edmunds.com has adapted large scale strategies that were developed AT&T, YellowPages, SPIN, and eHow for something that fits the Edmunds car shopping space.

Also discover practical uses of data Google provides in order to enhance your understanding of the growing complexity of searcher behavior. Your site URL could be selected for a live audit and review by the panelists during this interactive workshop.

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Eric Wu

Sr. Director of SEO
Edmunds.com

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Matt Storms

SEO & SEM
Organic Growth Hacker & SEO Expert

13:00 - 14:00 Lunch, Networking & Introductory Presentation “Improve Paid Search Performance By Avoiding The Top 8 Mistakes Retailers Make

Denis Coombes - Director of Sales ROI REVOLUTION
To kick off lunch, you’ll receive an informative presentation. Paid search is a critical traffic source for e-commerce retailers. With increasing competition many retailers fall victim to common mistakes that drive up costs and handicap the performance of their paid search campaigns. In this session, you’ll identify the eight biggest mistakes commonly made in retail AdWords campaigns, and provide strategies for avoiding them to help ensure you get the most possible value from paid search.

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Denis Coombes

Director of Sales
ROI REVOLUTION

14:00 - 15:00 Interactive Roundtables

Get Your Challenges Solved By Expert Roundtable Moderators From:

Table 1: Novel Search Strategies To Outperform The Competition
Moderator: Joe Herne, EVP NA Operations, YourAmigo
Retail Moderator: Jeff McRitchie, VP Marketing, MyBinding.com

Table 2: Maximizing the Value of SERP: 5 Proven Strategies for Retail Search Marketers
Moderator: Udayan Bose, Founder and Chief Executive, NetElixir
Retail Moderator: Limin Zhao: Senior Manager of Global Paid Search, Lenovo

Table 3: Latest Advancements in Organic Search and How to Keep Up With the Algorithms

Moderator: Jason Campbell, SVP, SearchDex
Retail Moderator: Jamie Keaney, Manager of eCommerce, SEO, DICK's Sporting Goods

Table 4:
Moderator: Denis Coombes, Director of Sales, ROI Revolution
Retail Moderator: Alison French, Senior eCommerce Manager, DJO Global

Table 5: How Will Search Evolve In 2015?
Moderator: Chris Chang, Director Of Client Services, EliteSEM
Retail Moderator: Luke Peters, CEO, Air-n-Water

Table 6: Winning at Google Shopping; Three Ways To Amp Up Your Product Listing Ad Strategy In 2015
Moderator: Steve Tutelman, Senior Vice President, Corporate Development, Sidecar
Retail Moderator: Vishal Agarwal, EVP & Chief Marketing Officer, Nomorerack.com Inc.

Table 7: Data Driven Performance Marketing – “Search And Beyond”
- What Works and What Doesn't?
Moderator: Daniel Owen, VP Search, Direct Agents
Retail Moderator: Kathleen Chambard, Director Digital Marketing, Scholastic

15:00 - 15:25 Search Experience Optimization At Walgreens

Bobby Lyons - Director Online Marketing, SEO Walgreens
Search Experience Optimization. What is it? In this dynamic presentation, you’ll learn the definition of Search Experience Optimization and how it works, as well as how the shift to Search Experience Optimization is essential to building a sustainable and predictable revenue stream from the search engines.

A background of the changing landscape as it relates to the skill sets required to succeed in
SEO now and in the future
The positive impact of search experience optimization on the marketing channel mix
Obtaining support at the C-Level for implementing a Search Experience Optimization
program
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Bobby Lyons

Director Online Marketing, SEO
Walgreens

15:25 - 15:55 Afternoon Coffee & Refreshments

Programmatic is widely regarded as the future direction of media buying, but there are a number of challenges that retailers still face when trying to execute their programs. Our panelists discuss how to get the results you are looking for, and how to work through those challenges in an effective and efficient way.

What are your challenges in terms of programmatic buying?
How have attribution challenges impacting your spend?
How are you making sense of your buys and their impact to revenue?
What opportunities exist within programmatic and how can you take advantage of them?

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Hank Grossman

Director Global Digital Marketing
IHG

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Gary Milner

Director, Global Digital Marketing Manager
Lenovo

Matt Feodoroff

VP Strategic Sales
Chango

16:25 - 16:40 eTail Best-In-Class Award Finalists Presentations

Sean Popen - Sr. Director Ecommerce Marketing Office Depot
Have you entered your nomination for the Search Best-In-Class Award? This is your chance to nominate either yourself or a retail peer. Winners will be honored during a reception on February 19th. Nominees will present their amazing programs during the conference!

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Sean Popen

Sr. Director Ecommerce Marketing
Office Depot

16:40 - 16:55 eTail Best-In-Class Award Finalists Presentations

Lindsay Noren - Digital Marketing Manager The North Face
Have you entered your nomination for the Search Best-In-Class Award? This is your chance to nominate either yourself or a retail peer. Winners will be honored during a reception on February 19th. Nominees will present their amazing programs during the conference!

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Lindsay Noren

Digital Marketing Manager
The North Face

16:55 - 17:10 eTail Best-In-Class Award Finalists Presentations

Sam Sarullo - VP eCommerce Lakeshore Learning
Have you entered your nomination for the Search Best-In-Class Award? This is your chance to nominate either yourself or a retail peer. Winners will be honored during a reception on February 19th. Nominees will present their amazing programs during the conference!

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Sam Sarullo

VP eCommerce
Lakeshore Learning

17:10 - 17:15 Conclusion of Search Summit


17:15 - 17:59 Retailer-Only Networking: Meet With Retail Peers From Similar Sized Organizations – Find Your Workshop

Kick start the conference with tons of retail contacts. Meet with retailers who are in similar size organizations to network and discuss challenges (and solutions). Spaces are limited for each workshop.

1. 0-25 million in online revenues – Hosted By Brandon Finch, Director eBusiness, Jelly Belly

2. 25 – 100 million in online revenues – Hosted By Shana Kelly, Digital Marketing Manager, Black Lapel

3. 100 – 500 million in online revenues – Hosted By Jodi Kahn, Chief Consumer Officer, FreshDirect

4. 500 million in online revenues – Hosted By Traci Inglis, VP CRM and Research, JustFab, Sean Popen, Sr Director, Ecommerce Marketing, Office Depot
Danielle Harvey, Director Customer Insight and Optimization, Wyndham Worldwide


17:59 - 18:00 Conclusion Of Retailer-To-Retailer Networking Workshops

Kick start the conference with tons of retail contacts. Meet with retailers who are in similar size organizations to network and discuss challenges (and solutions). Spaces are limited for each workshop.

1. 0-25 million in online revenues – Hosted By Brandon Finch, Director eBusiness, Jelly Belly

2. 25 – 100 million in online revenues – Hosted By Shana Kelly, Digital Marketing Manager, Black Lapel

3. 100 – 500 million in online revenues – Hosted By Jodi Kahn, Chief Consumer Officer, FreshDirect

4. 500 million in online revenues – Hosted By Traci Inglis, VP CRM and Research, JustFab, Sean Popen, Sr Director, Ecommerce Marketing, Office Depot
Danielle Harvey, Director Customer Insight and Optimization, Wyndham Worldwide

18:00 - 19:00 eTail Official Welcome Reception For All Attendees Sponsored by Certona


19:00 - 23:59 Registration Closed