eTail East 2015

August 10 - 13, 2015

Boston, MA

Call: 1.888.400.5404

Est. 1999
Often Imitated, Never Duplicated.
We Are eTail

The Search, Display & Online Media Summit

Monday, August 10th

Don’t Blow Your Budget On Search

We’ll talk SEO, SEM, display, programmatic. And mostly about how not to blow through your online media and search budget. You’ll network in our roundtable format day, hosted by subject matter experts. Hear a mix of case studies and panels that get into the nitty gritty of search and display.

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8:15 AM Continental Breakfast & Registration



8:45 AM Welcome Remarks & Benchmarking Study

9:15 AM Chairperson’s Opening Remarks

Gary Smith, VP, YourAmigo


 Gary Smith
Gary Smith
VP
YourAmigo
Gary is Vice President at YourAmigo, the world leader in Artificial Intelligence organic search marketing services.  Operating in 31 countries, YourAmigo's Big Data service and machine learning technology supplements their client’s SEO teams and agencies by finding thousands of new ultra long tail search phrases every day which deliver new customer ...[Read More]

9:30 AM Keynote: Going Beyond ROI: How Zappos' Best Customer Creative Strategy Is Forming Emotional Connections, Getting New Customers And Keeping Them Loyal

Lisa Archambault, Media Strategy, Brand/Co-Op, Zappos

Get into a active dialog with your best customers and prospects. Using a data driven creative strategy, Zappos has been able to reach the right audience with the right message, on the right screen. Lisa walks through their strategy, what they tested, what they adapted, and their results.

•    Leverage your brand's customer data to power dynamic dialogs with 'best' customers and prospects alike.  
•    Pair the right message, with the right creative, to the right audience and deliver more relevant advertising
•    Partner with tech providers that deeply understand your brand's mission, vision and can effectively execute (and measure) results
•    Customize creative for segment, but design for tactic and screen
•    Test, Test, Test - disrupt, learn, and adapt
 Lisa Archambault
Lisa Archambault
Media Strategy, Brand/Co-Op
Zappos
Lisa Archambault is a leading interactive marketing and media professional based in Las Vegas, spanning over 15 years of digital experience with well-known brands in hospitality, entertainment and technology.  Lisa began her digital career at Genealogy.com in the San Francisco bay area, where she was responsible for content development and performa ...[Read More]

9:55 AM Kickoff Of Interactive Roundtables

Summit Roundtable Moderators: (Each table is moderated by a Retailer and a technical expert; Each table discussion will last 25 minutes)


Table 1: Google Sees 500 Million New Searches Everyday – What Does This Mean For Your Business?
Moderator: Joe Herne, EVP, YourAmigo
Retail Moderator: Jeff McRitchie, VP Marketing, MyBinding.com

Table 2:  Search To Store Attribution: Solving The Missing Link
Moderator: Yad Bhatti, Sr. Account Executive, Elite SEM
Retail Moderator:  Kylie Beals, Director of Performance Marketing & eCommerce, Clarks

Table 3: Google Shopping: Dos and Dont’s
Moderator: Denis Coombes, Director of Sales, ROI Revolution
Retail Moderator: Michael Hughes, President, Plush Beds

Table 4: What Google Wants you to Know about Google Shopping: 5 Tips for Success
Moderator: Steve Tutelman, SVP Corporate Development, Sidecar

Table 5: Conversion Rate Optimization For Search – How Site Search, SEO And SEM Are Connected
Moderator: Don Nelson, Global Practice Lead, Commerce & Content, eClerx

10:45 AM Coffee & Refreshments

11:25 AM Case Study: Delving Into The Future Of Display To Increase Your ROI

Neil McKenna, Director of Interactive Marketing, 1800Flowers

Neil’s career includes working on the full scope of campaigns, from planning and design to execution and tracking. He has tons of real world, in-the-driver’s seat experience with display. In this session, he talks through the how, when and where to use performance display (as opposed to mass blast and branding display). He’ll offer tried and tested ways to bring your display programs into the future, including why transparency is super important in measurement and optimization. And he’ll discuss where display should partner with other channels.

•    Balancing relevance with effectiveness
•    Measuring the effectiveness of your campaign holistically
•    Bringing your display program into the future
 Neil McKenna
Neil McKenna
Director of Interactive Marketing
1800Flowers
Neil McKenna plays an integral role as part of a progressive Online Marketing department at 1-800Flowers.com. As Director of Interactive Marketing for the GFGB brands, Neil manages the digital channels for the five sister brands while mining for CRM insights and opportunities across the enterprise. Prior to 1800flowers, Neil helped Bed Bath & Beyon ...[Read More]

11:55 AM Case Study: Engraining Innovation Throughout Your Organization (No Matter Your Size)

Aaron Covaleski, Director of Search Marketing, Lightingnewyork.com

Lighting New York has driven innovation into every department, especially in search marketing. They aren’t a massive company but they have been able to compete with the biggest in their industry and continue to grow and thrive. Their main difference is that they can innovate and are far more nimble in their execution of projects. This session shows you how they do it, and how you can do it too.

•    Develop new and fresh ideas, features, functionality and shopping opportunities for your customer base
•    Generate new ways to serve and get customers
•    Build your brand and your shopping experience in a way that you’re differentiated
•    Continue to innovate and maintain profitability margins
•    Address  the barriers to innovation
•    Bring about an organizational-wide commitment to innovation
•    Make this a core part of your strategy
•    Avoid  innovation just for “innovation’s sake”
 Aaron Covaleski
Aaron Covaleski
Director of Search Marketing
Lightingnewyork.com
Aaron Covaleski is the Search Marketing Director for
LightingNewYork.com. He develops and maintains the desktop, tablet, and mobile search campaigns for Lighting New York and its 40 plus subsidiary sites. He is also responsible for coordinating Lighting New York’s SEO efforts. Most recently he spearheaded the implementation of keyword attrib
...[Read More]

12:20 PM Continuation of Interactive Roundtables

Summit Roundtable Moderators: (Each table is moderated by a Retailer and a technical expert; Each table discussion will last 25 minutes)

Table 1: Google Sees 500 Million New Searches Everyday – What Does This Mean For Your Business?
Moderator: Joe Herne, EVP, YourAmigo
Retail Moderator: Jeff McRitchie, VP Marketing, MyBinding.com

Table 2: Search To Store Attribution: Solving The Missing Link
Moderator: Yad Bhatti, Sr. Account Executive, Elite SEM
Retail Moderator:  Kylie Beals, Director of Performance Marketing & eCommerce, Clarks

Table 3: Google Shopping: Dos and Dont’s
Moderator: Denis Coombes, Director of Sales, ROI Revolution
Retail Moderator: Michael Hughes, President, Plush Beds

Table 4: What Google Wants you to Know about Google Shopping: 5 Tips for Success
Moderator: Steve Tutelman, SVP Corporate Development, Sidecar

Table 5: Conversion Rate Optimization For Search – How Site Search, SEO And SEM Are Connected
Moderator: Don Nelson, Global Practice Lead, Commerce & Content, eClerx

1:35 PM Lunch & Networking For All Attendees With Introductory Presentation Given By Denis Coombes, Director of Sales, ROI Revolution - “Google Shopping: Dos and Dont’s”

Denis Coombes, Director of Sales, ROI


 Denis Coombes
Denis Coombes
Director of Sales
ROI
Denis hails from South Africa, where he received his Masters degree in Marketing from the University of Johannesburg. He has been running online marketing campaigns for various clients all over the world since 2004. He moved to Raleigh in early 2006 and joined ROI revolution shortly thereafter. In his time at ROI Denis has overseen tens of millions ...[Read More]

2:35 PM SEM Panel Discussion: Revamping Your SEM Efforts To Breathe New Life Into Your Campaigns

Seth Berman, Head of Acquisition & Retention Marketing, Redbubble

Aaron Covaleski, Director of Search Marketing, Lightingnewyork.com

Kylie Beals, Director of Performance Marketing & eCommerce, Clarks

Search marketers face a super complex environment – they have to manage multiple campaigns, understand the impact of
changing search behavior, work with multiple devices, and much more. Accounts are more complex than ever. Our search experts will speak to topics that include the following:

•    Changes you have seen in the search space over the last 12 months
•    Looking at bid strategies
•    Maximize the performance of your campaigns
•    Tackling areas such as mobile search
•    Looking at changes in the product feed space
 Seth Berman
Seth Berman
Head of Acquisition & Retention Marketing
Redbubble
Seth Berman is Head of Acquisition & Retention Marketing at Redbubble, an art and design marketplace and global brand synonymous with creative individualism. At Redbubble Seth is accountable for driving profitable growth with paid advertising and email marketing.

Seth is also a mentor at 500 Startups, a seed fund and mentorship-drive
...[Read More]

 Aaron Covaleski
Aaron Covaleski
Director of Search Marketing
Lightingnewyork.com
Aaron Covaleski is the Search Marketing Director for
LightingNewYork.com. He develops and maintains the desktop, tablet, and mobile search campaigns for Lighting New York and its 40 plus subsidiary sites. He is also responsible for coordinating Lighting New York’s SEO efforts. Most recently he spearheaded the implementation of keyword attrib
...[Read More]

 Kylie Beals
Kylie Beals
Director of Performance Marketing & eCommerce
Clarks
Kylie Beals is the eCommerce Marketing Manager for Clarks, a 190-year old global brand that manufactures stylish shoes that are a pleasure to wear.  In her role, Kylie oversees direct response acquisition and retention marketing channels for Clarksusa.com, including PPC, email, affiliate, remarketing and display.

Prior to joining Cl
...[Read More]

2:50 PM Case Study: Google Shopping: The Next Frontier In Paid Search (A Practitioner’s Toolkit)

Mosheh Poltorak, Retention Marketing Manager, Blinds.com (subsidiary of The Home Depot)

Image-based product ads continue to grow at a strong pace, with marketers shifting their attention and advertising dollars toward this emerging channel. As consumers become accustomed to the immediacy and relevance of these highly-visual ads, expect Google to increase their prominence within search results both on desktop and mobile. Prepare for the holiday shopping season by learning practical tips to optimize your Google Shopping Campaigns and maximize the ROI from this increasingly important channel.

•    Find out how one marketer turned this dormant channel into a multi-million dollar customer acquisition source
•    Receive 10 (yes 10!) practical testing ideas to increase reach and CTR by optimizing the product feed and ad-group/product-target structure
•    Learn how to hack the auction by utilizing negative keywords and campaign-level priority
 Mosheh Poltorak
Mosheh Poltorak
Retention Marketing Manager
Blinds.com (subsidiary of The Home Depot)
Mosheh is a Marketing Manager at Blinds.com, the world’s largest online window covering retailer, acquired by The Home Depot, Inc (NYSE: HD) in 2014. Passionate about data-driven marketing and living at the left-brain, right-brain intersection, Mosheh is equally at home in the worlds of ROI or CMYK. He currently leads the company’s customer-retenti ...[Read More]

3:15 PM SEO Panel Discussion: Implementing Effective Measurement Of Your SEO Programs

Drew Sirico, Sr. Director of Marketing, E-Commerce, Edible Arrangements

Toni Jones, Director, Digital Marketing & Customer Experience, U-Haul International

Michael Zuccato, Director Online Marketing, Sourcebooks

With a passion for online marketing, our panelists are responsible for driving the overall strategy for acquisition and retention. They’ll review approaches to move you way ahead of your SEO competition in this dynamic panel.  Take a close look at the performance of your program, and leave with lots of notes.

•    Look at how content, SEO and social best practices tie together
•    Create relevant content (videos, etc.) that has a broader reach
•    Remove some of the focus on meta titles and descriptions
•    Outline what works and what doesn’t (to avoid pitfalls)
 Drew Sirico
Drew Sirico
Sr. Director of Marketing, E-Commerce
Edible Arrangements
With over 15 years of internet design, development and marketing experience, Drew Sirico joined the Edible team in January of 2014. He manages all Digital Marketing activity including Email Marketing, Social Media Marketing, SMS Text Campaigns, Search Engine Optimization (SEO) and acts as the primary liaison to the media agency of record for source ...[Read More]

 Toni Jones
Toni Jones
Director, Digital Marketing & Customer Experience
U-Haul International
Toni is an experienced program manager, analyst and customer advocate that has transitioned into the Social Media Director for U-Haul. After years of running a team of project managers through the manufacturing and development process, she took the leap into Social Media. She has always had a passion for the customer and U-Haul, and enjoys managing ...[Read More]

 Michael Zuccato
Michael Zuccato
Director Online Marketing
Sourcebooks

3:45 PM Continuation of Interactive Roundtables

Summit Roundtable Moderators: (Each table is moderated by a Retailer and a technical expert; Each table discussion will last 25 minutes)

Table 1: Google Sees 500 Million New Searches Everyday – What Does This Mean For Your Business?
Moderator: Joe Herne, EVP, YourAmigo
Retail Moderator: Jeff McRitchie, VP Marketing, MyBinding.com

Table 2: Search To Store Attribution: Solving The Missing Link
Moderator: Yad Bhatti, Sr. Account Executive, Elite SEM
Retail Moderator:  Kylie Beals, Director of Performance Marketing & eCommerce, Clarks

Table 3: Google Shopping: Dos and Dont’s
Moderator: Denis Coombes, Director of Sales, ROI Revolution
Retail Moderator: Michael Hughes, President, Plush Beds

Table 4: What Google Wants you to Know about Google Shopping: 5 Tips for Success
Moderator: Steve Tutelman, SVP Corporate Development, Sidecar

Table 5: Conversion Rate Optimization For Search – How Site Search, SEO And SEM Are Connected
Moderator: Don Nelson, Global Practice Lead, Commerce & Content, eClerx

4:20 PM Afternoon Coffee & Refreshments

4:40 PM Conclusion Of The Search, Display & Online Media Summit


4:45 PM Retailer-Only Speed “Dating”: Bring Your Business Cards—You’ll Need Them!

Think speed dating, without the actual date! This fun session lets you meet a load of new and interesting people before the main conference kicks off. The best part? You’ll have a few minutes of conversation with everyone in the room, so be prepared to make a lot of new friends. Bring your business cards—you’ll need them. This session is retailer-only.

5:30 PM eTail 2015 Welcome Reception: Summer Paradise In The City

Every night we’ll have mixologists on tap for our legendary evening receptions. Kick off the conference with some informal socializing, fun and laughter.