eTail East 2015

August 10-August 13, 2015

Call: 1.888.400.5404

The Search, Display & Online Media Summit

08:15 AM - 08:45 AM Continental Breakfast & Registration




08:45 AM - 09:15 AM Welcome Remarks & Benchmarking Study

09:15 AM - 09:30 AM Chairperson’s Opening Remarks

Gary Smith, VP, YourAmigo


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Gary Smith

VP
YourAmigo

09:30 AM - 09:55 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
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Lisa Archambault

Media Strategy, Brand/Co-Op
Zappos

09:55 AM - 10:45 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 - 11:25 AM Coffee & Refreshments

11:25 AM - 11:55 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
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Neil McKenna

Director of Interactive Marketing
1800Flowers

11:55 AM - 12:20 PM 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”

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Aaron Covaleski

Director of Search Marketing
Lightingnewyork.com

12:20 PM - 1:35 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 - 2:35 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


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Denis Coombes

Director of Sales
ROI
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
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Seth Berman

Head of Acquisition & Retention Marketing
Redbubble
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Aaron Covaleski

Director of Search Marketing
Lightingnewyork.com
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Kylie Beals

Director of Performance Marketing & eCommerce
Clarks

2:50 PM - 3:15 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
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Mosheh Poltorak

Retention Marketing Manager
Blinds.com (subsidiary of The Home Depot)
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)
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Drew Sirico

Sr. Director of Marketing, E-Commerce
Edible Arrangements
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Toni Jones

Director, Digital Marketing & Customer Experience
U-Haul International
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Michael Zuccato

Director Online Marketing
Sourcebooks

3:45 PM - 4:20 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

4:20 PM - 4:40 PM Afternoon Coffee & Refreshments

4:40 PM - 4:45 PM Conclusion Of The Search, Display & Online Media Summit



4:45 PM - 5:30 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 - 11:59 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.