San Diego 2013 Speaker List

Location: Room 31B
Wednesday, February 13, 2013, 10:00 AM-10:45 AM

Marketing is the practice of helping our customers recognize value that’s relevant to their needs, determine that our companies are credible, and ultimately buy from us. For years, marketers focused on pushing out messages based on what their companies wanted to say, rather than what their customers wanted to hear. But, that inside-out approach is no longer viable. Buyers aided by the ease of sourcing information online and social media interactions have very different expectations today. Creating demand from the outside in requires a definitive change in mindset as well as to the paths marketers develop to achieve the KPIs that measure our performance. Join Ardath Albee to learn how to shift your mindset, as well as how to design buyer-centric content marketing programs that attract standoffish buyers to actively engage with your companies, including:

• What “Natural Nurturing” is and how to use it to your advantage
• How to integrate social media seamlessly into your online programs
• Key triggers that turn casual interest into active demand
• Applying frequency, reach, and shift to increase qualified lead development

Location: Innovation Theater, Expo
Tuesday, February 12, 2013, 12:30 PM-12:50 PM

Location: Room 31B
Tuesday, February 12, 2013, 4:00 PM-4:45 PM

The concept of social business is quickly becoming a reality for companies. And a number of advantages come with adopting social media as a company to engage social customers. Your entire organization can share the responsibility of communicating on behalf of your company – beyond just marketing – to provide help to your customers, allow for feedback on products, generate new business and cultivate brand advocates. But all this excitement around new opportunities leaves one important question to be answered: how will your company roll out social media engagement so that it’s scalable, coordinated and efficient?

Truly scaling social engagement for business requires organization, governance and process.

In this session, learn how big brands can embrace and expand social media to create an engaging and interactive presence, and hear from Whole Foods on lessons learned about organizational change management, creating governance that enables but protects the brand and expanding social capabilities from one to hundreds of people across the enterprise so that more people can connect with more customers.

Location: Room 29B
Tuesday, February 12, 2013, 2:00 PM-2:45 PM

Identify the top communications you could deliver in an automated, set-it-and-forget-it manner that will most impact how much your customers love you and keep coming back. Join Beatrice Blatteis to learn which milestones and dialog opportunities with your customers will make or break the relationship and identify the highest value stages and milestones in your customers' consideration and buying process; from interest generation to a lifetime of repeat buying.

Location: Room 32A
Tuesday, February 12, 2013, 2:00 PM-2:45 PM

The traditional CMO role, now impacted by key trends such as social media and big data, is expanded into CMO/Chief Revenue Officer, or CMO/Chief Technology Officer. Traditional marketing roles and responsibilities in brand and product marketing must now include understanding and applying big data using innovative online technology and services to drive customer acquisition for social media and other strategies. However, with big data comes the responsibility to convert data to intelligence for social media campaigns and for marketers of every level to understand compliance. Join Dr. Cheemin Bo-Linn and Pam Didner, marketing executives from different industries and companies, to hear their best practices related to their one common goal: building robust businesses! Get the most value out of the mash-up of two key trends, big data and social media.

Location: Innovation Theater, Expo
Tuesday, February 12, 2013, 1:00 PM-1:20 PM

According to Forrester Research, interactive display marketing investment will grow at a compound rate of 17% through 2017. And with the advent of behavioral targeting, display ads have become much more interesting to demand generation professionals looking to drive leads to the funnel. Now, with the introduction of Eloqua AdFocus, for the first time marketers can bring targeted, personalized display ads into their multi-channel campaigns. Learn how AdFocus lets you dynamically display only ads that are most relevant to your leads and accounts, and let the competition pay for ads that fall on deaf ears.

Location: Room 30
Wednesday, February 13, 2013, 11:30 AM-12:00 PM

The marketing and communications landscape is ever-changing and effective online marketing is an essential component to any program. However, the challenge is to create a unified and comprehensive marketing campaign that ties the disparate pieces of online, mobile and off-line together into a successful multi-channel marketing program.

From paid search to SEO; from display to affiliates; from social to mobile and from brand marketing to off-line, it is critical to assess the impact and efficiency of each channel respectively as well as how they work together to yield maximum results.

This keynote will address effective multi-channel campaigns, with a focus on on-line marketing, highlighting specific topics such as: How do you make various channels complement each other as opposed to compete with each other? How do you combine online with offline to garner greater efficiencies? How do you measure the impact of the various channels and balance the marketing spend from channel to channel to maximize return? While there is no singular formula for creating an optimal multi-channel marketing program, this session will highlight some best practices and provide practical information to help address issues facing modern marketers.

Location: Room 32A
Tuesday, February 12, 2013, 3:00 PM-3:45 PM

Tag management is a growing field that's allowing digital marketers to do more and stay agile in their work. One of the biggest challenges is the tedious and expensive process of deploying and managing the analytics tags (snippets) required by many online marketing vendors. More and more companies are using tag management to add, modify or remove digital marketing vendor tags without having to know language, and without requiring ongoing IT assistance. Join Erik Bratt to learn how digital marketers from major brands are using this new class of application to increase marketing agility, reduce costs, and improve web site performance. In addition, you will learn how tag management is helping companies with the rise in popularity of various platforms, including mobile sites, apps, videos and more.

Location: Room 29B
Tuesday, February 12, 2013, 9:00 AM-9:45 AM

Performance Marketing, also known as Affiliate Marketing, is growing at an exponential rate. But how do performance marketers influence your business? What impact do they have on your overall marketing mix and how do they work with other marketing channels such as search, social, email and mobile? Join Sarah Bundy to learn about strategies for an effective affiliate marketing program and how you can use it as a strong and legitimate marketing strategy to growing your online sales, presence and profitability.

Location: Room 29D
Monday, February 11, 2013, 1:00 PM-2:30 PM

Marketing practitioners multitask just about every minute of every day. There are ongoing email, web, mobile, and marketing strategies to organize, plan and execute. Each of these areas used to include a range of technologies that was purchased and implemented separately such as web content management, campaign management, analytics, digital asset management, and others. Now, there are new suites of tools that can manage all of these processes. But how do you select the right one that will help you to accomplish your marketing objectives? In this fast-paced workshop, Tony Byrne will walk you through the evaluation and selection process for digital marketing solutions. Specifically, the session will provide a methodology for mapping business needs to technology alternatives, as well as a roadmap for evaluating digital marketing technology vendors. Don’t be surprised after-the-fact. Find out the real strengths and weaknesses of these tools before you purchase them.

Location: Innovation Theater, Expo
Tuesday, February 12, 2013, 5:00 PM-5:20 PM

Whether you are in IT or Marketing you need to be thinking about web, mobile, and marketing strategies together, and that includes a range of technologies that used to be purchased and implemented separately such as web content management, campaign management, analytics, digital asset management, and others.

The new marketing world requires learning about new tools, and how to organize resources to accommodate new workflows and practices. In this session you'll hear about the capabilities of current tools for digital marketing, and pick up some pointers on what this broader approach means operationally.

Location: Room 29D
Tuesday, February 12, 2013, 3:00 PM-3:45 PM

It's no longer enough to have great SEO for your website. In today's Google-controlled era of search engine marketing, brands need great content that is engaging, informative and sharable to rank well and generate leads. Join Daryl Colwell to learn about his best practices and techniques to increase your brand's search engine visibility through content marketing. Session attendees will be given several examples and case studies of brands that have gone from ranking on page three to page one purely from professional-quality content marketing that they produce. You'll come away from this session with a top-10 list of content marketing best practices that the pros use.

Location: Room 31B
Wednesday, February 13, 2013, 3:00 PM-3:45 PM

Leads generated via social media and inbound marketing cost 61% less than a traditional lead. Join Rebecca Corliss to dive into the social advancements of 2012 that lead-focused marketers can use to lower their cost-per-lead and generate more leads. Attendees will walk away with an actionable checklist of activities to improve lead flow using Facebook Timeline, Pinterest, LinkedIn Company Pages and more.

Location: Room 29D
Tuesday, February 12, 2013, 9:00 AM-9:45 AM

This session will address the increasingly challenging nature of SEO and the need to transition to an integrated search approach. The need for compelling content has escalated in SEO and the ability of Google and Bing to detect and respond to aggressive SEO tactics is growing every day. At the same time, the paid search market is increasingly diverse and fragmented between core web search, video search, social, and mobile. Join Andrew Delamarter to learn why businesses need to leverage tools, training, and content to stay and get ahead of the competition.

Location: Room 32A
Tuesday, February 12, 2013, 2:00 PM-2:45 PM

The traditional CMO role, now impacted by key trends such as social media and big data, is expanded into CMO/Chief Revenue Officer, or CMO/Chief Technology Officer. Traditional marketing roles and responsibilities in brand and product marketing must now include understanding and applying big data using innovative online technology and services to drive customer acquisition for social media and other strategies. However, with big data comes the responsibility to convert data to intelligence for social media campaigns and for marketers of every level to understand compliance. Join Dr. Cheemin Bo-Linn and Pam Didner, marketing executives from different industries and companies, to hear their best practices related to their one common goal: building robust businesses! Get the most value out of the mash-up of two key trends, big data and social media.

Location: Room 29D
Wednesday, February 13, 2013, 10:00 AM-10:45 AM

In the social media era, power has shifted from advertising's Mad Men to millions of trusted brand advocates. Now more than ever, customer recommendations have become a crucial part of any company's success. San Diego-based, Rubio's Fresh Mexican Grill understands this movement and is turning its enthusiastic diners into a marketing force, driving positive word of mouth and boosting ratings and sales. Join this session to hear Rubio's VP of Marketing, Karin Silk and advocacy expert, Rob Fuggetta share how to find and activate your brand army.

Location: Room 29D
Tuesday, February 12, 2013, 4:00 PM-4:45 PM

In this session, you will learn about top Excel tips based on hundreds of optimization PPC proposals to Fortune 500 companies and small businesses. Join John Gagnon to see his insightful charts on topics like positional analysis, keyword distribution, and pivot tables, as well as a dive into the top five features in Bing Ads Intelligence.

Location: Room 29B
Wednesday, February 13, 2013, 9:00 AM-9:45 AM

In the mobile universe, competition is inevitably heating up as the digital media industry works to exceed the needs and create a valuable experience for mobile's central subject: the digital consumer. But giving these consumers exactly what they want, when they want it should not be a game of chance. From data service providers to ad networks and exchanges, it is the responsibility of the entire industry to push the envelope in the mobile ecosystem to create the most relevant, amendable experience for each individual mobile consumer. As we push forward through uncharted mobile territory, honing our technologies for recognizing, targeting and effectively tracking the digital consumer, we are only beginning to explore the necessary variables that add up to an effective, connected marketing experience. Big brands need to take the deep dive into implementing tailored, mobile experiences where smaller businesses can then take the lead from the big guns, especially as the mobile landscape continues to evolve. Join James Lamberti to hear his expert commentary on the future of the mobile marketing ecosystem and tips on how to best target mobile consumers.

Location: Room 32A
Monday, February 11, 2013, 3:00 PM-4:30 PM

You know you need to get more conversions from your website, but how? How do you know where to test, what to test and how to avoid conversion mistakes? Join Chris Goward to learn how to build a strategy that drives large gains in business results. Use his 5-Step Strategy as a planning framework to dramatically improve your conversion rates and revenue. With practical examples, you’ll find out where to focus, what to test and what not to do.

Location: Room 29B
Wednesday, February 13, 2013, 3:00 PM-3:45 PM

Retargeting (sometimes also referred to as remarketing) is an online advertising technique where ads are shown to users based on some action they have taken in the recent past. A common misconception is that you can only retarget actions that occur on your website. Four of the major seven types of retargeting focus on targeting actions the user has taken somewhere else on the web other than on your website. Join Dax Hamman to learn about the seven types of effective retargeting and his key strategies and tactics smart marketers can use to launch and improve their marketing efforts.

Location: Room 29D
Wednesday, February 13, 2013, 4:00 PM-4:45 PM

Location: Room 29D
Wednesday, February 13, 2013, 3:00 PM-3:45 PM

Big Data is changing the way the world does business, and it's only just beginning. So you have mountains of data...now what? Technology allows companies to gather interest data on their consumers, but the next evolution in behavioral intelligence is the ability to make that data actionable. How can companies think smarter and use that data to make it meaningful? Join Michael Hershfield as he discusses how technology is forever changing the way brands think about creating more engaging personal relationships with their customers.

Location: Innovation Theater, Expo
Wednesday, February 13, 2013, 4:30 PM-4:50 PM

Enterprise marketers are always looking for that extra edge to accelerate demand for their products and services. As online channels proliferate, it’s harder than ever to catch and keep prospects’ attention, as they get bombarded with marketing messages and content offers every day. We will show you five new ways to engage prospects, gain insights, accelerate demand, and grow revenues:
1. Capture Leads Everywhere without Landing Pages
2. Make Nurture Programs more Engaging & Effective
3. Deliver Relevance to Individual Buyers with Every Interaction
4. Arm your Sales Team with Data and Insights in Real-Time
5. Tap Mobile as a new B2B Demand Channel

Location: Innovation Theater, Expo
Wednesday, February 13, 2013, 1:00 PM-1:20 PM

Location: Room 32A
Wednesday, February 13, 2013, 3:00 PM-3:45 PM

With the explosive growth of Pinterest and Instagram, we are seeing a significant paradigm shift from text to visual in social and digital media. According to Shareaholic, photo and video posts on Pinterest are referring more traffic than Twitter, StumbleUpon, LinkedIn and Google combined. As marketers, how are you leveraging this unique opportunity, and what does your “visual brand” communicate about your company? Join Siouxsie Jennett for an analysis of how top companies are leveraging visual channels to captivate audiences in a new and different way. This session will look at cutting-edge technologies that help you capture and present the vast amount of user-generated content that helps support your brand, and recommend curation and moderation best practices.

Location: Room 29D
Wednesday, February 13, 2013, 9:00 AM-9:45 AM

Traditional push campaign concepts are dead. Last click attribution is irresponsible. Siloed channel marketing will get you fired. So how do you win? Learn how B2B marketers have amplified inbound marketing efforts by leveraging customer intelligence (aka big data). This big data unearths customer insights that help close the marketing loop from first touch to last, through marketing automation to CRM and ultimately to sale. Marketers are winning big with big data, and you can too. Join Thad Kahlow to learn what it takes technically to close the marketing loop. And from there how you really CAN attribute what marketing programs worked, using those insights to drive better customer experience and a more effective sales process.

Location: Room 31B
Monday, February 11, 2013, 1:00 PM-2:30 PM

There’s no doubt. Content is King online. Last year, businesses spent nearly $20 billion developing content for online marketing. Google rewards quality content and update frequency in its continuous algorithm updates. Mastering the art of content creation, promotion and distribution is an essential skill for business and marketing professionals. Join Arnie Kuenn to learn about content strategies, development and marketing in this workshop. You will learn how to:

• Develop a content strategy
• Perform keyword and market research for content ideas
• Create create content
• Content optimization for search & social
• How to promote your content using social media and other methods
• Distribute your content through multiple channels
• Build links to your content
• Measure, rinse and repeat

By the end of this workshop, you’ll understand how to create, implement and sustain a successful content marketing program for your organization, and understand the wide reaching benefits that such a program can have.

Location: Innovation Theater, Expo
Tuesday, February 12, 2013, 1:30 PM-1:50 PM

You totally buy in to the fact that content marketing IS the new marketing, but how do you come up with great ideas for content -- even if you think your business is boring? How will you consistently create content your market will enjoy? Leading businesses know that in addition to standard web pages describing their products and services, one of their best online marketing tools is engaging content. Join Arnie as he walks through a process any organization can you use to discover hundreds of powerful, low cost content ideas.

Location: Room 29D
Wednesday, February 13, 2013, 4:00 PM-4:45 PM

Location: Room 32A
Wednesday, February 13, 2013, 9:00 AM-9:45 AM

In this session, join Romi Mahajan, JJ Schmuckler and Shannon Ryan for an open discussion about the ways in which the “social,” “big data,” and their convergence are at once a treasure-trove of opportunity but also a minefield that has to be traversed with great care. As the opinions of billions of consumers worldwide find their way from being simple ideas to resulting in large corporate decisions, marketers must understand the pathways and pitfalls that make this possible. Contrary to the popularly-held notion that social data is all-important, easily accessible, and readily-decipherable, the reality is in fact far more complex. To truly make use of social big data at scale, companies need to combine high-level algorithms, a plethora of software tools, analysis frameworks, categorization taxonomies, and sentiment engines – making for a potential witches’ brew of complexity; in the end, the winners will be the ones who can create simplicity out of this inherent complexity.

Location: Room 32A
Tuesday, February 12, 2013, 4:00 PM-4:45 PM

As Pinterest continues to grow, it is becoming a force to be reckoned with in social commerce. Forward-thinking marketers are rapidly adopting the platform as the next frontier of social media. However, many are struggling to get traction early on. Join Danny Maloney for this session, where he'll discuss the fundamental differences between Pinterest and other platforms that should inform your strategy, then walk through case studies of what is and isn't working on Pinterest- and wrap up with advanced strategies for maximizing the ROI of your participation in Pinterest both on and off of the network. This session will be highly interactive, and will adapt to the audience, so all experience levels are welcome!

Location: Room 32A
Tuesday, February 12, 2013, 10:00 AM-10:45 AM

In this session, you will learn about how to think differently about the application of PPC data such as in applying the PPC intelligence data you uncover on your competitors to many different situations, both online and off. You will learn to use reverse engineering to effectively figure out your competitors' secrets and learn how to use this information to your advantage. Via extrapolating online data to decipher all aspects of a business or campaign, you can use this to power your “element of surprise.“ Join Sean Malseed who will show you the various types of data and tools at your disposal, and the simple things you can do to reveal details such as competitors' ad spend, budget, and ROI—both online and of—and it can all be done from behind a computer.

Location: Room 30
Tuesday, February 12, 2013, 11:00 AM-12:00 PM

Today’s modern marketers are part of an exciting industry transformation. Technology has advanced the way marketers reach out and engage with potential buyers. As marketing evolved from catchy jingles and slogans to the digital age where metrics and measurement are prioritized, the concept of the Modern Marketer has arrived. What is Modern Marketing? Eloqua CMO, Heidi Melin will discuss the tenants of Modern Marketing and how marketing organizations can use these tenants to show business value. Learn how to deploy the right mix of technology (science) with creative (art) and everything in between from collaborating with sales to using real-time data to improve marketing performance.

Location: Innovation Theater, Expo
Tuesday, February 12, 2013, 12:00 PM-12:20 PM

Successfully targeting the right marketing personas can unlock strategic advantages for your internet marketing efforts. Through instruction and real-life examples, this presentation will demonstrate how to maximize online lead generation and sales using marketing personas. First, we will dive into how to discover the most lucrative marketing personas that want to connect with your brand. Learn how to discover your most lucrative marketing personas using tools from open & free software like Open Site Explorer to the world's top demographical analysis software like Hitwise® by Experian. Then understand how to engage this target demographic using social media tools and best practices. Also, learn how to craft voice, direction, and topics of online brand content to maximize website user statistics. The final feature will cover how to identify and connect with top industry influencers to magnify brand exposure to your target personas online. Successfully targeting personas in inbound marketing campaigns will maximize online lead growth and optimize online brand communication.

Location: Room 29D
Tuesday, February 12, 2013, 10:00 AM-10:45 AM

Through the lens of Demand Process methodology, this session will introduce a model for planning and executing demand generation that is both buyer-centric and revenue-optimized. Demand Process is an approach to operationalizing, aligning and orchestrating demand generation elements—across content marketing, lead management, marketing/sales organization and marketing technology. Join Adam Needles to understand how to leverage Demand Process, as well as what Demand Process looks like at different maturity stages—leveraging the ANNUITAS Demand Process Maturity Model. He also will explain Demand Process both from a macro/organizational level, as well as from a Demand Generation Program level.

Location: Room 32A
Wednesday, February 13, 2013, 10:00 AM-10:45 AM

We often focus our online efforts on bringing new customers to our website but little to no focus on what they do when they actually get to our site. Using A/B and multivariate testing to improve conversion rates are often times the fastest route to increasing revenue online. With testing and optimization, you can generate huge lifts in revenue with no additional media dollars. Join Bryan Olshock to learn how to get started, what tools to use, how to prioritize which areas of your site to focus on, tips on what kind of updates make the biggest impact, common pit falls, how to define the proper segment of customer to focus on for each test, and a high level introduction into statistical significance.

Location: Room 32A
Tuesday, February 12, 2013, 9:00 AM-9:45 AM

This session is going to teach you what metrics you should be tracking to grow your revenue. Join Neil Patel to learn the difference between vanity metrics including, bounce rates, actionable metrics, and lifetime value of your customers, and how you can use those actionable metrics to boost your overall revenue. In addition, he will also show you how to take action on your current analytics reports.

Location: Room 31B
Monday, February 11, 2013, 3:00 PM-4:30 PM

More Marketing executives are implementing dashboards. But, per a recent survey*, the C-suite gives many marketers a “C“ because the dashboards do not show relevant, actionable, data that provides a direct line-of-sight between marketing investments and activities and the business outcomes. Join Laura Patterson as she takes you through examples of good, bad, and ugly dashboards. She will also reveal what “A“ marketers include in their dashboard and provide five key steps for creating the ultimate dashboard.

*The Path to Better Marketing Results: 2012 Marketing Performance Management Report - VisionEdge Marketing and Information Technology Services Marketing Association (ITSMA)

Location: Room 31B
Tuesday, February 12, 2013, 10:00 AM-10:45 AM

Television in 2012 rose to a record high of 40.4% of aggregate global ad spend, but targeting audiences on broadcast TV today remains a marketer's fantasy. Meanwhile, consumption of video on desktops and devices is rising dramatically especially, with the ability for brands to deliver targeted content, but yet ad spend remains stubbornly in the TV world. Join this session as we learn about the trends and technologies that are changing the way brands can and should approach video as a part of their digital marketing strategy and how to allocate media budgets going forward.

Location: Room 29D
Wednesday, February 13, 2013, 4:00 PM-4:45 PM

Location: Room 30
Wednesday, February 13, 2013, 11:00 AM-11:30 AM

It's 2013, do you know where digital marketing is going to take you this year? Industry veterans, Kevin Ryan and Aleks Reljic take a look back at the evolution of digital marketing and connected commerce while discussing which aspects of the online universe take priority for one of the world’s best known electronics brands. This discussion will cover everything from understanding high level attribution efforts to prioritizing and developing long term integrated commerce strategies in a multi-device world.

Location: Room 29B
Tuesday, February 12, 2013, 10:00 AM-10:45 AM

Data is the key to driving meaningful and relevant online conversations with your customers. Online marketers are constantly challenged to create more compelling and relevant messages, and this session will help them understand how effective use of customer data can help them achieve their goals. Join Paul Rosario to learn how using transactional and product data to create smarter customer segments can help fuel positive shifts in both reputation and sales and show the importance of sending the right message to the right person at the right time. In addition, you will learn how to put data at the heart of your campaigns to increase response rate, conversions, relevancy and return on investment. Through client case studies and real world examples, you will learn about the insights to help you reach the right customer with the right message at the right time.

Location: Room 31B
Wednesday, February 13, 2013, 2:00 PM-2:45 PM

Successful content marketing requires the right tools to support it, but with the marketing technology space growing so crowded it can be difficult to select the right platforms to deliver content to the audiences that matter. Join Jason Stewart for a discussion on choosing the right tools that will support your company’s marketing strategies and drive results.

Location: Room 30
Wednesday, February 13, 2013, 11:00 AM-11:30 AM

It's 2013, do you know where digital marketing is going to take you this year? Industry veterans, Kevin Ryan and Aleks Reljic take a look back at the evolution of digital marketing and connected commerce while discussing which aspects of the online universe take priority for one of the world’s best known electronics brands. This discussion will cover everything from understanding high level attribution efforts to prioritizing and developing long term integrated commerce strategies in a multi-device world.

Location: Room 29D
Wednesday, February 13, 2013, 2:00 PM-2:45 PM

Facebook is the number one global conversational and social connecting device yet; marketers don’t seem to be able to really make the connection between buying behavior and social subject matter. Everyone talks about search and social. To date, books and endless buzzwords along with a whole lot of theory in the absence of practical knowledge are the rule of the day. Join Kevin Ryan, Amrita Sahasrabudhe and Doug Schumacher to hear how an agency, client and technology company partnered to combine actual ad performance data with social subject matter analysis to more effectively communicate with their audience, harnessed user provided intelligence about buying behavior, and then applied this knowledge to help optimize multiple media initiatives.

Location: Room 32A
Wednesday, February 13, 2013, 9:00 AM-9:45 AM

In this session, join Romi Mahajan, JJ Schmuckler and Shannon Ryan for an open discussion about the ways in which the “social,” “big data,” and their convergence are at once a treasure-trove of opportunity but also a minefield that has to be traversed with great care. As the opinions of billions of consumers worldwide find their way from being simple ideas to resulting in large corporate decisions, marketers must understand the pathways and pitfalls that make this possible. Contrary to the popularly-held notion that social data is all-important, easily accessible, and readily-decipherable, the reality is in fact far more complex. To truly make use of social big data at scale, companies need to combine high-level algorithms, a plethora of software tools, analysis frameworks, categorization taxonomies, and sentiment engines – making for a potential witches’ brew of complexity; in the end, the winners will be the ones who can create simplicity out of this inherent complexity.

Location: Room 29D
Wednesday, February 13, 2013, 2:00 PM-2:45 PM

Facebook is the number one global conversational and social connecting device yet; marketers don’t seem to be able to really make the connection between buying behavior and social subject matter. Everyone talks about search and social. To date, books and endless buzzwords along with a whole lot of theory in the absence of practical knowledge are the rule of the day. Join Kevin Ryan, Amrita Sahasrabudhe and Doug Schumacher to hear how an agency, client and technology company partnered to combine actual ad performance data with social subject matter analysis to more effectively communicate with their audience, harnessed user provided intelligence about buying behavior, and then applied this knowledge to help optimize multiple media initiatives.

Location: Room 32A
Wednesday, February 13, 2013, 9:00 AM-9:45 AM

In this session, join Romi Mahajan, JJ Schmuckler and Shannon Ryan for an open discussion about the ways in which the “social,” “big data,” and their convergence are at once a treasure-trove of opportunity but also a minefield that has to be traversed with great care. As the opinions of billions of consumers worldwide find their way from being simple ideas to resulting in large corporate decisions, marketers must understand the pathways and pitfalls that make this possible. Contrary to the popularly-held notion that social data is all-important, easily accessible, and readily-decipherable, the reality is in fact far more complex. To truly make use of social big data at scale, companies need to combine high-level algorithms, a plethora of software tools, analysis frameworks, categorization taxonomies, and sentiment engines – making for a potential witches’ brew of complexity; in the end, the winners will be the ones who can create simplicity out of this inherent complexity.

Location: Room 29D
Wednesday, February 13, 2013, 2:00 PM-2:45 PM

Facebook is the number one global conversational and social connecting device yet; marketers don’t seem to be able to really make the connection between buying behavior and social subject matter. Everyone talks about search and social. To date, books and endless buzzwords along with a whole lot of theory in the absence of practical knowledge are the rule of the day. Join Kevin Ryan, Amrita Sahasrabudhe and Doug Schumacher to hear how an agency, client and technology company partnered to combine actual ad performance data with social subject matter analysis to more effectively communicate with their audience, harnessed user provided intelligence about buying behavior, and then applied this knowledge to help optimize multiple media initiatives.

Location: Room 32A
Wednesday, February 13, 2013, 2:00 PM-2:45 PM

Corporate market objectives and budgets must guide the structure of any affiliate program, and today there is more pressure on affiliate managers to deal with issues like cross channel attribution, multiple touch-points, return-on-ad spend, new versus returning customers and tag management. Join Greg Shepard to learn how to align your program with real directives as we explore the questions affiliate managers face with these issues. This session will also provide affiliate managers with the necessary arguments, questions, and tools to align affiliate campaigns, multi-channel tracking, and strategic objectives into a comprehensive strategy.

Location: Room 29D
Wednesday, February 13, 2013, 10:00 AM-10:45 AM

In the social media era, power has shifted from advertising's Mad Men to millions of trusted brand advocates. Now more than ever, customer recommendations have become a crucial part of any company's success. San Diego-based, Rubio's Fresh Mexican Grill understands this movement and is turning its enthusiastic diners into a marketing force, driving positive word of mouth and boosting ratings and sales. Join this session to hear Rubio's VP of Marketing, Karin Silk and advocacy expert, Rob Fuggetta share how to find and activate your brand army.

Location: Room 32A
Monday, February 11, 2013, 9:00 AM-12:00 PM

Workshop sponsored by PR Newswire.

Innovative marketers are acquiring qualified audiences into their funnel by using socially-enabled, optimized platforms and distribution networks to drive awareness of their content. This session will provide actionable insights to attract leads, strengthen rich media content marketing and successfully maximize the converged digital media landscape to generate measurable results. Case studies and real-world examples from leading companies will be presented to show the ideas in action.
Attendees to this workshop will learn how to:

• Identify what content will resonate with audiences by applying the agile engagement framework
• Determine what makes rich media content “quality” and how quality content trumps
• Strengthen lead generation strategies through rich media distribution
• Broaden the use of landing pages to support content marketing call to actions

Please note: This Monday morning workshop is open to All Access pass holders only.

Location: Room 31B
Tuesday, February 12, 2013, 4:00 PM-4:45 PM

The concept of social business is quickly becoming a reality for companies. And a number of advantages come with adopting social media as a company to engage social customers. Your entire organization can share the responsibility of communicating on behalf of your company – beyond just marketing – to provide help to your customers, allow for feedback on products, generate new business and cultivate brand advocates. But all this excitement around new opportunities leaves one important question to be answered: how will your company roll out social media engagement so that it’s scalable, coordinated and efficient?

Truly scaling social engagement for business requires organization, governance and process.

In this session, learn how big brands can embrace and expand social media to create an engaging and interactive presence, and hear from Whole Foods on lessons learned about organizational change management, creating governance that enables but protects the brand and expanding social capabilities from one to hundreds of people across the enterprise so that more people can connect with more customers.

Location: Room 29B
Tuesday, February 12, 2013, 3:00 PM-3:45 PM

A survey of 400 marketers reveals that email remains marketing's workhorse, with 67% using the channel email to reach consumers. However, only 37% know the value of subscribers. With 2.9 billion email accounts and 188 billion messages sent daily, how can marketers flirt with consumers to reach the 93% who check mail at least once per day? Join Dan Smith to learn how to improve results by embracing strategies that heighten email relevancy and improve timing. By doing so, you'll increase customer engagement and improve conversions.

Location: Innovation Theater, Expo
Wednesday, February 13, 2013, 5:00 PM-5:20 PM

Location: Room 29D
Monday, February 11, 2013, 3:00 PM-4:30 PM

In this workshop, you will learn about the four strategies that apply to all digital marketing so you can communicate better and measure ROI. You will also learn how to do competition and market research quickly so you can launch, manage and optimize PPC & social media campaigns. Join Jamie Smith as he shows you a clear path to using attribution models to better understand how touch points influence your audience across decision and purchasing cycles, how to determine accurate ROI and optimize your budgets.

This workshop will cover:
1) Four proven strategies for search & social
2) How to build a multi-channel attribution model that is specific to you
3) Competition killer strategy
4) PPC techniques that apply to social media advertising
5) How to use search marketing historical data for more profitable social ads and much more…

Location: Room 31B
Tuesday, February 12, 2013, 9:00 AM-9:45 AM

“Content is King” is an outdated analogy for the role that content plays in marketing today. Instead, we need to replace this analogy with a far better analogy, and that is that “Content is Gold.” According to the 2013 B2B Content Marketing Report, 88% of respondents believe content is more effective than advertising, yet only 34% have dedicated content budgets. This means most CEOs, CFOs, and even many CMOs and IT heads still don’t appreciate the value of owning and creating content, and that content is relegated to the status of a discretionary spend, as opposed to an essential spend. Therefore, it's still not being adequately budgeted, even as content marketing grows in acceptance and popularity. Join Russell Sparkman to learn the seven properties or values of gold that are the properties of content for marketing today. These include content's role as a long lasting investment, its value as a currency, its conductive properties (i.e. its ability to generate shares, likes, etc.), its role in establishing status and influence and the fact that it's marketing “bling”. These analogies will be supported with case studies, ranging from Gary Vaynerchuk of Wine Library fame, to Red Bull and more.

Location: Innovation Theater, Expo
Wednesday, February 13, 2013, 1:30 PM-1:50 PM

Location: Room 32A
Wednesday, February 13, 2013, 4:00 PM-4:45 PM

Marketers seek consumers across multiple channels. They use tools like email, search, mobile, social, and traditional channels to connect. Many times these channels work alone; they alienate consumers, and sometimes even encourage our consumer to get channels to compete. Join Veronica to learn from three diverse case studies, a multi-channel retailer, a financial institution, and an airline, and how these brands engaged with consumers leveraging all available channels to create a higher level of engagement.

Location: Room 31B
Wednesday, February 13, 2013, 2:00 PM-2:45 PM

Successful content marketing requires the right tools to support it, but with the marketing technology space growing so crowded it can be difficult to select the right platforms to deliver content to the audiences that matter. Join Jason Stewart for a discussion on choosing the right tools that will support your company’s marketing strategies and drive results.

Location: Room 29B
Tuesday, February 12, 2013, 4:00 PM-4:45 PM

Marketing is facing a crisis. In the past decade, we have evolved our data systems to know our consumers & prospects from every angle & touch point. We have never had more efficient to effective distribution channels (search, email, social & mobile). Now we are faced with the last great challenge. We don't have the content. Join Chris Baggott to hear how content is the weak link in our goal to deliver the right message to the right person at the right time through the right channel.

• Learn how advanced marketers are leveraging personas
• Empower employees and our audience to create large volumes of relevant sharable content
• Leverage & repurpose content across all channels

• Measure content as an individual element
  

Location: Room 32A
Monday, February 11, 2013, 1:00 PM-2:30 PM

Email marketing can be the lifeblood of your lead, sales and revenue generation, yet when you see opens, clicks or conversions dip it's frustrating. If your segmentation and offers are on target, it's time to take your creative up a notch.

What motivates people to respond to email in the first place and what keeps them engaged and loyal customers – and email list members – over time? Join Karen Talavera as she demystifies the psychology of email response and reveals the latest tech innovations, design approaches and response motivators working in email today. You'll see real-life examples and have the opportunity to submit your own creative renditions for live feedback as you learn how to apply the newest creative strategies to craft email that sells!

1) Understand the human psychology behind why people respond to marketing/advertising
2) Learn the top engagement-driving campaigns no email marketing program should be without
3) Discover the right creative approaches for producing short-term immediate engagement, and the ones that foster long-term loyalty and produce raving email fans
4) Learn the latest tech innovations and developments for creating more engaging, customized email messages and content
5) Have an opportunity to see and explore real-life examples of wildly-underused creative email designs and approaches to layout, content organization and successful rendering

Location: Room 29B
Wednesday, February 13, 2013, 10:00 AM-10:45 AM

What is it that predominantly affects your audience's willingness to respond to your email and how does knowing that drive higher open, click and conversion rates? Learn why *evoking emotion* is the key to provoking email response, then how to leverage emotion with reason to create lasting engagement and loyalty over time. Join Karen Talavera as she reveals the dual roles of emotion and intellect in generating interest, engagement and conversions, then presents tactics you can immediately apply for better email marketing results.

1) Understand how, when in the process, and why to make emotionals vs. intellectual appeals for response in email marketing campaigns
2) Gain insight into the two main types of emotional-marketing approaches and see how they look in email
3) Learn the three essentials for getting better email response in any campaign
4) See nine response-provoking creative and offer tactics you can immediately apply to your email (with examples of each)

Location: Room 31B
Tuesday, February 12, 2013, 3:00 PM-3:45 PM

In today's social, mobile, and open world, it's critical to tie your website to everything you do, a practice that builds both brand and pipeline. At Salesforce.com, maximizing their website involves trying lots of ideas, conducting short tests, and analyzing data to make smart business decisions. Join Lauren Vaccarello to learn what they measure, why, and how, plus some best practices they’ve learned along the way.

Location: Room 31B
Tuesday, February 12, 2013, 10:00 AM-10:45 AM

Television in 2012 rose to a record high of 40.4% of aggregate global ad spend, but targeting audiences on broadcast TV today remains a marketer's fantasy. Meanwhile, consumption of video on desktops and devices is rising dramatically especially, with the ability for brands to deliver targeted content, but yet ad spend remains stubbornly in the TV world. Join this session as we learn about the trends and technologies that are changing the way brands can and should approach video as a part of their digital marketing strategy and how to allocate media budgets going forward.

Location: Room 31B
Wednesday, February 13, 2013, 9:00 AM-9:45 AM

This session will cover the history of increasing personalization in search and social platforms and how it impacts brands reaching their end customers. It will cover techniques for developing data driven personas to target your brand's consumers and how to use those personas to develop search and social promotional campaigns to entice and engage your end consumer in your brand's products and services. Katherine will highlight case studies from Ketchum clients and how they have used search, social and web analytic data to narrowly target their client's online audiences and how they executed content driven social media and relationship-driven outreach to increase the number of brand advocates. Join Katherine Watier Ong to learn how you can create a CRM driven outreach database to combine semantic and social understanding of your online influencers to more effectively build relationships.

Location: Room 29B
Wednesday, February 13, 2013, 2:00 PM-2:45 PM

Mobile barcodes, SMS/MMS, mobile Web, LBS, NFC, social sharing, mobile wallet—these are just a few of the mobile technologies that marketers are deploying to engage consumers. But which ones actually engage? Truth is, in today's fast-evolving mobile market, any or all of them may. That's why more and more marketers are turning to a new category of full-featured mobile engagement platforms that enable them to experiment with different mobile technologies based on customer segmentation and create integrated mobile-marketing strategies to reach as many consumers as possible. Mobile engagement platforms empower brands and marketers to deploy any range of mobile technologies with capacities in the millions of transactions per day, measure consumer engagement with detailed analytics, then adjust strategies in real-time to more effectively drive purchase decisions. Join Mike Wehrs to learn how brands are creating integrated campaigns on a mobile engagement platform and realizing bottom-line revenue from mobile transactions that come via these various technologies.

Location: Room 31B
Tuesday, February 12, 2013, 10:00 AM-10:45 AM

Television in 2012 rose to a record high of 40.4% of aggregate global ad spend, but targeting audiences on broadcast TV today remains a marketer's fantasy. Meanwhile, consumption of video on desktops and devices is rising dramatically especially, with the ability for brands to deliver targeted content, but yet ad spend remains stubbornly in the TV world. Join this session as we learn about the trends and technologies that are changing the way brands can and should approach video as a part of their digital marketing strategy and how to allocate media budgets going forward.

Location: Innovation Theater, Expo
Tuesday, February 12, 2013, 5:30 PM-5:50 PM

Location: Room 31B
Wednesday, February 13, 2013, 4:00 PM-4:45 PM

How does a company use its web presence to harness the power of search and social and build a huge community? How do smart businesses generate quality traffic and convert that traffic into sales, time and time again, without breaking the bank? Through the power of content marketing. What types of content? Blog posts, videos, articles, web pages, webinars, white papers, social content and more. Quality content that is focused on user needs and connects with its intended audience is something many companies aspire to, but few practice well. For most companies, it requires a change in business/marketing philosophy and a fervent devotion to consistent content production. Join Jon Wuebben to learn how to develop content using the latest Search Engine Optimization (SEO), Social Media Optimization (SMO) and call-to-action techniques that will improve website performance, search engine rankings and, most importantly, sales conversion.

Location: Room 31B
Tuesday, February 12, 2013, 2:00 PM-2:45 PM

By the end of the year, the number of mobile devices will exceed the number of people on Earth. And by 2016, there will be over 10 billion mobile devices, creating 10 billion opportunities for marketers to get closer to consumers. Mobile Apps and SMS programs are key to creating mobile experiences that engage prospects and customers. However, mobile is a highly personal channel and marketers interested in leveraging mobile for marketing must now, more than ever, take a relationship-first approach. Join Shawn Myers in this session to learn how.

Location: Room 29B
Wednesday, February 13, 2013, 4:00 PM-4:45 PM

Despite the rumors and meteoric rise of social media in recent years, email marketing is far from becoming a lost art form. Instead, Facebook, Twitter, Google, LinkedIn, Pinterest and other social media platforms can provide serious momentum to an email campaign, and vice versa. In fact, the power of integrating email marketing and social media has still largely been untapped. But exactly how do you go about blending these two approaches? How do you take a good old-fashioned email campaign or list and turn up the social volume? Join Rob Zazueta to learn about real-life examples and tried-and-true tactics, and why your two new marketing go to channels can save you loads of time and generate big returns.

Location: Room 29D
Tuesday, February 12, 2013, 2:00 PM-2:45 PM

Search advertising changed the game by targeting user intent at a granular level, but also identifying what they are interested in at that moment. Intent, in real time. Join Dave Zinman to learn about the steps he prescribes to leverage real time targeting for publishing and advertising, and his blueprint for how display advertisers can use search strategies to overcome disadvantages.