2012 Speaker List

Location: Ballroom D
Wednesday, October 24, 2012, 2:00 PM-2:30 PM

This is a fun presentation about what makes consumers passionate about certain products. It covers 20 examples in 30 minutes where marketers can learn one very important lesson: in a world of copycats and competitors, passionate customers can help you maintain market position.

But first your product needs to earn that passion. I'll teach you how. This presentation is meant for product managers, product marketers, sales and marketing professionals and CEO's covering consumer goods on and offline.

Location: Ballroom G
Tuesday, October 23, 2012, 11:00 AM-11:45 AM

In this session Benj Arriola will discuss both onpage & offpage strategies focused on websites that were affected by Google’s Panda & Penguin updates. First the session will go through properly identifying the problem, differentiate algorithmic changes and a penalty. Once properly diagnosed, identifying the issues causing the drop in ranking will be discussed, how to fix it and come back in ranking, and the precautionary measures needed to avoid future algorithm updates.

Location: Ballroom G
Wednesday, October 24, 2012, 2:30 PM-3:15 PM

Trust is critical to getting people to act online. But how can you do this online when you only have seconds to establish trust? In this provocative session, SiteTuners CEO and bestselling author of Landing Page Optimization Tim Ash, will show you how to effectively use the Four Pillars Of Trust and smooth the way to your online conversion goals. Learn via vivid examples how appearance, authority, social proof, and transactional assurances can skyrocket your landing page effectiveness.

Location: Ballroom E
Wednesday, October 24, 2012, 10:30 AM-11:15 AM

Why the blog should be the hub of your content strategy:

• Unique sources for content
• How to ""outsource"" content creation to your customers and advocates
• How to repurpose content across multiple channels including triggered email campaigns and print material

Chris will give real life case studies/examples that show how companies are getting creative with content sources.

Location: Ballroom F
Tuesday, October 23, 2012, 2:30 PM-3:00 PM

Many website owners are struggling to get a handle on what to do with their link building now that Google updated their algorithm to discount many types of backlinks. This session will address this exact topic.

Location: Innovation Theater, Expo Hall
Tuesday, October 23, 2012, 1:30 PM-1:50 PM

An expert in link building and the co-owner of start up custom link building firm, Page One Power, Zach Ball will be giving an informative presentation on strategies that anyone can do to build links. The entrepreneur will be sharing his valuable insights on link building strategies that will are simple enough for any expo goer to understand.

Location: Ballroom E
Tuesday, October 23, 2012, 8:30 AM-9:15 AM

With the seemingly endless predictions about the death of email in the face of social-media, this session will explore real research numbers around social media usage vs. email usage and influence. We’ll discuss the results of three landmark studies, the latest trends in email marketing, and how to maximize response using design optimized for mobile viewing, blocked images and preview panes.

Key take-aways:

• Get results to 3 key research studies on social media and email habits
• Learn tactics to use social media and email together
• See how to maximize email results through optimizing design for mobile viewing, blocked images and preview panes

Location: Ballroom G
Tuesday, October 23, 2012, 8:30 AM-9:15 AM

While many brands have crisis communication plans and PR agencies to handle negative press within traditional media, marketers need to ask the tough question: Are we equipped to manage our brand online? I will address rumors around online reputation management and provide practical applications for proactively and reactively controlling your online reputation. I will discuss effective SEO strategies for managing reputations online and highlight real-life Performics’ case studies.

Location: Ballroom F
Tuesday, October 23, 2012, 2:00 PM-2:30 PM

Targeting Like a Pro: Getting Your Ads in Front of the Right Audiences --- Targeting digital ads to users based on behavior has changed dramatically in the past few years. Marketers can now target ads to segments not just based on content they consume on the Web, but by analyzing actual purchasing behavior, intent, preferences, and propensity to act in real-time. Come learn how to use the most advanced ad targeting techniques and tactics to ensure your ads reach the right audience at the right time with the right message – on the web, mobile, and social platforms. Other takeaways include: Evaluating behavioral targeting performance, “Look-alike” targeting models and how they work, Cookie pools and retargeting options, Setting cookie durations and applicability of online conversions, Optimizing behavioral targeting based on past sales, Using network advertising for both brand and performance-based campaigns, Cross-platform targeting for user behavior, Layering geo- and demo- elements on behavioral targeting.

Location: Ballroom F
Tuesday, October 23, 2012, 8:30 AM-9:15 AM

A well-executed retargeting campaign can deliver amazing results, but a poorly executed campaign can be deadly. Take part in this lively panel discussion as experts share their retargeting and remarketing expertise with you. Learn how to keep consumers engaged, improve conversions, improve your creative, integrate with other online efforts and much more.

Location: Ballroom E
Monday, October 22, 2012, 9:00 AM-12:00 PM

During a three-hour interactive workshop, Amanda will present an agency perspective on combining UX, SEO, and Analytics to create and design effective campaigns for clients.

The workshop will start with a comprehensive discovery phase, incorporating customer experience, brand, and SEO/analytics knowledge and keyword research techniques. Attendees will then be divided into groups to work on a realistic marketing issue for a fictitious company. The groups will design & present their campaigns.

Location: Ballroom C
Monday, October 22, 2012, 1:00 PM-4:00 PM

Video, mail and search are the three most powerful forces in marketing today. Learn how to synergize them using an integrated “TriForce” strategy. Part I – Understanding the TriForce Concept: Overall concept and illustrative case histories. Part II - Achieving TriForce Success: Specific information and advice for integrating Video, Mail and Search in your business.

Location: Ballroom D
Tuesday, October 23, 2012, 2:30 PM-3:00 PM

Based on the forthcoming book, Pioneers of Digital: Success Stories from Leaders in Advertising, Marketing, Search and Social Media, co-author and former Microsoft Digital Evangelist – Mel Carson - takes us on a whirlwind journey through the internet’s recent history, telling the stories of innovators and entrepreneurs that have shaped the online marketing industry and left their indelible mark on the web. The session draws on the ten traits and disciplines distilled from twenty interviews with these Pioneers, and the audience will take away actionable insight gleaned from these conversations that can be instantly applied to their businesses and careers.

Among others, you’ll learn how June Cohen brought Ted Talks to the internet and generated nearly a billion views, how Vanessa Fox changed the internal culture at Google for the better while creating Google Webmaster Tools, where Qi Lu was discovered before coming to the US and becoming the brains behind Bing, and what drives the father of Virtual Reality, Jaron Lanier, to question our obsession with social media. Each Pioneer has contributed valuable advice on how to build on ideas, build businesses and build a web for the future. This session will reflect on their trials and tribulations, many of which have never seen the light of day until now.

Location: Ballroom D
Monday, October 22, 2012, 1:00 PM-4:00 PM

The ROI of Social Marketing has been a hot topic over the past few years, with marketers trying to understand the real value it’s driving (or not driving) for brands. Brands have made significant investments in building social marketing presences and amassing social followers, but still have yet to understand the real value behind these social marketing initiatives. Until recently, the only available metrics were around engagement – number of likes, follow, +1s, etc., which left marketers struggling with the true ROI of social marketing investments. As we move into the next phase of social media marketing, what’s top of mind for every marketer is how to drive measurable results from their social marketing investments.

In this session, you will learn how to launch Consumer-to-Consumer (C2C) social marketing programs that enable brands to identify advocates, cultivate sharing, and convert friends into new customers to drive measurable results. Extole’s VP Nick Einstein will share some real life case studies brands that are driving true ROI from their social media investments via C2C programs.

Location: Ballroom C
Tuesday, October 23, 2012, 8:30 AM-9:15 AM

Leads generated via social media and inbound marketing cost 61% less than a traditional lead. This session will 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: Ballroom G
Wednesday, October 24, 2012, 10:30 AM-11:15 AM

With the growth of the web comes an unrelenting expectation of transparency and open lines of communication. But what happens when negative outliers - or worse, actual missteps on the part of the company - result in a reputation problem in search results?

• Monitoring the social web
• Search result monitoring
• Dealing with negative comments or reviews
• SEO tactics to push out results
• Takedown requests via Google or hosts - when can it be done?
• Case studies

Location: Ballroom F
Tuesday, October 23, 2012, 8:30 AM-9:15 AM

A well-executed retargeting campaign can deliver amazing results, but a poorly executed campaign can be deadly. Take part in this lively panel discussion as experts share their retargeting and remarketing expertise with you. Learn how to keep consumers engaged, improve conversions, improve your creative, integrate with other online efforts and much more.

Location: Ballroom F
Tuesday, October 23, 2012, 8:30 AM-9:15 AM

A well-executed retargeting campaign can deliver amazing results, but a poorly executed campaign can be deadly. Take part in this lively panel discussion as experts share their retargeting and remarketing expertise with you. Learn how to keep consumers engaged, improve conversions, improve your creative, integrate with other online efforts and much more.

Location: Ballroom C
Wednesday, October 24, 2012, 2:30 PM-3:15 PM

Gamification is a powerful tool to excite communities, boost engagement, create influence and build loyalty with customers. As brands continue to cultivate online communities, how can gamification be used to achieve business and marketing goals?

In this presentation, attendees will discover 4 tips for creating a gamified community that rewards members, encourages fun, manages competition maintains community standards and meets marketing objectives.

Location: Ballroom E
Wednesday, October 24, 2012, 9:00 AM-10:00 AM

Unlocking Mobile Marketing with Behavioral Intelligence and Incentives

Mobile has undeniably changed the way we work, live and play. Companies are quickly adapting content, campaign and product strategies to cater to a mobile-driven society yet, many do not factor in the behavioral science. Join Nathan Eagle, CEO of Jana and globally recognized innovator in mobility, as he shares his insights on how mobile behavioral intelligence and incentives can be used to create relevant engagement, connections and collaboration with audiences both in emerging markets and here at home.

Location: Ballroom D
Monday, October 22, 2012, 1:00 PM-4:00 PM

The ROI of Social Marketing has been a hot topic over the past few years, with marketers trying to understand the real value it’s driving (or not driving) for brands. Brands have made significant investments in building social marketing presences and amassing social followers, but still have yet to understand the real value behind these social marketing initiatives. Until recently, the only available metrics were around engagement – number of likes, follow, +1s, etc., which left marketers struggling with the true ROI of social marketing investments. As we move into the next phase of social media marketing, what’s top of mind for every marketer is how to drive measurable results from their social marketing investments.

In this session, you will learn how to launch Consumer-to-Consumer (C2C) social marketing programs that enable brands to identify advocates, cultivate sharing, and convert friends into new customers to drive measurable results. Extole’s VP Nick Einstein will share some real life case studies brands that are driving true ROI from their social media investments via C2C programs.

Location: Ballroom C
Tuesday, October 23, 2012, 9:15 AM-10:00 AM

For marketers today the mission is simple: Find and cultivate influencers, get them to positively talk up your brand, then sit back and enjoy the results. Easy, right? Creating a dialogue and relationship with followers is essential in building brand advocacy, but it takes more than a few “likes” to be successful.

This panel will look at what marketers need to do now to identify advocates, cultivate sharing and convert friends into new customers to drive measurable results and provide a competitive advantage in the future. We’ll look beyond just being part of the conversation to how your brand can be heard, repeated, valued and influential. Our panelists will also cover:

• Tools designed to identify and prioritize online influencers and the best practices around them.
• How businesses can track consumer opinions, benchmark against competitors and selectively participate in the dialogue.
• A comparison of influence measurement tools such at Klout, Kred, Appinions, Traackr and more.

Location: Ballroom E
Tuesday, October 23, 2012, 2:30 PM-3:00 PM

Ensure your website and other brand properties are the ones your stakeholders see when they search Google, Facebook, YouTube and other search engines and social properties when they’re looking for product information or they’re ready to buy. Digital Brand Expressions has put content at the core of its SEO-cial programs for over ten years, building its reputation on making sure its clients are found first and engage best when potential buyers search the Web.

Location: Ballroom C
Tuesday, October 23, 2012, 2:00 PM-2:30 PM

With major brands experiencing different levels of success on Facebook (GM and Ford come to mind) this panel of experts will discuss and debate if and how Facebook ads are relevant. Do they provide less or more value than Google? Should Facebook even be compared to Google? What nuances do digital marketers need to consider? Is Facebook advertising success only about content, innovation and execution? Is there a silver bullet for success?

Location: Ballroom C
Wednesday, October 24, 2012, 10:30 AM-11:15 AM

In today's world, social media is no longer optional. Social media is now the #1 online activity, according to comScore. For businesses to thrive on social, they need the best possible tools to turn insights into actions and connections into consumers. In this session, Evans will share how businesses are leveraging the cloud to integrate their social activities from campaign deployments to measurement and how you can benefit from a holistic approach to social business.

Location: Ballroom E
Tuesday, October 23, 2012, 9:15 AM-10:00 AM

Email service providers have some of the most relevant and useful data for marketers challenged with keeping email an important and successful part of their marketing mix. In this exciting panel discussion, hear from leading email service providers about real world examples from top brands, deliverability issues and how to avoid them and usable customer behavioral insights that you can take back to your office and put to use right away.

Location: Ballroom C
Monday, October 22, 2012, 1:00 PM-4:00 PM

Video, mail and search are the three most powerful forces in marketing today. Learn how to synergize them using an integrated “TriForce” strategy. Part I – Understanding the TriForce Concept: Overall concept and illustrative case histories. Part II - Achieving TriForce Success: Specific information and advice for integrating Video, Mail and Search in your business.

Location: Ballroom F
Tuesday, October 23, 2012, 11:00 AM-11:45 AM

Every campaign begins with a connection, and develops into a relationship. Truly great marketing reps excel at fostering, nurturing, developing, and maintaining relationships. Companies today need to connect with customers in ways that are both efficient, while still being meaningful. In this session, Jon Ferrara will discuss how social and mobile communications are changing the way marketing campaigns develop and maintain customer relationships.

Location: Ballroom E
Wednesday, October 24, 2012, 11:15 AM-12:00 PM

Join Chris Harmon from theBATstudio in a lively conversation with Greg Ott, Jon Miller and Scott Fingerhut, as they dive into real world Content Marketing examples from their own companies. Get their unique insights into what has worked, what has failed and why? And hear their perspectives on what the future holds. We'll use Twitter to gather your questions in real-time during the talk - so that you walk away with actionable and immediate tactics you can incorporate today.

Location: Ballroom B
Wednesday, October 24, 2012, 3:15 PM-4:00 PM

A hurry-up approach to digital marketing can significantly damage brands, especially when customers place huge expectations on the user experience. This session will explore best practices to meet the growing appetite from organizations and marketers to take the time to truly understand customers through ethnographic research, customer insight and contextual inquiry. Attendees will learn how these techniques better reach customer experience goals and inherently uncover new brand awareness opps.

Location: Ballroom C
Wednesday, October 24, 2012, 2:00 PM-2:30 PM

Brand Advocacy has zoomed to the top of marketers’ agendas. In fact, a recent IBM study showed that brand advocacy is the #1 digital priority for CMO’s worldwide. In his presentation, brand advocacy expert Rob Fuggetta will discuss real-world case studies about how companies are building their brands and businesses by turning their Brand Advocates into powerful marketing forces. He will share surprising insights about who Brand Advocates are; what makes them tick; and best practices for engaging and rewarding these influential consumers and business buyers.

Learn how to:

• Identify Brand Advocates among Facebook fans, Twitter followers, and other engaged customers
• Energize Advocates, generating thousands of positive recommendations on Amazon.com, TripAdvisor, Yelp, and elsewhere without paying for or providing incentives to Advocates
• Track and measure results from customer advocacy programs

Location: Ballroom F
Tuesday, October 23, 2012, 8:30 AM-9:15 AM

A well-executed retargeting campaign can deliver amazing results, but a poorly executed campaign can be deadly. Take part in this lively panel discussion as experts share their retargeting and remarketing expertise with you. Learn how to keep consumers engaged, improve conversions, improve your creative, integrate with other online efforts and much more.

Location: Ballroom D
Wednesday, October 24, 2012, 11:15 AM-12:00 PM

Perhaps one of the earliest forms of social marketing, affiliate programs are now part of thousands of retailers online marketing portfolios. But, are they making any money? Once viewed as a channel that provided easy incremental revenue, savvy marketer managers are realizing that today's affiliate programs require specific skills, consistent oversight and a revisit of the value certain types of partners. How can retailers determine if their affiliate programs are driving incremental revenue? What new strategies can be implemented to optimize a retailer's affiliate base? Panelists in this session have direct experience creating and managing some of the industry's most successful affiliate programs. They will outline the often overlooked nuances of today's affiliate marketing industry and address the following:

• Why data and research must guide your affiliate program
• Double-counting, and why it's killing your affiliate program
• How to identify low performing affiliates and fraud
• What is a value-add affiliate, and how to find them
• Creating incentives that empower strong affiliates to perform even better

Location: Ballroom D
Wednesday, October 24, 2012, 2:30 PM-3:15 PM

Over the long term, SEO tends to have the highest return on investment and lowest CPA for online retailers when compared to PPC advertising and other digital marketing channels. As a result, SEO is critical to online retailers, but they often face a unique set of challenges. Unlike traditional sites, retailers often sell multiple brands and can have hundreds of product categories and individual product pages. Add in the constant changing of seasons, styles, and inventory, and it is clear that creating and implementing SEO strategies for retailers requires a unique and sophisticated approach. More importantly, while there are a few short-term gains that can be achieved through SEO, the real success for e-commerce sites comes from bigger scale ideas that can be executed over a large period of time. Leveraging his direct experience creating and implementing SEO strategies for many online retailers, Robert Glazer will offer session attendees several long-term strategies they can use to improve their site's SEO over a longer period of time.

Location: Ballroom E
Tuesday, October 23, 2012, 9:15 AM-10:00 AM

Email service providers have some of the most relevant and useful data for marketers challenged with keeping email an important and successful part of their marketing mix. In this exciting panel discussion, hear from leading email service providers about real world examples from top brands, deliverability issues and how to avoid them and usable customer behavioral insights that you can take back to your office and put to use right away.

Location: Ballroom F
Tuesday, October 23, 2012, 9:15 AM-10:00 AM

Are You Making These 10 Conversion Optimization Mistakes? If you aren’t aware of the most common mistakes website owners, directors and managers are making, you could be making them right now. Your conversion optimization efforts could be stalled – or worse – the results could be hurting your business! Find out how companies like Electronic Arts, Citrix, AllPopArt and Shutterfly avoid critical mistakes that many others are making. They get dramatically higher leads, signups, sales and revenue from Conversion Optimization the right way, and you can too.

You’ll learn:

• The top 10 conversion optimization mistakes and how to avoid them.
• The testing techniques that leading companies are using to dramatically boost their revenues.
• How to avoid the common causes of website redesign disasters.

Location: Ballroom G
Tuesday, October 23, 2012, 2:30 PM-3:00 PM

Multinational SEO requires a significantly different mindset and toolset than US-only SEO. This session provides best practices for structural and on-page considerations.

Topics to discuss:

• Sending the right signals to the search engines - what matters most?
• Structural/technical best practices.
• Tools for multinational SEO.
• Case Studies.
• General content considerations (translation considerations, etc.).

Location: Ballroom E
Wednesday, October 24, 2012, 2:30 PM-3:15 PM

Every marketer knows that content is king. Businesses spend countless hours creating content that “matters” with the idea that the right content turns into cash. The question then becomes, “who, specifically, thinks your content matters?” Oftentimes, the content ends up meaning more to the marketing team than it does the intended audience. If content is not clearly making the business money, does it really matter?

A successful content marketing strategy requires a huge amount of planning and consistent execution to see a return on the investment. It’s not enough to create newsletters or simply publish content on a company website. Marketers need to have a better understanding of how to make content actionable in order to meet business goals and bridge the gap between content and conversion.

Knowing what types of content your audience wants to digest, and how, is an important piece of the success equation. In order to have the best ROI, it is important to address the following steps before automating any piece of content.

Attendees of this session will:

• Learn how to determine exactly what types of content will engage the correct audience for their business and what types should be skipped.
• Learn how to create content that inspires action.
• Receive tips on how to get C-Level buy-in and participation.
• Identify how to track and measure content to know with certainty if it’s performing well.
• Understand how to properly distribute content through the correct channels at the right time and not fall into the spam trap.
• Outline the Top 5 content mistakes and how to avoid them.

Location: Ballroom E
Wednesday, October 24, 2012, 11:15 AM-12:00 PM

Join Chris Harmon from theBATstudio in a lively conversation with Greg Ott, Jon Miller and Scott Fingerhut, as they dive into real world Content Marketing examples from their own companies. Get their unique insights into what has worked, what has failed and why? And hear their perspectives on what the future holds. We'll use Twitter to gather your questions in real-time during the talk - so that you walk away with actionable and immediate tactics you can incorporate today.

Location: Ballroom D
Wednesday, October 24, 2012, 10:30 AM-11:15 AM

Explore how a consistent digital focus on the core brand attributes impacts the long-term viability and success of a business. Through a review of various case studies we will learn to identify a brand personality and ensure that the digital presence and representation of the brand consistently support the primary business goals of the company. We will cover what ingredients create a successful brand, what happens when a brand suffers from inconsistency in the representation, and how to avoid common pitfalls in crafting and managing your brand.

Location: Ballroom E
Tuesday, October 23, 2012, 9:15 AM-10:00 AM

Email service providers have some of the most relevant and useful data for marketers challenged with keeping email an important and successful part of their marketing mix. In this exciting panel discussion, hear from leading email service providers about real world examples from top brands, deliverability issues and how to avoid them and usable customer behavioral insights that you can take back to your office and put to use right away.

Location: Ballroom F
Wednesday, October 24, 2012, 2:30 PM-3:15 PM

Your customers love mobile, and your customers love apps, but winning on the mobile battlefield is getting harder and harder. This content-packed session will feature key lessons learned for using mobile push messaging to drive successful and sustained engagement strategies: How are apps extending experiences outside of their walls? What engagement levels are sustainable post-download? What are engagement limitations and the seven tenants to ensure every push is a good push?

Location: Ballroom G
Wednesday, October 24, 2012, 3:15 PM-4:00 PM

The search box is often the preferred way for people to browse a website when searching for products or content. People who search rather than navigate are also more likely to download content, make a purchase, or complete a registration profile. This presentation will outline steps marketers can take to increase usage of the search box and drive business results. It will also provide critiques of websites and illustrate examples of best practice approaches.

Location: Ballroom E
Monday, October 22, 2012, 9:00 AM-12:00 PM

During a three-hour interactive workshop, Amanda will present an agency perspective on combining UX, SEO, and Analytics to create and design effective campaigns for clients.

The workshop will start with a comprehensive discovery phase, incorporating customer experience, brand, and SEO/analytics knowledge and keyword research techniques. Attendees will then be divided into groups to work on a realistic marketing issue for a fictitious company. The groups will design & present their campaigns.

Location: Ballroom C
Monday, October 22, 2012, 1:00 PM-4:00 PM

Video, mail and search are the three most powerful forces in marketing today. Learn how to synergize them using an integrated “TriForce” strategy. Part I – Understanding the TriForce Concept: Overall concept and illustrative case histories. Part II - Achieving TriForce Success: Specific information and advice for integrating Video, Mail and Search in your business.

Location: Ballroom B
Tuesday, October 23, 2012, 11:00 AM-11:45 AM

The number of people accessing their emails via mobile devices continues to grow. But mobile email is not just about repurposing desktop email and squeezing it to a smaller screen. The real value of mobile email is the ability to deliver instant gratification wherever the consumer is, in a way that cannot be duplicated at the desktop. Learn how mobile has evolved over the past year, and how to utilize consumer response data to maximize every revenue opportunity from your email marketing program.

Location: Ballroom B
Monday, October 22, 2012, 1:00 PM-4:00 PM

Your goal as a business is to have an engaged consumer -- a consumer that pays attention to your messages. This workshop is an advanced prescriptive session that will cover 21 facets for you to consider to improve your email marketing program. The workshop will cover things such as practical tips on improving deliverability, multiple ways to capturing consumer preferences, how to enhance content across multiple devices, effective segmentation strategies, and how to read your reports effectively. Our case study-based approach will highlight lessons learned along with ideal practices. The learning applies to both B2C & B2B and across multiple industries. Join your marketing peers as we share both research and innovation - leaving you with many practical ideas that you can implement and successfully apply to your own businesses.

Location: Ballroom E
Tuesday, October 23, 2012, 10:15 AM-11:00 AM

Our consumer is on the go, they are in the know, and they are surely connected. More than 40% of consumers check their email on mobile devices. 68% of consumers access the social web from work, and more than half of these consumers use mobile to interact with social media. DId you know that less than 10% of consumers who opened your email on mobile, actually remember to go back to the offer. How can businesses leverage this insight to create more interaction with their consumers? Join me for 60 minutes of fast paced learning where I will share real case studies of both success and failure - leaving you with more than 50 tips that you can apply to your own digital marketing program.

Location: Ballroom B
Wednesday, October 24, 2012, 2:00 PM-2:30 PM

The point-of-entry for many advertisers into display advertising is the Google Display Network. As with any display network campaign, distributing ads to relevant websites is critical for success within this channel. Many advertisers don’t realize that they can blend their targeting options within AdWords in order to find highly relevant websites on which to display their ads.
In this presentation we will review the latest strategies for successful campaigns on the Google Display Network.

Location: Ballroom B
Monday, October 22, 2012, 9:00 AM-12:00 PM

Focused on content strategies, development and marketing, this workshop curriculum will cover:

• Link Building Specifically for Your Content
• Develop a Content Strategy
• Perform Keyword and Market Research for Content Ideas
• Create Great Content
• Content Optimization for Search & Social
• How to Promote Your Content
• Distributing Your Content Through Multiple Channels
• Build Links to Your Content
• Measure, Rinse and Repeat

By the end of this workshop, students will have learned how to create, implement and sustain a successful content marketing program for their organization. This course will cover content strategy, research, development, promotion, distribution and optimization.

Attendees will receive a free copy of Accelerate! Move Your Business Forward Through the Convergence of Search, Social & Content Marketing.

Who should attend:

• Marketers responsible for products, services or solutions
• Business owners
• Directors/VPs/Managers - Marketing, Content Marketing, Product Marketing, Marketing Communications
• Marketing Consultants

Location: Ballroom B
Tuesday, October 23, 2012, 10:15 AM-11:00 AM

Internet Search and Social Marketing represent two of the most powerful opportunities available for you to outperform your competitors and grow your business. While Social Media continues to grow wildly in both use and functionality, Search continues to grow more powerful every year; but how do they play together?

Arnie shows you:

• How to increase your odds of being found in search and social media.
• How search and social can be combined and leveraged to work better together than individually.
• The role of content in the equation.
• Why and how to consistently create content that your target market will enjoy.
• Join Arnie as he shows you how to win at search and social media marketing!

Location: Ballroom D
Tuesday, October 23, 2012, 10:15 AM-11:00 AM

In this session, James Lani will review the segmenting process, and how segmenting can help marketers better understand their customers, permitting the company to tailor their messages specifically to them, as well as identifying the company’s most and least profitable customers. Understanding and communicating authentically with customers increases engagement and builds loyalty, improving the company's analytic strategy.

Location: Ballroom E
Tuesday, October 23, 2012, 3:30 PM-5:00 PM

The CMO CIO Intersection: Delivering Value to the Empowered Consumer

Are you dealing with multiple channels, social media, empowered and knowledgeable customers, and tons of data? The CMO must cover more ground today, use moretechnology and be more accountable and transparent than ever before. How can the CMO and CIO partner to accomplish this? Join us for this interactive keynote session where we will explore the empowered consumers that are everywhere, how mobile is taking over and the key areas IT and marketing can collaborate on to drive successful consumer engagement.

Location: Ballroom E
Tuesday, October 23, 2012, 2:00 PM-2:30 PM

Through a series of case studies, we’ll share our top secrets for success in regional search. We’ll teach you what to do when your organization is too big for local marketing and Yelp reviews but not yet big enough to compete with national SEO/SEM budgets.

We’ll share how we helped a local organization get to the top of the search heap and win business with a targeted regional digital strategy that served both users and SEO bots. This approach, which blended SEO/SEM, Google Analytics and other digital marketing tools, can be adapted for any organization.

Location: Ballroom C
Tuesday, October 23, 2012, 2:00 PM-2:30 PM

With major brands experiencing different levels of success on Facebook (GM and Ford come to mind) this panel of experts will discuss and debate if and how Facebook ads are relevant. Do they provide less or more value than Google? Should Facebook even be compared to Google? What nuances do digital marketers need to consider? Is Facebook advertising success only about content, innovation and execution? Is there a silver bullet for success?

Location: Ballroom C
Monday, October 22, 2012, 9:00 AM-12:00 PM

Winning with marketing automation only starts with the proper systems integration and deployment. Long-term success and adoption ultimately depends on your Marketing Team’s ability to fully leverage the capabilities of your marketing automation system and drive effective use of the system throughout your organization.

In this dynamic, interactive workshop, you’ll learn exactly how to approach each key step along the marketing automation journey. The workshop starts with how to establish your Demand Funnel and then covers Lead Scoring, Nurturing and Sales Alignment techniques. The session will cover how to develop personas and wrap up with KPI reporting and dashboards. See what success looks like by watching video case studies that take you behind the scenes to show you how it’s done. Have fun by teaming up with other workshop attendees to use the tools David and his team have developed for some of the world’s leading marketing organizations.

You'll learn:

• How to establish your Demand Funnel and Align with Sales
• Video Case Study: What Success Looks Like – Concur Technologies
• Creating Sales Efficiency Through Lead Scoring
• Automating Marketing by Lead Nurturing
• Building Personas and Automating Data Hygiene
• Master Reporting: Establishing KPI’s and Dashboards
• Interactive Workshops - Keep it Fun and Lively

Location: Ballroom C
Tuesday, October 23, 2012, 9:15 AM-10:00 AM

For marketers today the mission is simple: Find and cultivate influencers, get them to positively talk up your brand, then sit back and enjoy the results. Easy, right? Creating a dialogue and relationship with followers is essential in building brand advocacy, but it takes more than a few “likes” to be successful.

This panel will look at what marketers need to do now to identify advocates, cultivate sharing and convert friends into new customers to drive measurable results and provide a competitive advantage in the future. We’ll look beyond just being part of the conversation to how your brand can be heard, repeated, valued and influential. Our panelists will also cover:

• Tools designed to identify and prioritize online influencers and the best practices around them.
• How businesses can track consumer opinions, benchmark against competitors and selectively participate in the dialogue.
• A comparison of influence measurement tools such at Klout, Kred, Appinions, Traackr and more.

Location: Ballroom E
Monday, October 22, 2012, 1:00 PM-4:00 PM

Pinterest has been shown to drive higher quality traffic (more likely to convert, will purchase more when they do convert) and deeper engagement per user than facebook and twitter. Yet, as the web is all atwitter about facebook, Pinterest has remained largely untapped by brand marketers. If your brand isn't on Pinterest yet- it should be!

In this workshop, we'll help you get set-up for success on Pinterest. Hands-on exercises will include:

• Setting up an effective profile (or improving an existing one)
• Creating effective audience-driving pinboards
• Content strategies for different marketing objectives
• Building the RIGHT community for your brands
• Creating manageable workflows to add Pinterest to your social media marketing arsenal
• Advanced Pinterest tips and tricks

Appropriate for: Any brand looking to engage with the Pinterest community, from complete newbies to Pinterest veterans.

Pre-requisites:

1. Have a Pinterest account for your brand (even if it's blank) and spend at least an hour or so on the site, learning the basics. Need an invitation? E-mail us: help@pinleague.com.
2. Follow us on Pinterest: http://pinterest.com/pinleague (some course materials will be distributed here)
3. E-mail us at help@pinleague.com with a link to your Pinterest profile and a brief blurb about what you're hoping to get out of Pinterest.
4. Bring an internet-enabled computer to the session.

Location: Ballroom D
Tuesday, October 23, 2012, 9:15 AM-10:00 AM

Pinterest is the fastest growing social network of all time, and possibly the single largest untapped opportunity for internet marketers today. While some have dived into the Pinterest ecosystem, many are taking a ""wait and see"" approach. In this session, Daniel Maloney, CEO & Co-Founder of PinLeague.com, will explain why he and his clients have dived into Pinterest- and how you can get a running start. The session will be based on observations from PinLeague’s network, which now reaches over 1 million Pinterest users only 10 weeks after public launch.

Topics covered will include:

• Why Pinterest is great for brands (beyond the obvious).
• Fundamental differences between Pinterest and other prominent social networks.
• A sure fire recipe to get 1,000 targeted followers in 30 Days.
• Advanced tactics used by PinLeague.com to reach 1 million Pinners in just 10 weeks.

All topics will include data-driven observations from the PinLeague client roster about what works and what doesn't on Pinterest, so you can benefit from the lessons learned by others.

Location: Innovation Theater, Expo Hall
Tuesday, October 23, 2012, 1:00 PM-1:20 PM

Social media is vital for branding and generating buzz, but are your social channels generating leads? Learn proven tactics and strategies for optimizing each of your social media channels and turn your businesses collective social presence into a lead generating machine.

Location: Ballroom E
Wednesday, October 24, 2012, 11:15 AM-12:00 PM

Join Chris Harmon from theBATstudio in a lively conversation with Greg Ott, Jon Miller and Scott Fingerhut, as they dive into real world Content Marketing examples from their own companies. Get their unique insights into what has worked, what has failed and why? And hear their perspectives on what the future holds. We'll use Twitter to gather your questions in real-time during the talk - so that you walk away with actionable and immediate tactics you can incorporate today.

Location: Ballroom G
Wednesday, October 24, 2012, 11:15 AM-12:00 PM

The Bing Ads Editorial team is issuing you a backstage pass to how ad quality and relevance is defined. We will provide actionable insights for improving your campaign performance and quality, along with examples of how we are trying to demystify the approvalsubmission process. Topics will include understanding your Quality Score, as well as improving landing page optimization and keyword selection to improve your long-term health in the paid search marketplace.

Location: Ballroom F
Tuesday, October 23, 2012, 8:30 AM-9:15 AM

A well-executed retargeting campaign can deliver amazing results, but a poorly executed campaign can be deadly. Take part in this lively panel discussion as experts share their retargeting and remarketing expertise with you. Learn how to keep consumers engaged, improve conversions, improve your creative, integrate with other online efforts and much more.

Location: Ballroom C
Tuesday, October 23, 2012, 2:30 PM-3:00 PM

Many people have heard of the tools that SEO gurus recommend to use, but not many show exactly how they use them in their daily work on their clients sites! Lean over my shoulder and watch how I analyze my clients sites to determine the right SEO strategy that is working today! In summary I will show you how I use 5 Link Research and Marketing tools on a daily basis to achieve top rankings for my sites and my clients sites.

Location: Ballroom D
Monday, October 22, 2012, 9:00 AM-12:00 PM

This workshop will provide you with strategies and techniques to increase traffic, leads and sales. "Data-Driven Marketing" by Mark Jeffrey will be the foundation for this course. The essential metrics to be focused on are:

• Brand awareness
• Churn rate
• Customer Satisfaction (CSAT)
• Take rate
• Profit
• Internal rate of return (IRR)
• Payback
• Return on ad dollars spent (ROA)
• O’Connell-Nelson Social Media Lift Metric

Location: Ballroom B
Tuesday, October 23, 2012, 9:15 AM-10:00 AM

-How to track and analyze marketing metrics
-A framework for the key metrics to track the health of your business
-Key metrics for customer acquisition, conversion, and retention
-Key metrics for measuring marketing campaigns
-Viral marketing metrics & how to optimize your viral loop

Location: Ballroom G
Tuesday, October 23, 2012, 2:00 PM-2:30 PM

Every time Google announces an algorithm change, everyone freaks out. Blogs, tweets, group meetings, emails sent by the millions. Pure panic. Here's the thing: In the last 2.5 years, HDI hasn’t seen a drop in pageviews or traffic due to an algorithm change. Why? Because we use proper tactics. Changes are made to punish those using black / gray hat tactics. "Over-optimization"? That's an oxymoron. You can't "Over optimize" it's optimal or it's not. Do the right thing and stop fearing change.

Location: Ballroom E
Wednesday, October 24, 2012, 11:15 AM-12:00 PM

Join Chris Harmon from theBATstudio in a lively conversation with Greg Ott, Jon Miller and Scott Fingerhut, as they dive into real world Content Marketing examples from their own companies. Get their unique insights into what has worked, what has failed and why? And hear their perspectives on what the future holds. We'll use Twitter to gather your questions in real-time during the talk - so that you walk away with actionable and immediate tactics you can incorporate today.

Location: Ballroom B
Tuesday, October 23, 2012, 2:30 PM-3:00 PM

It's common for the C-suite to expect organizations to report periodically on their performance and marketing is no exception. All too often marketing reports provide information regarding program status and/or program activity results such as updates to the wesite, an upcoming event, the status of a new collateral or a direct marketing campaign or the number of participants in a webinar or click throughs to an email campaign. While reports like these have value, they do not address the question the C-suite is most concerned about. Namely what is working, what course adjustments if any are required, and whether the investments the company funnels into marketing are properly allocated.

If you are interested in being able to quantify your marketing effectiveness, the impact marketing is increasing the share of wallet for your customers; it may be time to develop a marketing dashboard.

In this session you'll learn:

• What is a marketing dashboard
• The role and purpose of the marketing dashboard-The ultimate performance management tool
• Dashboard examples-The good, the bad and the ugly
• Five steps for creating a marketing dashboard
• Key Marketing metrics for every dashboard

Location: Ballroom E
Wednesday, October 24, 2012, 2:00 PM-2:30 PM

With the growing alignment of search and social strategies, another marketing concept has emerged to connect how users engage with brands online: content marketing. As simple as it may sound, successful content marketing requires a strategic mix of planning, research, and execution, as well as proper tracking and measurement to convey the return on investment.

This session takes a big-picture look at the content marketing process and dives deep into the specific content marketing tools and tactics that can lead to gains in SEO and social media that can set a brand apart for years to come.

Location: Ballroom B
Tuesday, October 23, 2012, 8:30 AM-9:15 AM

• Simple steps you can take today
• Practical Takeaways
• What is useless data?
• What is useful?
• How will I know?

Location: Ballroom B
Wednesday, October 24, 2012, 10:30 AM-11:15 AM

Celebrate the day you turn on your new demand generation program: you earned it. But plan to be back at work the next day, looking for ways to improve your results. This session will teach marketers how to ensure they get the most from their demand generation investment by continuously optimizing their programs over time. Key lessons include: why measuring click rate isn’t enough; how to calculate real business value; what to test: selecting variables that matter; ways to capture results & more.

Location: Ballroom G
Wednesday, October 24, 2012, 2:00 PM-2:30 PM

Google AdWords as a channel is constantly evolving and growing in complexity, but also in possibilities for savvy PPC-marketers. Join this session for a journey deeper inside AdWords, and learn about what factors have an influence on your Quality Score, and how to protect it! Find out secrets and myths, as well as Google’s weak points, and get insight into the four key aspects of AdWords marketing, which will not only save you time, but will seriously help grow your AdWords ROI.

Location: Ballroom C
Tuesday, October 23, 2012, 11:00 AM-11:45 AM

Social Media seems to be trending toward the big brands and big names. However, from the simplest user to the grandest of them all, Social Media can be a gateway to helping others. For every Twitter user or Facebook profile, there is a cause of greater good waiting to be tapped into. From education to consumer goods to big brands and little names, the sky is the limit. Take your relationships to another level and learn to be an advocate for change in the venue of your choice.

Jerri Ann will discuss how you can take one opportunity and make changes regardless of whether the changes affect 100 people or a million, the general principals are the same.

The Importance of Relationships:

• Build Relationships
• Nurture Relationships
• Grow Relationships
• Connect Relationships
• Look for New Relationships in Your Old Ones

Case Studies:

Virtual Book Drive for Homeless Shelter
Use your blog to create action for American Heart Association Use Social Media Influence to Promote Domestic Violence Awareness Campaign.

Location: Ballroom C
Tuesday, October 23, 2012, 9:15 AM-10:00 AM

For marketers today the mission is simple: Find and cultivate influencers, get them to positively talk up your brand, then sit back and enjoy the results. Easy, right? Creating a dialogue and relationship with followers is essential in building brand advocacy, but it takes more than a few “likes” to be successful.

This panel will look at what marketers need to do now to identify advocates, cultivate sharing and convert friends into new customers to drive measurable results and provide a competitive advantage in the future. We’ll look beyond just being part of the conversation to how your brand can be heard, repeated, valued and influential. Our panelists will also cover:

• Tools designed to identify and prioritize online influencers and the best practices around them.
• How businesses can track consumer opinions, benchmark against competitors and selectively participate in the dialogue.
• A comparison of influence measurement tools such at Klout, Kred, Appinions, Traackr and more.

Location: Ballroom F
Wednesday, October 24, 2012, 11:15 AM-12:00 PM

The intersection of social, mobile and local has been receiving an increasing amount of attention; however, for many this may still be a relatively new concept. Three objectives of this are:

1. Define and describe the concept
2. Provide insights and stats to establish proof of the concept
3. Offer some practical application tips/examples

Location: Ballroom C
Tuesday, October 23, 2012, 2:00 PM-2:30 PM

With major brands experiencing different levels of success on Facebook (GM and Ford come to mind) this panel of experts will discuss and debate if and how Facebook ads are relevant. Do they provide less or more value than Google? Should Facebook even be compared to Google? What nuances do digital marketers need to consider? Is Facebook advertising success only about content, innovation and execution? Is there a silver bullet for success?

Location: Ballroom F
Tuesday, October 23, 2012, 8:30 AM-9:15 AM

A well-executed retargeting campaign can deliver amazing results, but a poorly executed campaign can be deadly. Take part in this lively panel discussion as experts share their retargeting and remarketing expertise with you. Learn how to keep consumers engaged, improve conversions, improve your creative, integrate with other online efforts and much more.

Location: Ballroom E
Tuesday, October 23, 2012, 9:15 AM-10:00 AM

Email service providers have some of the most relevant and useful data for marketers challenged with keeping email an important and successful part of their marketing mix. In this exciting panel discussion, hear from leading email service providers about real world examples from top brands, deliverability issues and how to avoid them and usable customer behavioral insights that you can take back to your office and put to use right away.

Location: Ballroom D
Tuesday, October 23, 2012, 11:00 AM-11:45 AM

Most businesses believe that closed-loop marketing requires a costly and painful transition to new CRM, finance, or marketing automation systems. However, profit-based closed-loop marketing is within the reach of most companies based on what they are already doing. In this talk, Soren Ryherd, a pioneer in closed-loop marketing since 2003, will address ways businesses can take their digital marketing forward while maximizing the benefit of the systems already in place.

Location: Ballroom B
Tuesday, October 23, 2012, 2:00 PM-2:30 PM

Federal regulators and state attorney generals are increasingly scrutinizing behaviorally-targeted campaigns. In this strategy session, you’ll learn about industry practices for managing these targeted campaigns and will emerge with a game plan for success.

Location: Ballroom F
Tuesday, October 23, 2012, 10:15 AM-11:00 AM

Very few people click on online ads, and those that do are not worth advertising to. Some think marketers shouldn't try to measure the efficiency of display campaigns with clicks, preferring to stick to "view-through" metrics. Criteo has reviewed almost $1B of recent sales activity through Criteo clicks to create a new study proving that clickers buy. Join Sean Simon as he shares research from Criteo to dispel four key myths about about clickers in performance display.

Location: Ballroom D
Tuesday, October 23, 2012, 8:30 AM-9:15 AM

Most businesses know they should be A/B testing but few actually do it on a regular basis. One of their biggest challenges is knowing what to test. In this talk Dan will share the best practices & lessons learned from working with over 10,000 users who have created more than 30,000 experiments using a dead-simple A/B testing tool called Optimizely. Dan will share key insights from these experiments and leave you inspired to start testing today.

Location: Ballroom G
Tuesday, October 23, 2012, 9:15 AM-10:00 AM

• How to track and analyze marketing metrics
• A framework for the key metrics to track the health of your business
• Key metrics for customer acquisition, conversion, and retention
• Key metrics for measuring marketing campaigns
• Viral marketing metrics & how to optimize your viral loop

Location: Ballroom G
Wednesday, October 24, 2012, 2:00 PM-2:30 PM

Google AdWords as a channel is constantly evolving and growing in complexity, but also in possibilities for savvy PPC-marketers. Join this session for a journey deeper inside AdWords, and learn about what factors have an influence on your Quality Score, and how to protect it! Find out secrets and myths, as well as Google’s weak points, and get insight into the four key aspects of AdWords marketing, which will not only save you time, but will seriously help grow your AdWords ROI.

Location: Innovation Theater, Expo Hall
Wednesday, October 24, 2012, 1:00 PM-1:20 PM

Sharon Strauss helped lead Aquent, the world's largest marketing and design staffing firm, through its most significant company and industry game-changing venture with the launch of Vitamin T. Sharon will share how executing a comprehensive online marketing strategy sent a flurry of cows and zombies across the globe (and grew their business, too)!

Location: Ballroom E
Tuesday, October 23, 2012, 9:15 AM-10:00 AM

Email service providers have some of the most relevant and useful data for marketers challenged with keeping email an important and successful part of their marketing mix. In this exciting panel discussion, hear from leading email service providers about real world examples from top brands, deliverability issues and how to avoid them and usable customer behavioral insights that you can take back to your office and put to use right away.

Location: Ballroom E
Tuesday, October 23, 2012, 11:00 AM-11:45 AM

A "batch and blast" approach to email is dead, or should be. While "one and done" can work for triggered email, most successful email subscriber communications follow a conversational dialog developed over a series of messages that invite, entice and nurture prospects into customers and customers into loyal fans. Learn why this emerging approach - and the more sophisticated segmentation that goes with it - is a must for your email strategy and how to put one together. Case studies included.

Location: Ballroom F
Monday, October 22, 2012, 1:00 PM-4:00 PM

Paid per click search engine (PPC) marketing is a proven and effective way to quickly drive traffic and sales to your site. What used to be a fairly straightforward marketing channel has become increasingly complex as Google and Bing are adding features and targeting to deliver improved performance to advertisers.

During this session you will learn how to:

• Use the targeting tools that Google gives you to hit the right customer
• Understand the Google changes
• Use User Intent to increase ROI

Location: Ballroom F
Monday, October 22, 2012, 9:00 AM-12:00 PM

The landscape for search engine marketing is constantly changing and requires advanced techniques to beat your competitors and achieve your marketing goals.

In this 3-hour intensive, you will learn:

• Advanced Keyword List Development
• Advanced Architecture and Technology Optimization
• Advanced Onsite Content Optimization
• Advanced Offsite Factors Including link building

Location: Ballroom F
Wednesday, October 24, 2012, 3:15 PM-4:00 PM

Are you PPC campaigns bleeding money and not achieving their goals? Does the thought of using the Google Display Network cause you to flinch? Does the term Landing destination testing program inspire visions of airports?

If you have answered yes to any of these questions, you are in need of a PPC audit. This session will walk you through the top ten areas that you should look at when trying to revive a flagging campaign including: Quality Score analysis, Real Return on Ad Spend Calculations that don't hide behind gross numbers, Multi screen strategies that capture all of your users and understanding the ever shifting landscape of match types.

Make your PPC account fulfill its money making potential today.

Location: Ballroom C
Tuesday, October 23, 2012, 9:15 AM-10:00 AM

For marketers today the mission is simple: Find and cultivate influencers, get them to positively talk up your brand, then sit back and enjoy the results. Easy, right? Creating a dialogue and relationship with followers is essential in building brand advocacy, but it takes more than a few “likes” to be successful.

This panel will look at what marketers need to do now to identify advocates, cultivate sharing and convert friends into new customers to drive measurable results and provide a competitive advantage in the future. We’ll look beyond just being part of the conversation to how your brand can be heard, repeated, valued and influential. Our panelists will also cover:

• Tools designed to identify and prioritize online influencers and the best practices around them.
• How businesses can track consumer opinions, benchmark against competitors and selectively participate in the dialogue.
• A comparison of influence measurement tools such at Klout, Kred, Appinions, Traackr and more.

Location: Ballroom G
Wednesday, October 24, 2012, 11:15 AM-12:00 PM

The Bing Ads Editorial team is issuing you a backstage pass to how ad quality and relevance is defined. We will provide actionable insights for improving your campaign performance and quality, along with examples of how we are trying to demystify the approvalsubmission process. Topics will include understanding your Quality Score, as well as improving landing page optimization and keyword selection to improve your long-term health in the paid search marketplace.

Location: Ballroom B
Wednesday, October 24, 2012, 11:15 AM-12:00 PM

Today’s marketers are awash in complex data and are challenged to find ways to make that data work to achieve business objectives. Every day, marketers face big data problems as a result of getting more and more data from both offline and online channels. The real question facing marketers today is how to uncover what data really matters and how it be can utilized to truly drive ROI.

Location: Ballroom G
Tuesday, October 23, 2012, 10:15 AM-11:00 AM

Walk through two large enterprise case studies discussing the challenges and opportunities for brands integrating social media across the organization, best in class methodologies and how real-time analytics can help with cross-departmental, internal buy-in.

Location: Ballroom F
Wednesday, October 24, 2012, 10:30 AM-11:15 AM

Many marketers are judging mobile marketing’s success based on traditional Internet marketing metrics. They shouldn’t. Mobile marketing is different. The goal of a mobile marketing effort is not the same as an Internet banner ad. Thus, the same metrics—hits, click-throughs, abandon rate—are not nearly as important. What is the ideal way for a user to engage mobile marketing—by web, by phone, or by app? Mobile marketing is a different animal. The same rules, measurements, and benchmarks do not apply.

Specifically, this presentation will discuss:

• The 6 myths of tracking mobile marketing success
• The Pros and Cons of each mobile response and engagement method.
• The most common and most desired responses for mobile search and local search.
• Best practices for each desired response method. (i.e. If you want to generate phone calls, how do you generate phone calls)?
• Where do mobile barcodes fit?
• Mobile video best practices
• Specific ways to track each desired response and engagement

Location: Ballroom B
Wednesday, October 24, 2012, 2:30 PM-3:15 PM

The industry is ripe with conversation about engagement, but there's little clarity about what it means for display advertising. Join mediaFORGE CEO, Tony Zito, as he shares the value his company has found in using engagement not just as a measurable insight, but as an optimization and an attribution metric. Tony will also discuss the roll he predicts engagement will play in the future of direct response and brand advertising.