eTail East 2014 (past event)
August 11 - 15, 2014
Contact Us: 1.888.482.6012
Pre-Conference Summits
07:55 - 08:20 Continental Breakfast & Registration
Continental Breakfast & Registration
08:20 - 08:35 Welcome Remarks & Benchmarking Study
Welcome Remarks & Benchmarking Study
08:35 - 08:50 Chairperson’s Opening Remarks
Chairperson’s Opening Remarks
08:50 - 09:25 Keynote Panel Discussion: Maximizing The Deliverability Of Your Emails
As email continues to deliver an amazing ROI, ensuring your customers receive them is critical. Understand how companies both large and small can increase subscribe rates, reduce unsubscribes and drive engagement via email. Leave with strategies to increase your deliverability at the end of this session.
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What are your greatest deliverability challenges?
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How are you remedying those challenges?
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What do you do with non-engaged customers?
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Do you use direct mail or cross-channel strategies to get them engaged?
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How are you able to get on a “good list” for organizations that are creating spam traps
09:25 - 10:50 Kickoff Of Interactive Roundtable Discussions
Summit Roundtable Moderators: (Each table is moderated by a Retailer and a technical expert; Each table discussion will last 25 minutes.)
Table 1: Accelerate Your Growth with Automated Customer Engagement
Moderator: Brennan Carlson, Senior Vice President of Product and Strategy, Lyris
Table 2: Best Practices Around Email Acquisition And Retention
Moderator: Michael Brown, Director of Strategic Accounts, StrikeIron
Retail Moderator: Brad Nash, Marketing Director – Email & Life Cycle Marketing, GameStop
Moderator: Michael Brown, Director of Strategic Accounts, StrikeIron
Retail Moderator: Brad Nash, Marketing Director – Email & Life Cycle Marketing, GameStop
Table 3: Effective Acquisition Tactics In The Age Of Personalized Marketing
Moderator: Matthew Conlin, President and Co-Founder, Fluent
Table 4: Making Millions With Data-Driven Lifecycle Marketing
Moderator: Taylor Knapp, Sales Associate, Windsor Circle
Retail Moderator: Ziv Karmi, eCommerce Manager, CoffeeForLess.com
Table 5: The 3 Stages Of Revenue Optimization With Email Automation
Moderator: Karen Talavera, Email Marketing Consultant, dotmailer
Retail Moderator: Mark Lippmann, Managing Partner, Deborah Lippmann
10:50 - 11:20 Keynote: Test, Evaluate And Optimize Your Email Efforts
Even with the increase in importance of social media and other methods of interacting with your customers, email is still a primary driver of push communication and ultimately, sales. As inboxes get more crowded, consumer attention spans get shorter, and the methods of communication more disperse, ensuring the effectiveness of every single email that is sent to each individual customer is critical to the success of your email program. In this session, we will walk through the steps you need to take to test, evaluate, and optimize your efforts.
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Segmenting the types of emails you send
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Mapping emails to customer lifecycle and behavior
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Testing frequency, timing, and creative
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Integrating email with your overall marketing program
11:20 - 11:50 Coffee & Refreshments
Coffee & Refreshments
11:50 - 12:25 Panel Discussion: Optimize Your Trigger And Batch Campaigns: Take Your Campaigns To The Next Level
Automation of your email program ensures that you can effectively manage your list. Our panelists talk through specific trigger campaigns they’ve implemented, detailing successes and pitfalls to avoid. Walk away with specific ideas that can be implemented in a short amount of time, no matter your organization size.
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What steps do you take to prioritize optimization of your numerous triggers? How do you find a focus?
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How do you monitor the results of your triggered campaigns? How often do you report on them?
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What’s an example of a current triggered campaign that is working successfully for you, what have you done to grow that success?
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What is one thing you would suggest implementing or analyzing immediately to optimize your current triggers?
12:25 - 12:55 Establishing A Testing Roadmap To Increase The Effectiveness Of Your Email Campaigns
As the VP of Marketing, Lareen oversees global marketing channels for nine brands and various sub-brands at Franklin Covey. Intrinsic to their success is testing their email programs, with specific customer segments and to ensure they are receiving the best possible ROI. Lareen walks through where they’ve been, what they are currently testing and why, and how to create the most effective email program possible for your business.
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Understanding changing customer behavior through testing
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Developing a testing roadmap and structure to your testing program
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Instituting a flow of your testing programs: solving specific business programs with your tests
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Focusing on a specific customer segment
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Generating internal review questions when beginning your testing programs
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Locating the starting point for developing a holistic testing strategy for all email programs (seasonal emails, featured product emails, etc.)
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Establishing the ideal timing and frequency for your email programs
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Optimizing your remarketing programs
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Abandoned cart, browser behavior, loyalty programs, event-based triggered programs
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Gathering customer data to learn how existing and new customers are behaving on your website to develop appropriate testing vehicles
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Sifting through this data to make effective decisions about your program
12:55 - 13:55 Lunch Reception & Networking For All Attendees
Lunch Reception & Networking For All Attendees
13:55 - 14:30 Panel Discussion: Mobile Optimizations You Can Make To Your Email Program Now
With so much focus on responsive design, it’s important to highlight the steps taken before you even get to that level. This session walks through mobile optimized email, a key challenge for marketers today. As email is one of the number one channels used by mobile customers, ensure your program is meeting and/or exceeding customer expectations.
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Is your company currently using responsive design or some variation? Why or why not?
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What is something specific you have done in your email program to optimize for mobile?
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How do you make a case to move towards responsive design in your program with limited resources?
14:30 - 15:20 Continuation Of Interactive Roundtables
Summit Roundtable Moderators: (Each table is moderated by a Retailer and a technical expert; Each table discussion will last 25 minutes.)
Table 1: Accelerate Your Growth with Automated Customer Engagement
Moderator: Brennan Carlson, Senior Vice President of Product and Strategy, Lyris
Table 2: Best Practices Around Email Acquisition And Retention
Moderator: Michael Brown, Director of Strategic Accounts, StrikeIron
Retail Moderator: Brad Nash, Marketing Director – Email & Life Cycle Marketing, GameStop
Moderator: Michael Brown, Director of Strategic Accounts, StrikeIron
Retail Moderator: Brad Nash, Marketing Director – Email & Life Cycle Marketing, GameStop
Table 3: Effective Acquisition Tactics In The Age Of Personalized Marketing
Moderator: Matthew Conlin, President and Co-Founder, Fluent
Table 4: Making Millions With Data-Driven Lifecycle Marketing
Moderator: Taylor Knapp, Sales Associate, Windsor Circle
Retail Moderator: Ziv Karmi, eCommerce Manager, CoffeeForLess.com
Table 5: The 3 Stages Of Revenue Optimization With Email Automation
Moderator: Karen Talavera, Email Marketing Consultant, dotmailer
Retail Moderator: Mark Lippmann, Managing Partner, Deborah Lippmann
15:20 - 15:45 Afternoon Coffee & Refreshments
Afternoon Coffee & Refreshments
15:45 - 16:45 Conclusion of Email Marketing, Optimization & Personalization Summit
Conclusion of Email Marketing, Optimization & Personalization Summit
16:45 - 17:45 Retailer-Only Speed Networking Session: Bring Your Business Cards!
Bring plenty of business cards, because you will need them! Back by popular demand, our “speed-dating” themed networking card swap allows you to meet your peers in a retailer-only environment. This is a great way to meet a ton of your peers right before the cocktails begin!
17:45 - 08:10 eTail 2014 Welcome Reception
At the end of an subject-intensive day, unwind with fellow join retail executives in this relaxed environment, and enjoy the official opening of the eTail Exhibit Hall. For those just arriving, this is a perfect opportunity to get all of your registration materials and jumpstart your networking during the opening cocktail reception.
08:10 - 08:40 Continental Breakfast & Registration
Continental Breakfast & Registration
08:40 - 08:50 Welcome Remarks & Benchmarking Study
Welcome Remarks & Benchmarking Study
08:50 - 09:05 Chairperson’s Opening Remarks
Chairperson’s Opening Remarks
09:05 - 09:50 Keynote Panel Discussion: Building A Successful Social Strategy: Engagement, Measurement And Storytelling
Engagement and ROI questions are top of mind (and often times the focus is shifting from one to the other in terms of social strategies) for retailers today. Senior executives from apparel, jewelry, travel and hospitality and knitting/crafting come together to review the keys to their successful social campaigns and most importantly, what they are measuring, how they are engaging customers, what’s working and what’s driving sales for their businesses.
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Which platforms or channels are you using for your social strategy? Why?
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How do you pick which channels to focus on for your social strategy (Facebook, Twitter, Pinterest, Instagram, Tumblr, Vine, etc.)?
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How do you address whether or not they are revenue drivers, brand builders or both?
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What tools did you use to measure the results of your programs?
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What pitfalls should be avoided when crafting a cohesive social strategy?
09:50 - 10:05 Pinterest & Instagram: Marketing Where Your Audience Looks
The rapid growth of Pinterest & Instagram, now with 270MM monthly unique users, is a significant opportunity for e-commerce marketers to reach consumers -- not where they search, read, or interact with friends — but where they look, browse, and discover brands and products. See the latest strategies & tactics major retailers are using to drive massive revenue from Pinterest, and build highly engaged communities on Instagram, then learn how to repeat them for your brand.
10:05 - 10:35 Keynote: Community Service: Listen, Connect And Engage To Create New Customer Relationships
It’s all about putting the customer first. The future of communication is about less talking and more listening and creating regular conversations with customers. Communities are not a marketing tactic; they’re at the core of what’s important.
Take a look inside the new communication center at Mall of America to see how the Mall is engaging communities of influencers and brand ambassadors to build authentic relationships. Also, explore how powerful retail brands are enabling consumers to communicate with each other while customizing content to engage with their own communities.
• Build authentic relationships through the exchange of common interests and storytelling instead of broadcasting brand messages.
• Connect to your community and motivate them to share your story by enabling customers to have conversations with each other; it’s about growth not creation.
• Clarify your goals. Devise a communication strategy. Develop the ROI – new customers, new sales or enhanced reputation.
10:35 - 11:05 Coffee & Refreshments
Coffee & Refreshments
11:05 - 11:40 Leveraging Social Analytics for Competitive Success
The rise of social media has led to huge potential for understanding and engaging with customers through multiple touch points. Facebook and Twitter combined reach over 1.5 billion users, not even taking into account LinkedIn, Google , YouTube, Pinterest, blogs and review sites that reach millions more. This creates a huge opportunity for companies to harness customer interactions and use them to better market and deliver products. Finding meaning in people’s comments to drive company success is a Business Intelligence challenge. In this session, Jeff Morris, GoodData's Vice President of Product Marketing, will outline the advantages of leveraging social data and the best practices for accessing and analyzing that data to gain a competitive edge.
11:40 - 12:10 Social, WOM, & Crowdsourcing: If They Build It, They Will Come
This session will cover how to build a loyal following of customers and fans and what to do with them once you’ve built it – and all of this on a savvy startup budget. AdoreMe has built a loyal following including 700,000 email subscribers, nearly 500,000 Facebook Likes and they are gaining approximately 800 new followers every day! From share-worthy social contests to effective social ads, you’ll learn why not to underestimate the power of Facebook and other social networks. Also, learn about the key traits that make gen Y especially eager, and qualified, to help you build the right products, culture, and company.
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Best Lean strategies - what works best on a tight startup budget
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Crowdsourcing instead of market research
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WOM & social media – how to make your customers work for you
12:10 - 12:55 NEW: Interactive Workshop: Pinterest and Instagram
Laurie A. Meisel is an award-winning Social Media and Digital Marketing Strategist and Executive Coach. A long-time advocate of social media, Laurie was formally the creative force responsible for establishing and maintaining McGraw-Hill Construction’s presence on Twitter, LinkedIn, and Facebook. She brings her years of expertise to eTail, to host a hands-on workshop focused on the hottest social platforms.
This interactive workshop will review case studies for popular brands, best practices, what to do (and not to do) with these essential visual mediums. Is your brand effectively using these social networks? We’ll roll up our sleeves and review a selection of participants' brand pages and streams, reviewing strengths, weaknesses, and identify areas for growth. Leave with actionable changes and updates to ensure your social presence is as effective as possible.
Laurie Meisel
Social Media & Digital Marketing Strategist and Executive CoachLaurieMeisel.com
12:55 - 13:55 Lunch For All Attendees
Lunch For All Attendees
13:55 - 14:25 Assessing The Effectiveness Of Social Platforms: Participation To Drive Traffic And Engagement
As the head of social media at Deb Shops, Jennifer manages their social programs to drive engagement and community around their brand. In this session, she presents examples of compelling and engaging content that differs per platform, experimentation of new platforms on an ongoing basis and how to collaborate with your buying department in order to create cohesive stories.
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Understanding which social platform is most influential for your target consumers
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Creating content for specific platforms
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Examining newer platforms and determining whether to participate
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Building a social game-plan and strategy for each platform, and where you can save time by cross-platform promotions
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Being efficient with your bandwidth and getting buy-in from other departments to produce expert content
14:25 - 14:55 Effectively Reaching Millenials Today
Online shoppers that visit the "Show Us Your OU" section of Urban Outfitters' website can view dozens of images supplied by fans of the brand and can shop the photo by simply hovering over the image and clicking the "Shop It" button. one in five visitors clicks on at least one Shop It button as they browse the images. URBN is focused on building a community, being innovative and attracting a millennial audience. Moira will walk through URBN’s current initiatives and where they see the space headed in the future.
14:55 - 15:45 Panel Discussion: Analyzing Social Platforms To Reach Your Target Customers
Speakers:
Jessica Woodbury Social Media Manager Alex + Ani
Diana Plazas Director, Global Brand Marketing Hilton Worldwide
Matz Lukmani Associate Director Insights & Analytics MediaCom WorldWide
Julia Quinn Director of Social Media Amtrak
Sharad Verma Founder & CEO Piqora
Taylor Cole Director of Public Relations and Social Media Hotels.com
Jessica Woodbury Social Media Manager Alex + Ani
Diana Plazas Director, Global Brand Marketing Hilton Worldwide
Matz Lukmani Associate Director Insights & Analytics MediaCom WorldWide
Julia Quinn Director of Social Media Amtrak
Sharad Verma Founder & CEO Piqora
Taylor Cole Director of Public Relations and Social Media Hotels.com
Developing a scalable, cross-platform social strategy is a huge challenge for marketers today. How can you deliver the right content to the right customer at the right time, using the right platform? Our panelists talk through which platforms are most effective for their businesses and why, as well as how to execute a cross-platform campaign that resonates with your customer base.
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Assessing which social platforms would be most influential for your target consumers
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Delivering best-in-class content on each platform depending on your strategy for each
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Evaluating the usage of newer platforms to determine which would be the best fit for your brand
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Developing the business case and execution strategy for each platform
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Integrating your strategy into your overall marketing mix
15:45 - 16:10 Coffee & Refreshments
Coffee & Refreshments
16:10 - 16:45 End Of Social Commerce & Engagement Summit
End Of Social Commerce & Engagement Summit
16:45 - 17:45 Retailer-Only Speed Networking Session: Bring Your Business Cards!
Bring plenty of business cards, because you will need them! Back by popular demand, our “speed-dating” themed networking card swap allows you to meet your peers in a retailer-only environment. This is a great way to meet a ton of your peers right before the cocktails begin!
17:45 - 08:30 eTail 2014 Welcome Reception
At the end of an subject-intensive day, unwind with fellow join retail executives in this relaxed environment, and enjoy the official opening of the eTail Exhibit Hall. For those just arriving, this is a perfect opportunity to get all of your registration materials and jumpstart your networking during the opening cocktail reception
08:30 - 09:00 Continental Breakfast & Registration
Continental Breakfast & Registration
09:00 - 09:10 Welcome Remarks & Benchmarking Study
Welcome Remarks & Benchmarking Study
09:10 - 09:25 Chairperson’s Opening Remarks
Chairperson’s Opening Remarks
09:25 - 10:05 Keynote Panel Discussion: The Latest In Search Trends To Breathe New Life Into Your Programs
Dissect the changing search landscape and understand how to manage and optimize your programs. Our panelists present key changes, how to navigate through them, and tap into multi-device search strategies to increase traffic.
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What are the latest changes in paid search and how are they impacting your programs?
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How specifically are you dealing with mobile? How is the market shifting with your customer base? What can you do to help build internal advocacy around mobile within your respective organizations?
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With the changes that are happening with natural search and increase in PLAs, what are some tips you can offer for managing PLAs? What are some effective ways to measure the impact of natural search?
10:05 - 11:20 Kickoff Of Interactive Roundtable Discussions
Summit Roundtable Moderators: (Each table is moderated by a Retailer and a technical expert; Each table discussion will last 25 minutes.)
Table 1: How to Leverage Google to Find New Revenue Through Organic Search
Moderator: Bryan Carr, Vice President, Your Amigo
Retail Moderator: Drew Metherd, Senior Product Manager, Morningstar Inc
Moderator: Bryan Carr, Vice President, Your Amigo
Retail Moderator: Drew Metherd, Senior Product Manager, Morningstar Inc
Table 2: Optimizing Your Paid Search Program Based On Customer Journey
Moderator: Udayan Bose, Founder & CEO, NetElixir
Retail Moderator: Limin Zhao, Senior Global Paid Seach Manager, Lenovo.com
Table 3: Emerging Technologies In Scalable Organic Search Programs
Moderator: Jason Campbell, SVP, Searchdex
Moderator: Laura Johnson, Director of Sales, Altruik
Table 4: Top Social Media Advertising Campaigns For Direct Marketers
Moderator: Marc Weisinger, Director of Marketing, EliteSEM
Table 5: The Top PPC Mistakes Killing Retailers’ Profits
Moderator: Denis Coombes, Director of Sales, ROI Revolution
Retail Moderator: Joe Schmidt, Co-Founder, The Tom & Joe Show
Table 6: Use Creative And Social Content To Convince Shoppers To Buy
Moderator: Jason Miller, Product Evangelist, SLI Systems
11:20 - 11:50 Coffee & Refreshments
Coffee & Refreshments
11:50 - 12:35 Panel Discussion: Building Out An Effective PLA Campaign
There are more questions that answers when it comes to building successful PLA campaigns, but our panelists are presenting best practices within their own campaigns to share. They’ll discuss tried and true tactics surrounding structuring your campaigns, budget management to gain an effective ROI, leveraging shopping feeds, and a review of the most effect tools (bid tools, etc.) available to optimize your feeds.
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How are you structuring your campaigns?
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How do you view PLAs: it shopping feed vs. bid paid search? A hybrid?
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Are you leveraging shopping feeds to manage your campaign?
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How are you leveraging product data?
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When you are auditing an account, what do you look for?
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What are the tools (bid tools, spreadsheet base) that you are using?
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Do you have margin data that you are leveraging?
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Are you optimizing the feed based on the margin?
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What trigger points/metrics led you down to a decision around segmenting in terms of how a website is categorized, or an ROIS?
Richard Park
PLA / Feed ManagerCoffee For Less
12:35 - 13:00 Unconventional Digital Strategies
13:00 - 14:00 Lunch & Networking For All Attendees With A Special Presentation
Lunch & Networking For All Attendees With A Special Presentation:
AdWords Accelerator: Improve Paid Search Performance By Avoiding the Top 8 AdWords Mistakes Retailers Make
Denis Coombes, Director of Sales, ROI Revolution
14:00 - 14:40 Panel Discussion: Executing An Effective SEO Strategy
SEO has always been part art and part science, and this session provides both techies and non-techies with tools that can help you make better use of what is always a limited amount of time and resources. We’ll discuss a variety of tips and tricks that help you dive into your data, tweak your code, and unleash your research to enhance your SEO performance no matter how big or small your team is. No coding background required!
- New methods of uncovering keyword targets
- Using Analytics and Excel to identify your best & worst performing areas
- Techie tips to make your site perform at its best for organic search
14:40 - 15:10 10 SEO Hacks To Make The Most Of Your Time
15:10 - 16:25 Continuation of Interactive Roundtables
Summit Roundtable Moderators: (Each table is moderated by a Retailer and a technical expert; Each table discussion will last 25 minutes.)
Table 1: How to Leverage Google to Find New Revenue Through Organic Search
Moderator: Bryan Carr, Vice President, Your Amigo
Retail Moderator: Drew Metherd, Senior Product Manager, Morningstar Inc
Moderator: Bryan Carr, Vice President, Your Amigo
Retail Moderator: Drew Metherd, Senior Product Manager, Morningstar Inc
Table 2: Optimizing Your Paid Search Program Based On Customer Journey
Moderator: Udayan Bose, Founder & CEO, NetElixir
Retail Moderator: Limin Zhao, Senior Global Paid Seach Manager, Lenovo.com
Table 3: Emerging Technologies In Scalable Organic Search Programs
Moderator: Jason Campbell, SVP, Searchdex
Moderator: Laura Johnson, Director of Sales, Altruik
Table 4: Top Social Media Advertising Campaigns For Direct Marketers
Moderator: Marc Weisinger, Director of Marketing, EliteSEM
Table 5: The Top PPC Mistakes Killing Retailers’ Profits
Moderator: Denis Coombes, Director of Sales, ROI Revolution
Retail Moderator: Joe Schmidt, Co-Founder, The Tom & Joe Show
Table 6: Use Creative And Social Content To Convince Shoppers To Buy
Moderator: Jason Miller, Product Evangelist, SLI Systems
16:25 - 16:40 Afternoon Coffee & Refreshments
Afternoon Coffee & Refreshments
16:40 - 16:45 Conclusion Of Advanced Search Summit
Conclusion Of Advanced Search Summit
16:45 - 17:45 Retailer-Only Speed Networking Session: Bring Your Business Cards!
Bring plenty of business cards, because you will need them! Back by popular demand, our “speed-dating” themed networking card swap allows you to meet your peers in a retailer-only environment. This is a great way to meet a ton of your peers right before the cocktails begin!
17:45 - 23:59 eTail 2014 Welcome Reception
At the end of an subject-intensive day, unwind with fellow join retail executives in this relaxed environment, and enjoy the official opening of the eTail Exhibit Hall. For those just arriving, this is a perfect opportunity to get all of your registration materials and jumpstart your networking during the opening cocktail reception