Agenda

December 12, 2018
6:00 PM
Welcome Cocktail Reception
December 13, 2018
7:00 AM
If Pre-Search and Post-Search are siblings, then Pre-Search is definitely the Golden Child. This doesn’t mean marketers don’t care about both equally, it just means Post-Search requires extra time and attention to become the best version of itself.
8:00 AM
Registration & Breakfast
8:45 AM
Opening Remarks
MC
Ross Fadner , Director, Event Programming, MediaPost
9:00 AM
LinkedIn already has 500 million+ members around the globe, and yet, the Web’s largest social network for business professionals remains firmly focused on expansion. To a great extent, LinkedIn Global Marketing Director Vincent Guerrieri is the man tasked with leading that charge, as he oversees the social giant’s paid media programs worldwide, focusing on driving member/customer acquisition and engagement via outside platforms. In our Day 1 Keynote, Vincent and SIS emcee and host Ross Fadner will discuss, among other things, safeguarding data in 2018 as well as strategies for managing paid media relationships with the Web’s data-hungry walled gardens.
Interviewee
Vincent Guerrieri , Global Marketing Director, LinkedIn
Interviewer
Ross Fadner , Director, Event Programming, MediaPost
9:30 AM
The data science behind so-called “Pre-Search” on major platforms has improved dramatically over the last few years: new tools help marketers maximize first, second, and third-party data to get a better idea of prospects before they’ve typed anything into the search bar. How much better can it get—what’s the ceiling here? And how are brands using Pre-Search to inform other marketing efforts?
Moderator
Nicole Matuga , Director, Digital External Acquisition, USAA Bank
Panelist
Michael Aburas , Integrated Media Director, MGM Resorts International
Jon Kagan , Sr. Director of Search and Biddable Media, Cogniscient Media
Pooja Lal , Media Buying Manager / Audience Manager, Cisco
10:00 AM
Marketers have access to so much data that trying to determine the best course of action can seem overwhelming. Hoda Sheidaei, Senior Digital Marketing Manager at Kia Motors USA, believes it’s far easier when you listen to your customers. With that in mind, she has developed a series of strategies, including linguistics that speak to visitors to Kia’s web site, and integrating that data with paid search and social campaigns. Join Sheidaei as she delves into the nuances of connecting with consumers through search data.
Interviewee
Hoda Sheidaei , Senior Digital Marketing Manager, Kia Motors USA
Interviewer
Laurie Sullivan , Editor, Search Marketing Daily, MediaPost
10:30 AM
11:00 AM
To a great extent, “Post-Search” is about the customer journey: what happens after a prospect searches and does not convert. This story will be different for every brand, if not every product or service. In this session, varying brands open up about their cross-channel Post-Search efforts: what areas are improving, what are you learning from successes/failures, where does Re-Marketing still fall short, and why? What role is technology playing and how is that evolving?
Moderator
Jake Favaro , Senior Director, Client Services, 3Q Digital
Panelist
Zach Cole , Manager, SEM, UPMC Health Plan
Darcy Croatto , Digital Marketing Manager, Edison Properties
Michael Kopeikin , VP, Digital Marketing, Publicis Media
11:30 AM
Mobile apps like GrubHub and DoorDash have revolutionized the QSR world, creating a significant increase in takeout orders for chains around the country, but these services lack data and can also drive up marketing costs. In our final Day 1 Interview, Qdoba Media Manager Chris Theilen will discuss how restaurants can embrace these platforms while continuing to drive new in-store customers and staying connected to current ones.
Interviewee
Chris Theilen , Media Manager, Qdoba Restaurant Corporation
Interviewer
Steven Gibson , Client Director of Search, Canvas Worldwide
12:00 PM
Building/Buying Audiences with Pre-Search - Nicole Matuga, Director, Digital External Acquisition, USAA Bank
Post-Search and the Journey to Conversion - Michael Kopeikin, VP, Digital Marketing, Publicis Media
Safeguarding Your First-Party Data
Redesigning Products Using Search Data - Ben Hultstrand, Director, Digital Experience, Canvas WW
12:45 PM
Lunch
1:00 PM
2:00 PM
Afternoon Activities
4:00 PM
Cash bar - Dutch treat.
5:30 PM
One on One Meetings
6:30 PM
Cocktail Party
7:30 PM
10 minute ride from Steins.  Buses leave at 7:30pm sharp!
December 14, 2018
7:00 AM
ECommerce marketing will always be about driving traffic and conversions, but the pathway to optimization will forever be a moving target. Search engines, marketplaces, social channels, comparison shopping engines, and affiliate networks all offer you access to their audiences for a price—as well as new (read: constantly evolving) tools for boosting conversions.
8:00 AM
Registration & Breakfast
8:15 AM
9:00 AM
Search is obviously an incredibly powerful tool for people suffering from medical ailments, but the patient’s journey is vastly different depending on the circumstances. We open Day 2 with a Keynote Q&A featuring Keith Burke, who is Merz North America’s Senior Marketing Director in the field of Neurosciences; Keith will walk us through patient journeys in this fascinating and incredibly important realm that includes Parkinson’s, ALS, Stroke and Traumatic Brain Injury, among other ailments, and how search is being used to help these folks.
Interviewee
Keith Burke , Senior Marketing Director, Neurosciences, Merz North America
Interviewer
Steven Gibson , Client Director of Search, Canvas Worldwide
9:30 AM

What exactly is an “ecommerce marketing strategy” if each multifaceted, mega-marketplace requires its own unique marketing plan? How does the small-to-medium-sized retail marketer, in particular, decide where to focus their time, energy and money? Given the real-time, data-driven nature of ecommerce, and the fact that these giant ecosystems are themselves complex and constantly changing, at what point do you ask yourself: should I hire third-party help, or do this all in-house?

Moderator
Chris Apostle , EVP, Head of Performance, Havas Media
Panelist
Kerry Curran , Managing Partner, Marketing Integration, Catalyst
Kristina Smith , Director, Global Digital Marketing, KEEN Footwear
Munan Xue , Head of Growth Marketing, RugsUSA
10:00 AM
Voice in 2018 is already less a medium itself than a feature associated with just about every connected device or appliance in your home. Of course, the commercial applications for assistants like Siri and Alexa are obviously still in their very nascent stages, existing mostly in the form of downloadable skills. Morgan Chemij, Director II: Marketing & CRM Americas, HP.com, will explain why D2C brands in particular need to pay close attention to voice, which is fast becoming an important part of the customer journey.
Presenter
Morgan Chemij , Director II: Marketing & CRM, Americas, HP.com
10:30 AM
11:00 AM

Within the last few years, product marketing opportunities across social media have exploded, giving rise to the term “social commerce”. At the end of 2018, social commerce is undergoing a major shift, as social platforms circumnavigate sending traffic to retail destinations by allowing consumers to make purchases directly on their properties, instead. In this session, brand managers consider the impact of this shift on cross-channel marketing and personalization, in particular, while weighing potential pluses and minuses for their businesses.

Moderator
Clayton McLaughlin , Group Account Director, Green Line Digital
Panelist
Adam Klein , Marketing Manager, Capital Brands
Kieley Taylor , Managing Partner, Global Head of Social, GroupM
11:30 AM
Many brands are left scratching their heads about how to improve mobile performance; Choice Hotels addressed this dilemma through data integration and ultimately, activation. In this case study, Alex Edlund, Director of Digital Customer Acquisition, will walk us through how the hotel conglomerate first improved mobile search performance and then passed that information back to their decision engine before ultimately activating and optimizing return on advertising spend.
Presenter
Alex Edlund , Director, Digital Customer Acquisition, Choice Hotels
12:00 PM
Marketplace Morass: Partnering for Success - Brittany Dodd, Sr Online Campaign Marketing Manager, Cricut
Social + Commerce: Strategies for Success - Kieley Taylor, Managing Partner, Global Head of Social, GroupM
Conversational Commerce 101 - 188 slot onlineMorgan Chemij, Director II: Marketing & CRM, Americas,   HP.com
12:45 PM
Lunch
2:00 PM
Afternoon Activities
4:00 PM
Cash bar - Dutch treat.
6:30 PM
350 Main Restaurant, Main Street Park City - Shuttles depart Steins at 6pm SHARP!
7:30 PM
350 Main Restaurant, Main Street Park City
9:00 PM
At the world famous Spur Bar & Grill - 352 Main Street, Park City (right next door to dinner)
December 15, 2018
7:00 AM
Day 3 Content Sessions
8:00 AM
Registration & Breakfast
9:00 AM
Blizzard Entertainment operates a massive PC, mobile and console gaming network of huge franchises like Overwatch and Warcraft—which you may have heard are pretty popular with Millennials. Chris Barcinas operates the gaming giant’s paid search operations for North America, which includes paid video formats on YouTube. Chris will walk us through the scope of Blizzard’s huge marketing effort via Google’s platforms, including how paid search and video dovetail with Blizzard’s owned and earned content living on the Web’s second-largest search engine.
Interviewee
Chris Barcinas , Manager, Paid Search, Blizzard Entertainment
Interviewer
Ross Fadner , Director, Event Programming, MediaPost
9:45 AM
It has become something of a custom to end the Winter SIS (and indeed the year, too), by looking forward. With so many innovations in search, digital marketing, and technology constantly coming down the pipe, it seems fitting to wrap-up 2018 with a giant audience roundtable where SIS Emcee Ross Fadner asks the group what to look out for in 2019 and beyond.
Moderator
Ross Fadner , Director, Event Programming, MediaPost
Laurie Sullivan , Editor, Search Marketing Daily, MediaPost
10:30 AM
YouTube Marketing for Pros - Chris Barcinas, Manager, Paid Search, Blizzard Entertainment
Leaning Forward: 2019 and Beyond - Ross Fadner, Director of Events, MediaPost 
11:15 AM
Conference Concludes

Beyond the Search Box

Most customer journeys begin and end with some form of Search. Nowadays, a staggering volume of data goes into “Pre-Search”, as marketers front-load first, second, and third-party data to get a better idea of prospective audiences before they’ve typed anything into the Search Box. However, with disparate platforms and their walled gardens in mind, what happens between that first Search and last touchpoint along the journey—“Post Search”—comes down to how brands and their partners move prospects down the conversion funnel. 

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