SES Chicago 2012 - Day 1 Agenda

Tuesday, November 13

7:00-6:30pm Registration

Pre-Keynote Workshop
Maximizing the Effectiveness of LinkedIn to Generate More Qualified Leads Online
175 million business professionals are using LinkedIn every day to develop their brands and grow their businesses. More than likely, your next client is there. But how will they find you? Why will they engage with you? Will they see you as a thought leader? How can you really use LinkedIn as your number-one personal branding and qualified lead-generation tool? Find out in this intense, comprehensive pre-keynote workshop led by Linkedin coach and trainer Jasmine Sandler, CEO of Agent-cy Online Marketing. In this session, you will learn:

  • How to ensure that your profile is engaging to your target audience.
  • How to utilize the vast tools and apps within LinkedIn to develop and grow your brand.
  • How to gain business referrals directly from LinkedIn.
  • How to develop and manage an ongoing LinkedIn communications plan that works for you.
  • How to leverage all of your other marketing programs to support your LinkedIn presence.
  • Speaker:
    Jasmine Sandler, CEO, Agent-cy
7:30-9:00am Morning Coffee

Conference Welcome & Morning Keynote
Analyze. Streamline. Engage: Transform Your Business by Embracing Digital
Avinash Kaushik2012 so far has had it all in the digital space - Google's SEO updates, Big Data, the explosion of social media awesomeness, and lots more. With so many new platforms and updates, it's not easy to keep on top of it all and ensure you do everything right! In this opening keynote, Avinash Kaushik will share his unique perspective on balancing multiple media channels and leveraging the right analytics to deliver relevance and economic value to your customers. Avinash will take you through the Clear Line of Sight model to ensure you are spending your days delivering true value to your business. You will walk away from this keynote with a thorough understanding of what it takes to really win online!

  • Keynote Speaker:
    Avinash Kaushik, Digital Marketing Evangelist, Google
10:00-10:30am Grand Opening of the Expo Hall

Attendees may choose to attend one of the five sessions offered during this time.

Track 1
Next-Generation Site Architecture
We all know how to develop sites to be search-engine friendly, but how do we architect sites for the rapidly evolving cross-media challenges of social-media, real-time, and user-generated content? How should we successfully combine information architecture and a corresponding technical architecture to accommodate current and future cross-media challenges? In this session, learn how to design and deploy a next-generation site architecture that maximizes your chances of findability no matter where and how searchers look for you.

  • Speaker:
    Shari Thurow, Founder & SEO Director, Omni Marketing Interactive

Track 2
Winning PPC Tactics
Many marketers miss easy wins. To win with your paid search strategy, you need to execute your campaign using best practices. These include having the right level of keyword depth, the optimal mix of match types, well-written ads, optimized landing pages, and an account structure that maximizes your possible quality score. Are you optimizing the mobile and tablet opportunity? Do you need a tactical bidding strategy? If you're an advanced search marketer, you should also consider segmentation models to truly outwit the competition.

This session will cover all this and more. You will leave with a homework assignment that will increase your chances of getting a promotion and a raise.

  • Moderator:
    Matt Van Wagner, President, Find Me Faster
  • Speakers:
    Melissa Mackey, Search Supervisor, gyro
    Natalie Ney, Client Services Manager, iProspect

Track 3
Mobile Marketing Optimization
Mobile is far more powerful when run as an integrated campaign. Whether it is search, email, or social, mobile can extend the reach of almost any integrated digital advertising campaign. Mobile is also playing a huge role in driving consumer engagement across channels. This session will cover:

  • How mobile can complement any digital ad spending, especially mobile ad units that keep user experience in mind.
  • How mobile can help digital marketers extend their reach, drive customer acquisition, and increase social engagement, and how it can serve as a complement to search.
  • Moderator:
    Angie Schottmuller, Director of Interactive Strategic Planning & Optimization, Three Deep Marketing
  • Speakers:
    Gagan Kanwar, Director of Partnerships and Research, Marin Software
    Geoff Tam-Scott, SR Product Manager - Mobile, NBC

Track 4
The Age of Big Data and the Modern Marketer
The shift of marketing dollars online and the increasing role of social media have ushered in the era of Big Data - where marketers must effectively mine and analyze massive amounts of data and respond to changing business needs instantly. While most marketers today are well versed in the metrics of their online marketing channels, far fewer are leveraging their 'Big Data' across all digital marketing channels for cross-functional insight into customer behavior, to gain efficiencies across all channels and to grow traffic and revenue. Key takeaways will include:

  • The impact Big Data will have on the modern marketer - forcing professionals to become part marketer, part Chief Information Officer
  • How to leverage the latest advancements in technology to gather, analyze and react to new consumer behavior uncovered by Big Data with an emphasis on visibility, optimization and automation
  • Speaker:
    Seth Dotterer, VP of Marketing, Conductor Inc.

Track 5
Getting Started with SEO
Search has one of the lowest customer acquisition rates, simply because it is a "pull" medium, allowing people to find you when they need you. Search engine optimization will help you position your website properly to be found at the most critical points in the buying process. In clear, nontechnical language, this SEO overview will help you understand:

  • What the search engines are looking for.
  • How the principle of building your site for your customers will also please the search engines.
  • The latest optimization trends.
  • Best practices that will make an immediate impact on your Internet presence and website profitability.
  • Speaker:
    Carolyn Shelby, Director of SEO and SEM, Tribune Publishing
11:30-11:45am Session Interval

Attendees may choose to attend one of the five sessions offered during this time.

Track 1
Link Building the Right Way
Developing and executing a link-building strategy, even after the Penguin update, does not have to be a daunting task if you separate it into internal and external strategies. Externally, you'd be surprised by the rich landscape of links you already have. You need to determine what your priorities are and what links you already have, and fill in the key gaps in a way that won't get you into trouble with the engines and that takes advantage of social linking to get visitors to do some of the heavy lifting. Internally, you probably have many links that are just not right, so you may need to spend a bit more time fixing them.

This session will guide you along the process, provide simple steps to get the most out of the links that can contribute to your site performance, and discuss the tools you can use to do it.

  • Moderator:
    Anne F. Kennedy, President, Author and International Speaker, Outlines Venture Group
  • Speakers:
    Brent Payne, CEO, Loud Interactive
    Chuck Price, President & CEO, Measurable SEO

Track 2
Mastering the Four Crucial Ingredients for Successful Landing Pages
In this session, you'll learn how to boost conversion of your web pages using the four critical conversion-optimization ingredients: aesthetics, usability, marketing, and context appropriateness. You'll see examples of winning pages that used the right balance of the four aspects, as well as pages that failed by focusing too much on just one of the four key areas. You'll also get specific ideas on how to immediately improve your pages' conversion by incorporating all four ingredients in your design and messaging.

  • Moderator:
    Matt McGowan, Advisor, Incisive Media
  • Speakers:
    Raj De Datta, Co-founder and CEO, BloomReach
    Brian Lewis, CEO, Solutions-insight Interactive

Track 3
Beyond Engagement: Harnessing the Power of Social Media
Don't be frustrated by the overwhelming world of social media marketing. You don't have to be a Fortune 500 company to be social media relevant, and getting your company or organization started with social media doesn't have to be a pricey proposition. There is a wealth of great free to low-cost tools and strategies that can have you up and running in no time. By leveraging these great resources, you can use social media to drive new business, create awareness, and become engaged with your target audience. In this session, you'll learn how to:

  • Take advantage of great free and low-cost tools that cover managing conversations, measuring reach and engagement, and developing/publishing great content.
  • Leverage lesser-known social media channels to increase exposure and reach.
  • Create great social media friendly content to build trust and authority inexpensively.
  • Apply strategies & tactics that integrate social media into all your marketing efforts.
  • Add social elements to PR campaigns that increase the reach and endurance of your campaign.
  • Optimize your current channels so they have an increased chance of being discovered and shared.
  • Moderator:
    Laura Roth, Head of Content, Interactive Marketing Division, Incisive Media
  • Speakers:
    Mel Carson, Founder and Principal Strategy Consultant, Delightful Communications
    Jason Yormark, Owner, Studio 9
Sponsored by Bing

Sponsored Session
Yahoo! Bing Network and Bing Ads: The Next Evolution in Search Advertising
If you're not advertising on the Yahoo! Bing Network1 yet, you're missing out on 46 million unique searchers that do not use Google, and who are likely to spend 24% more online than the average Internet searcher in the U.S.2 Come see behind the scenes at Bing and get a sneak peak on where it's going next. Hear the latest insights on the Yahoo! Bing Network, updates on the newest Bing Ads features and get a sneak peek into what's in store for 2013.

1. Yahoo! Bing Network includes Microsoft and Yahoo! Core Search sites
2. comScore Core Search (custom), June 2012

  • Speakers:
    John Gagnon, Bing Evangelist, Microsoft
    Paul Corkery, Bing Ads Product Manager, Microsoft

Track 5
Introduction to Analytics
You've researched your keywords, optimized your site, and created your campaigns. But did these steps work? Analytics is more than just page views and visitors. You must measure and analyze your site visitors and how they consume your content. This introductory session will cover:

  • How to decipher common web metrics and apply them to your business objectives.
  • How to properly track campaign performance, regardless of medium.
  • How to set goals and measure conversions in terms of dollars and sense.
  • Speaker:
    Thom Craver, Director of Analytics, Acronym
12:45-2:00pm Networking Lunch
1:45-2:15pm Plenary Session
Metrics for Success in the Mobile and Apps Ecosystem
Google Analytics and ClickZ Explore The Future of Mobile Marketing / Measurement

The staggering growth of mobile platforms, devices, apps - and of course, users - has inspired an entire generation of marketers and entrepreneurs to take notice. But with such rapid change, execution and adoption are all over the board. Mobile marketing and measurement are all still very much works in progress.

So far, mobile has been an experiment for many. But with mobile trending up and to the right, marketers cannot treat it as a side project. It's too big: nearly all mobile metrics: from apps created (600,000+ on Google Play alone) to revenue generated for entrepreneurs (projected: $46 billion by 2016 according to ABI Research) are rapidly increasing. Mobile now needs to be an integral part of everyone's strategy. Just as social has been something that marketers can't ignore, those that ignore the shift to mobile platforms will be forced to play catch up. And with it we'll see another wave of disruption for business as usual. Getting ahead of this shift today is critical to win the moments that matter tomorrow.

This session will explore the joint research between Google Analytics and ClickZ to understand the current state of mobile, where it's going next and share actionable next steps for marketers, app developers and entrepreneurs better measure their efforts in mobile. It is our hope that together, we can help you succeed in this fast-growing space and make mobile apps work for you.

  • Moderator:
    Melanie White, Editor, ClickZ
  • Speakers:
    Jonathan Allen, Director, Search Engine Watch
    Adam Singer, Analytics Advocate, Google
    Diran Hafiz, Director of Mobile, Comscore
2:15-2:30pm Session Interval

Attendees may choose to attend one of the five sessions offered during this time.

Track 1
Meaningful SEO Analytics
As knowledge of SEO practices moves from the offices of the optimizers to the board room, the standard metrics used by the practitioners of this former dark art are straining under the weight of the all-powerful bottom line. The days when upper management was impressed by subtle changes in Page Rank have been replaced by questions of LTV and ROI. As more resources are being dedicated to creating the perfectly optimized and keyword-rich landing page, C-level executives are demanding proof of the return they are receiving from these resources. This panel will discuss a myriad of ways to move beyond Page Rank and will cover topics including:

  • Google's "Search Plus Your World."
  • Geotargeting.
  • Personalized results.
  • Which keywords bring traffic.
  • Newsletter sign-ups, social media follows, and white paper downloads.
  • Moderator:
    Aaron Friedman, SEO Manager, Spark
  • Speakers:
    Ryan Jones, SEO Manager, Sapient
    Chris Keating, VP, SEO and Conversion Optimization, Performics
Sponsored by Quantcast

Sponsored Session
Performance Targeting through Real Time Bidding and Display: The Complement to Search
While search captures 4% of users' total time spent, according to Nielsen, the other 96% is spent actively consuming content across the web. This presents a huge opportunity for savvy performance marketers to leverage advanced targeting options through display. Search campaigns excel at delivering conversions and have a set of attributes that deliver exceptional advertising returns. Why not for display too? The emergence of real time bidding (RTB) is a catalyst for massive growth and performance in display as it brings impression level, data driven targeting and clear success metrics for advertising experiences. Phenomenal opportunities await search marketers and agencies to grow their footprint and returns leveraging advanced technologies that complement their existing search programs.

Scott Linzer, Head of Search Agency Development, will illuminate the opportunity available to savvy, results-centric search marketers in a bright new world of display.

  • Speaker:
    Scott Linzer, Head of Search Agency Development, Quantcast

Track 3
Social Media, Meet ROI: The Secrets to the Strategic Thinking Driving Social Commerce
Social media and ALL digital marketing, including SEO, have become forever linked. This session will take an in-depth look at social media across all marketing channels to drive awareness through content creation, marketing integration and useful KPIs. Key takeaways will be:

  • Research and Case Study examples pointing the way to the foundational principles of Social Success.
  • Top Trends and Tips from the experts on the forefront of Social Media Strategy and Tactics.
  • Ways to use social listening to help build your content calendar. Find out where conversations are happening—around your brand, competitors, or industry—and in what channels.
  • How to build an engagement strategy around your social actions.
  • Ways to plan your social media marketing strategy and measure success.
  • Aligning your social strategy with existing and departmental goals.
  • Moderator:
    Giovanni Rodriguez, Co-Founder and CEO, SocialxDesign
  • Speakers:
    Aaron Kahlow, CEO & Founder, Online Marketing Institute
    Angie Schottmuller, Director of Interactive Strategic Planning & Optimization, Three Deep Marketing

Track 4
Activating the Social-Search Dynamic
Brands that seek performance from social media must embrace the dynamic between social and search. If search marketing is all about delivering value from consumer intent, social is about delivering value from consumer interest. Search marketers must understand the dynamic between search and social where interest begets intent, and intent reinforces interest. This presentation will discuss:

  • How to develop an integrated social-search strategy.
  • Key points of crossover between search and social marketing.
  • Ideas for achieving synergy and efficiency between both channels with actionable strategic frameworks.
  • The importance of combined measurement and analytics strategy.
  • Client-examples from some of the world's most revered brands.
  • Moderator:
    Christopher Hart, Director of Account Management and Client Services, BlueGlass Interactive, Inc.
  • Speakers:
    Rob Garner, Chief Strategy Officer, Advice Interactive Group
    Bill Mungovan, Director of Product Strategy, Advertising Solutions, Adobe

Track 5
Achieving Your Optimum Quality Score
More and more, ranking well in paid search listings is less and less about how much you pay and more about the "quality" of your ad campaign. But what goes into making up your quality score? In this panel, we'll take a closer look at quality factors and give tips on increasing the perceived relevancy of your campaigns.

  • Moderator:
    Lisa Raehsler, Founder, Big Click Co.
  • Speakers:
    Noran El-Shinnawy, Director of Marketing, Onestop
    Ping Jen, Product Manager, Microsoft Advertising and Publisher Solutions
3:30-4:00pm Afternoon Break in the Expo Hall

Attendees may choose to attend one of the five sessions offered during this time.

Track 1
Keyword Modeling Analysis
Google Instant's and Bing's intent-based results are creating a need for a new generation of keyword research, expansion, and modeling techniques. This session will offer ways to integrate data from search, social, and traditional media to identify new opportunities and revenue streams.

  • Speaker:
    Bill Hunt, President, Back Azimuth Consulting

Track 2
Effective PPC Auditing
Being able to conduct a thorough PPC campaign audit is mission critical for SEM success. PPC managers need to be able to inherit and audit existing PPC accounts with a high level of accuracy in order to determine strengths, weaknesses, opportunities, and challenges. Without the proper auditing framework, PPC managers may not fully understand what an account needs to achieve maximum performance. Also, the PPC account auditing process needs to be maintained throughout the campaign management lifecycle. In this session, you will learn how to inherit campaigns and get them started on a new, exciting path to success, and how to create a sustained plan of continuous campaign auditing, analysis, and optimization.

  • Moderator:
    Marc Poirier, Co-Founder & CMO, Acquisio
  • Speakers:
    Jeremy Hull, Director, Bought Media, iProspect
    Joseph Kerschbaum, Midwest Account Director, 3Q Digital

Track 3
Keys to Success with B2B Video
With 84% of the US market viewing online video on a weekly basis, successful brands must fine-tune their video strategy to adjust to the changing market. With the right approach, video can raise brand awareness and inform customers about products—on target and on budget. In this session, you will learn some of the fundamentals around online B2B video marketing, including how to get the most exposure for your video, how to use video to move the customer through the sales funnel, and how to prepare your videos for a global audience. You'll have the opportunity to review successful case studies and see how a company can use video not only as an indicator of where the viewer is in the sales funnel, but also to enable their sales process.

  • Moderator:
    Mel Carson, Founder and Principal Strategy Consultant, Delightful Communications
  • Speakers:
    Greg Jarboe, President & Co-founder, SEO-PR
    Peter La Motte, President, GeniusRocket

Track 4
Remarketing/Retargeting Done Right ... and Wrong
As many as 90% of the people who visit a website leave without completing any action that online marketers intend them to take, such as making a purchase. This has led a rising number of advertisers to explore remarketing. Also known as retargeting, the approach allows marketers to show their ads to former site visitors while those visitors surf elsewhere on the web. It sounds very simple; however, in the early rush to embrace remarketing, many brands are wasting budget on ineffective or lazy approaches.

In this session, experts will share their experiences with remarketing and the impact it has had on advertisers' overall ROI. Audience members will leave with a sense of what to do—and what not to do—when executing remarketing campaigns. Whether it's search retargeting or site retargeting you are working on, this session will cover what you need.

  • Moderator:
    Dax Hamman, Chief Strategy Officer & Founding Member, Chango
  • Speakers:
    Christopher Hansen, President, Netmining
    Marty Weintraub, Founder & Evangelist, aimClear

Track 5
Hardcore Local Strategies
In this session, we'll tackle the nitty-gritty of optimizing Listings and Place Pages in Google, Yahoo!, and Bing. There will be no generalities or theories, just the details. We'll answer the question that everyone's been asking: How do I get better position? We'll also dive into citations, images, ratings, and reviews.

  • Moderator:
    Matthew Bailey, President, Site Logic Marketing
  • Speakers:
    Benu Aggarwal, Founder & President, Milestone Internet Marketing
    Manish Patel, Founder & CEO, Where 2 Get It, Inc.

Meet the Experts: Roundtable Forum
Join us at our "Meet the Experts Roundtable Forum" where you'll have a unique opportunity to learn, network and share information with your peers and leading industry specialists. With a choice of several roundtable discussions, each focusing on different key topics and featuring 2 experts, this session is not to be missed. Simply choose the roundtable most pertinent to you and join the discussion! You can also move freely between different roundtables to make sure you get the most out of this session. Both during and after, take your conversation and new contacts to our networking cocktail reception where you can continue the discussion over a few drinks.


  1. Link Building Table 1
  2. Link Building Table 2
  3. SEO Content Marketing
  4. Enterprise SEO
  5. Video Optimization
  6. International SEM


  1. PPC for Ecommerce
  2. Real Time Bidding
  3. Paid Search Tactics
  4. Display Advertising
  5. Optimizing Landing Pages
  6. Retargeting/Remarketing
  7. Ad Optimization


  1. Mobile, Search and Social
  2. Email Subscriber Strategies
  3. Big Data and Marketing
  4. Cross-Channel Integration
  5. Branding through Social Media
  6. Location-Based SEO

Networking Cocktail Reception in the Expo Hall
Day 2 ›

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Managing Director (MD)
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Vice President (VP)
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+1 646-755-7255 or send an email to

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For questions regarding registration, please call +1 800-955-2719 or send an email to

Please Note: Incisive Interactive Marketing LLC reserves the right to make any necessary changes to this agenda. Every effort will be made to keep presentations and speakers as represented. However, unforeseen circumstances may result in the substitution of a presentation topic or speaker. Incisive Interactive Marketing LLC reserves the right to use photographs of any attendee for future promotions. Incisive Interactive Marketing LLC assumes no liability for the acts of their suppliers nor for the safety of any participant while in transit to or from this event. The total liability during the precise hours of the meeting will be limited to a refund of the delegate fee. Audio, Video Taping and/or Photography is prohibited without the prior permission of the organizers. Incisive Interactive Marketing LLC is not responsible for loss or damage to personal property.

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Sponsorship Opportunities:
For more information, please contact our Sales Department. You may also call
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Registration Information:
For questions regarding registration, please call +1 800-955-2719 or send an email to