eTail East 2018

August 06 - 09, 2018

The Sheraton, Boston


Pre-Conference Summit: The Customer Acquisition Summit

The newly expanded customer acquisition summit will take a deep dive into all thing acquisition from search vs. display, SEO, SEM, retargeting, influencer marketing and online advertising. How can you get the most out of these strategies without spending too much? You’ll talk to other retailers asking these questions too– we’ll run roundtables with subject experts throughout the day, mixing in case studies and panels that get into the nitty gritty so you’ll learn not just how to acquire customer but how to convert them!


7:30 am - 8:00 am Continental Breakfast & Registration

8:00 am - 8:10 am Welcome Remarks & Benchmarking Study

8:10 am - 8:25 am Keynote Chairperson's Opening Remarks

8:25 am - 8:45 am Fireside Chat: New Customer Acquisition Strategies That Increase Conversions

Matt Pulley - CTO Home Chef
Figuring out how to acquire new customers can be a daunting task, but it's absolutely essential to growing your business in a meaningful way. Hear how one brand approaches customer acquisition and what they've learned along the way. Discuss:
  • Finding the right acquisition channel for your business
  • Understanding you don’t have a customer base install
  • Looking at getting started in customer acquisition 
  • Branching out into different marketing channels
  • Building out customer profiles and your email list
  • Moving into customer retention 

Matt Pulley

Home Chef

8:45 am - 9:10 am Case Study: Lessons Learned From A Mobile Strategy In Full Bloom

Suleman Rehmani - Director, Product and Growth

Suleman Rehmani

Director, Product and Growth

9:10 am - 9:20 am Roundtable Host Introductions

9:20 am - 10:40 am Kickoff Of Interactive Roundtables

Each table is moderated by a Sponsor Executive & Retail Client with 10 Rotations & 20 minute discussions

Table #1
Moderator: Executive Presenter, YourAnswer

Table #2
Moderator: Executive Presenter, Catalyst

10:40 am - 11:10 am Coffee & Refreshments

Looking at your current SEM and SEO strategy—Do you have the right balance? Panelists will walk you through their current strategy and the results they are seeing. Discuss ideas for:

  • Examining whether you have the resources needed for effective SEO 
  • Evaluating your brand recognition and whether your SEO is helping to build awareness 
  • Creating the unique content necessary for great SEO results 
  • Assessing whether you are over-investing in SEM 

Mark Bietz



Jeff Pape



Stephen McDonagh

Senior Manager, Growth Brands & The Digital Leadership Program

America’s Test Kitchen is dedicated to finding the very best recipes for home cooks. Sixty full-time test cooks, editors, and product testers spend their days testing recipes 30, 40, up to 100 times, tweaking every variable until they understand how and why recipes work. Their social strategy is no different. Join Fran Middleton, Chief Digital Officer, and Claire Oliverson, Social & Content Strategy lead, as they walk you through: 

    •    Translating iconic brands into digital content  
    •    Prioritizing your Social Strategy by ROI 
    •    How to get started with video content

Fran Middleton

Chief Digital Officer
America’s Test Kitchen


Claire Oliverson

Director of Social Media & Content Strategy
America’s Test Kitchen

Each table is moderated by a Sponsor Executive & Retail Client with 10 Rotations & 20 minute discussions

Table #1
Moderator: Rahmon Coupe, CEO YourAnswer Julie Daly, VP, Digital Commerce, Ashley Stewart

Table #2
Moderator: Executive Presenter, Catalyst

Table #3
Moderator: Craig Smith, CEO, Trinity Insight

Julie Daly

VP Digital Commerce
Ashley Stewart


Craig Smith

Founder & CEO,
Trinity Insight

1:05 pm - 2:05 pm Lunch & Networking For All Attendees

Which digital marketing strategies have a real impact on acquisition rates? Panelists will discuss video, social media, influencer outreach and other methods for driving acquisition and get insight into how they measure the ROI of their efforts. Panelists will talk through strategies for:

  • Identifying the best digital marketing strategies that have a real impact on acquisition rates 
  • Using video and identifying what content will drive the most engagement 
  • Looking at real time engagement on social media 
  • Figuring out Iot market applications 
  • Using influencer outreach to support your strategies 
  • Measuring the ROI to get as big a return as possible 

Brian Costello

VP, Digital Demand Creation


Matthew Erely

VP, Growth


Mark Chou

VP, Growth Marketing & eCommerce


Mike Villalobos

VP of Sales

2:35 pm - 3:05 pm Case Study: Upping Your Online Advertising Game

Jessica Thompson - Director, Digital Acquisition Plow & Hearth
Discuss additional tactics to optimize paid search campaigns to help improve ROI.

  • Using Google Analytics and Google Adwords keyword data to feed back into SEM programs; organic keywords, DSA keywords, etc.
  • Text ad best practices and how to use test results to drive more text ad engagement. Run through different components to test; headlines, CTAs, etc.
  • Go deeper w/extensions, i.e. locations to increase / decrease bids, review extensions, sitelink rotation, structured snippets, etc.
  • How to optimize device types


Jessica Thompson

Director, Digital Acquisition
Plow & Hearth

3:05 pm - 3:35 pm Afternoon Coffee & Refreshments

How are you shifting from a discovery based mindset to a sales based mindset on social platforms? In this panel, hear how brands are leveraging a variety of social platforms for selling.
  • Utilizing image-based platforms as if they are catalogs to lead to a direct sale 
  • Looking at ways that commerce is happening on social platforms 
  • Understanding the potential for revenues coming from social platforms 
  • Avoiding pitfalls to ensure success 
  • Working through potential back-end challenges 


Stephen McDonagh

Senior Manager, Growth Brands & The Digital Leadership Program


Kirstin Currie

Senior Director, Category Marketing
Best Buy


Taylor Burton

VP, Strategic Partnerships

4:05 pm - 4:30 pm Fireside Chat: Using Influencers As A Part Of Your Customer Acquisition Strategy

Kirstin Currie - Senior Director, Category Marketing Best Buy
Knowing that search algorithms change constantly, how can you stay up to speed? Discuss the importance of mobile friendliness, keywords and geographic location as well as places to go to for the latest tips from SEO experts.
  • Discussing how Google algorithm updates are impacting your business
  • Predicting the impact of the changes you make to your search program
  • Examining whether site extensions hurt or help you
  • Looking at the impact of your user experience on site engagement

Kirstin Currie

Senior Director, Category Marketing
Best Buy

4:30 pm - 4:40 pm Conclusion Of The Customer Acquisition Summit

4:40 pm - 5:30 pm Retailer-Only Speed Dating: Bring Your Business Cards - You'll Need Them!

Think speed dating (without the date)! This fun session lets you meet a load of new and interesting people before the main conference kicks off. Grab a glass of wine or a cold beer and get your business cards ready!

5:30 pm - 6:30 pm Welcome Reception At The New England Aquarium

Kick off your week in Boston by enjoying delicious food, cocktails and a beautiful view of Boston’s historic harbor and skyline before
heading inside for an evening full of wonder with full access to the aquarium!

6:30 pm - 6:30 pm Registration Closed