Transform SEARCH Summit- Pre-Day August 21st, 2023 (Retailer Only)
Focusing On Online Advertising, SEO, Acquisition, Retargeting, Referral And Affiliate Marketing
7:45 am - 8:15 am
Continental Breakfast
8:15 am - 8:20 am
Welcome Remarks
8:20 am - 8:45 am
Keynote: Measuring the Effectiveness of Your Media Investments
Brian Costello -
Head of Performance Driven Marketing,
GM
8:45 am - 9:00 am
Chairperson’s Opening Remarks
Liam Patterson -
CEO,
Bidnamic
9:00 am - 9:10 am
Roundtable Host Introductions
9:10 am - 10:25 am
Interactive Roundtables
Daniel Taras -
Vice President,
UNBXD Inc.
Matt Zeiger -
VP, Technology,
Adlucent
Craig Smith -
Chief Growth Officer,
OuterBox
Udayan Bose -
Founder & CEO,
NetElixir
Ingvar Kraatz -
COO,
Bidnamic
Keelan Durnien -
Performance Marketing Specialist,
Herschel Supply Co.
Paul Valker -
Sr. Manager, Retail & Commerce Partnerships,
Taboola
(Each table is moderated by a Sponsor Executive & Retail Client with 4 rotations and 25-minute discussions)
Table 1: Is your site search ready for Gen Z?
Gen Z’ers were born with fast and efficient tech already in place so they search differently. They are mobile first, learn from video, source products and info via social media and describe what they want in 5 or more words. Given Gen Z's 8-second attention span, it's crucial to grasp their intent immediately and swiftly guide them to the right product. Your Site Search needs to be tailored to Gen Z if you want a piece of their $360B (and growing quickly) of disposable income. Are you ready for them?
During this interactive discussion, Unbxd will share insights into how to best capture and convert these shoppers while participants will be encouraged to share their thoughts, strategies and experiences.
Moderator: Daniel Taras, VP, UNBXD
Table 2: Google Shopping Masterclass
Bidnamic powers hundreds of the fastest growing retailers globally, in this interactive session, the CEO, Liam Patterson will share the best strategies and approaches used to maximize revenue
Moderator: Ingvar Kraatz, COO, Bidnamic
Client Moderator: Keelan Durnien, Performance Marketing Lead, Herschel Supply Company
Table 3: Bringing Control to Automated Bidding on Google
Join Adlucent to learn the strategies and techniques they've used to help their clients unlock next-level performance optimization on Google campaigns. Discover new approaches, like the power of Conversion Value adjustments and how technology can drive efficiencies and incremental revenue through your search campaigns to help you achieve above-and-beyond results.
Moderator: Matt Zeiger, VP of Technology, Adlucent
Table 4: Mining for eCommerce SEO Gold: Finding Untapped Potential in Category Pages (and Beyond!)
This tactical roundtable session, led by Craig Smith, an industry veteran with a wealth of experience in eCommerce SEO, will discuss specific SEO strategies that significantly boost organic traffic and online sales.
During the session, attendees will gain new approaches into optimizing their eCommerce taxonomy pages and learn key practices that open up new keyword rankings and audiences.
You’ll learn:
- How to transform category pages to capture more traffic
- How to leverage semantic markup to improve click through rates
- Technical SEO best practices to ensure a proper growth foundation
- Ways to leverage AI within your SEO and content strategy
Also, within the session, (time permitting), there will be live SEO QA of websites from attendees for quick heavy hitting tips and strategies.
Moderator: Craig Smith, Chief Growth Officer, OuterBox
Table 5: More Revenue for Same Google Ad spend: How AI is unlocking hidden value for search marketers
Moderator: Udayan Bose, Founder & CEO, NetElixir
Table 6: Commerce Media: What the H*** Is It and How Can it Complement My Performance Marketing?
Moderator: Paul Valker, Sr. Manager, Retail & Commerce Partnerships, Taboola
10:25 am - 10:55 am
Morning Coffee & Refreshments
10:55 am - 11:20 am
Conversation: A Dynamic Duo: Examining The Convergence of Brand Marketing and Performance Marketing
Liam Patterson -
CEO,
Bidnamic
Kelsey Knight -
VP, Global eCommerce,
Slumberkins
David Contract -
VP, Marketing,
The Betesh Group, Inc.
While brand marketing is all about building an emotional connection and driving awareness, performance marketing is all about sales and leads. In the past, it was about balancing these two separate marketing disciplines, but now combining the two into a single unified approach increases efficacy while saving resources and marketing budget. Review ideas for:
- Bringing budgets and creative together for both
- Determining how the two can play off each other and fuel each other
- Finding an agency partner that will do both to save money given rising ad costs and optimize your efforts
- Creating integrated marketing strategies that leverage the strengths of both disciplines
11:20 am - 12:35 pm
Continuation of Interactive Roundtables
(3 rotations, 25 minutes each)
12:35 pm - 1:35 pm
Lunch For all Attendees
1:35 pm - 2:05 pm
Fireside Chat: Commerce Media: Add Some Jam to Your Bottom Line Without Disrupting Your Bread and Butter
Liam Patterson -
CEO,
Bidnamic
Brian Doherty -
Senior Manager, Zulily Media Services & Partnerships,
Zulily
As retailers face tough challenges, co-op and media have helped to improve the bottom line. Whether you’re interested in building one or using someone else’s, this fireside chat will shed insights into what and what not to do.
- Commerce Media: what is it and where’s it going?
- What’s the difference between Commerce Media and Retail Media Networks?
- Finding the right partners to drive mutual success
- Taking a holistic POV to developing your own Retail Media
- Q&A
2:05 pm - 2:30 pm
Case Study: Attribution Marketing: Adapting Your Models to Changing Customer Behavior
Preet Singh -
Marketing Analytics Manager,
Bonafide Health
Understanding the user conversion path is crucial when making marketing channel level budgeting decisions. Marketers tend to overlook this critical aspect when things are going well, such as identifying which channels are driving genuine incremental results versus those that only contribute to the final step of conversion. However, this situation becomes problematic when performance declines, and marketers need to pull back the media without knowing where to cut back. As a result, trial and error occurs, and spend is often pulled from channels that deliver results.
In today's digital world, where tracking digital footprints has become more difficult, it is crucial to understand the true impact of marketing channels early on and ultimately control inefficient spending during down times. Understanding the user conversion path is crucial in making informed budgeting decisions that can help businesses optimize their marketing spend and achieve their targets.
- Building a sophisticated attribution model to identify at what point in the purchase journey a customer decision is made
- Understanding the difference between Attribution vs. incrementality when evaluating channels
- Analyzing the most common conversion path and the time it takes users to convert through the funnel provides valuable insights into customers' preferences
- Understanding customer buying behavior in different channels, and how channels interact/overlap to ultimately drive the sale
- Setting up proper metrics and KPIs to attribute the value of your campaigns to ensure optimal allocation of your budget
2:30 pm - 3:00 pm
Panel Discussion: Maximizing Your Paid Search Budget
Liam Patterson -
CEO,
Bidnamic
Matt Zeiger -
VP, Technology,
Adlucent
Adriana Fudala -
VP, Marketing,
Clarks Americas, Inc.
Joan Abrams -
Director, eCommerce, DTC,
Dorel Home
The right paid search strategy can increase visibility and drive more qualified leads your site website. A group of retailers will walk you through their paid search objectives and the tips and tricks they have found to increase sales and ROI.
A group of panelists will share best practices for paid search and how they have maximized their budget. Hear ideas for:
- Conducting thorough research to identify the most relevant and profitable keywords
- Writing compelling and relevant ad copy that accurately reflects your offerings and optimizes your landing pages for conversions.
- Coming up with a bid management strategy so that you can adjust based on budget, performance, etc.
- Reaching the right audience at the right time by utilizing the targeting options available through your paid search platform
- Using A/B testing for different elements of your campaigns, such as ad copy and landing pages, to make continuous improvements.
3:00 pm - 3:30 pm
Afternoon Networking and Refreshment Break
3:30 pm - 4:00 pm
Panel Discussion: Building An Effective Affiliate Marketing Campaign
Christen Evans -
Board Member,
Performance Marketing Association
Wade Tonkin -
Director, Global Affiliate Marketing,
Fanatics
Kristina Nolan -
VP, Media Services,
DMi Partners
The world of affiliate and partnership marketing is constantly evolving, just like consumer behavior. If you are just getting started with an affiliate program, or reviewing your existing partner mix, this panel will talk you through the ins and outs of affiliate marketing to ensure that you are staying up to speed on the latest models and putting together a program that drives conversions. A group of panelists will talk through ideas for:
- Finding the right digital media partners—does it make sense for the audience, product and service?
- Shifting your focus to traditional media outlets for performance-based deals
- Creating strong proposals and plans that seal the deal
- Collaborating on content that feels authentic and keeps your audience engaged
- Identifying strategies that will drive new revenue streams
- Understanding KPIs for your efforts and relaying it back to your stakeholders
4:00 pm - 4:25 pm
Fireside Chat: Tips & Tricks for Staying on Top of Page Amid Google’s Search Changes
Liam Patterson -
CEO,
Bidnamic
Ali Haris -
Head of Mkt Innovation & Organic Growth,
Men's Wearhouse
- Preparing for and responding to Google’s algo updates
- Measuring ROI
- Understanding the types of changes being made from ranking to user interface changes
- Ensuring your site aligns with the latest search engine best practices
