eTail Boston 2020

August 10 - 13, 2020

The Sheraton, Boston

Transform SEARCH & ACQUISITION Summit - Monday, August 19th, 2019

The NEW TransformCONTENT Summit is formed out of the demand from retailers just like you and focuses solely on the hottest area challenging retail today — getting results from optimized content!  Whether it be site content, video, social —be inspired be our executive presenters who are breaking through the mold, educating and entertain customers while driving increased revenue!

7:55 am - 8:25 am Continental Breakfast & Registration Sponsored By Zaius

Time to fuel up for a great day of in-depth learning on how to create new connections with customers through search and retargeting.

8:25 am - 8:35 am Welcome Remarks

Kristin Schoenstein, eTail Director at eTail East

Kristin Schoenstein

eTail Director
eTail East

8:35 am - 8:55 am Keynote: Growing With Search Engine Changes For SEO

Sara leads, crafts and executes the search engine optimization and social media strategies for the 1-800-FLOWERS.COM, Inc., and its family of brands…so keeping up with search algorithm changes for 10 brands is no easy feat. Learn from Sara her methods to stay informed and organized to produce great content that brings in customers by:
• Focusing on the user to build SEO initiatives
• Be lightning fast and SEO friendly
• Universal search methodologies 
• Department collaboration
• Measuring and iterating success
Sara Resnick, Director, Enterprise Community Marketing, SEO & Social at 1-800-FLOWERS.COM, Inc

Sara Resnick

Director, Enterprise Community Marketing, SEO & Social
1-800-FLOWERS.COM, Inc

8:55 am - 9:10 am Chairperson’s Opening Remarks

Rahmon Coupe, CEO at YourAnswer

Rahmon Coupe

CEO
YourAnswer

9:10 am - 9:35 am Keynote: SEM Tactics Paying Off

As digital retail commerce becomes more fierce, it is important to strategically lay the foundation of your digital marketing tactics strategically for high performance and scalability.  As brands are not only competing with the likes of Amazon but also with comparable brands and Retailer.com accounts, well thought out SEM and SEO tactics will create brand intrinsic value pay off long-term. Clarins Beaty did an overhaul of their SEM and SEO tactics this past year, and Sapna is here to show them odd. Discussion points include:
• Transforming a flat SEM program focusing on ROAS driving tactics
• Finding the right agency that is focused on performance
• Making SEO a strategic powerhouse that creates true brand value  
Sapna Parikh, ED, Digital and eCommerce at Clarins

Sapna Parikh

ED, Digital and eCommerce
Clarins

9:35 am - 9:45 am Roundtable Host Introductions

Hear quick intros from your roundtable hosts and get ready to take a deep dive into the latest challenges related to search and acquisition marketing.
Get your search and acquisition challenges solved by expert roundtable moderators from:

Table 1: Voice Shopping For Websites – Driven By A Real Intelligence Engine
Moderator: John Palek, Director of Customer Engagement, YourAnswer
Retail Moderator: Lori Harmon, Sr. Director, IT Operations, Ashley Stewart

Table 2: Optimizing The Post Click Experience
Moderator: Rohit Dey, Head of Strategy- North America, VWO

Table 3: 5 Search Engine Marketing Mistakes To Avoid This Holiday Season
Moderator: Udayan Bose, Founder & CEO, NetElixir
Retail Moderator: Chris Turner, Sr. Director, Growth Marketing, Teleflora

Table 4: Data Science Meets SEM
Moderator: Brian Bird, COO and Co-Founder, QuanticMind

Table 5: Incorporating Machine Learning into Your Search Strategy for Maximum Impact
Moderator: Ryan Anthony, Director of Enterprise Sales New Engen
Lori Harmon, Sr. Director, IT Operations at Ashley Stewart

Lori Harmon

Sr. Director, IT Operations
Ashley Stewart

John Palek, Director of Customer Engagement at YourAnswer

John Palek

Director of Customer Engagement
YourAnswer

Rohit Dey, Head of Strategy- North America at VWO

Rohit Dey

Head of Strategy- North America
VWO

Udayan Bose, Founder & CEO at NetElixir

Udayan Bose

Founder & CEO
NetElixir

Chris Turner, Sr. Director, Growth Marketing at Teleflora

Chris Turner

Sr. Director, Growth Marketing
Teleflora

Brian Bird, COO and Co-Founder at QuanticMind

Brian Bird

COO and Co-Founder
QuanticMind

Ryan Anthony

Director of Enterprise Sales
New Engen

10:45 am - 11:10 am Coffee & Refreshments

Your mind is buzzing with ideas so grab some coffee and keep it going!
In celebration of its 20th anniversary, Google announced a slew of changes to the Search experience, which are gradually rolling out. As the leading internet search engine, these changes will set the precedent for the landscape. This panel discusses how they are focusing on the user and providing  the most relevant, highest quality information as quickly as possible  with Google’s new parameters:
• Focusing on the user and following their journey to build search initiatives
• Ensuring websites are lightning fast to provide the most focused and relevant information
• Re-Crafting search methodologies so that:
o A journey to discovery is provided
o Visual search is a bigger driver that text search
• Training search scientists for these changes, and measuring and iterating successes 

Brittany Capalbo, Senior Manager, Paid Acquisition at Clarins

Brittany Capalbo

Senior Manager, Paid Acquisition
Clarins

Lauren Abramson, Search Marketing Manager at Benjamin Moore & Co.

Lauren Abramson

Search Marketing Manager
Benjamin Moore & Co.

Amy Labroo, Director, Digital Marketing & OmniChannel at GSK

Amy Labroo

Director, Digital Marketing & OmniChannel
GSK

Laura Brinker, SVP Marketing at Influenster

Laura Brinker

SVP Marketing
Influenster

11:40 am - 12:10 pm Understand Search Engine Bot Behavior: The Power Of Log & Crawl Analysis

Log analysis is a true balance of art and science; it is necessary to understand what are log analysis and why they’re so useful within the SEO strategy (for a small or huge website). Join Arnaud to discover what are important KPIs & Metrics to consider when doing Log & Crawl Analysis. You’re sure to be inspired with some action oriented analysis:
• Log Analysis Introduction: what is it for? for who?
• Benefits of using "unattractive" logs for a powerful SEO analysis
• How to:  choose KPIs & apply analysis for your site
Arnaud Mangasaryan, SEO Engineering & Analytics Manager at Vistaprint

Arnaud Mangasaryan

SEO Engineering & Analytics Manager
Vistaprint

Get your search and acquisition challenges solved by expert roundtable moderators from:

Table 1: Voice Shopping For Websites – Driven By A Real Intelligence Engine
Moderator: John Palek, Director of Customer Engagement, YourAnswer
Retail Moderator: Lori Harmon, Sr. Director, IT Operations, Ashley Stewart

Table 2: Optimizing The Post Click Experience
Moderator: Rohit Dey, Head of Strategy- North America, VWO

Table 3: 5 Search Engine Marketing Mistakes To Avoid This Holiday Season
Moderator: Udayan Bose, Founder & CEO, NetElixir
Retail Moderator: Chris Turner, Sr. Director, Growth Marketing, Teleflora

Table 4: Data Science Meets SEM
Moderator: Brian Bird, COO and Co-Founder, QuanticMind

Table 5: Incorporating Machine Learning into Your Search Strategy for Maximum Impact
Moderator: Ryan Anthony, Director of Enterprise Sales New Engen
Lori Harmon, Sr. Director, IT Operations at Ashley Stewart

Lori Harmon

Sr. Director, IT Operations
Ashley Stewart

John Palek, Director of Customer Engagement at YourAnswer

John Palek

Director of Customer Engagement
YourAnswer

Rohit Dey, Head of Strategy- North America at VWO

Rohit Dey

Head of Strategy- North America
VWO

Udayan Bose, Founder & CEO at NetElixir

Udayan Bose

Founder & CEO
NetElixir

Chris Turner, Sr. Director, Growth Marketing at Teleflora

Chris Turner

Sr. Director, Growth Marketing
Teleflora

Brian Bird, COO and Co-Founder at QuanticMind

Brian Bird

COO and Co-Founder
QuanticMind

Ryan Anthony

Director of Enterprise Sales
New Engen

1:00 pm - 2:00 pm Lunch For All Attendees

Take this time to chat and chew with someone you may not have met yet!

2:00 pm - 2:30 pm ROAS Is Garbage

For the most part, digital advertising heralded a new era of measurability and accountability. The problem is, one of the most frequently cited KPIs for campaign or channel performance, return on ad spend (ROAS), doesn’t effectively measure anything. In short, ROAS sucks, at least in the way it is typically deployed. The alternative might not be a simple plug and play solution, but creating a measurement framework based on what matters is a critical part of ensuring long term brand growth. 
 
Duncan’s presentation will explore:
• How marketing's focus on efficiency is coming at the cost of effectiveness
• Why ROAS is a flawed metric; why some advertising vendors love it and marketers shouldn't
• A humble proposal for an alternative approach

Duncan Blair, Director, Marketing at Article

Duncan Blair

Director, Marketing
Article

2:30 pm - 3:00 pm Keynote Panel Discussion: New Tricks Of Breaking Through Digital Advertising

Customers are turning more to visual tactics versus text for discoverability when they search; images and video can create a journey of discoverability. With visual content being pushed as a top priority of the search changes, retailers should keep in mind immersive visual content that create stories. Learn from this panel how they are focusing on their digital and visual advertising strategies to attract customers…especially new ones:
• Targeting customers through YouTube based on Google searches
• What content is standing out, and what is just stale
• Ensuring you digital marketing is creative and informative to avoiding ad-blocking 
• Adjusting advertising based on generations targeted—how Millennials and Gen Z really differ

Jennifer Wasik, VP of Marketing at Occasion Brands

Jennifer Wasik

VP of Marketing
Occasion Brands

Keenan Davis, Sr. Director of Marketing at SVS

Keenan Davis

Sr. Director of Marketing
SVS

Duncan Blair, Director, Marketing at Article

Duncan Blair

Director, Marketing
Article

3:00 pm - 3:30 pm Afternoon Coffee & Refreshments

The day is winding down but there are still a great evening ahead! Fuel up during this time.

3:30 pm - 3:30 pm Conclusion Of The TransformSEARCH Summit

Join us for Cocktails & Conversations, followed by the House of Blues reception!
Grab a cold beer or a glass of wine and join your new peers during informal conversations organized by retail vertical. Kick off the evening right by meeting people with similar challenges and walk away with new ideas to take back to your office. 

Verticals include: 
• Apparel And Accessories 
Hosted By: Jennifer Wasik, VP of Marketing, Occasion Brands

• Mass Merchants and Discount Department Stores 
Hosted By: Craig Kapilow, Senior Director, Brand Partnerships & Integrated Marketing, Rue La La

• Beauty/Wellness/Fitness 
Hosted By: Brittany Capalbo, Senior Manager, Paid Acquisition, Clarins, Michelle Hadley, Manager, CRM & Data Analytics, The Body Shop

• Toys and Hobbies; Home Decor And Home Goods 
Hosted By: Fabio Marciano,Director, Digital Marketing, Benjamin Moore & Co, Lauren Abramson, Search Marketing Manager, Benjamin Moore & Co.
• Hard Goods (inclu. Consumer Electronics And Office Products)
Jennifer Wasik, VP of Marketing at Occasion Brands

Jennifer Wasik

VP of Marketing
Occasion Brands

Craig Kapilow, Sr. Director of Brand Partnerships & Integrated Marketing at Rue La La

Craig Kapilow

Sr. Director of Brand Partnerships & Integrated Marketing
Rue La La

Fabio Marciano, Director, Digital Marketing at Benjamin Moore & Co.

Fabio Marciano

Director, Digital Marketing
Benjamin Moore & Co.

Lauren Abramson, Search Marketing Manager at Benjamin Moore & Co.

Lauren Abramson

Search Marketing Manager
Benjamin Moore & Co.

Michelle Hadley, Manager, CRM & Data Analytics at The Body Shop

Michelle Hadley

Manager, CRM & Data Analytics
The Body Shop

5:00 pm - 7:00 pm House of Blues Reception

Get ready for food, brews and blues at Boston’s iconic House of Blues! Rock out with dueling pianos and get your dancing shoes on with your new friends. This party is BACK due to high demand. Shuttles provided in front of Sheraton Lobby, starting at 4:45.

6:00 pm - 6:00 pm Registration Closed