eTail East 2017

August 14-August 17, 2017

The Sheraton, Boston


Main Day Three: Next Generation eCommerce Day– August 17

Discover what’s next in Retail eCommerce. This day brings you renowned disrupters and innovators pushing the boundaries of digital. Cap off a jam packed event with a cold craft beer from the renowned Harpoon Brewery.

07:30 AM - 08:00 AM Registration & Networking Breakfast

08:00 AM - 08:15 AM Chairperson’s Opening Remarks

08:15 AM - 08:40 AM Interview: Building A Scalable And Successful Business Founded In Giving Back

Scot Tatelman, Co-Founder and “Give Back Guy”, STATE Bags
STATE began as a partnership between husband and wife team, Scot and Jacq Tatelman. They created STATE as a for-profit company with a nonprofit pedigree. After watching countless kids carrying their possessions in ripped trash bags, Scot and Jacq formed STATE - a company that promises to not only deliver much needed supplies, but to also provide youth with the tools to reach their fullest potential and better their communities. And to always have their backs.


Scot Tatelman

Co-Founder and “Give Back Guy”

8:40 AM - 9:05 AM Keynote: Can Video Help Drive Performance? BuildDirect Says Yes

Shane Black, Managing Director, Source Knowledge Tyler Vautier, Director, Digital Marketing, BuildDirect
SourceKnowledge is a leading performance advertising technology company, distinguishing itself with a full funnel approach to supercharge every step of the consumer path to purchase. In this keynote, you will learn how data driven video advertising helped BuildDirect, a leading online retailer for home improvement products, hammer out real results.

In a conversation between Shane Black, Managing Director - East Coast at SourceKnowledge and Tyler Vautier, Director of Digital Marketing at BuildDirect, they will discuss:

•Using video coupled with a remarketing strategy to engage with potential customers
•Driving users down the conversion funnel in order to enhance the shopping experience and acquire new paying customers
•Creating a seamless full funnel path to purchase
•Leveraging data in order to continuously create more effective campaigns


Shane Black

Managing Director
Source Knowledge

Tyler Vautier

Director, Digital Marketing

09:05 AM - 09:35 AM Keynote: Hot or Not: How Retailers Are Prioritizing Commerce Tech Investments In 2017

Brendan Witcher, Principal Analyst, eBusiness & Channel, Forrester Research
To succeed in retail today, organizations must match the rapid pace of rising consumer expectations with tech investments that deliver exceptional customer experiences. But no retailer can do it all, and good strategy requires prioritizing what is important (and deprioritizing what can wait). In this session, we'll discuss what capabilities leading retailers are making investments in now, and why these solutions are important for winning, serving, and retaining today’s digitally-savvy consumers.

Key Content Takeaways:
What are the top eCommerce tech investments retailers are making today and why.
What historically hot tech investments are cooling, and what future tech is getting traction.
When are retailer's expected to adopt - if ever - the new “shiny objects” of tech.


Brendan Witcher

Principal Analyst, eBusiness & Channel
Forrester Research

09:35 AM - 10:00 AM How To Leverage Search Patterns On Pinterest To Drive Customer Engagement

Bill Watkins, Head of Partnerships, Midwest Region, Pinterest


Bill Watkins

Head of Partnerships, Midwest Region

10:00 AM - 10:50 AM Coffee & Refreshment Break

10:50 AM - 11:15 AM Multi-Touch Attribution –The Holy Grail Of Marketing Measurement

Greg Stuart, Global CEO, Mobile Marketing Association
The good, the bad and the ugly of MTA

Everyone talks about the importance or marketing measurement, but is Multi-Touch Attribution (MTA) really the answer that we have all been waiting for, or too good to be true? This session will demystify this extremely complicated area and speak practically as to how a retailer can utilize multi-touch attribution. Attendees will walk away with the confidence and knowledge they need to properly select and apply MTA approaches to their own organizations.

Attendees will understand:

How to define Multi-Touch Attribution (MTA), why is MTA so damn hard and what do other marketers and retailers tell us about how they use it/judge it and what to expect if you do yourself.

What $3 million in research and data revealed, proving that Multi-Touch Attribution might be the most important tool that marketers must have.

How the industry is working to clean up Multi-Touch data and break down Walled Gardens and what that means for your business.


Greg Stuart

Global CEO
Mobile Marketing Association

11:15 AM - 11:40 AM Automating And Optimizing Facebook Marketing At Scale

Amir Shub, GM, Americas,
Executive Presenter,


Amir Shub

GM, Americas

11:40 AM - 12:05 PM Keynote Panel Discussion Remix: Keeping A Mobile First Mindset To Meet Customer Expectations

Kristin Smith, Director, Digital Commerce, Chico's Alexandra Tanner, AVP, Digital Marketing & eCommerce, L’Oreal Mitch Murphy, Co-Founder & Head of Design, Leesa
It’s all about mobile first, so how can you deliver a great experience to your mobile customers and then scale up your mobile experience to the desktop? Discuss lessons learned in responsive design and how to truly optimize the user experience with your target customer in mind. Panelists from Chico’s, Yummly and L’Oreal will walk you through:

Work with your team to think through a clear customer experience strategy for mobile so you are not wasting development resources
How to develop a mobile first mindset so that you scale up mobile to desktop
How to iterate on mobile first and then move on to larger devices


Kristin Smith

Director, Digital Commerce

Alexandra Tanner

AVP, Digital Marketing & eCommerce

Mitch Murphy

Co-Founder & Head of Design

12:05 PM - 12:30 PM Keynote: Making Shopping Simple On Instagram

Susan Buckner Rose, Product Marketing Director, Instagram
Consumers are using Instagram as a discovery platform and a place to be inspired. Knowing this, a new shopping feature has been added and brands are taking advantage of this seamless, customer-centric way to shop. Find out more about this feature, discuss who is doing it well and how you can take advantage of social shopping for your brand.


Susan Buckner Rose

Product Marketing Director

12:30 PM - 1:30 PM Lunch For All Attendees

1:30 PM - 3:30 PM Harpoon Brewery Tour & Tasting

Join us for our takeover of Harpoon Brewery! The visit will include a tour and a tasting of their famous local brews.