General Sessions

Interactive Markets:  the Past, the Present and the Future (10:00-10:30am)

The early days of online lead generation were all about quantity. It was the Wild West and whether buyer or seller, it was a numbers game. The days of buyers taking every lead possible are over.  Today, generators are focused on lead quality over lead quantity. Furthermore, it is not just about identifying or verifying but also qualifying and valuing the person on the other end of the interaction to optimize the transaction. The future is about handling prospects and customers in the optimal way for your businesses – perhaps routing the call differently, optimizing the offer, or optimizing which resources to utilize for the interaction. The key to these applications is the ability to link identity information – phone, name, address, email address, IP address and other attributes about the individual in real time with total coverage, currency, and accuracy. Since the beginning of online lead generation, TARGUSinfo has been at the forefront partnering with clients to support of these applications – all starting with a consumer-initiated or business-initiated interaction linking other attributes in real-time to help make that interaction faster, better, more profitable.

Ross Shanken, Executive Vice President of Strategic Initiatives, TARGUSinfo

Keynote Presentation
The Audience Targeting Imperative (10:30-11:30am)

Embracing the audience targeting opportunity is a must for digital marketers looking to connect with their ideal consumers.  But the landscape is crowded and confusing, leaving many marketers daunted by the prospect of getting started.  Following some simple guidelines – really!  simple! – can help digital marketers make the leap from “I should do that” to “I am driving my business forward using audience targeting."

Joanna O’Connell, Senior Analyst of Interactive Markets, Forrester Inc.

Fireside Chat
Impression to Conversion: Turning Every Ad Dollar Spent into a Dollar Earned (11:30am-12:00pm)

Cutting through the noise to build brand and drive sales has always been the key goal of marketing.  By introducing so many new voices from so many new quarters, the Internet has made the marketplace practically deafening, making this core job much harder.  Cobalt has worked with auto manufacturers and dealers to align and synchronize Tier 1, 2 and 3 advertising in the auto industry, locking arms “to sing with one voice” and break through the cacophony and clutter.  As a pioneer of digital marketing, John has a unique perspective on the industry’s progress and the exciting work ahead.

David Helmreich, VP of AdAdvisor, TARGUSinfo (Moderator)
John Holt, SVP of ADP Digital Marketing Group

Online Marketing Excellence Awards (12:00-12:15pm)

Chris McArdle and Paul McLenaghan will honor two outstanding online marketing and advertising companies at our annual awards ceremony. This year's awards include:

"Lead Management Excellence Award"

"Best in Audience Targeting Award"

Identity Management – Optimizing Your Brand in Local Search (1:15-1:45pm)

As search marketing and local search are rapidly becoming a top trend for businesses, companies are often tempted to incorporate tactics or practices that can damage their business listings identity and local search performance on the Web. These leaders in the Local Search field share their insights on how businesses can manage their online business identity, while employing marketing and optimization strategies to maximize local search visibility and brand performance.

Jeff Beard, President, Localeze
Gregg Stewart, President, 15Miles

Personalized Retargeting: Future or Folly? (1:45-2:15pm)

Is Personalized Retargeting the next wave of high performance display advertising?  Start up companies like Criteo, Dotomi, Fetchback, Tellapart and Permuto are leading the charge, but the industry leaders are getting in the game.  Tim Mahlman will provide an overview of the solution set, and show how PR can be both future and folly.

Tim Mahlman, Vice President of Sales, Yahoo!

Disrupting the Market: Driving Greater Value through a Holistic Marketing Approach (2:15-2:45pm)

Proprietary education is front and center in the news. Student success has never been more important. How will new government regulations force the leading universities to think differently about their marketing strategies and how they deliver education to their students?  Come and hear Education Management OHE’s initial thoughts on how to operate in the post Neg Reg world.

Casey Cook, Chief Revenue Officer, DoublePositive
John Kline, President, EDMC

Audience Targeting through the Looking Glass 
Part 1(2:45-3:15pm)
Part 2(3:30-4:00pm)

Traditional direct mail marketing has reaped the benefits of prospect insight and audience buying for decades. It was only a matter of time before it was introduced to the digital world. This panel offers a candid view from experts across the industry as they debate topics ranging from the value of data, branding opportunities, measurement and privacy. Ultimately, how can marketers effectively purchase audiences online?

Ari Buchalter, Chief Operating Officer, MediaMath (Moderator)
Ben Barokas, Founder & Chief Revenue Officer, AdMeld
Denise Colella, Chief Revenue Officer, AudienceScience
Brad King, Managing Director of Strategic Development, BlueKai
Kara Weber, Vice President of Marketing, The Rubicon Project
Mark Zagorski, Chief Revenue Officer, eXelate

Back-to-Back Case Study Showcase (4:00-4:40pm)

Chris Rouse, Director of Research and Audience Insights, Collective (4:00-4:20pm)

John will reveal how Liberty University has leveraged scoring to increase in size over 600% in the past few years. This case study will show how Liberty has utilized scoring to cut direct mail costs, effectively run promotions, prioritize their prospect file, as well as optimize vendor campaigns, plus more.

John Donges, Executive Director of Enrollment, Liberty University Online (4:20-4:40pm)

MORE GOOD, LESS BAD: Digital Media, Performance Marketing & the Meaning of Life! (4:40-5:15pm)

What drives superior end-to-end performance in Digital Marketing?  Perhaps having the right people with the right processes focus on the right problems?  But wait, that could apply to almost anything.  So, let’s start at the top and work our way down to the digital (lead gen) ecosystem and then finish off with the meaning of life.  Topics along the way: brand reverence and elasticity, bell curves, triple tradeoffs, segmented optimization, lead scoring, partners vs. vendors, taxonomic integrity, and “the most difficult thing a businessperson must learn to do.”

Paul H. Rhyu, VP of Digital Media and Marketing Operations, Apollo Marketing (University of Phoenix)