Day 1 - Advanced Search Summit

8.00 Continental Breakfast & Conference Registration Continental Breakfast & Conference Registration

8.45 Chairperson’s Opening Remarks Rahmon Coupe, CEO, YourAmigo Chairperson’s Opening Remarks Rahmon Coupe CEO, YourAmigo

9.00 KEYNOTE SESSION:Using Onsite Tools And Search To Improve SEO For Your Retail Business How do you find out what your customers are truly searching for on your website? When optimizing your pages, how do you know the terms for which you are optimizing are the terms your customers are truly using? The Founders of National Builder Supply, a niche pure-play that grew their search program year over year to, present the means maximize your SEO strategy and website content to drive conversion and save valuable budget and resources. Understanding products have many different names depending on who is asking the question Knowing long tail keywords your customer is after Maximizing long tail keywords to convert your customers at a higher percentage Tools and options for finding the proper ways to optimize your site and enable customers to find exactly what they are looking for effortlessly

9.35 KEYNOTE Panel Discussion: Evaluating New Search Trends And Creating Strategies To Acquire Customers Hugo Smoter, Head of Global Marketing, Spreadshirt Jed Paulson, Director of eCommerce & Marketing, Free People Given all of the changes with algorithms, and major changes with search engines, staying up-to-date is critical for every e-commerce executive. This panel reviews the current trends impacting your search programs, and presents tangible answers to your most pressing challenges. Grow your program and manage your budget effectively after leaving this dynamic panel session, led by search experts from leading retail organizations. How do you think consumer behavior may have changed in regards to paid search listings? What is the current state of paid search? How is this impacting your current spend? What are the implications for your search budget if paid search is trending down? Hugo Smoter Head of Global Marketing, Spreadshirt As Head of Global Marketing at Spreadshirt, Hugo Smoter oversees worldwide marketing programs including paid search, organic search, affiliate marketing, display marketing, social media and advertising. He has over 10 years of experience in online and direct marketing. Hugo joined Spreadshirt in 2008 and focused on growing search traffic as a primary channel of customer acquisition for Spreadshirt [read more] Jed Paulson Director of eCommerce & Marketing, Free People Jed Paulson is the Director of eCommerce and Marketing for Free People, a women's specialty apparel and accessories retailer within the Urban Outfitters Inc. family of brands. Free People is known for invoking attributes of femininity, spirit, and creativity with a modern bohemian design. The brand has grown exponentially over the years and currently has 72 free standing boutiques, a thriving dire [read more]

10.10 Kick Off Of Interactive Roundtables Kick Off Of Interactive Roundtables  Table 1: Topic: Using Shopping Analytics To Optimize Customer Acquisition And Paid Search Strategies  Moderator: Jon Armstrong, CEO, Adlucent Retail Client: Jed Paulson, Director of Direct Marketing, Free People Table 2: Topic: Making The Most Of Your On-Site Search Queries Moderator: Thi Thumasathit, VP New Business, Adchemy Retail Client: Cheryl DeGrasse , Director of Search Marketing, Macys.com Table 3: Topic: Best Practices In Personalizing The User Search Experience For Maximum ROI Moderator: Frank Lombos, VP Global Sales, Fredhopper Retail Client: Rajeev Aikkara, eCommerce Project Manager, Asos Table 4: Topic: SEO And PPC: Crossover Strategies Using Keyword Data And Analytics  Moderator: Jason Campbell, VP Client Services, SearchDex Retail Client: Jeanne Sherman, CMO, Cheapcaribbean.com Table 5: Topic: How To Leverage Google's Changing Search Landscape To Find Untapped Volumes Of Incremental Revenue Moderator: Bree Blazak, Vice President, YourAmigo Table 6: Redefine Your Content: Learn How To Transform Categories Into Microsites & Products Into Showcases Moderator: Alex Edelstein, CEO, Servio Table 7: Topic: Maximizing Search Opportunities Across Screens Moderator: Frank Lee, VP of Sales, DataPop Retail Client: Haley Brothers, Marketing Director, Bag Borrow or Steal Table 8: Topic: A Look Into Multi-Click Attribution And Inventory Management Moderator: Benny Blum, Director, Analytics & Strategy Retail Client: Chelsea Folkner, Evo Table 9: Topic: How To Quantify The Revenue You're Losing Because Of A Bad User Experience (UX) Moderator: Linda Sturman, Vice President, Performics Table 10: Topic: Getting To Grips With Your eBusiness Strategy Through Big Data And SEO  Technology Moderator: Mayer Reich, CEO & Co-Founder, RankAbove, Jason Asher, Head of eBusiness Strategy, Venda

11.10 Morning Coffee & Refreshments Morning Coffee & Refreshments

11.40 Pre-Holiday Search Essentials: Breathe New Life Into Your Paid Programs Before Q4 Motorcycle Superstore has grown paid search over 95% YOY with costs going up only 65%. The head of marketing at Motorcycle Superstore, Erick Barney summarizes his 10+ years of SEM expertise leading up to these more recent developments. Prepare for your busiest season, maximize your campaign structure, evolve your keyword match type strategy and automate your data-feed ad building campaigns after leaving this session. Reorganizing campaigns into segments Automating bid management techniques Intra-account negative keyword strategy that puts long-tail into play Evolving keyword match type strategy to maximize search visibility Applying keyword match-types to negative keywords Automating data-feed ad building campaigns

12.15 Continuation Of Interactive Roundtables Kick Off Of Interactive Roundtables Table 1: Topic: Using Shopping Analytics To Optimize Customer Acquisition And Paid Search Strategies Moderator: Jon Armstrong, CEO, Adlucent Retail Client: Jed Paulson, Director of Direct Marketing, Free People Table 2: Topic: Making The Most Of Your On-Site Search Queries Moderator: Thi Thumasathit, VP New Business, Adchemy Retail Client: Cheryl DeGrasse , Director of Search Marketing, Macys.com Table 3: Topic: Best Practices In Personalizing The User Search Experience For Maximum ROI Moderator: Frank Lombos, VP Global Sales, Fredhopper Retail Client: Rajeev Aikkara, eCommerce Project Manager, Asos Table 4: Topic: SEO And PPC: Crossover Strategies Using Keyword Data And Analytics Moderator: Jason Campbell, VP Client Services, SearchDex Retail Client: Jeanne Sherman, CMO, Cheapcaribbean.com Table 5: Topic: How To Leverage Google's Changing Search Landscape To Find Untapped Volumes Of Incremental Revenue Moderator: Bree Blazak, Vice President, YourAmigo Table 6: Redefine Your Content: Learn How To Transform Categories Into Microsites & Products Into Showcases Moderator: Alex Edelstein, CEO, Servio Table 7: Topic: Maximizing Search Opportunities Across Screens Moderator: Frank Lee, VP of Sales, DataPop Retail Client: Haley Brothers, Marketing Director, Bag Borrow or Steal Table 8: Topic: A Look Into Multi-Click Attribution And Inventory Management Moderator: Benny Blum, Director, Analytics & Strategy Retail Client: Chelsea Folkner, Evo Table 9: Topic: How To Quantify The Revenue You're Losing Because Of A Bad User Experience (UX) Moderator: Linda Sturman, Vice President, Performics Table 10: Topic: Getting To Grips With Your eBusiness Strategy Through Big Data And SEO Technology Moderator: Mayer Reich, CEO & Co-Founder, RankAbove, Jason Asher, Head of eBusiness Strategy, Venda

1.15 Lunch & Networking For All Attendees Lunch & Networking For All Attendees

2.15 Building An In-House SEM Program From the Ground Up Managing your SEM program is a daunting task. Couple that with building and architecting your SEM program, and you are in a similar position as Cafepress. Managing numerous keyword campaigns and optimizing SEM has been a top priority at the company, and they’ve seen tremendous success. Their VP of Acquisition, the brainchild behind their program, comes to eTail to offer tactics to keep your SEM program as profitable as possible.

2.50 Continuation Of Interactive Roundtables Kick Off Of Interactive Roundtables Table 1: Topic: Using Shopping Analytics To Optimize Customer Acquisition And Paid Search Strategies Moderator: Jon Armstrong, CEO, Adlucent Retail Client: Jed Paulson, Director of Direct Marketing, Free People Table 2: Topic: Making The Most Of Your On-Site Search Queries Moderator: Thi Thumasathit, VP New Business, Adchemy Retail Client: Cheryl DeGrasse , Director of Search Marketing, Macys.com Table 3: Topic: Best Practices In Personalizing The User Search Experience For Maximum ROI Moderator: Frank Lombos, VP Global Sales, Fredhopper Retail Client: Rajeev Aikkara, eCommerce Project Manager, Asos Table 4: Topic: SEO And PPC: Crossover Strategies Using Keyword Data And Analytics Moderator: Jason Campbell, VP Client Services, SearchDex Retail Client: Jeanne Sherman, CMO, Cheapcaribbean.com Table 5: Topic: How To Leverage Google's Changing Search Landscape To Find Untapped Volumes Of Incremental Revenue Moderator: Bree Blazak, Vice President, YourAmigo Table 6: Redefine Your Content: Learn How To Transform Categories Into Microsites & Products Into Showcases Moderator: Alex Edelstein, CEO, Servio Table 7: Topic: Maximizing Search Opportunities Across Screens Moderator: Frank Lee, VP of Sales, DataPop Retail Client: Haley Brothers, Marketing Director, Bag Borrow or Steal Table 8: Topic: A Look Into Multi-Click Attribution And Inventory Management Moderator: Benny Blum, Director, Analytics & Strategy Retail Client: Chelsea Folkner, Evo Table 9: Topic: How To Quantify The Revenue You're Losing Because Of A Bad User Experience (UX) Moderator: Linda Sturman, Vice President, Performics Table 10: Topic: Getting To Grips With Your eBusiness Strategy Through Big Data And SEO Technology Moderator: Mayer Reich, CEO & Co-Founder, RankAbove, Jason Asher, Head of eBusiness Strategy, Venda

4.10 Afternoon Coffee & Refreshments Afternoon Coffee & Refreshments

4.40 Surviving In A World Increasingly Dominated By Search Hugo Smoter, Head of Global Marketing, Spreadshirt In 2012, Spreadshirt’s North American revenue has grown by 107% YoY, but that hasn’t always been the case in the past. The Marketing Director at Spreadshirt, Hugo Smoter, talks about his experience at Spreadshirt and how the rebalancing of acquisition channels between paid and organic search has skyrocketed growth for Spreadshirt in an extremely competitive market driven by search. Evaluating the cost of paid and natural search in comparison to profit margins and revenue Developing sustainable strategies that balance paid and organic search growth Shifting costs associated with search in order to minimize costs Hugo Smoter Head of Global Marketing, Spreadshirt As Head of Global Marketing at Spreadshirt, Hugo Smoter oversees worldwide marketing programs including paid search, organic search, affiliate marketing, display marketing, social media and advertising. He has over 10 years of experience in online and direct marketing. Hugo joined Spreadshirt in 2008 and focused on growing search traffic as a primary channel of customer acquisition for Spreadshirt [read more]

5.15 Conclusion Of Advanced Search Summit Conclusion Of Advanced Search Summit

6.00 eTail Retailer-Only Card Swap Networking Session Don’t miss your opportunity to get in on the power-packed networking! Bring plenty of business cards, because you will need them! Back by popular demand, our “speed-dating” themed networking card swap allows you to meet your peers in a retailer-only environment.

6.30 eTail Official Welcome Reception For All Attendees At the end of an action-packed Summit, join retail executives in this relaxed environment. For those just arriving, this is a perfect opportunity to get all of your registration materials and jumpstart your networking during the opening cocktail reception.