The Premier Event for Search Engine Marketing & Optimization
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 March 1-4, 2004 • Hilton New York • NYC

			
Event Hours:
Conference Hours
March 1: 9am - 5:15pm
March 2: 9am - 7:30pm
March 3: 9am - 5:15pm
March 4: 9am - 3:45pm
Registration Hours
March 1: 7am - 5:15pm
March 2: 7am - 6:30pm
March 3: 7:30am - 5:15pm
March 4: 7:30am - 3pm
Expo Hall Hours
March 2: 10am - 7pm
March 3: 10am - 5pm

Premier Plus Sponsors:
iProspect Search Engine Marketing

Premier Sponsors:
Bruce Clay LLC logo
Enhance Interactive logo
Google logo
Oneupweb logo
Sendtraffic logo
Terra Lycos logo
Media Sponsors:
BtoB
DM NEWS
Analyst Sponsor:
Event Public Relations:
Hosted By:
Search Engine Watch
internet.com

Agenda - Thursday, March 4, 2004
8:00am - 9:00am Registration and Continental Breakfast
9:00am - 10:15am Attendees may choose to attend one of the four sessions offered during this time.

Meet The Crawlers
Representatives from major crawler-based search engines will discuss their services and take questions from attendees.
Moderator:
Danny Sullivan, Editor, SearchEngineWatch.com
Speakers:
Kevin Berk, VP of Advertiser Solutions, LookSmart/Wisenut
Craig Nevill-Manning, Senior Research Scientist, Google
Tim Mayer, Director of Product Management, Yahoo! Search
Michael Palka, Director of Search, Ask Jeeves

Measuring Success Case Studies
Come hear real life examples of how companies are measuring their success with search engine marketing. Each case study involves an up-close look at a particular measuring tool that's been employed. The session aims to educate you generally about the capabilities that web analytics and other measuring tools often provide. Ideally suited for those who previously attended the "Measuring Success" session. Last half hour offers Q&A with case study presenters and measuring tool vendors.
Moderator:
Chris Sherman, Associate Editor, SearchEngineWatch.com and President, Searchwise
Speakers:
Dan Noyes, President, Zephoria
Rob Gaudio, Director of Client Services, MEA Digital, presenting St. Bernard Software Case Study
Jeff Cram, Web Marketing Manager, NetIQ Corporation, presenting a company case study
Jarid Lukin, E-Commerce Manager, LEGO Group
Q&A Panelists:
John Marshall, CEO, ClickTracks.com
Brett Crosby, VP Business Development and Marketing, Urchin Software Corporation
Rand Schulman, Chief Marketing Officer, WebSideStory

Getting Local Part 1: Search Engines
Major search engines are rolling out new ways to target the local audience in the United States -- those seeking products and services linked to a particular geography, such as "chicago dentists" or "new york restaurants." This session looks at new developments in local targeting as well as existing techniques you can employ to reach out geographically.
Moderator:
Rebecca Lieb, Executive Editor, the ClickZ Network
Speakers:
Erik Hawkins, Sr. VP Product Group, Citysearch
Cheryle Pingel, Chairman & Co-Founder, Range Online Media
Sukhinder Singh, General Manager, Local, Google
Geoff Stevens, GM, Local, Overture
Stacy Williams, President, Prominent Placement, Inc.

Creating Compelling Ads & Landing Pages
Getting clicks on your paid listings can be a challenge. You need to compel the consumer to click through, yet your ad must also comply with editorial standards controlling what you can say and even the punctuation you can use. You also want the RIGHT type of click. Choose your words poorly, and the wrong audience will come, costing you money and offering no hope of conversion. Assuming you do get the right audience, the landing pages you display are an essential component to help you convert browsers into buyers. This session looks at ways to get the right clicks and convert them. NOTE: The session is designed for those who are already familiar with how paid placement works.
Moderator:
Andrew Goodman, Principal, Page Zero Media Inc.
Speakers:
Gordon Hotchkiss, President & CEO, Enquiro Search Solutions Inc.
Misty Locke, President & Co-Founder, Range Online Media
Lee Mills, Media Director, MEA Digital
Jessie Stricchiola, Founder, Alchemist Media Inc.

10:15am - 10:45am Morning Coffee Break
10:45am - 12:00pm Attendees may choose to attend one of the four sessions offered during this time.

Alternative PPC Search Engines
Sure, you know about cost-per-click advertising on the major networks operated by Overture and Google. But what about paid listing programs beyond these? Learn how these services can send you additional traffic, often at a lower cost. The session provides a recap of other PPC search engines you may wish to consider and an opportunity to questionrepresentatives from some of these services.
Moderator:
Detlev Johnson, President of Technology, SuccessWorks Search Marketing Solutions Inc.
Speakers:
Dan Ballister, Vice President of Sales, FindWhat.com
Jay Bean, COO, Enhance Interactive, Inc. (formerly ah-ha.com)
James Beriker, Search123
Chris Churchill, President, Fathom Online
Brian Goler, Vice President of Search, LookSmart/Wisenut
Peter Hershberg, Managing Partner, Reprise Media
Adam Soroca, Group Product Manager, Lycos InSite, Terra Lycos

Balancing Organic & Paid Listings
If you get plenty of "free" listings, there's no need to go the paid route, right? Wrong -- what happens if a change in how search engines rank pages leaves you out of the top results? Well, if you buy your way in, there's no need to worry about the free results! Wrong again. Why not gain free traffic if you're relevant? This session explores issues like these and how to get the balance right between free and paid campaigns.
Moderator:
Chris Sherman, Associate Editor, SearchEngineWatch.com and President, Searchwise
Speakers:
Gordon Hotchkiss, President & CEO, Enquiro Search Solutions Inc.
Greg Jarboe, President and co-founder, SEO-PR
Stacy Williams, President, Prominent Placement, Inc.

Getting Local Part 2: Yellow Pages
The various yellow pages have been the king of local search in the offline world. Discover what they are doing to reach out to consumers in the online world and how your campaigns should take them into account.
Moderator:
Danny Sullivan, Editor, SearchEngineWatch.com
Speakers:
Brendan Benzing, Executive Director, AOL
Mark Canon, VP Business Development, Switchboard Inc.
Lester Chu, VP, Strategic Planning and Marketing, Verizon Information Services
Paul Levine, GM Local, Yahoo! Yellow Pages
Brian McManus, Executive Vice President, Search & Directory, InfoSpace

Ad Copy & Landing Page Clinic
A continuation of the earlier "Creating Compelling Ads & Landing Pages" session, this clinic will examine actual ads and landing pages offered up by volunteers from the audience, suggesting changes that may improve clickthrough and conversion.
Panelists:
Misty Locke, President & Co-Founder, Range Online Media
Lee Mills, Media Director, MEA Digital
Jessie Stricchiola, Founder, Alchemist Media Inc.

12:00pm - 1:00pm Networking Lunch
1:00pm - 2:15pm Attendees may choose to attend one of the four sessions offered during this time.

Business to Business Forum
Forget consumers. You want only the business-to-business audience! This session explores options and issues in targeting B2B. In addition to panel presentations, there will be time for Q&A and audience participation in sharing knowledge.
Moderator:
Rebecca Lieb, Executive Editor, the ClickZ Network
Speakers:
Todd Sims, VP of Sales, Business.com
Paul Slack, CEO, WebDex
Karen Breen Vogel, CEO, B2B Works

Measuring Offline Conversion
Can you tell if your search engine marketing campaign is driving offline sales? There are ways to measure! Learn how at this session and why not knowing means you may not be judging your campaigns correctly.
Moderator:
Danny Sullivan, Editor, SearchEngineWatch.com
Speakers:
Glenn Alsup, President, Viewmark
Patricia Hursh, President, SmartSearch Marketing
Steve Schepke, VP of Marketing Services, Meandaur

SEM & Spanish Speakers
Spanish-speakers are an important market both within the United States and throughout the world. Discover ways to target this major audience through search engine marketing.
Moderator:
Pamela Parker, Managing Editor, ClickZ
Speakers:
Barbara C. Coll, CEO, WebMama.com Inc
Ignacio Hernandez Jr., Founder & Vice President, MexGrocer.com
Lucas Morea, CEO, LatinEdge Inc.
Matthew Whiteley, International Sales & Business Development, Director, TeRespondo.com, Inc.

Site Clinic
This interactive session takes volunteers from the audience and examines their web sites live to provide general feedback about improving them to gain more traffic from search engines. It runs twice on Day 3 and once on Day 4. Attend whatever session is most convenient!
Panelists:
Scottie Claiborne, Owner, Right Click Web Consulting
Jessie Stricchiola, Founder, Alchemist Media Inc.
Mikkel deMib Svendsen, VP of Marketing Technology, Marketleap

2:15pm - 2:30pm Session Break
2:30pm - 3:45pm Attendees may choose to attend one of the four sessions offered during this time.

Paid Inclusion & Trusted Feeds
Why pay to be included in a search engine's listings without a guarantee of ranking well for particular terms? Done right, the more representation a site has in a search engine, the more likely it is to naturally rank well for a variety of targeted terms. That can mean highly-qualified traffic at a price less than obtained through paid placement programs. Come get an overview of paid inclusion, learn how trusted feeds allow you to send a data stream to search engines, hear advice from those who've used various programs offered and pose questions to paid inclusion providers during Q&A.
Moderator:
Danny Sullivan, Editor, SearchEngineWatch.com
Speakers:
Dennis Buchheim, Director of Search Marketing Solutions, Yahoo!
Adam Jewell, Search Engine Marketing Manager, NetPlus Marketing Inc.
Gour Lentell, Search Director, Decide Interactive
Eric Neuner, Marketing Manager, Medscape/WebMD
Michael Palka, Director of Search, Ask Jeeves
David Turner, Director of European Operations, Position Tech

Cleaning Up The Mess
You've just inherited the job of marketing an existing web site on search engines. Got your cleaning supplies handy? You might discover work by others has gotten the site banned on some search engines. More likely, you may be involved with a site that's just been naturally unfriendly to search engines. This session examines issues and offers advice on dealing with problems.
Moderator:
Chris Sherman, Associate Editor, SearchEngineWatch.com and President, Searchwise
Speakers:
Matthew Bailey, Web Marketing Director, The Karcher Group
Anne Kennedy, Managing Partner, Beyond Ink
Shari Thurow, Webmaster/Marketing Director, GrantasticDesigns.com

Shopping Search & Merchant Sites
Learn how special shopping search engines are created and how content from your ecommerce or merchant site may be included in them.
Moderator:
Detlev Johnson, President of Technology, SuccessWorks Search Marketing Solutions Inc.
Speakers:
Iggy Fanlo, Chief Revenue Officer, Shopping.com
Craig Nevill-Manning, Senior Research Scientist, Google
Gary McEldowney, Marketing Director, AllergyBuyersClub.com
Kenneth Norton, Director, Product Management, Yahoo! Shopping
Laura Thieme, President and Founder, Bizresearch

Conversion Clinic
This interactive session takes volunteers from the audience and examines their web sites live to provide general feedback about changing them to improve visitor conversion.
Moderator:
Bryan Eisenberg, Chief Information Officer, Future Now Inc.
Panelist:
Grant Crowell, founder and CEO, Grantastic Designs, Inc.
Michael Sack, SVP and Chief Product Officer, Inceptor, Inc



Click to view Special Events

Click to view Day 1 Agenda
Click to view Day 2 Agenda
Click to view Day 3 Agenda

*This agenda subject to change






For more information regarding exhibit space or sponsorship opportunities contact our Sales Department by completing this form or call Frank Fazio at 203–295–0052.

For registration help or information, please email our Registration Department at registration@incisivemedia.com or call 203–295–0050.




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