Sessions

 

Direct Response 101: Leveraging Offline & Online Marketing to Achieve Greater ROI

All Access Pass required
Caitlin Haire, Cannella Media, LLC; Fern Lee, THOR Associates; James Diorio, Dial800 LLC
September 13, 8:30 AM-9:30 AM
Type: Masters Series
Location: Petrus 2

During this one-hour Masters Series session, leading industry experts will walk marketing professionals through the basics of direct response marketing—from concept to completion. E-Commerce players looking to enhance their overall marketing efforts will gain a better understanding of how direct response television (DRTV) can extend and enhance their digital brand, and add to their bottom line. What’s more, DR 101 is the ideal primer for marketing newbies ready to test the DR waters. Our panel of experts will touch on offline to online advertising strategies and the elements needed to ensure a successful ROI-driven direct response campaign.

Why Brands Are Putting Mobile in the Driver’s Seat

All Access Pass required
Bryon Colby, Cornerstone Brands; Ed Deutscher, HSN; Robin Shapiro, Get STiKi, Inc.
September 13, 9:45 AM-10:45 AM
Type: Masters Series
Location: Petrus 2

For years, marketers have been mastering the art of selling products and services through traditional channels such as television, radio, print, and online. However, more recently, mobile commerce is accelerating its ascent and becoming the dominant channel on which today's consumers wish to transact.  At HSN, Inc., mobile commerce continues to be the fastest growing channel and represents over half of all sales. What have retailers like HSNi done to optimize content across multiple distributed commerce platforms and ensure the best possible customer experience on this, the smallest of screens? How can retailers drive engagement, loyalty and ultimately conversion, among an increasingly mobile customer base? Join HSN and Cornerstone as they discuss why mobile has become such an important part of their overall marketing strategy and share what they’ve learned about today’s mobile customers.

D2R – It’s Hot and It’s Not What You Think

All Access Pass required
Jeffrey Knowles, Venable LLP
September 13, 11:00AM-12:00PM
Type: Masters Series
Location: Think Tank/Lafite Ballroom

It seems that online marketing can only get hotter. Consumers’ thirst for content proves unquenchable and channels and tactics proliferate. Don’t miss your Direct 2 Regulator (D2R) link. Learn how to navigate this ever-expanding frontier as federal and state regulators, as well as industry groups and competitors track your every move.

10 Innovative Ways Brands Are Leveraging Affiliate Marketing

All Access Pass required
Greg Shepard, Pepperjam; Ki Song, Monkey Sports, Inc.
September 13, 1:30 PM-2:30 PM
Type: Masters Series
Location: Petrus 2

Join Pepperjam CSO Greg Shepard for this informative Masters Series session in which he explains why performance marketing should be considered the preferred advertising payment model. What’s more, Greg will address how it is expanding from the confines of affiliate marketing and maturing into a flexible, data-driven standard with the versatility to drive and track omnichannel transactions, abandonment and retargeting, and more. He will also discuss how the performance model can be leveraged to create efficiencies through e-commerce platform integration, to empower content creators and advertisers through programmatic dynamic matching, to resolve issues of channel overlap and attribution, and to protect brand integrity and improve traffic quality through specialized technologies.

Cross-Channel Attribution: Avoiding the Risks to Reap the Rewards

All Access Pass required
Roman Bills, Internet Marketing, Inc.
September 13, 2:45 PM-3:45 PM
Type: Masters Series
Location: Petrus 2

In today's complex omnichannel and multi-device world, evolving the attribution of your digital media has never been more important. To accurately measure the impact of online advertising and the effectiveness of your campaigns, it is crucial to have a holistic approach. One of the best ways to do that is to use a blended attribution model, which measures the impact of your digital marketing by examining both ad views and clicks. This presentation will explore best practices using multi-touch attribution technology to uncover important insights across the entire digital customer life cycle and give you real world examples of the risks of under or over crediting channels.

Success Stories: Who’s Moving the Needle in Today’s Omnichannel World?

All Access Pass required
Lindsay Hendricks, Positec USA; Roman Bills, Internet Marketing, Inc.; Scott Reid, Oak Lawn Marketing
September 13, 4:00 PM-5:00 PM
Type: Masters Series
Location: Petrus 2

In this era of multi-screens and mobile devices, consumers want on-demand content using their medium of choice. This creates a number of challenges for brands trying to engage prospective customers across the different channels. What companies are making inroads in our omnichannel world? What companies are bridging the gap between traditional direct response and digital? Join us as we talk to some of the industry’s most innovative marketers as they reveal how they are utilizing traditional and digital marketing to reach a wider demographic, and how they’re able to successfully build brand awareness.

Getting the Money: What Every Merchant Should Know About Its Payment Processing Account


Ellen Berge, Venable LLP
September 14, 9:30 AM-10:30 AM
Type: Learning Lounge
Location: D2C Learning Lounge - Latour Ballroom

Learn from qualified payments professionals everything you need to know about one of the most important aspects of a successful direct response business: developing and maintaining strong payment processing relationships. You’ll learn how to evaluate and select different payment processing providers and the services that they offer. Panelists will also bring you up to speed on your obligations as a merchant under payment card rules, including your PCI and data security requirements. We’ll also cover today’s most pressing payments topics including chargeback management and dispute resolution, fraud prevention, recurring billing, in-app payments, and gathering, using payments data to improve your business, and much more.

Game of Fives: How to Win on TV and Digital in 5 Minutes

All Access Pass required
Ava Seavey, Avalanche Creative Services; Katherine Kalevich, Mercury Media; Maria Kennedy, Discovery Communications; Susan McKenna, Hairclub & Bosley
September 14, 9:30 AM-10:30 AM
Type: Masters Series
Location: Think Tank/Lafite Ballroom

So much has been written about long-form DRTV (28:30), short-form DRTV (:120 and less), and digital video. However, there’s very little known about a mighty format that has slowly become one of the best payouts from an ROI standpoint—the five-minute miracle. Come hear the fascinating stats, which might shock you about the large array of media available for these alternate length formats. It just may be the answer you have been looking for to tell your story in just the right amount of sound bites for today’s ever evolving consumer.

Facebook & Instagram Ads: Revolutionize Your Strategy to Drive ROI

All Access Pass required
Laura Hobson, Curalate
September 14, 10:45AM-11:45AM
Type: Masters Series
Location: Think Tank/Lafite Ballroom

With more than 500 million monthly users on Instagram and 1.5 billion on Facebook, the value of these channels is indisputable—when leveraged correctly. While brands are investing in these channels, many have yet to employ best practices that will ensure their ad dollars are being used wisely. In this Masters Series session, we’ll discuss real-life examples of how brands improved their ad relevance and drove ROI, and share commonly made mistakes to avoid.

Why Your Digital Marketing Needs a DR Power Boost

All Access Pass required
Allison Givens, Williams Worldwide Television; Charlie Fusco, Synergixx LLC; Lori Zeller, THOR Associates
September 14, 1:30 PM-2:30 PM
Type: Masters Series
Location: Think Tank/Lafite Ballroom

Is your current online marketing campaign losing steam? Do you need to breathe new life into your brand? Maybe you aren’t maximizing your brand’s full potential by using direct response marketing. During this informative Masters Series session, digital marketers will learn how television can take your campaign to the next level and ultimately add to your bottom line.

How to Use Online Video to Master User Engagement

All Access Pass required
Collette Liantonio, Concepts TV Productions; Stephanie Siewert, Marketing Maven
September 14, 2:45 PM-3:45 PM
Type: Masters Series
Location: Think Tank/Lafite Ballroom

Come spend an hour with our experts as they show you how to use the power of online video to not only achieve greater traffic to your website, but also create content that keeps visitors engaged. What’s more, you’ll learn the tips and tricks that will elevate your brand and help to generate more revenue.

Data-infused TV Buying 101: Definitions & Results

All Access Pass required
Brian Norris, DISH Network
September 14, 4:00 PM-5:00 PM
Type: Masters Series
Location: Think Tank/Lafite Ballroom

What is data-infused TV buying? During this one-hour session, our experts will not only define it but also share how data-infused TV buys can work for you. Join us as we discuss planning with data beyond Nielsen and bridging the gap between the way data platform buyers want to buy and the way TV sellers need to sell. What’s more, attendees will learn the difference between addressable vs. programmatic linear television, as well as understand how to analyze and measure the results through real-life success stories.

Customer Profiling + Competitive Intelligence for a Winning Strategy

All Access Pass required
Tina Cabranes, ResultsCandy, Inc.
September 15, 10:15 AM-11:15 AM
Type: Masters Series
Location: Think Tank/Lafite Ballroom

Would you like your product to be in front of a potential new customer when they are ready to make a buying decision? This session helps marketers understand how to identify their potential customers offline and online using data-driven technologies to identify your best customers leveraging the right media with the right messaging at the right time. Like any great marketing strategy it's critical you understand how your product is differentiated in the competitive marketplace. Leveraging competitive intelligence is a critical element of your overall marketing success. Learn how to spend your precious marketing dollars on the right consumers with the right offers and get higher levels of targeting, greater efficiency and better results.

Protecting & Policing Your Brand: How to Combat Online Counterfeiters


Diego Rivero, B2C Response; Paula Brillson Phillips, Digital Law Group
September 15, 10:30 AM-11:30 AM
Type: Learning Lounge
Location: D2C Learning Lounge - Latour Ballroom