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Title Sponsor: VIP Sponsor: VIP Sponsor: Supporting Sponsor: Produced by:
ValueClick Media
Atlas Advertising Platform from Microsoft
MediaWhiz
Advertising.com Interactive Advertising Bureau
 

IAB Leadership Forum: Performance Marketing
A New Era of Accountability
Wednesday, March 19, 2008 • Chicago, IL

Agenda

8:00 AM

Registration Opens

Sponsored by: 
Q Interactive 

8:00 AM - 9:00 AM

Breakfast and Registration

9:00 AM

Welcome

Randall Rothenberg
Randall Rothenberg, President and CEO, IAB

Event Chair, Opening Remarks

Matthew Wise
Matthew Wise, President and CEO, Q Interactive

9:15 AM - 10:00 AM

Keynote: Remarketing through Networks & Exchanges

Bill Wise
Bill Wise, General Manager, Global Exchange, Yahoo!

10:00 AM - 10:45 AM

Next Gen Lead Gen: Maximize your ROI

Lead generation has always been central to the Performance Marketing toolkit, but it's no longer simply a question of how to generate leads; it's about how to generate the right leads the right way. Join the industry thought leaders behind the creation of IAB's B2C and B2B Best Practices for Advertisers and Publishers in a discussion with marketers & media buyers about how this cornerstone of the performance marketing mix can be leveraged to fuel business growth.

Moderator: Jeremy Fain, Senior Director of Industry Services, IAB
Gayle Guzzardo, Senior Vice President, Product Management, Q Interactive & Chair, IAB Lead Generation Committee
Eric Obeck, President, SendTec, Inc
David A. Yovanno, Chief Operating Officer, ValueClick, Inc. U.S. Media

10:45 AM - 11:15 AM

Morning Refreshment Break

Sponsored by:
ValueClick Media

11:15 AM - 12:00 PM Legislation, Regulation, Privacy and Your Business

As congress beats the drum for legislation which can dramatically impact your business, a commitment to insuring high levels of consumer privacy without impacting innovation in our industry becomes progressively important. Hear from experts deep in the debate about how protecting the consumer is a responsibility shared by advertisers & publishers alike and learn how self-regulation can stave off unwanted regulation. Most importantly, this group of experts will take questions about what this means for YOUR business and what you can do to protect your bottom line.

Moderator: Craig Swerdloff, VP & GM, Postmaster Network, Return Path
David Graff, General Counsel, Azoogle Ads
Stuart Ingis, Counsel, Venable LLC & IAB Counsel
Lee Peeler, President, National Advertising Review Council

Sponsored by:
ValueClick Media

12:00 PM - 12:45 PM Workshops

Atlas Advertising Platform from Microsoft
Room Chicago C

Beyond the Last Ad
Agencies and advertisers base their media and creative optimization decisions on reporting that fails to quantify both the reach to consumers and the quality of that reach. Current digital marketing reporting standards only associate success to the last ad seen or the last click that occurred. The "Last Ad Standard" ignores more than 90% of marketing touch-points that engage consumers and influence behavior. This myopic view of campaign performance distorts measures of campaign ROI, and ultimately the media mix of marketing budgets. In this session, we'll review the latest research on ROI measurement from the Atlas Institute, and present a new and practical method for quantifying engagement, measuring conversions, and analyzing the impact of duplication across multiple sites and channels. This session is relevant for any marketer who makes optimization decisions based on third party ad server reporting, site analytics technologies, publisher and network counts, or proprietary measurement systems.

John Chandler, Principal Analyst, Atlas Institute

Atlas Advertising Platform from Microsoft

MediaWhiz
Room Chicago B

Proven Methods in Achieving Superior ROI Online: A Study of Two Companies
The pressure to derive better return on ad spend, esp. in a tight economic environment, forces even the most 'brand-oriented' advertisers to focus their advertising efforts on campaigns that result in bottom line performance.

This workshop will examine how two leading companies, one a provider of executive level coaching for individuals, and the other a leading marketing intelligence services firm, were able to significantly out-perform their prior online marketing efforts by implementing a proven set of online advertising strategies and techniques.

Jonathan Shapiro, the CEO of MediaWhiz, a leading results-driven online advertising company, will demonstrate how you can make a similarly successful impact on the performance of your online advertising efforts. Mr. Shapiro will also discuss how ROI-driven campaigns not only drive conversions, but also brand recognition.

Jonathan Shapiro, CEO, MediaWhiz

MediaWhiz

ValueClick Media
Room Chicago A

The New Lead Generation Landscape: A Scholastic Case Study
From best practices recently published by the IAB Lead Generation Committee to mandates resulting from the FTC's review of the industry, a new lead generation landscape is emerging. Updated guidelines for accountability among publishers and lead generation providers are giving more control and confidence to consumers and advertisers alike, resulting in a reinvigorated lead generation channel. David Yovanno and Dennis Sheehan will co-present a case study outlining the techniques used by ValueClick Media to drive hundreds of thousands of qualified leads for Scholastic over the past year, including the key changes you need to know to deliver highly effective and compliant campaigns in the new lead generation environment.

David A. Yovanno, Chief Operating Officer, ValueClick, Inc. U.S. Media
Dennis Sheehan, Group Director, Online Marketing, Scholastic

ValueClick Media

12:45 PM - 1:45 PM Lunch
1:45 PM - 2:30 PM

Keynote: Thinking Forward: Social Performance Marketing

Cam Balzer, Vice President of Emerging Media, DoubleClick Performics

2:30 PM - 3:15 PM Workshops

Atlas Advertising Platform from Microsoft
Room Chicago C

Beyond the Last Ad
Agencies and advertisers base their media and creative optimization decisions on reporting that fails to quantify both the reach to consumers and the quality of that reach. Current digital marketing reporting standards only associate success to the last ad seen or the last click that occurred. The "Last Ad Standard" ignores more than 90% of marketing touch-points that engage consumers and influence behavior. This myopic view of campaign performance distorts measures of campaign ROI, and ultimately the media mix of marketing budgets. In this session, we'll review the latest research on ROI measurement from the Atlas Institute, and present a new and practical method for quantifying engagement, measuring conversions, and analyzing the impact of duplication across multiple sites and channels. This session is relevant for any marketer who makes optimization decisions based on third party ad server reporting, site analytics technologies, publisher and network counts, or proprietary measurement systems.

John Chandler, Principal Analyst, Atlas Institute

Atlas Advertising Platform from Microsoft

MediaWhiz
Room Chicago B

Jonathan Shapiro, CEO, MediaWhiz

MediaWhiz

ValueClick Media
Room Chicago A

The New Lead Generation Landscape: A Scholastic Case Study
From best practices recently published by the IAB Lead Generation Committee to mandates resulting from the FTC's review of the industry, a new lead generation landscape is emerging. Updated guidelines for accountability among publishers and lead generation providers are giving more control and confidence to consumers and advertisers alike, resulting in a reinvigorated lead generation channel. David Yovanno and Dennis Sheehan will co-present a case study outlining the techniques used by ValueClick Media to drive hundreds of thousands of qualified leads for Scholastic over the past year, including the key changes you need to know to deliver highly effective and compliant campaigns in the new lead generation environment.

David A. Yovanno, Chief Operating Officer, ValueClick, Inc. U.S. Media
Dennis Sheehan, Group Director, Online Marketing, Scholastic

ValueClick Media

3:15 PM - 3:45 PM

Afternoon Refreshment Break

Sponsored by:
ValueClick Media

3:45 PM - 4:30 PM

Performance on Emerging Platforms: Ready for Prime Time?

There's no shortage of new media platforms to consider for performance marketing. But, questions about metrics and analytics closely follow the emergence of new marketing platforms - which of these is providing real value today for marketers searching for the best combination of targeting and scale? How do you measure success? How can you tell what's working and what isn't? In a series of individual presentations case studies are presented from each of these arenas. The speakers then join together for an interactive panel that includes the audience in exploring the potential of these platforms as components of the performance marketing mix.

Moderator: Josh Chasin, Chief Research Officer, ComScore

Presentation 1

Purina & the Petcentric.com Social Network Case Study
Petcentric Place, the social networking extension of the Purina portal Petcentric.com, allows pet owners and their pets to create personalized environments which deeply engage pet owners with multiple Purina brands. Purina individualizes the user experience by providing relevant content based on segmentation of the individual user's preferences and allowing the community to create content. Hear about how consumers who are in charge of their experience with brand communications generate organic traffic by becoming brand ambassadors.

Presenter: Hans Gerwitz, VP Technology, Infuz

Presentation 2

NuConomy - Performance Beyond Pageviews
NuConomy Studio provides an analytics platform for enabling customized revenue sharing and incentive programs based on a number of ranking criteria and other factors. In addition to analytics, NuConomy has elements in the suite for proactively improving site metrics, such as visitor loyalty, and monetization. Hear from CEO Shahar Nechmad about going beyond page views and measuring the value of the contributions of users and the performance of various content and features.

Presenter: Shahar Nechman, CEO, NuConomy

4:30 PM - 5:15 PM

A Crystal Ball for Your Leads — Understanding Predictive Scoring

Millions of lead-gen dollars can turn on a single issue: Which leads are going to generate sales — and which are dead ends? The answer may come from predictive scoring, the process of segmenting leads based on tailored metrics that can increase your understanding of how valuable your leads may be. In this in-depth session, you'll hear from the three key perspectives in the lead-gen food chain — the lead generator, the lead buyer, and the predictive scoring expert. And you'll walk away with a clearer idea of how predictive scoring may help you get more for your lead-gen dollar.

Moderator: Gary Cornick, CEO, Decision Tree Media, Inc.
Ron Hendricks, Chief Innovation Officer, Datamark, Inc.
Jeff Liebl, Vice President Marketing and Business Development, eBureau, LLC
Brenda Robertson, Vice President of Lead Management, Career Education Corporation

5:15 PM - 6:15 PM Networking Cocktail Reception