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sponsors &exhibitors SES New York | March 25–28, 2013Platinum SponsorsBingBooth 510 & Sponsored Sessionwww.advertise.bingads.microsoft.comSearch advertising with Bing helps you efficiently reach your nextbest customer—within your budget and with the support you needto get started and optimized, and measure your results.GoogleTrack Sponsorwww.google.comGoogle’s innovative search technologies connect millions of peoplearound the world with information every day. Founded in 1998 byStanford Ph.D. students Larry Page and Sergey Brin, Google todayis a top web property in all major global markets. Google’s targetedadvertising program provides businesses of all sizes with measurableresults, while enhancing the overall web experience for users. Googleis headquartered in Silicon Valley with offices throughout the Americas,Europe, and Asia. For more information, visit www.google.com.Marin SoftwareBooth 505 & Track Sponsorwww.marinsoftware.comMarin Software provides the world’s leading online advertisingmanagement platform for advertisers and agencies to manage theirpaid search, social media, display advertising, and mobile campaigns.Marin Software’s platform is designed to meet the workflow,reporting, and optimization needs of advertisers and agencies, helpingthem to save time and improve financial performance.Digital Sponsor—GoldWebtrendsBooth 405 & Wifi Sponsorwww.webtrends.comWebtrends powers digital marketing success. Webtrends is at theforefront of real-time digital marketing relevance and customerexperience management through unified customer intelligence. Ourindustry-leading analytics across mobile, social, and web enablesmarketers to optimize campaigns, maximize customer lifetimevalue, and deliver highly relevant digital brand experiences inreal-time.Webtrends dramatically improves digital marketing resultsfor more than 3,500 global brands including, in EMEA and internationally,Lloyds Banking Group, Barclays, HSBC, ASOS, Orange,T-Mobile, Microsoft, BMW, Toyota, Play.com, AllSaints, The Telegraph,and many more.To learn more, visit www.webtrends.com.Silver SponsorsAcronymKeynote Sponsor & Sponsored Sessionwww.acronym.comAt Acronym, we believe keywords are proxies for customer intent,for the motivations and ambitions that drive our clients’ core customerbase. Keywords are a brand’s single most important digitalasset, the only common denominator connecting online and offlinemarketing efforts.Our strategic focus is simple: no matter the digital channel,Keyword=Customer. We’re in the business of helping our clientsfind the shortest path between the two.Founded over 18 years ago and featured as an Advertising AgeTop 10 Search Agency and in the 2012 Forrester Search Wave, Acronymis a technology-based search marketing agency specializing inglobal, enterprise-level SEO, paid search, and analytics. Headquarteredin the Empire State Building, with offices in London and Singapore,we have expertise within enterprise B2B and B2C marketingfor renowned brands including SAP, Accenture, Four Seasons Hotels& Resorts, Humana, Wharton Executive Education, and HSBC.ConductorBooth 411www.conductor.comConductor is the undisputed leader in SEO technology, empoweringenterprise marketers to measure, manage, and improve their SEOefforts and deliver provable ROI. Thousands of brands use its cloudbasedSEO platform, Conductor Searchlight, to dominate searchresults globally and achieve up to 6 times more traffic and 15 timesmore conversions from natural search.eLocal ListingBooth 711www.elocallisting.comeLocal Listing uses all aspects of new media—search engine optimization,search engine marketing, mobile search, mobile display,social media, local display advertising, and even local TV andradio—to drive qualified leads as paid calls to enormous numbersof local businesses. It does this through a combination of technologyand process that turns the obscure and hard to navigate toolsof new media into the easily comprehended phone call without thelocal business ever having to do more than answer the phone.eLocal Listing takes advantage of the rapid growth and proliferationof new media, especially mobile media to join businesseswith customers through the phone.2 SES • March 2013 {New York}

sponsors &exhibitors SES New York | March 25–28, 2013Sponsors & ExhibitorsAdRollBooth 419www.adroll.comAdRoll makes retargeting simple and profitable for brands of allsizes. AdRoll’s platform provides unmatched transparency, crossplatformreach across the largest display inventory sources, andtools that personalize ad campaigns based on a visitor’s shoppingbehavior. This advanced retargeting technology, as well as behavioraland site-targeted campaigns, ensures that advertisers get maximumreturn from their online advertising investment.adSageBooth 515www.adsage.comFounded in Beijing in 2007, adSage has multiple branches in theUS and China, employing over 500 professionals. adSage managesSEM, mobile, and display campaigns for over 100 premier advertiserson Google, Baidu, and Bing, in the areas of online retail, topglobal brands, Wall Street, travel, etc. There are four main businessunits of adSage:Search engine marketing and optimization—We are the largestSEM agency in China and the exclusive partner of Baidu in NorthAmerica.Mobile advertising network and agency—mobiSage is the mostinfluential mobile in the app advertising network in China.Social media marketing—weiboSage is a software tool thatallows markets to publish tweets on Sina and Tencent Weibo.adSage.Social (adSage for Performance) is the world’s first thirdpartybid optimization tool on top of Facebook Ad API (V1.0 waslaunched in December 2010). There are over 2000 Facebook advertisersusing AFP.ahrefsSponsorahrefs.comAhrefs provides a website analysis toolset with one of the mostextensive and quickly updated databases of live backlink data andfresh SERP results available. With their own crawler that indexesbillions of pages daily, their proprietary index has captured over100 billion unique external backlinks. With this information, Ahrefshas some of the most detailed and up-to-date backlink and rankingsanalysis data anywhere. Their results also display social metricsincluding Shares, Likes, Tweets, and Google +1s next to each link.Using these tools, website evaluation and competitor analysisare easier than ever. Ahrefs supplies detailed, exportable reportsand easy-to-read visual comparisons. The multifaceted tools canbe used to view backlinks and assess backlink quality, gain competitiveintelligence, check rankings, conduct keyword research, andhelp anyone improve their SEO strategy. The company offers bothlimited free tool access and paid account membership with additionalfunctionality and access to data collection.AnalyticsSEOBooth 714www.analyticsseo.comAnalyticsSEO is a double-award-nominated and leading SEO SaaSplatform based in the UK and the US.The software includes integration with Majestic SEO, GoogleAnalytics, Google Webmaster Tools, and SEMRush. As a result, theplatform offers massive time savings for our clients by providing allof their data in one place and automating mundane tasks, includingall aspects of SEO reporting.AnalyticsSEO has been proven to help its clients win more newbusiness, scale, and become more profitable.Other USPs include our lead generation tool for agencies, multilingualsupport, multi-site overview, and several powerful featuresthat make the software perfect for managing large volumes of SEOcampaigns.AuroIN LLCBooth 706www.auroin.comThe SEO Sales Engineers Program provides high-quality leadsto an exclusive group of authorized resellers. The sales engineersgenerate leads and follow up on the details. Once they are pre-qualifiedby their dedicated sales team, the leads are handed directly toreseller partners, free of charge. All that is left to do is close thedeal! The reseller now owns the client and is free to use any pricingplan suitable.AuroIN works hard so you don’t have to!AuroIN’s services broadly include SEO, link building, PPC, SMOand CRO. The company has significant operations based in Indiaas well as headquarters in New York and Singapore, extending itsservices to over 40 countries worldwide and a strong base of over1,400 clients. The AuroIN family comprises 700 employees spreadacross the world.BETAOUTTechXpo #3www.betaout.comBetaout is an editorial project management software that empowersdigital agencies and content networks to manage their editorial processin a more efficient and structured way. Its capabilities include:••Workflow engine••Story pitches••Team analytics••Real-time notifications••Editorial calendar••Management of freelancers (including payments and invoicing)••Team performance leader boardBing Ads Accredited ProfessionalSponsorwww.BingAdsAccreditedPros.com4 SES • March 2013 {New York}

sponsors &Download the app or visit SESNewYork.com. exhibitorsBlastis.comTechXpoBlastis is a text solutions provider. We have a suite of mobile productsthat allow SMEs to use text as a sales, marketing, and communicationstool.After more than a year in development, we are launching ourcompany at SES New York!Our platform consists of several mobile solutions bundled intoone easy-to-use tool for SMEs and small business. We are providingweb-based text solutions to the millions of web sites that currentlyuse web forms or email. We believe that text is the preferred formof communication for most people and that text will continue togrow as the preferred message delivery system.We are launching with our first three products in the suite.SMSWebChat is a live chat solution that plugs into any websiteand allows the site to offer a live chat option to its visitors. All visitorsession info is captured and stored.Brafton, Inc.Booth 609www.brafton.comBrafton is a news and content marketing agency. Full-time, inhousecontent writers and graphic designers create exclusive contenttargeting clients’ unique audiences, keywords, and businessgoals. Account managers provide consultancy on SEO-friendlycontent marketing strategies to engage social audiences, drive relevantwebsite traffic, and optimize for conversions. Custom analyticsreporting ensures the most effective strategies for maximumresults. Brafton serves clients throughout North America fromoffices in Boston, Chicago, and Sab Francisco.BrightEdgeBooth 310www.brightedge.comBrightEdge is the global leader in enterprise SEO, helping morethan 4,500 of the world’s largest brands stay ahead in the rapidlyevolving Internet landscape. BrightEdge S3 harnesses the powerof analytics on big data to drive revenue from web sites, searchengines, and social networks across the globe in a measurable, predictableway. BrightEdge is based in San Mateo, CA, with offices inNew York City and London.ClickZBooth 205www.clickz.comClickZ is the largest resource of interactive marketing news, information,commentary, advice, opinion, research, and reference in theworld, online or off-. From search to social, technology to trends,our coverage is expert, exclusive, and in-depth.Our mission: to help interactive marketers do their jobs better.The seasoned ClickZ News team serves up smart, original reportingand analysis on the interactive marketing industry and the companiesthat make it tick. Experts from the trenches provide commentary,opinion, advice, and thought leadership from the leadingpractitioners in interactive marketing. The ClickZ Stats section is anaward-winning source for interactive and Internet research. Facts,figures, research, and data on every facet of the online industry,domestic and worldwide.ClickZ also offers:••ClickZ Job Board: ClickZ Jobs helps connect job seekers withnew employment opportunities and provide employers accessto our large audience of interactive marketing professionals.••ClickZ Academy: ClickZ Academy has been created to helponline marketers develop their skills. From e-learning andwebinars, to onsite or in-house training, we offer a format tosuit your preferred learning style.ContactologyBooth 612www.contactology.comContactology is simple, yet scalable email marketing software.Marketers love our autoresponders, dynamic list segmentation,and social media integrations that allow you to share and track forbetter results. Advanced users trust our API to provide customizationand automation. Agencies and technology providers enjoy newrevenue through our white label and referral programs.Contact us today to learn why Contactology will be the lastemail software you’ll ever need.CovarioBooth 523 & Registration Area Sponsorwww.covario.comCovario is the world’s leading independent search marketing agency.Covario was selected by OMMA as both the 2012 and 2011 SearchAgency of the Year. The firm is also the parent company of Rio SEO,the leading software provider of SEO, social media, and contentmarketing automation tools. Headquartered in San Diego, Covariohas about 250 team members worldwide who are also concentratedin Beijing, Chicago, London, New York, Phoenix, San Francisco, SaoPaulo, Seattle, Singapore, Tokyo, and Toronto. The agency’s growingcustomer base includes world leaders in technology, consumerelectronics, retail, ecommerce, financial services, media, entertainment,publishing, and consumer packaged goods. More informationis available at http://www.covario.com.DemoflickBooth 417www.demoflick.comDemoFlick is your solution for animated explainer videos for websites.Our videos are all custom produced using hand-drawn charactersand graphical elements. Animation works! Our clients areseeing increased conversion rates and a boost in search visibility.It’s easy! Our team does all the heavy lifting for our clients; includingscript abd concept development, scene boards, voiceover, design,animation, music, SFX, and more. Check us out at www.DemoFlick.com or see our extended portfolio at www.vimeo.com/demoflick.sesconference.com • SES 5

sponsors &exhibitors SES New York | March 25–28, 2013DotlogicsBooth 519www.dotlogics.comDotlogics: the web experts. Our Long Island–based team providesa one-stop destination for all your website and marketing needs.Dotlogics provides affordable effective web solutions for companiesranging from startups to large corporations. Our mission isto collaborate with you to obtain results that cater to your personalwants and goals. Dotlogics has a proven track record for award winningservices and satisfied clients. And to top it off, Dotlogics has a100% satisfaction guarantee, so there is no risk in investing funds.Services:••Website Design and Redesign••Ecommerce Solutions••Internet Marketing••Mobile Applications••Branding and LogosEdgenetBooth 516www.edgenet.comEdgenet creates technologies harnessed to its unparalleled expertisein managing, structuring, and optimizing product data andproduct data feeds.Founded in 1991, Edgenet is a privately held company withoffices in Atlanta, Nashville, and Milwaukee, where they haveassembled a team of experts who boast years of experience in taxonomyand some of the brightest minds in the world.Edgenet’s team designs successful solutions for everything fromguided and visual selling to collecting and optimizing manufacturerdata to product search’s most pressing demand—merchantfeeds and product listing ads (PLAs).Today’s customers demand rich, structured data for their comparisonand research needs. Edgenet’s technologies enable merchants(both in store and online), search engines, and suppliers to accuratelyand completely represent their brand and products online.Fruition—Internet Marketing ExpertiseBooth 710fruition.netFruition® is a Denver-based SEO, social media, website design, anddevelopment company. Fruition’s mission is to help companies getonline, stay online, and use the Internet as a competitive advantage.Since 2003, our team of experts has offered data driven strategiesand enterprise level services at mid-market levels of engagement.gShift Labs SEO SoftwareBooth 705www.gshiftlabs.comgShift Labs’ industry leading SEO software system, Web PresenceOptimizer (WPO), helps marketers and agencies more efficientlyand effectively monitor and report on SEO campaigns. gShift’spatent-pending WPO software provides insight into an entireweb presence—website, blogs, press releases, social media, andanalytics—by reporting organic rank data, backlinks, social signals,and competitive intelligence, all of which contribute to the goal ofranking higher organically in the search engines.The fundamentals of SEO still matter; however, SEO in 2013 isabout social signals (Facebook, YouTube, Twitter, LinkedIn, Google+,and Pinterest) and fresh content (blogs and press releases).Track, manage, measure, and report web presence analyticsdata all in one place using gShift’s SEO monitoring and reportingsoftware. Organizations of all sizes benefit by reducing the timeand resources required to analyze and improve organic searchoptimization.gShift Labs can be contacted at 1-866-743-5960 or sales@gShiftLabs.com, or by visiting www.gshiftlabs.com.iCrossingBooth 610www.icrossing.comiCrossing is a global digital marketing agency that combines talentand technology to help world-class brands find and connect withtheir customers. The company blends best-in-class digital marketingservices—including paid search, search engine optimization,Web development, social media, mobile, research, and analytics—tocreate integrated digital marketing programs that engage consumersand drive ROI. iCrossing’s client base includes such recognizedbrands as The LEGO Group, Epson America, and Toyota, and 40Fortune 500 companies, including The Coca-Cola Company, MasterCard,and FedEx. Headquartered in New York, the company has700 employees in 13 offices globally. iCrossing is a unit of HearstCorporation, one of the nation’s largest diversified media companies.For more information, please visit www.icrossing.com.IDInteract, Inc.Booth 618www.idinteract.comIDInteract introduces an economic demand–based approach todigital marketing focused on the identification of consumer marketdemand followed by automatic revenue conversion. Our DemandExchange platform is designed from the ground up to empowerenterprise marketers to effectively and efficiently manage to themarket demand curves for their brands, products, and services.Too much data with too little usefulness has created the needfor enterprise-grade solutions offering simplicity, automation, measurement,and a bridge to revenue. IDInteract meets this need todaywith the Demand Exchange platform.Indus Net TechnologiesBooth 615indusnet.co.inWe are a 14-year-old, ISO-certified company, specializing in workingwith digital agencies as service delivery partners for web designand development, SEO, and smartphone apps. Our team has 450+specialized professionals based in India alongside our UK office todeliver the highest ROI and top-notch support.6 SES • March 2013 {New York}

sponsors &Download the app or visit SESNewYork.com. exhibitorsYork, London, and Paris, the company delivers real web intelligenceto a growing international customer base. You can follow Searchmetricson Twitter @Searchmetrics or on Facebook at www.facebook.com/Searchmetrics.For more information, please visit: www.searchmetrics.com.The Search MonitorBooth 518thesearchmonitor.comThe Search Monitor works with SEM, SEO, brand, and affiliate marketersto monitor advertising activity across keywords on searchengines, shopping engines, and social networks in real-time, worldwide.Features include: email alerts, screenshots, reports, charts,and statistics on market share, rank, ad copy, ad spend, trademarkand affiliate violations, affiliate links in tweets, and link buildingrecommendations.Uses:••Competitive Intelligence to Optimize Campaigns••Trademark Monitoring for Brand Protection••Affiliate Monitoring for Compliance & RecruitmentSupported Media:••Search: Paid, Local, & Organic Universal SERPs••Shopping Engines••Devices: Mobile, Desktop, Tablets••Social MediaseoClarityBooth 702www.seoclarity.netLearn how seoClarity equips enterprises and agencies with unparalleledinsights into their SEO efforts and helps improve ROI andvisibility by 200+%. We provide an integrated, holistic approachto SEO with visibility and insights for every SEO effort, utilizingthe best data and patent-pending analyses anywhere on the planet.seoClarity’s cloud-based platform provides limitless scale to tackleyour most complex SEO challenges and scale your efforts. Whetheryou’re looking to track and report on your SEO or a solution for linkbuilding and content generation, seoclarity is the only completeSEO platform. The combination of the best data set on the planetwith advanced, patent-pending analyses gets you insights that helpbeat the competition, improve visibility, and deliver better ROI.SEOmozLanyard Sponsorwww.seomoz.orgSEOmoz is the world’s most popular provider of inbound marketingand social monitoring software, as well as easy-to-use tools, tutorials,and educational resources to make marketing analytics accessibleto everyone. More than just a software company, SEOmoz hasbuilt a vibrant community of over 300,000 members who participatein their Q&A forums, read and comment on their blog, attendMoz events, and participate in weekly webinars. Mozzers can oftenbe found trotting the globe, and have sponsored or spoken at searchevents in more than 15 countries since 2007.7Search.comBooth 511www.7search.com7Search has been a premiere pay-per-click search network for overa decade, distinguishing itself for driving quality traffic, affordably.Known for excellent customer service—advertisers can call, email,or instant message an actual person that is an expert in trainingand assisting advertisers to optimize their campaign. This teamis dedicated to ensuring each and every advertiser achieves thebest return on investment they possibly can. Take advantage of7Search’s network to drive traffic your way.Shopping Cart EliteTechXpowww.shoppingcartelite.comShopping Cart Elite is for online retailers and wholesalers who aredissatisfied with the limitations of their shopping cart. ShoppingCart Elite is an enterprise ecommerce solution at a small businessprice that will completely automate your online business. Unlikethe majority of shopping carts in the market, our system doesn’trequire you to pay thousands of dollars each month to app partnersto have automation, marketing, and SEO tools for your business.SkywordBooth 415www.skyword.comSkyword offers a comprehensive content production platform thathelps organizations reach and engage their audiences with original,quality content designed to succeed in online search and the socialweb—the two primary ways consumers seek information today.Stone Temple ConsultingReception Sponsor & Sponsored Sessionwww.stonetemple.comStone Temple Consulting provides holistic internet marketing optimizationservices. This includes SEO, social media, and PPC services,all designed to grow your business steadily over time. Linkbuilding services focus on strategies that combine brand buildingwith the creation of all natural high quality authoritative links.Key STC facts include:••More than 10 years experience in the industry.••25+ experience online marketing practitioners.••Clients ranging from Fortune 100 companies to startups.STC CEO Eric Enge is the lead co-author of The Art of SEO, a frequentindustry speaker, and regular columnist for Search EngineWatch and Search Engine Land.sesconference.com • SES 9

sponsors &exhibitorsSES New York | March 25–28, 2013SubmitEdgeBooth 716www.submitedge.comLocated in the UK, the US, and India, SubmitEdge is one of thelargest contextual link building companies in the SEO Industry. Weare an ISO 9001-2008 certified company with over 200 in-houseemployees. Since our production house is in India, we can offer servicesat affordable prices. SubmitEdge has served over 18,000 customersworldwide since 2006. Our link-building effort has helpedour customers achieve their SEO goals to get organic ranking, leadingto increases in traffic and sales. SubmitEdge is the brain child ofKush Infosystems Pvt. Ltd. that specialised in SEO, content writing,and web programming.Textbroker.comBooth 703www.textbroker.comTextbroker is your marketplace for unique and exclusively writtenarticles created to your specifications. Our fixed rates make costplanning for projects of all sizes simple. No auctions, ho hassle:just place your order and writers find you. Create multiple ordersfor website localization, article marketing, and search engine optimizationquickly and easily with our interface, or let our projectmanagers provide turnkey content solutions. Provide your editorsand clients content without lifting a finger via our API. With morethan 100,000 US authors at your disposal and rates starting arounda penny, creating content has never been so easy and so fast.TN Private LabelBooth 322tnprivatelabel.comThe TicketNetwork® Private Label Program provides our partnerswith a private white-label ticket website, as well as access to theworld’s largest ticket exchange, which displays more than $2 billionin inventory, including tickets to over 80,000 sports, concerts,theater, and Las Vegas events.We handle all of the customer service, order fulfillment, andcredit card processing. You focus on what you do best—Internetmarketing!Unlike other affiliate programs, TicketNetwork® puts you in thedriver’s seat. You set your own retail mark-up of the secondary ticketsbroadcast on your website. Basically, you control your own commission!And with ticket orders averaging at more than $300, youwill quickly earn a lot of revenue. With us, you:••Make more money by connecting to our online Exchange.••Control your commission.••Sit back and collect your earnings—weekly!topseos.comBooth 520www.topseos.comThe independent authority on search vendors, topseos.com evaluatesand ranks the top internet marketing companies. Categoriesranked by topseos include search engine optimization, pay per clickmanagement, affiliate marketing, social media optimization, andmany more.Since 2002, topseos has been a trusted resource for businesseslooking to launch or improve internet marketing campaigns. Thepathfinder service allows topseos to work directly with you tohelp find companies that best fit your business needs. Why wastetime searching through thousands of sites with false promises? Gostraight to the authority, gain insight into the industry, and workwith the best.VisiStatBooth 611www.visistat.comVisiStat is a web analytics / customer intelligence platform that capturescomplex analytical data in real-time, and simplifies it specificallyfor SMB / SME enabling well-informed business decisions thatincrease sales opportunities and maximize online marketing effectiveness.The VisiStat solution is an integrated, single-source ecosystemproviding comprehensive web analytics and campaign trackingto optimize website performance and online marketing ROI, plus ananonymous visitor identification solution that generates new salesleads directly from your website. The result is greater visibility as tohow customers and prospects are engaging your business, and clear,specific steps to improve your online presence.Website MagazineBooth 603www.websitemagazine.comWebsite Magazine presents expert information on Internet success,in print, digital, smartphone, and iPad editions. Find how-to informationat WebsiteMagazine.com and in Web Success newsletterson search marketing, e-commerce, design, and development, andtrends in social, local, and mobile. Subscribe free at http://websitemagazine.com/subscribe,then download the Web 100 Report athttp://websitemagazine.com/Web100.YextBooth 709www.yext.comYext is the location information software company that allowsbusinesses to own and instantly update their content on 45+ differentlocal directories, search engines, and mapping apps includingYahoo, YP.com, Citysearch, and Foursquare. Yext works with thelargest brands including seven Fortune 100 companies.As an industry leader, Yext has been featured in the Wall StreetJournal, Bloomberg, and Business Insider. Yext is based in New YorkCity, and was named to the Inc. 500 fastest growing private companies(top 10 in NYC) in 2011.10 SES • March 2013 {New York}

ActionablefocusAnalysisMultichannel Marketing and Measurement Come of AgeThe Launch of Convergence Analyticsby Andrew EdwardsAt SES New York, my partner RandSchulman and I will present EfectyvMarketing’s first convergence analyticsmarket study. Developed inconjunction with Incisive Media, the reportis based in part on a December 2012 surveyof more than 500 vendors and practitioners.Adam Singer from Google Analytics will joinus on the panel to help illuminate the rapidlyevolving market.The Promise of Convergence AnalyticsConvergence analytics represents a constellationof maturing, interoperable marketingtechnologies that have recently come toform a new marketing environment. It is differentfrom the environment that has existedsince the advent of the commercial web.We know that Internet marketing beganwith the first dotcom and that web sites wereconsidered the flagship marketing vehicle.Multichannel, electronic marketing beganwhen a certain law firm in Arizona “targeted”an email list with ads for immigration andvisa assistance. This action generated a levelof opprobrium one might have expected inreaction to the behavior of a Lizzie Borden.In those days, “the net” was administeredby a self-appointed correctness league thatwanted the Internet to have a permanentamateur status.However, the web and its associateddigital technologies were commercializedquickly. One major reason for this wasthe perception that digital marketing is avery cost-effective and measurable way toreach prospects and nurture customers. Yet,despite the widespread success digital marketinghas achieved, the “measurability” partof the equation, especially actionability, hasin large measure been something less thana convincing success. Phrases such as “informationwithout insight” and “not trustingthe numbers” are characteristic of the commoncomplaints.This may be changing. Convergenceanalytics represents the maturing stages ofmultichannel marketing and measurement.Combining big data, powerful algorithms,cloud computing, digital connectors, commondata keys, and portable display layers,convergence analytics–oriented tools mayput all of your business’ relevant data into asmall set of manageable, insight-rich dashboards.Adding what is commonly called a“predictive” layer, some applications in thismarket may also make use of multichanneldata by driving on-the-fly content changesbased on user context.Presentation of First Industry StudyOur panel at SES will launch the first-everconvergence analytics industry study, whichis based on our experiences as operatingexecutives in the analytics space as wellas the survey we conducted with IncisiveMedia in December. Opening a dialogueabout what we really want from the currentwave of maturing technologies—as well aswhat we can reasonably expect—we will:••Explore many of the tasks that mustbe completed before the promise ofconvergence analytics is realized.••Look at things like the importance ofbuilding robust data connectors andhow the quality of these may prove adifferentiator for vendors.••Examine the complex work attendanton pulling together disparate data sets,normalizing them, implementing themeasurement, and determining theimportance of the data that comes backto us from the measurement suites.••Discuss the types of companies thatseem well positioned to succeed inconvergence analytics.••Try try to peel back some of the mysterysurrounding the true mix of productcapability versus professional servicesassociated with success in convergenceanalytics.We’ll also talk about the changing roleof the ownership of the digital domain. Asmeasurements become more complex andinvolve more of the company as a whole, arethey really only a marketing function now?Or does convergence analytics deliver moreof the company’s operations into the purviewof the information-empowered marketer?Expectations for the DisciplineWhile we can’t know which companies willthrive in a convergence analytics market, orfully glimpse the form our survey resultswill take, we can state today what we hopeto see tomorrow. This is rather simple: Wewant marketers and business executives tobe able to receive a single view, or a smallset of visualizations, of the greater portionof accurately collected data from desktop,mobile, social, email, call center, CRM, costcenter, and even ERP in order to make thebest possible decisions about digital content,its costs, and its rewards, as they relate toevery phase of customer activation.The goal today has not moved much fromits historic location at the nexus of informationand the most advantageous approachto the market. We believe convergence analyticsvendors and practitioners are movingcloser than ever to that goal.Andrew Edwards, a managingpartner at Efectyv Marketingand Technology Leaders, hasbeen a pioneer in the digitalspace since the 1980s.Don’t miss this sessionat SES New York:The Dawn ofConvergence AnalyticsTuesday, March 26, 3:30-4:30pmSpeakers:Andrew Edwards, Efectyv MarketingRand Schulman, Efectyv MarketingAdam Singer, Google AnalyticsSee page 18sesconference.com • SES 11

focus MarketingAutomationStart Winning Now with AdWords EnhancementsUse Marketing Automation and Mobile Targeting to Ensure the Success of Your Advertisingby David SzetelaGoogle AdWords managers, are youfeeling overwhelmed lately? Youhave every reason to be. Duringthe past 12 months, we’ve seen therollout of more major AdWords features andoptions than in any similar period. Let’s takea look at two categories of changes—marketingautomation and mobile targeting—andsee how you can profit from them.Business Intelligence andMarketing AutomationOf all the tasks on the PPC manager’s to-do list,managing bid prices is one of the most complicatedand time consuming. Enhanced Campaignsfeature the ability to set bids preciselyby compounding bid modifiers. For example,you can boost keyword bids by 50% when adsare served to people in a particular location,and another 75% if those same people are performinga search on a mobile device.The good news is that this helps ensurethat your ads are seen by the right person, atthe right time, and in the right location. Thebad news is that performance reporting, dataanalysis, and bid adjustment can becomemuch more difficult.More good news / bad news: you can nowsee Google Analytics data in the AdWordsuser interface. Data points like bounce rates,page views, and even multi-channel funnelassists are available at the campaign, adgroup, ad, and even keyword level. PPC managersapplaud this trend; after all, better datatransparency means better control, right?Not always. As the number of availabledata points increases, so does the timerequired to analyze the data and take action.How can you manage keyword-level biddingfor a 50,000-keyword account if there are 10juicy data points per keyword to take intoconsideration?Enter automated bid management.Built into AdWords are three types of bidautomation: Enhanced CPC Bidding, ConversionOptimizer, and Display CampaignOptimizer (for display campaigns only andrecently renamed Automatic CampaignOptimization.) All three act on performancedata that Google “knows” about every keywordand site placement ever used in its network.These bid management features aren’tperfect, but they’re free. More to the point,they save management time and, especiallyfor accounts with lots of keywords, do amuch better job at monitoring and optimizingkeyword bids than a human ever could.The proliferation of data points, targetingmethods, and compounded bid adjustmentoptions will increasingly drive AdWordsadvertisers to take advantage of bid automation,whether supplied by Google or by athird-party vendor like Acquisio, Kenshoo, orMarin. These third-party platforms can factorin the cost and effect of previous marketingactions (like consecutive visits to an advertiser’ssite), something that Google’s bidautomation tools can’t do—yet. But Googlehas taken one step in that direction with theprovision of Multi-Channel Funnel data inAdWords, and they’ve also announced thatthey will soon give advertisers the ability totrack offline-to-online and online-to-offlineconversions.For example, the recently announcedGoogle Offers Extension allows an advertiserto include in their ad a link to an offer—e.g.,a discount coupon—that can be redeemed ata physical location. Google provides mechanismsfor tracking the redemption of theseoffline offers.So I think we’re just a few years away fromthe advent of true marketing automation—the tracking of a customer’s behavior no matterwhat advertising medium they’ve beenexposed to. We might even see Google carryout experiments of the past—print, radio, andTV advertising bought on a cost-per-actionbasis. Those efforts weren’t so much failuresas they were ahead of their time.Mobile Is the New PCAccording to the Gartner Group, shipmentsof desktop PCs have been declining steadilysince 2004, and mobile PC shipments havebeen dropping since their peak in 2010.Meanwhile, tablet and smartphone computershipments are, according to IDC, experiencingdouble-digit growth, and by 2012 hadachieved a combined 65% market share comparedto desktop and notebook PCs.Little wonder that Google is using theEnhanced Campaign context to encourageadvertisers to target tablets and smartphones.To put it bluntly, if your ads are onlytargeting traditional PCs, you’re appealing toa dwindling audience.Google’s recent emphasis on mobileadvertising isn’t exclusively self-serving.The company wants to ensure an optimaluser experience for searchers, and wants itsadvertisers to profit from the trend towardmobile device adoption. Here are some waysto ensure your mobile advertising success:••Use responsive design principles to givesite visitors a positive experience nomatter what device they’re using.••Think about creating an app rather thanforcing your customers to interact viaa traditional site. People using mobiledevices are more comfortable with agesture-based user interface than witha keyboard-and-mouse interface.••Watch the developments in the “mobilepayments” space. E-retailers likeAmazon and services like Google Playand the Apple App Store have beensuccessful on mobile devices becausethey offer fast, easy, one-click buyingmechanisms. When all e-retailers canoffer similar mechanisms, sales viasmartphones and tablets will skyrocket.••Offer potential customers a phone-onlyoption for contacting you, and useAdWords Call Extensions to make iteasy for smartphone users to call.Online advertising expert DavidSzetela is the former Ownerand CEO of Clix Marketing, aPPC advertising agency.12 SES • March 2013 {New York}

MOBILEfocusSite Architecture for the Multiscreen UserHow Do You Reach Users Regardless of Their Device and Location?by Bryson MeunierTen years ago, developing a site seemedcomplicated, but in retrospect it wasmuch simpler than it is today. Backthen we took things for granted—forexample, that our searcher was in front of acomputer placed on a desk, entering querieswith a keyboard. We constructed our sites ina way that was relevant to those user queries,and traffic would result.Today our searchers could be behind adesk or en route to a store. They could betyping on keyboards or speaking into smartphonesor tablets. They could even be searchingwithout words at all, using visual queriesthrough Google Goggles or, soon, throughGoogle Glass.So how do marketers make sense of thisbrave new world and construct their sitesto reach today’s searcher, regardless of thatsearcher’s device and location?When Responsive Web DesignIs Not AppropriateThe good news is that marketers can buildtheir sites in a way that is friendly to thenew multiscreen user while addressingusers’ needs on specific platforms. Someapproaches to site architecture and contentstrategy say that you can’t do this and thatthe only future-friendly strategy for sitearchitecture is to make your site responsiveor your content adaptive.Responsive web design is a hot trend inweb design right now. According to Google’sdefinition (though some designers may disagree),a website exists only on one URLusing the same HTML and adaptive content,which is content that is relevant everywhere,regardless of device. Google favorsthis approach for SEO, but only if it worksfor a site’s users. If it doesn’t work for users,Google doesn’t recommend it, but at thesame time they don’t say when responsiveweb design is appropriate and when it’s not.There are at least five instances whenresponsive web design is not the best solutionfor SEO or for users. One of these arises whensearchers are looking for different things orusing different words on their mobile devicesthan they are on desktop. For example, tenyears ago you couldn’t do a search on nearbyrestaurants in Google, because Google didn’tknow where you were. Today, if you do sucha search on a mobile device, Google doesn’thave to guess your location based on your IPaddress; it can use your GPS to give you betterresults. Hence, most people who put in thekeyword “nearby” or “near me” are searchingfrom mobile devices.Ten years ago you couldn’tdo a search on nearbyrestaurants in Google,because Google didn’tknow where you were.Today, if you do such asearch on a mobile device,Google doesn’t haveto guess your locationbased on your IP address;it can use your GPS togive you better results.Likewise, if you’re in the finance space, youcan include information on CD rates on yoursite, because you know that a lot of desktopsearchers are looking for these rates, but youprobably don’t want to put information on CDrates on your home page. Even though thereare several thousand searches on this topicper month on mobile devices, these searchesrepresent only 7% of the total volume acrossall devices, where 25% is now the average.On the other hand, users are looking forATMs on mobile devices even more than theyare on desktop devices. In a world where 25%is the average mobile percent of total searchvolume, 97% of total users are looking forATM locations on a mobile device. Therefore,if you’re a bank, you’ll want to prioritize thistype of information for mobile users, but notnecessarily for desktop searchers on yourhome page.Technical Issues for Responsive SitesThere are also technical elements of sitearchitecture that need to be addressed whencreating an experience for a multiscreenuser. For example, SEOs know that problemURLs can cause indexing issues witha site. URLs with hashbangs, for example,will not be indexed by the major searchengines. Because responsive sites and sitesusing dynamic serving inherit the URLs ofthe desktop site, indexing issues can lead toreduced visibility in search engines.Mercedes-Benz uses a popular transcoderto present their traditional website tomobile users in a mobile-friendly format onthe same URLs as the traditional site. As aresult, they’re not able to address the stageof the purchase funnel where users aresearching by car type, because those pagesaren’t indexed in traditional Google searchor Google mobile search. This reduces theirvisibility significantly because they have nopage that a site user can visit when they’relooking for this type of content.Those who get next-generation site architectureright today will be tomorrow’s winners.My session at SES New York will showyou how.Bryson Meunier is director, contentsolutions, at ResolutionMedia. He is the primary architectof the company’s naturalsearch product and ClearTargetDigital Behavior Analysis.Don’t miss this sessionat SES New York:Next-GenerationSite ArchitectureWednesday, March 27, 10:15–11:15amSpeakers:Patrick Branigan, OveritBryson Meunier, Resolution MediaSee page 18sesconference.com • SES 13

ActionableAnalysisfocusFigure 3Figure 4Figure 5Review Historical DataGoing back in time—something that manyof us wish we could do—is something thatwe can now do in our competitive analyses.During the holiday season, for example, wecan examine the strategies, bidding habits,ad copy, and budget that Coach and Guesshad over the previous year.Let Others Take the RiskBuying and stocking various items, andcompleting the myriad other tasks involvedin running businesses, all add up to a hugerisk. Employing a new marketing strategy isa risk as well, as it requires an initial investmentthat may not pay off—unless you havealready discovered the successes and failuresof your competitors. By spying on your competitors,you can get a leg up in your marketby knowing which avenues will be the mostprofitable.Investment Revenue DecisionCoach Purses $40,000 $55,000 YES!Guess Purses $30,000 What TBDamountwould yoube happywith?Assuming that the sale of Coach purseshas already begun, we know that our revenueis going to be approximately $15,000more than our initial investment, which is anacceptable profit. However, we are uncertainwhether to sell the Guess purses since thereisn’t quite as much advertising around themas there is for Coach, even though the initialinvestment is substantially less. It all comesdown to being able to make a simple decisionabout a product by looking at the digitalmarketing tactics of your competition. If youwere to sell Guess, what revenue would yoube happy with?ConclusionThese are just a few of many ways in whichto spy on your competition Always rely ondata when making business decisions, andhave a clear idea of the level of revenue youwant to achieve. By studying the ins andouts of your competitors’ marketing strategiesbefore you formulate your own, you canbuild your advertising program and, in turn,your business. So start exploring.As the COO of the SEOquakeTeam, Suren Ter-Saakov utilizeshis extensive knowledge ofsearch engines to help developtools that serve those whomake their living online.sesconference.com • SES 15

Download the app or visit SESNewYork.com. sessionsSample SessionsDownload the app or visit www.SESNewYork.com for complete agenda and session descriptions.2:30-3:30pmTrack 5Programmatic Trading: New Display OpportunitiesWith a third of ads now bought and sold programmatically, advertiserscan no longer afford to remain on the sidelines of automatedad buying. But is programmatic buying ready for the big time? Canagencies and brands really buy and manage all their display mediabuys programmatically across the web, social, video, and mobile?Hear from the CMO of the world’s fastest-growing programmaticad tech company, whose platform evaluates over 10 billiondigital advertising opportunities per day, and the head of revenuefrom the leading Facebook Exchange retargeting company thatpowers the retargeting for over 1B monthly unique site visitors onFacebook for the world’s largest brands. Find out how to apply andmeasure programmatic buying to improve cross-channel results,reduce costs, and boost ROI. Discover:••How to use programmatic buying tools effectively.••What percentage of your ad buys should be done programmaticallyand why.••A case study on how BMW deployed programmatic buying toimprove offline-online campaign results.••New near-term FBX ROI data.Moderator:••Dax Hamman, Chief Revenue Officer, ChangoSpeakers:••Eric Porres, CMO, Rocket Fuel••Chris Zaharias, Chief Revenue Officer, TriggitDay 3—Thursday, March 289:30–10:30amTrack 2Next Generation Paid Search StrategiesMany marketers miss easy wins. To win with your paid searchstrategy, you need to execute your campaign using best practices.These include having the right level of keyword depth, the optimalmix of match types, well-written ads, optimized landing pages, andan account structure that maximizes your possible quality score.Are you optimizing the mobile and tablet opportunity? Do you needa tactical bidding strategy? If you’re an advanced search marketer,you should also consider segmentation models to truly outwit thecompetition.This session will cover all this and more. You will leave with ahomework assignment that will increase your chances of getting apromotion and a raise.Moderator:••Noran El-Shinnawy, Digital Marketing ExpertSpeakers:••Bill Mungovan, Director of Product Strategy, AdvertisingSolutions, Adobe••David Szetela, Author, Speaker and Consultant2:15–3:15pmSpotlight SessionFacebook Graph Search and ItsImpact on Reputation Management,Privacy, Local Search, & MoreFacebook Graph Search is an incredibly important step for thesocial network. If executed properly, it could take market sharefrom Google while also providing a sustainable revenue source. ButFacebook contains so much personal information that it needs tobe extremely careful about surfacing the right information withoutangering its users.Attend this session to learn the nuts and bolts and hear some ofthe findings from hundreds of Graph Searches—findings that couldimpact users, SEOs, parents, marketers, local businesses, and more.The goal of this session is to base the content on actual use versusopinion or theory. Topics will include:••Real privacy concerns.••Online reputation management.••Local graph search.••Autocomplete in graph search.••Graph Search ranking factors based on heavy analysis of localsearch rankings.Moderator:••Danny Goodwin, Associate Editor, Search Engine WatchSpeakers:••Glenn Gabe, President, G-Squared Interactive••Clayburn Griffin, Organic Search Director, Catalyst2:15–3:15pmSpotlight SessionOptimizing Conversion from Strategy toExecution—The Three Keys to SuccessGet what you need to implement, scale, and execute a successfulconversion optimization program in your company. Packed withbest practices, this session will cover three main areas:••Alignment and strategy—how to link your conversion optimizationto your company’s overall business strategy andbe seen as the true drivers of accelerating growth and profitwithin marketing.••Process and organization—where the conversion optimizationteam should live within your company and who should bedriving versus participating, and how to set up website publishing(IT versus marketing) for optimal success.••Tactical execution—best practices and tips full of conversionideas (A/B and multivariate), and the top five site areas tochange to drive the biggest impact.Speaker:••Lisa Flosznik, Senior Manager, Web Marketing: Testing andOptimization, Adobesesconference.com • SES 19