Agenda

Monday, February 27

Note: Monday is the official conference kick-off - all attendees required to wear name badges to all events.

  • 11:00 a.m. - 6:00 p.m.

    Registration Desk and Information Open

    Atrium

  • 12:00 p.m. - 3:00 p.m.

    Publisher Workshop -- SEM: From Loss Leader to Profit Center

    Commodore B

    To attend, request an invitation HERE.

  • 1:30 p.m. - 3:00 p.m.

    CMR Roundtable

    Commodore A

    During the CMR Roundtable, attendees will get a glimpse into the latest industry trends, a discussion on co-op advertising and more. This will also be a great opportunity to network and discuss issues and challenges CMRs are facing in the current marketplace.

    To attend, request an invitation HERE.

  • 3:00 p.m. - 3:45 p.m.

    From the Information Age to the Imagination Age: Six Economic Themes for the Decade Ahead

    Commodore Ballroom

    In this keynote presentation, Dr. W. Michael Cox, former Chief Economist and SVP of the Federal Reserve Bank of Dallas, will explore the “Imagination Age.” The Imagination Age is the stage of American economic development where imagination, creativity and vision have ascended to being the most dear and most valuable human assets.

    • Michael Cox
      former Chief Economist

  • 3:45 p.m. - 4:45 p.m.

    Ad-to-Action Finalist Presentations

    Commodore Ballroom

  • 4:45 p.m. - 5:00 p.m.

    Announcement of Ad-to-Action Award Winners

    Commodore Ballroom

  • 5:00 p.m. - 7:00 p.m..

    Expo Hall Open

    Commodore Foyer/Commodore A

  • 5:00 p.m. - 7:00 p.m.

    Ad-to-Action Awards Reception

    Bayview Terrace/Commodore Foyer

Tuesday, February 28

  • 7:30 a.m. - 5:00 p.m.

    Registration Desk and Information Open

    Atrium

  • 7:30 a.m. - 7:00 p.m.

    Expo Hall Open

    Commodore Foyer/Commodore A

  • 7:30 a.m. - 8:30 a.m.

    Breakfast

    Commodore Foyer

    sponsored by

  • 8:00 a.m. - 8:30 a.m.

    LSA Certification: What It Is and How to Apply

    Commodore B

    LSA Certification is a new program that certifies and helps promote media sellers, publishers and agencies with ethical business practices. Survey data indicate that 80% of SMBs would be influenced in their choice of a marketing partner by such a certification. Learn how the program works and about the benefits of becoming "LSA Certified."

    • Wesley Young
      Vice President, Public Affairs

  • 8:30 a.m. - 12:10 p.m.

    General Session

    Commodore Ballroom

    sponsored by

  • 8:30 a.m. - 9:00 a.m.

    Welcome & State of the Association

    • Neg Norton
      President

  • 9:00 a.m. - 9:40 a.m.

    Local 2020: Advice from the Future

    What are the trends, products and sales innovations that will separate winners from losers in the local market? Speakers will offer insights and perspective with the benefit of imagined hindsight.

    • Steven Aldrich
      Chief Product Officer

    • Julie Bernard
      Chief Marketing Officer

    • Eric Groves
      CEO


    • Kiran Prashad
      President, New York

  • 9:40 a.m. - 10:10 a.m.

    Local Sales: Can the Patient Be Saved?

    What changes must take place in local sales to improve productivity, close rates and retention? And should sweeping product changes also be made to simplify the selling proposition? The panel will explore these and related issues in a frank discussion about the state of local media sales.

    • Brendan King
      CEO & Co-Founder

    • Jon Martinsen
      CEO

    • Sharon Rowlands
      CEO

  • 10:10 a.m. - 10:40 a.m.

    A Conversation with Jared Rowe, CEO YP

    Jared Rowe joined YP in September 2016 from Cox Enterprises, where he most recently served as President of Cox Automotive Media Solutions Group and was responsible for all strategic, financial, operational, and other aspects of the highly successful Autotrader, Kelley Blue Book and Dealer.com businesses. Jared will discuss how lessons learned from his past experience in the automotive vertical can be applied to YP’s horizontal search business.

    • Jared Rowe
      CEO

  • 10:40 a.m. - 11:10 a.m.

    Refreshment Break

    Commodore Foyer

  • 11:10 a.m. - 11:40 a.m.

    Winning the Last Mile: The Challenges of Localizing for Brands

    In many ways brands have just as much trouble marketing successfully at the local level as do SMBs. What are the persistent online-to-offline challenges they face in “the last mile?” And how might they do a better job of leveraging local dealers and affiliates going forward?

    • Robert Blatt
      CEO

    • Allyson Carper
      VP, Accounts

    • Kyle Eggleston
      Sr. Analyst, SEO

    • Paul Elliott
      Chief Digital Officer

  • 11:40 a.m. - 12:10 p.m.

    Who Owns the Last Mile?

    A small number of large platforms have come to dominate the mobile Internet: Google, Facebook, Apple, Amazon and Microsoft. How can publishers utilize these platforms but still advance their brands and have direct relationships with consumers?

    • Perry Evans
      Founder & CEO


    • John Koetsier
      Mobile Economist


    • Stu MacFarlane
      Executive Vice President of Consumer Platforms

    • Chad Richard
      SVP, Business & Corporate Development

  • 12:10 p.m. - 1:10 p.m.

    Lunch (in Exhibit Hall)

    Commodore Foyer

  • 1:10 p.m. - 1:40 p.m.

    Tactical Breakout Sessions

    Co-op: Getting a Slice of the $40 Billion Pie

    Commodore B

    Unlocking co-op funds has been historically very challenging – but it’s getting easier. Learn about new tools, programs and models that offer greater flexibility and broader channel access.

    • Peter Hutto
      President



    Where Google is going and What to Do about It  – Now

    Commodore Ballroom

    The two local industry SEO veterans discuss changes happening in Google results, their implications for local and what you can do today to prepare for the next phase of Google.

    • David Mihm
      Founder

    • Andrew Shotland
      CEO

  • 1:40 p.m. - 2:10 p.m.

    Tactical Breakout Sessions

    Best Practices for Local Advertiser Retention

    Commodore B

    Advertiser retention has been a persistent thorn in the collective side of media sellers. In this session, discover specific practices and tactics that reduce churn and help improve advertiser satisfaction.

    • Kelly Shelton
      VP of Marketing



    Developing a Market Prioritization Model for Greater Effectiveness

    Commodore Ballroom

    Instead of simply responding to demanding franchisees or location managers, Nick Neels explains how to use internal and third-party data to benchmark and better understand the performance of all your locations. Marketers and brands can then develop a prioritization roadmap that helps focus on sites or locations offering real opportunities for growth and improvement. Results and lessons learned can then be applied across the organization. This tactical session is for anyone representing or working with multi-location enterprises.

    • Nick Neels
      Head of Local Search

  • 2:10 p.m. - 2:40 p.m.

    Tactical Breakout Sessions

    Carrots and Sticks: The Right Incentives for Local Media Sales

    Commodore B

    Sales reps represent “ground truth” in many organizations. How do you get reps to be more knowledgeable and enthusiastic about the full product suite? It requires not only training and management vigilance but also the right incentives. What are they?

    • James Ciuffetelli
      Executive General Manager

    • Gregg Nell
      Director, Digital Marketing Services



    How to Do Facebook Marketing at Scale

    Commodore Ballroom

    Facebook discusses how partners can work with the company and its tools to build successful Facebook marketing programs for local advertisers. Facebook partner GotU will outline the key considerations in establishing a social media offering at scale.

    • Youssif Abdulhamid
      Product Growth Manager

    • Amedeo Guffanti
      Founder and CEO

  • 2:40 p.m. - 4:00 p.m.

    Networking

  • 4:00 p.m. - 4:30 p.m.

    Navigating the Perfect Storm: Thriving Amid Change through Customer Centricity

    Commodore Ballroom

    In an industry experiencing unprecedented change--rising health care costs, sweeping regulatory shifts and increasingly empowered consumers—Blue Cross Blue Shield of Michigan responded by doubling down on the customer experience, through employee engagement, customer empathy and customer-centric thinking. Kathryn Levine will discuss how the organization thrived in part by changing from a B2B to a B2C mindset.

    • Kathryn Levine
      Corporate Marketing and Customer Experience

  • 4:30 p.m. - 5:00 p.m.

    The Chicken's Journey: How Chick-fil-A Created a Culture of Risk-Taking and Thinking Differently

    Commodore Ballroom

    Steve Nedvidek will share the fast food chicken giant’s journey toward embracing risk and trying new solutions in the ever-changing world of quick service restaurants.

    • Steve Nedvidek
      Innovation Specialist

  • 5:00 p.m. - 7:00 p.m.

    Taste of San Diego Reception

    Bayview Terrace/Commodore Foyer

    stations sponsored by

Wednesday, March 1

  • 7:30 a.m. - 3:00 p.m.

    Registration Desk and Information Open

    Atrium

  • 7:30 a.m. - 3:00 p.m.

    Expo Hall Open

    Commodore Foyer/Commodore A

  • 7:30 a.m. - 9:00 a.m.

    Breakfast

    Commodore Foyer

    sponsored by

  • 8:00 a.m. - 8:30 a.m.

    Tactical Breakout Sessions

    Google Local Search: Past, Present & Future

    Commodore Ballroom

    Google’s Oren Naim will take attendees through Google-local milestones, changes and product developments. You’ll also get a peek at where things are going and an opportunity to have your questions answered directly.

    • Oren Naim
      Group Product Manager



    From Selling Ads to Digital Services — Boon or Boondoggle?

    Commodore B

    Many local agencies and media sellers are moving beyond pure “marketing services” and closer to core SMB operations (e.g., CRM). Is this smart/inevitable or is it a mistake, taking media sellers potentially far outside their core competencies?

    • Lorren Elkins
      Head of US

    • Daryl Hively
      CEO

    • Neal Polachek
      Owner

  • 8:30 a.m. - 9:00 a.m.

    Tactical Breakout Sessions

    Getting Found through Voice Optimization & Virtual Assistants

    Commodore Ballroom

    Virtual assistants and voice search are hot topics, but many marketers wonder how seriously to take them. This session outlines critical considerations to prepare for a time when as much as 50% of search may come from voice queries.

    • Cherith Meeks
      Director of Business Development

    • Manpreet Singh
      Co-Founder & President




    State of the Art: Offline Attribution Tactics and Techniques

    Commodore B

    Offline is where more than 90% of transactions take place. Yet digital still plays a major role in influencing that spending. Learn what tools and tactics are available to track and measure offline conversions and the impact of digital marketing on in-store traffic.

    • Michael Mire
      Co-Founder & Chief Revenue Officer

    • Mark Sullivan
      Director of Demand Generation

  • 9:00 a.m. - 1:00 p.m.

    General Session

    Commodore Ballroom

  • 9:00 a.m. - 9:30 a.m.

    Building the Real-World Graph

    With proximity technology and sensors, we can understand real-world behavior at a detailed level and in real-time. Unacast VP Data Partnerships Marianna Zaslavsky will explore what this means for marketers and a range of industries.

    • Marianna Zaslavsky
      VP Data Partnerships

  • 9:30 a.m. - 10:00 a.m.

    Location Data in Action

    Location data and mobile devices are being used to track conversation rates for a range of digital and even traditional media, including TV. This cross-platform and online-to-offline attribution model will soon be a new standard for marketers. In this session, NinthDecimal and Ansira will demonstrate how this all works in a case study involving a national QSR brand.

    • Shaun Parnell
      VP, Media

    • Todd Rose
      SVP, Business Development

  • 10:00 a.m. - 10:30 a.m.

    The Evolution of Location

    Location data has come a long way in a relatively short period of time. From the “Starbucks Coupon” fantasy of early mobile-location targeting to new predictive use cases, xAd Chief Product Officer Shashi Seth will provide insights into the past, present and future of location.

    • Shashi Seth
      Chief Product Officer

  • 10:30 a.m. - 11:00 a.m.

    Refreshment Break

    Commodore Foyer

  • 11:00 a.m. - 11:30 a.m.

    Automation, AI and Back Office Integration

    What are the trends and technology developments that will shape the next phase of small business digital marketing? How will automation, AI and back office integration affect advertiser acquisition and retention? The panel will offer real-world insights and argue that business as usual isn’t going to work anymore.

    • Jay Bean
      CEO

    • Andrea Kayal
      VP of Marketing

    • Thomas Lang
      CMO & Co-Founder

    • Eric Owen
      CEO - North America

  • 11:30 a.m. - 12:00 p.m.

    Next-Gen SMB Marketing Platforms

    Even as a few dominant companies appear to be grabbing more media spend and mindshare, there are newer platforms and tools emerging as important channels for SMB marketers and their providers. This session will explore some of those alternatives and how they may impact local digital marketing going forward.

    • Lisa Fong
      SMB Marketing Manager

    • Saumil Mehta
      General Manager, Customers

    • Matt Phillips
      Head of Global SMB

  • 12:00 p.m. - 12:30 p.m.

    Will Voice Assistants Fundamentally Change Local Search?

    Voice search and virtual assistants are now used by millions of people every day. They’re changing the way we find local information, interact with digital devices and, soon, conduct commerce. What changes in user behavior should marketers, publishers and brands understand and how can they prepare for a future in which as much as 50% of search volumes are speech-initiated?

    • Duane Forrester
      VP of Industry Insights


    • Jason Lacombe
      Senior Partner Marketing Manager

    • Chris Malone
      EVP, Sale & Account Development

    • Oren Naim
      Group Product Manager


  • 12:30 p.m. - 1:00 p.m.

    Managing Innovation: Meeting KPIs While Building the Future

    Innovation is not optional. But how can organizations promote innovation in ways that don't have them chasing shiny objects? When should you embrace technology and how can you create environments where experimentation, risk taking and even failure can co-exist with accountability and KPIs?

    • Kris Barton
      Chief Product Officer

    • Bernadette Coleman
      CEO

    • Max Faingezicht
      CTO

    • Michael Hayes
      Chief Revenue & Marketing Officer

  • 1:00 p.m. - 2:00 p.m.

    Lunch

    Commodore Foyer

  • 1:00 p.m. - 3:00 p.m.

    Expo Hall Open

  • End Of Conference