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Search took 43% of the available advertising revenue in the first half of 2013, per the Internet Advertising Bureau, but the new path to purchase is expected to ignite budgets. At the Search Insider Summit, experts put into context the requirements for this fast changing world. We’ll find out how marketers will need to do their jobs in 2014. Panelists will dish-up insights on leveraging social data, what the future holds for the organizational chart, how to find missing data and how to use it, how to make the most of native advertising and what to expect from local and cross-channel media buying.

 
DON’T MISS This Speaking Panel: Leveraging Data for Search Campaigns

 

Weds. December 11th – 9:00 AM
 

Data has become the hottest topic in digital marketing, but search remains the most important tool for digital marketers. Do they truly intersect? Most marketers depend on search data to target display ads, but do you know the ways marketers will use data in 2014 to drive return on investment for search campaigns? First- and third-party data examples abound such as modifying search copy to maximize bids, optimize landing page content, and leverage competitive buying strategies. Experts will share tips and reveal rarely used strategies for search data to improve performance in search campaigns.

 

Moderator
 
Ryan SeShazer, SVP, Digital Experience, GSW Worldwide, an inVentiv Health Company

 

Panelists
 
James Mathewson, Senior Digital Strategist for Search and Content Strategy, IBM
 
Ben Straley, VP of Products and Emerging Technologies, Rio SEO @bstraley
 
David Wiener, Director of Product & Platform Strategy, BlueKai @davidwiener84