Yahoo! & Microsoft Search Alliance – What? How? When?
Thursday, June 24, 2010 - 1 PM EDT (10 AM PDT)

Speakers:
Chi-Chao Chang, VP of Search Advertising Product – Yahoo!
Wendi Sturgis, VP Partner Management Group – Yahoo!
Lewis Lin, Director of Product Management and Marketing – Microsoft Search Advertising

Registration and information at http://searchmarketingnow.com

The Yahoo! and Microsoft Search Alliance is one of the biggest changes in paid search history. As a search marketer, are you prepared for the merged platforms?

This webcast features speakers from Yahoo! and Microsoft, who will provide more specifics on the Search Alliance.

In this presentation, you’ll learn:
•What the Yahoo!-Microsoft Search Alliance is all about
•How campaigns, keywords and creatives will be transitioned
•When the migration will occur

About the Speakers:
Chi-Chao is VP of Search Advertising Product, responsible for product management, research and development, and testing of sponsored search and content match product lines. He has held other senior leadership roles at Yahoo! in display advertising platforms, web search relevance and analytics and he built the first Yahoo! search assistant, the first human peer-reviewed search engine, and the Mail SpamGuard system.

Wendi Sturgis, Vice President of the Partner Management Group at Yahoo!, leads the account management team responsible for Yahoo!'s search and display partner relationships in the US. She also has responsibility for the operations, training and support functions that enable Yahoo!'s partners to maximize their revenue opportunities with Yahoo! Wendi drives the overall strategy for how Yahoo! serves clients; she focuses on enabling clients to leverage Yahoo's technology platforms as quickly and profitably as possible as well as expand revenue opportunities across our search and display marketplaces. Her team is also involved in product strategy to ensure that customer feedback is incorporated into Yahoo!'s product roadmap.

Lewis Lin is the director of product management and marketing for Microsoft search advertising. Lewis and his team sets marketing/field strategy and influences the adCenter product roadmap. Prior to Microsoft search advertising, Lewis worked on Hotmail product planning and marketing for Windows Server. Before Microsoft, Lewis held business development and product management roles at various companies, including Sun Microsystems and Citigroup. He received his MBA from Northwestern’s Kellogg School of Management and has a bachelor’s degree in computer science from Stanford University.

This webcast is sponsored by Marin Software.

October 1 - Thursday
The American Attribution Index:
Using Advertising Attribution Management to Improve Media Mix Allocation
Adam Goldberg and Purush Papatla, speakers

In this webcast, we'll learn more about the newly developed American Attribution Index, and how advertisers can use this new index to improve the effectiveness of their media mix allocation.

There are three version of the American Attribution Index: the Aggregate Index, representing average attribution indices across all participating companies and all of their respective industries; Vertical Industry Indices, which represent an industry-specific attribution index across all participating companies in that respective industry; and Company-Specific Indices, developed for a specific company.

The introduction of these indices will allow marketers to gain further insight into advertising ROI, and help marketers more profitably allocate advertising budgets across available online options.

Register directly at http://bit.ly/2OeCKk or get more details at http://searchmarketingnow.com

This webcast continues the discussion surrounding how to identify, define and ultimately recommend better ways to measure and value an ad.

We’ll present a series of interactive polling questions and share the results with the audience immediately, so you’ll get some real-time information as to how leading internet marketers value ads.

Any good Internet marketing professional knows that assigning all of the value to the last ad clicked on before the conversion is inherently flawed. Most Internet advertisers, however, lack:

1. The tracking technology required to determine the actual team of ads and their sequence that lead to the conversion.
2. The valuation methodology to properly assess each ad’s true contribution and value to the conversion.

While a few technologies are now able to effectively track and assemble the purchase path leading to conversion, there is no industry-accepted standard or method for assigning relative value to ads in the path. How do we effectively attribute which ad - or group of ads - ultimately led to the final conversion?

We’ll cover a variety of common issues and scenarios surrounding attribution, such as:

* lifetime ad value with use of additional search
* how to properly credit ads that contribute to the sale of a non-related product
* how to give accurate conversion credit for purchase paths that include offline touches

How did online retailers fare in the holiday selling season of 2008? The news may not be as glum as you think.

Even in today’s economy, savvy online retailers can maximize their returns, whether through investment in paid search, shopping engines or other online marketing strategies.

This webcast looks at online retail lessons learned during the 2008 holiday shopping season, and how to apply those learnings to your 2009 strategy.

We’ll get a postmortem from comScore about just how retail markets did in the current economic climate. Which segments performed better than others - and why?

We’ll also get a report from the trenches: Vintage Tub and Bath, a Top-500 Internet Retailer, will share some of its online marketing tactics - from pushing product reviews, to fine tuning paid search and effectively using shopping comparison engines.

Chris Wine of Marin Software will give some concrete tips on how to factor seasonal and economic fluctuations into your online marketing campaign using Marin Search Marketer.

Attend this webcast and learn:

* How 2008 online retail sales compared to 2007
* Which SEM tactics were successful - and which weren’t
* How to improve your 2009 retail PPC strategy with Marin Software’s application
* When to cut back - or ramp up - your marketing budget
* How to take advantage of day of week and seasonality data

…and more