Annual Summit 2012 Boot Camp

Digital Retail Boot Camp

September 10, 2012
9:00am - 4:00pm
Denver, Colorado

Digital retailers must be on the cutting edge to succeed in today’s competitive landscape. Besides mastering new marketing channels, retailers must make sure initiatives that have been in place for awhile are still effective. This is where the Digital Retail Boot Camp comes in.  We kick off the Summit with this one-day course diving into online marketing tactics, prior to the start of the full conference programming.

Organized by fellow retailer, member, and leading session moderator Allan Dick (EVP Merchandising, Vintage Tub and Bath), the e-commerce Boot Camp is designed with the entry to intermediate level e-commerce manager in mind. New managers can get trained on the major aspects of online selling while the more experienced attendees get a refresher course in best practices. Everyone gets specific and actionable tactics to help them make more money once they get back. Networking is also a high priority and we are going to make it easy for you to meet the people you should know.

Read what some of the Boot Camp instuctors say about four common online marketing mistakes.

Every session consists of the following four elements: Topic Overview, Best Practices / KPIs, Beginner Tactics, Intermediate Tactics. If you like Allan’s “40 Plus Things You Can Do To Make More Money Next Week” Annual Summit sessions, you will love this information packed dive into the key areas of online commerce. It's a year’s worth of learning in one day.

Why Attend the Boot Camp?

You should attend our Digital Retail Boot Camp if you:

  • want a simple game plan to make sure your e-commerce program is heading in the right direction
  • manage one or two aspects of your e-commerce program and are interested in learning more
  • want a refresher course in optimizing your online efforts around organic search, paid search, email, and more.
  • are new to e-commerce

There is an additional fee to register for the Digital Retail Boot Camp for both members and non-members.


September 10 --- Digital Retail Boot Camp Agenda
8:00a - 9:00a Registration and Breakfast
9:00a - 9:15a Opening Remarks

9:15a - 10:15a

Andy Sernovitz

KEYNOTE: Word of Mouth Marketing for Retail: 5 Simple Steps
Andy Sernovitz, Author, Word of Mouth Marketing: How Smart Companies Get People Talking, and CEO, and

You want more people to talk about you -- but how do you create a word of mouth marketing campaign? In this popular talk, you'll learn how to energize your fans and generate positive word of mouth about your brand.

We're going to get specific here: Where to start, what to do, and how to make it successful. Guess what? It's common-sense stuff that you can use the next day without a big budget. You'll learn how to:

• Find the right people to talk about you (influencers and evangelists)
• Give them something to talk about (viral content and buzz)
• Create tools to make it easier for them to spread the word (social media and offline)
• Participate in the conversation
• Track and measure the results

10:15a - 10:30a Coffee Break
10:30a - 11:10a

Making the Most of Your Paid Search Dollars by Understanding the Foundational Concepts of Online Search Advertising
Mona Elesseily, VP Online Marketing Strategy, Page Zero Media

Mona's slides (Large file may take a few minutes to download)

11:10a - 11:50p

Organic Search: Why Pay for Performance When You Can Lead the World To Your Door for Free?
Hamlet Batista, Owner, Hamlet Batista Group LLC

Hamlet's slides (Large file may take a few minutes to download)

11:50p - 12:30p

Email Marketing Best Practices for Online Retail
Ross Kramer, CEO, Listrak

Ross's slides (Large file may take a few minutes to download)

12:30p - 1:30p Lunch
1:30p - 2:10p

Activating the Conversation: Customer Reviews Across Your Site and Social Channels
Ian Strain-Seymour, Managing Partner, Retail, Bazaarvoice

Ian's slides (Large file may take a few minutes to download)

2:10p - 2:50p

15+ Tools, Techniques, and Best Practices to Manage your Product and Customer Database
Russell Wollam, Director of Operations,

Russell's slides (Large file may take a few minutes to download)

2:50p - 3:30p

Digital Analytics for Retail
Brent Dykes, Evangelist, Customer Analytics, Adobe Systems

Brent's slides (Large file may take a few minutes to download)

3:30p - 4:00p Roundtables & Networking