Brochure Smx Milan 2013

s e a r c h & s o c i a l m e d i a m a r k e t i n g e x p o

7-8, novembermiCo – milano Congressi

m i l a n

www.smxmilan.it

Program byproduced by

danny SullivanFounding Editor

Marketing Land

chris ShermanFounding Editor

Search Engine Land

Justin cutroniAnalytics Evangelist

Google

Speakers Include

Bruce HazanHead of Solutions Engineering for EMEA

Facebook

Jim SterneFounder

Digital Analytics Association

The Executive Network

In partnership with founding sponsor

conference &expo+ guide

Most QualifiedAgency in Italy by Google

the

Webranking

SEARCH & WEB MARKETING AGENCY dal 1998 mettiamo nelle tue mani la nostra esperienza.

www.webranking.it

You Win<Perché a vincere sono le persone con cui lavoriamo ogni giorno./>

http://www.webranking.it/

Benvenuto a SMX Milan

2 giorni interamente dedicati al Marketing Digitale: search, socialmedia, mobile e un pizzico di digital analytics. Oltre 60 relatori pro-venienti da ogni parte del mondo sono pronti a condividere conte ultimi trend ed esperienze di successo e a rispondere alle tuedomande.

3 sessioni parallele su search, social media, mobile e digital analyticsIl programma di SMX Milan è articolato in 3 sessioni paralleleper assicurare che, in ogni momento, ci siano temi su cui aggior-narsi per stare al passo di un mercato in continua evoluzione eper migliorare il tuo marketing digitale. Avrai modo di appro-fondire le potenzialità dei social media per coinvolgere e intera-gire con il tuo target di riferimento o conoscere quale può esserel'impatto del mobile sulla visibilità nei motori di ricerca.

Non abbiamo dimenticato la misurazione e l’analisiNon c'è canale di comunicazione che si presti così tanto alla misu-razione e all’analisi come quello digitale. Anche attraverso le PlusSessions, hai la possibilità di rendere il tuo marketing online (search, social media, mobile...) ancora più performante.

Jim Sterne, fondatore della Digital Analytics Association, interverràcon il keynote speaker di apertura della prima giornata e JustinCutroni di Google Analytics illustrerà le caratteristiche avanzatedelle nuovissime Universal Analytics.

Opportunità per il networking: sono le persone che contanoOltre al percorso di formazione di altissimo livello, SMX Milanpunta da sempre molto sulla condivisione di informazioni fra lepersone, durante e dopo l’evento. Ci saranno ampi spazi dedi-cati al networking informale fra partecipanti, partners e speakerse ci saranno numerose occasioni di condividere idee, confron-tare punti di vista e scambiare biglietti da visita. Potrai visitaregli spazi espositivi, partecipare alle Theater Presentations, fruiredelle Solution Spotlights e saperne di più su prodotti e serviziche possono rendere più efficace il tuo marketing digitale ed en-trare a far parte delle communities social di SMX per restare incontatto anche dopo l’evento.

Siamo certi che l’esperienza vissuta ad SMX Milan, da anni for-mat di successo nel mondo e da oggi anche in Italia, contribuiràa rendere migliore il marketing e la comunicazione del tuo teame della tua azienda. Anche a nome di Third Door Media,l’azienda ideatrice di SMX e del suo partner locale Business International - Fiera Milano Media, che ha reso possibile questaedizione, ti auguriamo una buona conferenza!

Cordiali saluti,

Ricarica

Le prese di corrente si possono trovarepresso la postazione di ricarica "PowerStation" all'interno dell'Expo Hall.

WiFi

Il WiFi è disponibile in ogni sala e nell'Expo Hall.

WiFi: SMX 2013Password: Smxw1f1

© 2013, Business International - Fiera Milano Media www.smxmilan.it

ENTRANCE

Contents

Traduzione Simultanea

ENTRANCE

#smx

1

Agenda At-A-Glance..............................4

Theater Presentations............................ 6

Conference Sessions, Day 1...................7

Conference Sessions, Day 2................. 11

Expo Hall Floor Plan.............................14

Sponsors...............................................15

Media & Supporting Partners.............. 18

Advocacies........................................... 19

Technical Partners............................... 20

Speakers.............................................. 21

Sean CarlosConference Chair SMX Milan

Welcome to the SMX Milan

Recharge

Power outlets can be found at the Recharge Power Station in the ExpoHall.

WiFi

WiFi is available in each session roomand in the Expo Hall.

WiFi: SMX 2013Password: Smxw1f1


Simultaneous Translation

ENTRANCE

Contents

ENTRANCE

#smx

2

Agenda At-A-Glance..............................4

Theater Presentations............................ 6

Conference Sessions, Day 1...................7

Conference Sessions, Day 2................. 11

Expo Hall Floor Plan.............................14

Sponsors...............................................15

Media & Supporting Partners.............. 18

Advocacies........................................... 19

Technical Partners............................... 20

Speakers.............................................. 21

You've got 2 full days entirely devoted to digital marketing: search, social media and a dash of digital analytics. About 60speakers from North America and Europe are ready to share thelatest trends and techniques with you; they're also available toanswer your questions.

3 parallel sessions on search and social media The SMX Milan program includes 3 parallel sessions to ensurethat there is always something to help you stay on top of an everchanging market while optimizing your digital communication.You'll have the opportunity to learn how our experts use socialmedia to profitably interact with target audiences. You'll be able to evaluate the impact of smart phones and ta-blets on your search engine marketing. And much more.

Fear not, we haven't forgotten measurement and analysis Few other communication channels lend themselves to measu-rement and analysis as digital does. Plus Sessions are an addi-tional opportunity to make your online marketing (search, socialmedia, mobile, etc.) even more performing.

Jim Sterne, noted author and founder of the Digital AnalyticsAssociation, will give a keynote speech. Justin Cutroni of Goo-gle Analytics will be present to illustrate the advanced featuresof the new Universal Analytics that aim, among other things, torecognize people regardless of the device used, a very signifi-cant improvement in this field.

Networking opportunities: it's you the people who matter In addition to the educational conference sessions, SMX facili-tates the sharing of information between people, both duringand after the event. There are multiple opportunities in the pro-gram for informal networking between you and other onlinecommunication professionals, including speakers and sponsors.Use the opportunity to exchange ideas, doubts and businesscards. You will be able to, visit the exhibition area, participateto the Theater Presentations, make use of Solution Spotlightsand learn more about products and services that can make yourdigital marketing more effective. You will also be part of theSMX Social Community to keep in touch even after the event isover.

I am confident that the rich SMX Milan experience, tried and te-sted in the United States and other European countries, willmake your digital marketing and your communication far moreprofitable. On behalf of Third Door Media, the company behindSMX, and its local partner Business International - Fiera MilanoMedia, which has made this edition possible, I wish you an excellent conference!

Best regards,

Sean CarlosConference Chair SMX Milan

Agenda At-A-glance

Thursday, November 7, 2013 Expo Hall Hours: 10:00am – 7:00pm

Social Media Search Engine Optimization Online Advertising Plus Session

9:00 - 10:00am

Breakfast & Registration

Orange Room 1 Orange Room 2 Orange Room 3

TracksRooms

8:00 - 9:00am

Conference welcome & keynote - Jim Sterne, Founder, Digital Analytics Association

Supercharging Reach & Engagement On Facebook & Twitter

Focus: SMM

10:00 - 11:15am

Don’t Panic! A Hitchhiker’s Guide

To Surviving SEO Changes Focus: SEO

Amazing Paid Search Tactics & Tools

Focus: SEA

11:15 - 11:45am Refreshment Break

11:45 - 1:00pm

Customer Acquisition ThroughSocial Media & Social Data

Focus: SMM

How To Build Links & Win Authority Through

Public Relations Focus: SEO

Fast AndEasy SEA Analytics

Focus: SEA

Google vs Facebook: Get the Best from Search

and Social Media to Developyour E-Business

1:00 - 2:15pm Lunch, Sponsored by Expo Hall, Sponsored by

Going Viral On YouTubeFocus: SMM

What SEO Performance MetricsAre Truly Important?

Focus: SEO

Forget What You Know AboutSEA – Best Practices Debate

Focus: SEA2:15 - 3:30pm

Some Assembly Required: Adding Social Media to the

Marketing & Communications MixFocus: SMM

Understanding Searcher BehaviorFocus: SEM

Running International Paid Search Campaigns

Focus: SEA3:30 - 4:45pm

Refreshment & Expo Hall Time Sponsored by4:45 - 5:15pm

Decoding Facebook Ads: Strategies & Tactics For The

New Ad EnvironmentFocus: SMM

Taming International Search Engine Optimization

Focus: SEO

In-House, Outsource or Both?Focus: SEA, SEO, SMM 5:15 - 6:30pm

Expo Hall ReceptionJoin us to talk, relax, have a drink and snacks while you visit

with market-leading solution providers.

Sponsored by6:30 - 7:00pm

Agenda At-A-Glance

7:00 - 9:00pm

Driving Effective Performance Measurement

in the Social Era

Turquoise Room 1

SMX Theater Opens

© 2013, Business International - Fiera Milano Media www.smxmilan.it4

Solution Spotlight

SMX Milan After Dark 2013 - RoïaltoYou’ll enjoy drinks, snacks and an evening of networking!

SMX After Dark will take place at Via Piero della Francesca, 55 - Milan

Agenda At-A-glance

Friday, November 8, 2013 Expo Hall Hours: 10:00am – 5:45pm

Social Media Search Engine Optimization Local & Mobile

9:00 - 10:00am

Breakfast & Registration

TracksRooms

8:00 - 9:00am

Keynote - Bruce Hazan, Head of Solutions Engineering for EMEA, Facebook

Customer Service Through Social MediaFocus: SMM

Schema.org: Real World Markup For Success

Focus: SEO

Mobile Ads: From Click-To-Call & Beyond

Focus: SEA

10:00 - 11:15am

Refreshment & Expo Hall Time Sponsored by11:15 - 11:45am

11:45 - 1:00pm The Voice of The Consumer – Social Media & Consumer Reviews

Focus: SMM

No Session Maps, Metros & Mobile: Surviving And Thriving In Local Search

Focus: SEM

Lunch, Sponsored by Expo Hall, Sponsored by1:00 - 2: 00pm

Measuring Social Media ROIFocus: SMM

I’m Feeling Wikipedia Focus: SMM, SEO

Trends In Mobile Search – from Optimization to Commerce

Focus: SEM

2:00 - 3: 15pm

Refreshment Break

Refreshment

3:15 - 3: 30pm

3:30 - 4: 30pm

4:30 - 4:45pm

4:45 - 5:45pmThe Perfect Blog

Focus: SMMSEO Site Clinic

Focus: SEOMeet Google Universal

Analytics – Not Your Father’s Web Analytics

Focus: DA, SEM, SMM

Your guide to the SMX Milan agenda

SMM Social Media MarketingSEO Search Engine OptimizationSEA Search Engine AdvertisingSEM Search Engine Marketing (SEO + SEA)DA Digital Analytics

Orange Room 1 Orange Room 2 Orange Room 3

open to expo+ pass holders


Keynote - Danny Sullivan, Founding Editor, Marketing Land

5

Solution Spotlight

SMX Theater Opens

PlUS SESSION The Plus Session Track offers sessions that are paid speakingslots, where the content is produced by the sponsors themselves. These sessionsare open to those with full conference passes and those with Expo+ passes.

SOlUTION SPOTlIGHTS are brief paid introductions given by sponsors and exhibitors.

Theater presentations


digital Marketing optimization

How to implement effective strategies of Interactive Marketing through multi-channel integrated digitalplatforms and tools.A challenge not only for eCommerce companies, but that involves brands and retailers of every size andindustry.

Let's find out how to use digital platforms to reach and engage customers with innovative, multi-device andmulti-channel shopping experience.

> Customer insight and foresight: a predictive framework for each customerCustomer profile • Cross-channel behaviour

> Customize and Engage: an integrated shopping experience across all points of contactCustomer Experience • Targeted & Personalized Campaign

> Measure and optimize: increasing effectiveness of digital campaignsDigital Analytics • Retargeting

Speaker:Carlo Visani, Chairman, Tecla

Thursday, November 7, 2013 Expo Hall Hours: 1:40pm – 2:00pm

An introduction to Majestic SeoThe World Wide Web's Link intelligence crawler

Join us for an overview presentation on Majestic SEO and how you can make the most of our platformin a growing number of areas.

Majestic is not a simple SEO tool, rather an articulated platform which can help your business developa digital marketing strategy, monitor online reputation +and discover new networking opportunities.

During the presentation we will announce a new functionality available to our subscribers.

Join us for a free month silver subscription!

Speaker:Sante Joseph Achille, Consultant Seo (@sjachille)

Friday, November 8, 2013 Expo Hall Hours: 1:40pm – 2:00pm

Attend educational sessions from leading internet marketing companies in the SMX Theater. Participating companieswill present case studies, best practices and solution demonstrations. Below is a description of what the companieswill be presenting.

The SMX Theater is located on the Expo Hall floor and open Thursday, November 7 and Friday, November 8.

6

conference Sessions

conference day 1 - Thursday, November 7

Day 1 - Thursday, November 7

8:00 - 9:00am Breakfast & Registration

Moderator: Sean Carlos, President, Antezeta (@seancarlos)

Speaker:Jim Sterne, Founder, Digital Analytics Association (@jimsterne)

Thursday, November 7 - 10:00 - 11:15am

Supercharging Reach & Engagement On Facebook & Twitter Social Media Marketing - SMM Track - Orange Room 1 -(#smx #11A)

With over a billion users, Facebook is the largest socialnetwork out there. Tapping into it the right way can ge-nerate plenty of attention and traffic. Twitter is also a pro-ven source of traffic, but you need to do more than justpush out a quick 140-character tweet to gain traction andengagement with your followers. Attend this session forthe tactics you need to drive more traffic – and gain po-tential customers or favorably influence existing ones – viathese thriving social media channels – and understandwhat the shift to mobile devices means.Moderator: Sean Carlos, President, Antezeta (@seancarlos)Speakers:Donatello Osti, Digital Media Strategist, U.S. ConsulateGeneral(@USConsMilan)Sara Rosso, VIP Global Services Manager, Automattic(@rosso)Piero Tagliapietra, CEFRIEL (@pierotaglia)


Don’t Panic! A Hitchhiker’s Guide To Surviving SEO ChangesSearch Engine Optimization - SEO Track - Orange Room 2 -(#smx #11B)

The SEO’s life isn’t easy. In addition to major updates likePanda, Google says it’s now making as many as 500 chan-ges to its algorithms each year. Apart from algorithmicchanges, personalization means different results for eve-ryone, sometimes in non-subtle ways. Voice driven que-ries, quick answers and local discovery are changing theway we view search on mobile devices. Attend this sessionand you’ll learn to adapt and thrive in the constantly chan-ging search engine optimization (SEO) universe.


Amazing Paid Search Tactics & ToolsSearch Engine Advertising - SEA Track - Orange Room 3 -(#smx #11C)

What’s hot and happening with paid search? What’s not?Speakers in this session have had their fingers on the pulseof search advertising over the past year and are preparedto discuss their insights into supercharging campaigns thatthe engines aren’t talking about. This session will wow youwith some new ideas for your SEA campaigns!

Moderator:Chris Sherman, Founding Editor, Search Engine LandSpeakers:Brad Geddes, Founder, Certified Knowledge (@bgtheory)Andrew Goodman, Founder, Page Zero Media (@andrew_goodman)Sebastian Grebasch, Global Head of SEA e Mobile Marketing, Zalando

Moderator:Bill Hunt, President, Back Azimuth Consulting (@billhunt)Speakers:Martino Mosna, SEM & Web Analytics Specialist (@martinomosna)Johannes Müller, Webmaster Trends Analyst, Google(@JohnMu)Gianluca Fiorelli, Moz Associate, SEOmoz (@gfiorelli1)


9:00 - 10:00am Conference welcome & keynote

7

Solution Spotlight

Thursday, November 7 - 11:45 - 1:00pm

Customer Acquisition Through Social Media & Social DataSocial Media Marketing - SMM Track - Orange Room 1 -(#smx #12A)

In addition to communicating with your customers andbuilding community, social media can be a powerful toolfor generating leads and driving sales both online e-com-merce and offline. Our panel of experts will share case stu-dies and actionable tactics from real-world campaigns thatdelivered new customers to physical locations, increasedinbound calls, grew leads/email lists and more. Moderator:Nicola Mattina, Founder, Elastic (@nicolamattina)Speakers:Cristiano Toni, BI Director, Freedata Labs (@cristianotoni)Pietro Sansone, Chairman, Strategy DirectorLiveXtension (@zaccaro80)

The Evolution of CommunicationGreen Room - (#smx #1KEY)

Thursday, November 7 - 11:45am - 1:00pm

Google vs Facebook: Get the Best from Searchand Social Media to Develop your E-BusinessPlus Session - Turquoise Room 1 - (#smx #T1A)

How to manage Google and Facebook, to turn Pawn intoWeb’s Queen!During this session will be deepened Google Market Ana-lysis potential, Google AdWords and Facebook Ads mas-sive saving strategies, analized Google Buying Cyclethroughout the best Seo plus Sea Optimization strategies,discovered the Social Data value for marketing purposes.Search & Social Media will be validated as the essentialtools to assure, the highest ability to compete in the online and off line markets and the on line sales increase.

SpeakersFabrizio Barbarossa, CEO, Enterprise Consulting (@barbafoxy)Fabrizio Costantini, Head of Online Marketing & E-Commerce, FastWebOmar Di Marzio, Digital Marketing IT Manager, Pampers, Lines (P&G Group)


Fast And Easy SEA AnalyticsSearch Engine Advertising - SEA Track - Orange Room 3 -(#smx #12C)

Paid search campaign optimization is vital, but pulling thedata to make decisions needn’t be difficult. There areabout a dozen shortcut reports that offer invaluable infor-mation for advertisers and our panelists will show you notonly how to access them but how to avoid “analysis para-lysis” and enhance the performance of your paid searchcampaigns.

Moderator:Matthias Weth, Managing Director & Partner, Catbird Seat (@Semplicity)Speakers:Brad Geddes, Founder, Certified Knowledge (@bgtheory)Andrew Goodman, Founder, Page Zero Media (@andrew_goodman)


Going Viral On YouTubeSocial Media Marketing - SMM Track - Orange Room 1 -(#smx #13A)

Going viral on YouTube can generate thousands of views.But that doesn’t mean you should promote your businessvia a cute kitty video or as a conversation with your 12year-old CEO. So what’s the best approach to leveragingthe huge potential of YouTube? Panelists in this sessionshare best practices for socially promoting your videoswhile assuring you also maintain the integrity of yourbrand.

Moderator: Nicoletta Vittadini, Associate Professor of Sociology ofCulture and Communication, Catholic University of Milan(@nicovitt)Speakers:Ale Agostini, Managing Director, Bruce Clay Europe (@agostini_ale)Alessio Garbin, Cofounder, Uramaki (@alessiogarbin)


How To Build Links & Win Authority Through Public RelationsSearch Engine Optimization - SEO Track - Orange Room 2 -(#smx #12B)

Most search marketers recognize that there is a relation-ship between SEO and public relations, but few really un-derstand how to capture the elusive synergy that makesboth shine. Beyond optimizing press releases, how do youeffectively reach key influencers (journalists, tweeters, ce-lebrities) to ask for links? And how do you go about buil-ding up your own authority in ways that will build status(and traffic) to your own sites? This session explores the“softer side” of SEO that seeks to influence people ratherthan search engine algorithms.

Moderator:Chris Silver Smith, President, Argent Media (@si1very)Speakers:Matteo Monari, Co-founder e COO, BizUp(@matteo_monari)Samuel Scott, Director Digital Marketing and Communications and SEO Team Leader, The Cline Group(@samueljscott)Chris Silver Smith, President, Argent Media (@si1very)

conference SessionsDay 1 - Thursday, November 7



Understanding Searcher BehaviorSearch Engine Marketing - SEM Track - Orange Room 2 -(#smx #14B)All this talk about making use of searcher behavior — buthow do searchers actually interact with search engines?Glad you asked! This session looks at the latest researchand studies, including mobile insights, to offer techniquesand tips for search marketers to consider.

Moderator: Chris Silver Smith, President, Argent Media (@si1very)Speakers:Bill Hunt, President, Back Azimuth Consulting (@billhunt)Marco Loguercio, CEO, Find (@marcologuercio)


Some Assembly Required: Adding Social Mediato the Marketing & Communications MixSocial Media Marketing - SMM Track - Orange Room 1 -(#smx #14A)Undoubtedly social media provides communicators withmany benefits. Companies which have not yet initiated aformal social media program find devoted customers arealready promoting the company through fan communities,a form of priceless earned media. Additional advantagesaccrue to those who integrate social media into their com-munications strategies. Communities become a type ofinformal focus group, providing ideas for new offeringsand enhancements to existing products and services. Paidmedia investments get an additional push. Yet at a mini-mum an organization needs to revise processes acrossmultiple departments and should insure social media policiesare in place. In this session, our speakers will discuss the or-ganization changes required to successfully embrace socialmedia.

Moderator:Luigi Proserpio, Associated Professor, Bocconi University(@luigiproserpio)Speakers:Sean Carlos, President, Antezeta (@seancarlos)Shawn McClondon, Founder & CEO, My Social MediaMonster (@shawnmcclondon)


Forget What You Know About SEA – Best Practices DebateSearch Engine Advertising - SEA Track - Orange Room 3 -(#smx #13C)Think you know paid search? Does quality score reallymatter? Does targeting really get better with Google’snew ‘Enhanced’ Campaigns? Is account history sacro-sanct? Is it really better to send people to product specificlanding pages than a brand’s homepage? In this session, our panelists challenge commonly accep-ted best practices and provide evidence that what you“know” about paid search can actually work against you.

Moderator:Chris Sherman, Founding Editor, Search Engine LandSpeakers:Brad Geddes, Founder, Certified Knowledge (@bgtheory)Andrew Goodman, Founder, Page Zero Media (@andrew_goodman)Sebastian Grebasch, Global Head of SEA e Mobile Marketing, Zalando


What SEO Performance Metrics Are Truly Important?Search Engine Optimization - SEO Track - Orange Room2 -(#smx #13B)Your boss or client may think top rankings are gold, butmost knowledgeable SEOs will tell you those stats are so20th-century that they’re virtually irrelevant. So how doyou measure – and more importantly, prove – the value ofyour SEO activities, especially in the age of personalized,unique search results for everyone? Speakers in this ses-sion have promised to “open up their kimonos” and re-veal the really useful, measurable techniques they use todemonstrate the value of their work.

Moderator:Stephan Walcher, Head of SEO Consulting, Catbird Seat (@stephanw)Speakers:Richard Baxter, CEO, SEOgadget (@richardbaxter)Marco Loguercio, CEO, Find (@marcologuercio)




In-House, Outsource or Both?Search Engine Advertising, Search Engine Optimization,Social Media Marketing - SEA, SEO, SMM Track - Orange Room 3 - (#smx #15C)

Successful digital marketing in an ever evolving online en-vironment isn’t so easy. Some organizations choose toexecute search and social media strategies in-house whileothers choose external expertise to accomplish their di-gital marketing and communication. Yet others opt for ahybrid approach. In this session panelists will share theirexperiences in managing the challenges faced in eachscenario from recruitment, ongoing training to vendor ma-nagement.

Moderator: Nicola Mattina, Founder, Elastic (@nicolamattina)Speakers:Sante Joseph Achille, Consultant SEO (@sjachille)Motoko Hunt, AJPR Llc (@motokohunt)Ruth Burr, Marketing Lead & Head of SEO, Moz(@ruthburr)


Taming International Search Engine OptimizationSearch Engine Optimization - SEO Track - Orange Room 2 -(#smx #15B) Do you – or can you – sell worldwide? If so, what are thekey issues you should be considering in a multi-lingual,multi-market world? What search engines really count in-ternationally? This session considers the major things youneed to know for international organic search success,from keyword selection to domain and mobile usage.

Moderator: Sean Carlos, President, Antezeta (@seancarlos)Speakers:Bill Hunt, President, Back Azimuth Consulting (@billhunt)Johannes Müller, Webmaster Trends Analyst, Google(@JohnMu)


Decoding Facebook Ads: Strategies & TacticsFor The New Ad Environment Social Media Marketing - SMM Track - Orange Room 1 -(#smx #15A)

With the ever-changing Facebook ads environment stayingafloat is tougher than ever. From traditional ads, to the or-ganification of sponsored stories to promoted post, op-portunities are aplenty for the modern day Facebookadvertiser.


Driving Effective Performance Measurement inthe Social EraPlus Session - Turquoise Room 1 - (#smx #T1B)

In a context where the demand driven customer experiencemanagement becomes the main objective of marketing, inwhich we are witnessing an explosion of communicationtools and, finally, in which the role of the CMO assumes astrategic importance not only as a voice company but as"ear on the market," the investment decision of marketingneeds to be supported with new assessment tools. This ses-sion will be dedicated to sharing the experiences of thosewho play a crucial role in this scenario and the presentationof a research initiative that, taking advantage of the bestavailable technology solutions, will lead to the definition ofa new platform for ROI analysis of marketing.

Speakers:Armando Janigro, Business Development Manager, Oracle(@twmando)Giorgio Racca, Partner, TechedgePier Francesco Fedrizzi, Digital Business Catalyst, RealWeb(@Pierfedrizzi)


Running International Paid Search CampaignsSearch Engine Advertising - SEA Track - Orange Room 3 -(#smx #14C)

Think globally but act locally. Organizations selling inter-nationally need to take into account local differences ineach market, from search engine selection to ad messa-ging and user behavior. Users may turn to Yandex, Baiduor Naver in addition to the better known Google or Bing.Our panel will share their tips and tools used for imple-menting and optimizing international SEA campaigns.

Moderator: Sante Joseph Achille, Consultant Seo (@sjachille)Speakers:Gianpaolo Lorusso, Sito-Perfetto.it (@Gianps)Matthias Weth, Managing Director & Partner, Catbird Seat(@Semplicity)



Mobile-only targeting allows advertisers to take advantageof behavior differences between mobile and desktop de-vices. This session will cover everything you need to knowabout Facebook Ads, changes and optimization tactics toensure you are getting the most out of your Facebookspend.

Moderator: luigi Gioni, CEO, Plannify (@lGioni)Speakers:Amedeo Guffanti, General Manager, 77Agency (@amedeoguffanti)Sandro Moretti, President & Founder, Simple Agency(@simpleagencylab)

10

Friday, November 8 - 10:00 - 11:15am

Customer Service Through Social MediaSocial Media Marketing - SMM Track - Orange Room 1 -(#smx #21A)

Social media has turned into a new and still developingcustomer service channel. How do you deal with what’seffectively a system that allows your customers to shouttheir problems out in public and expect a solution? In thissession, you’ll learn best practices from our panel of ex-perts who are in the trenches managing social media cu-stomer service operations and perhaps how to turn thoseproblems into testimonials.

Moderator:Andrea Farinet, Professor of Psicology of Consumers, Relationship Marketing and Customer Relationship Management, Cattaneo University (LIUC) (@AndreaFarinet)Speakers:Federico Cominotto, Web Marketing and Social Media,3 ItalyElisabetta Grimani, Responsabile Web e New Media, FS Italiane (@ladegri)


Schema.org: Real World Markup For SuccessSearch Engine Optimization - SEO Track - Orange Room 2 -(#smx #21B)

You may know semantic markup is important, but what isthe most effective way possible to use it? This session’sspeakers will share how they fine-tuned their approach tomicrodata and other ways to express authority to searchengines. They will also offer case-study examples of howpaying attention to detail has had a significantly positiveimpact on online visibility.

Moderator:Sean Carlos, President, Antezeta (@seancarlos)Speakers:Ruth Burr, Marketing Lead & Head of SEO, Moz (@ruthburr)Bastian Grimm, Founder & Partner, Grimm Digital(@basgr)Marcus Tober, Founder, Searchmetrics (@marcustober)


Mobile Ads: From Click-To-Call & BeyondSearch Engine Advertising - SEA Track - Orange Room 3 -(#smx #21C)

Mobile ads are similar to traditional SEA ads, but mobileusers have different needs, which require a different ap-proach to the user experience. Do you provide click-to-call links in your ads for those user who needs immediategratification? Or do you create unique landing pages formobile users that lead them to an immediate, uncompli-cated conversion? And how will Google’s “enhanced cam-paigns” affect your decisions? Learn the best approachesto creating successful mobile advertising campaigns.

Moderator:Sante Joseph Achille, Consultant Seo (@sjachille)Speakers:Luciano Cantoni, Senior Mobile Solutions Lead, Google(@Lu371)

Friday, November 8 - 11:45 - 1:00pm

The Voice of The Consumer – Social Media & Consumer ReviewsSocial Media Marketing - SMM Track - Orange Room 1 -(#smx #22A)

Many companies use the social web to try to learn moreabout the opinions of their customers regarding the com-pany’s brands, products, people and services. Consumerreviews play a central role as unsolicited feedback fromconsumers. However, what role do consumer reviews re-ally play in the sales process? Do reviews impact the visi-bility of websites in search results? How can reviews beeffectively monitored and analyzed? How can they beused for long-term success?

Moderator:Andrea Farinet, Professor of Psicology of Consumers, Relationship Marketing and Customer Relationship Management, Cattaneo University (LIUC) (@AndreaFarinet)Speakers:Cristiano Toni, BI Director, Freedata Labs (@cristianotoni)Massimo Milita, Marketing Director, Sorgenia (@MassimoMilita)

conference Sessions

conference day 2 - Friday, November 8

Day 2 - Friday, November 8

8:00 - 9:00am Breakfast & Registration

9:00 - 10:00am - Facebook Performance


Speaker: Bruce Hazan, Head of Solutions Engineering for EMEA, Facebook(@brucehazan)

Keynote - Green Room - (#smx #2KEY)

11

Solution Spotlight


Measuring Social Media ROISocial Media Marketing - SMM Track - Orange Room 1 -(#smx #23A)

Sure, social media has had plenty of hype, and everyoneis “sure” of its value. But how do you prove that it offersa true return on investment, especially if you are trying topersuade clients or management to invest marketing dol-lars in Facebook, Twitter and other social media cam-paigns? This session looks at emerging social mediaanalytics methods, how to measure “conversions” whenthere may be no tangible transactions, as well as some ofthe tools available to measure ROI and performance ofsocial media activities.

Moderator:Nicola Mattina, Founder, Elastic (@nicolamattina)Speakers:Vincenzo Cosenza, Social Media Strategist, Blogmeter(@vincos)Ric Dragon, CEO, DragonSearch (@ricdragon)


I’m Feeling WikipediaSocial Media Marketing, Search Engine Optimization -SMM, SEO Track - Orange Room 2 (#smx #23B)

Wikipedia is so predictably a top search result for so manyqueries some have suggested that Google’s “I’m feelinglucky” button be renamed “Take Me to Wikipedia”. Wiki-pedia is also a significant source of data for Google’s Kno-wledge Graph and of direct traffic to many sites. Yetcorrecting and updating a Wikipedia entry needs to bedone with respect to the rules governing Wikipedia’s com-munity. You’ll come away from this session knowing how thisinfluential site works and how to participate constructively.

Moderator:Luigi Gioni, CEO, Plannify (@LGioni)Speakers:Frieda Brioschi, Presidente, Wikimedia Italia (@ubifrieda)Loredana Grimaldi, Head of Corporate Communication,Telecom ItaliaNicoletta Vittadini, Associate Professor of Sociology ofCulture and Communication, Catholic University of Milan


Trends in Mobile Search – from Optimization to CommerceSearch Engine Marketing - SEM Track - Orange Room 3 -(#smx #23C)

Mobile ads are similar to traditional SEA ads, but mobileusers have different needs, which requires a different ap-proach to the user experience. Do you provide click-to-call links in your ads for those user who needs immediategratification? Or do you create unique landing pages formobile users that lead them to an immediate, uncompli-cated conversion? And how will Google’s “enhanced cam-paigns” affect your decisions? Learn the best approachesto creating successful mobile advertising campaigns.

Moderator: Sean Carlos, President, Antezeta (@seancarlos)Speakers:Paolo Zanzottera, CEO, ShinyStat (@Zanzottera)Marco Loguercio, CEO, Find (@marcologuercio)


Maps, Metros & Mobile: Surviving And Thriving In Local SearchSearch Engine Marketing - SEM Track - Orange Room 3 -(#smx #22C)

By most estimates, 20% to 30% of all searches have localintent and that number dramatically increases on mobiledevices. But local search visibility is a moving target thesedays and just getting the basics right is no guarantee ofsuccess. In this session, our expert panelists will share tipsand tactics for mastering the local search landscape, in-cluding the social network implications of Google+ Local(ex Google Places).

Moderator:Ale Agostini, Managing Director, Bruce Clay Europe (@agostini_ale)Speakers:Luca Bove, Search Marketing Specialist, Imevolution(@lithops)Chris Silver Smith, President, Argent Media (@si1very)

conference SessionsDay 2 - Friday, November 8



The Perfect BlogSocial Media Marketing - SMM Track - Orange Room 1 -(#smx #25A)

For many, a blog is the hub of a company’s social mediamarketing efforts. But building a consistently high-qualityblog is a challenge. How do you keep your blog updatedwith fresh and appealing content? Is there a way to getmore comments and build a community of readers? Canyou use your blog to generate leads and increase sales?This session will cover those questions and more with ac-tionable ideas for those new to blogging or those lookingto make an existing blog even better.

Moderator:Luigi Gioni, CEO, Plannify (@LGioni)Speakers:Sante Joseph Achille, Consultant SEO (@sjachille)Domitilla Ferrari, Social Media Strategist, Arnoldo Mondadori Editore (@domitilla)


Meet Google Universal Analytics – Not YourFather’s Web AnalyticsDigital Analytics, Search Engine Marketing, Social MediaMarketing - DA, SEM, SMM Track - Orange Room 3(#smx #25C)

Earlier this year Google introduced Universal Analytics, amajor advance in how digital communications data can becollected and analyzed. Google’s Universal Analytics of-fers greater personalization, greater integration with otherdata sources and provides the ability to get a more com-plete vision of the entire marketing funnel. What’s not tolike? This session explores what Google’s Universal Ana-lytics means for digital marketers.

Moderator:Sean Carlos, President, Antezeta (@seancarlos)Speakers:Justin Cutroni, Analytics Evangelist, Google(@justincutroni)

conference SessionsDay 2 - Friday, November 8


3:30 - 4:30am The Online Marketing Landscape 2014Keynote - Green Room (#smx #24A)

Moderator:Chris Sherman, Founding Editor, Search Engine LandSpeaker: Danny Sullivan, Founding Editor, Marketing LandRic Dragon,CEO, DragonSearch (@ricdragon)

Andrew Goodman, Founder, Page Zero Media (@andrew_goodman)

Ruth Burr, Marketing Lead & Head of SEO, Moz (@ruthburr)


SEO Site Clinic Search Engine Optimization - SEO Track - Orange Room 2 (#smx #25B)

Could improvements to your website deliver a search traf-fic boost? Get insights direct from our experts! All regi-stered SMX Milan participants will have the opportunityto submit their site in advance for a live review by our pa-nelists. The panelists will then select a few for review.

Moderator:Chris Sherman, Founding Editor, Search Engine LandSpeakers:Johannes Müller, Webmaster Trends Analyst, Google(@JohnMu)Dave Naylor, Director, Bronco (@DaveNaylor)

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expo Hall floor plan

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Exhibitors...........................Stand #

Bruce Clay, Inc.............................1

Adobe......................................... 2

Enterprise Consulting..................3

Genesys.......................................4

Majestic SEO...............................5

Oracle/Techedge.........................6

Tecla.............................................7

360com........................................8

ADVexpress.................................9

Daily Media e Daily Net............10

HTML.it e Webnews..................11

ZeroUno.....................................12

expo Hall Hours: Thursday, November 7 � 10:00am – 7:00pm

Friday, November 8 � 10:00am – 5:45pm


77Agencywww.77agency.com

77Agency is specialized in digital communication: 10years experience and over 100 people working in Milan,London, Riga, Amsterdam, Rome and Madrid. It offers 3kind of services: Media, Technology (own platformAllin1Social and Social Ads Tool) and Communication. It’sFacebook Strategic Preferred Marketing Developer.

Sponsors

Genesyswww.genesyslab.comSTAND 4

Genesys, the world’s leading provider of Customer Caresoftware and services, allows customers to offer a tailoredmulti-channel Customer Experience through a unique inte-gration of Social Media channels and back-office resources.

Bruce Clay, Inc.www.bruceclay.comSTAND 1Since 1996, http://www.bruceclay.com has been one ofthe leading search engine optimization destinations.Today, Bruce Clay, Inc. (BCI) provides Internet marketingoptimization services worldwide, including SEO, PPC, ana-lytics, SEO Web design, conversion optimization and so-cial media marketing. Solutions are designed for companies ranging from For-tune 500s to small local business. The company’s global training programs, including theSEOToolSet® training, are renowned for providing tho-rough SEO/ SEM methodologies and practical hands-ontactics for students.With headquarters in Southern Cali-fornia, BCI has offices in Australia, Europe, India, Braziland Japan.

BitBang www.bitbang.it

BitBang is an unaffiliated company offering Web Acquisi-tion and Web Analytics services to large Italian and Inter-national corporations. In over 10 years of experienceBitBang has achieved strong knowledge and skills in ma-naging successful SEO and SEA projects thanks to its hi-ghly specialized team of professionals.


fullPlanwww.fullplan.it

fullPlan ex SEMS, from 2006 fullsix group, agency focused:Search Engine Optimization and Marketing, Social MediaMarketing, Community Management, Online Media Plan-ning & Buying, Web Analysis, Search Engine Advertising.

FINDwww.findsdm.it

FIND is the new indipendent Search Driven Marketingagency. Founded by Marco Loguercio, search marketingexpert with more than 15 years of experience in successfulsearch projects, FIND develops integrated strategies ofSearch, Social e Content Marketing, with a special focuson business results. The company’s objective is to tran-slate a search purpose into actions and conversion rate.

FINDSEARCH DRIVEN MARKETING

Intarget Group www.intargetgroup.net

InTarget Group has been a leading agency in the Industry ofdigital marketing since 2001. It helps customers and partnersto plan their search marketing activities embedding them inbigger promotional and communication strategies on digitalmedia, optimizing campaign results and maximizing the ROI.

Enterprise Consultingwww.sviluppareimprese.itSTAND 3Enterprise Consulting is a creator of E-business success.Its core competence is to conjugate patented technolo-gies with operating practice to accomplish business goals,the company integrates Seo and Sea optimization solu-tions with Social Media Marketing. Due to a consolidatedexperience with the major players, Enterprise Consultingcan guarantee advertising spending reduction up to 60%and a sales increase up to 150% per year.

Adobe www.adobe.com/itSTAND 2

Adobe Marketing Cloud is the new platform to measureand to optimize the online business for world-class enter-prise. It includes six specific solutions for digital marketingincluding: Adobe Analitycs, Adobe Social, Adobe MediaOptimizer, Adobe Campaign, Adobe Experience Mana-ger and Adobe Target.

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Majestic SEOwww.majesticseo.comSTAND 5Majestic SEO has created the largest commercial Link In-telligence database in the world used by SEOs, NewMedia Specialists, Affiliate Managers and online Marketingexperts for a variety of uses surrounding online promi-nence including Link Building, Reputation Management,Website Traffic development.

Sponsors


Nomesiawww.nomesia.com

Nomesia is a leading SEM and SEO agency in Italy. As a Google partner and through its distinctive “cash positivemarketing” approach, Nomesia supports companies develo-ping their strategic and business objectives leveraging custo-mized lead generation and search marketing solutions.

Lead Generation & Web Marketing Strategies

Lead Generation & Web Marketing Strategies

MOZmoz.com

Moz provides analytics software to track all of a website's in-bound marketing efforts on one platform - with beautiful datavisualizations, insights into competitors' data, and actionablerecommendations to improve each effort's performance. De-dicated to helping people do better marketing, Moz createseasy-to-use tools, tutorials, and educational resources for le-arning inbound marketing - and fosters the web’s most vi-brant online marketing community. With offices in Seattle,WA and Portland, OR, Moz supports over 20,000 customersand 300,000 community members worldwide.

Oraclewww.oracle.comSTAND 6

Hardware and Software Engineered to Work Together. Unle-ash Innovation by Simplifying IT.Oracle is shifting the complexity from IT, moving it out of theenterprise by engineering hardware and software to work to-gether - in the cloud and in the data center. By eliminatingcomplexity and simplifying IT, Oracle enables its customers -400,000 of them in more than 145 countries around the world- to accelerate innovation and create added value for theircustomers.Throughout its history Oracle has proved it canbuild for the future on the foundation of its innovations andits knowledge of customer challenges and successes analyzedby the best technical and business minds in the world.

Pro Web Consultingwww.prowebconsulting.net

Pro Web Consulting is a Swiss SEO agency. Thanks to itsinternational team, it's active on the most important mar-kets worldwide. For the second year in a row, it ranks firston Topseos.com for the Italian and Swiss markets and inthe Top25 worldwide. Pro Web works for several leadingbrands, such as LG, Pfizer and Paddy Power, and coversall market sectors.

Techedgewww.techedgegroup.comSTAND 6

Techedge SpA, a company founded in late 2003 is today aleader in the context of the advisory, systems integrationand managed services. With sales growing steadily, Te-chedge, has built its success through a partnership with itscustomers and the world's leading technology companieslike Oracle. With over 600 employees, various locations inItaly and subsidiaries in the United States, Brazil, Germany,Switzerland, Russia and Great Britain Techedge is the idealpartner for companies with strong international presenceand the need of effective support in the integration of pro-cesses and technologies as well as a constant focus on in-novation and the optimization of resources.

Seo Cubewww.seocube.it

SEO Cube, the impossible challenges Agency. Leader inSEO for the publishing and touristic niches. Our missionis to discover the secrets of the search engines, develo-ping awesome Seo tools, able to reveal the marketingstrategies of your competitors in order to reach and over-come them in the organic rankings.

Stylumwww.stylum.net

Stylum is a digital agency whose mission is to connectbrands in engaging ways with their audiences throughemotional experiences that blend the online and physicalspaces and leverage on technology, content and socialmedia elements. The experience gained across both mo-bile and wearable devices is at the core of the Stylum of-fering, which includes NFC / RFID based solutions.Founded in 2012 by a team of former Marketing Execu-tives and Entrepreneurs, Stylum is growing addressing in-ternational markets such as Russia and China.

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Sponsors

Webrankingwww.webranking.it

Webranking is one of the strongest and most well-knownindependent Italian Web and Search Marketing agencies,the most certified in Italy by Google.Founded in 1998, it is now one of Italy's top agencies.Among our clients are: Prada, Privalia, Ebay, Furla, Inti-missimi, Smeg, Sky, Peugeot, Allianz, RCS Digital, MailBoxes Etc., Liu Jo and Johnson & Johnson.


Teclawww.tecla.itSTAND 7

Digital Business company specializing in eCommerce, So-cial Business, Customer Experience and Online Marke-ting. Supports organizations in creating and developingSocial Experience multi-channel and multi-device capableof intercepting, engaging and retaining customers andprospects in retail, food, fashion, B2B and B2C environ-ments. Among the most recent accolades: Sole24OreWWW Award - Best Website Award and IBM Award -Best Customer Experience Worldwide. Tecla is IBM Premier Business Partner.

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DecemBeR 12, 2013

www.businessinternational.it

upcoming event

Blogowww.blogo.it

Blogo is one of the leading news brand in Italy, part of thePopulis Group: covering a rich range of topics - News andInformation, Automotive, Entertainment, Women, Life-style, Sport, Tech - it reaches an audience of over 7 millionunique users. Since December 2012 Blogo is also awebTV, with the 1st Italian daily web talk show Blogo inDiretta, hosted by Antonello Piroso.

Nòva24www.ilsole24ore.com/tecnologie.shtml

Nova24 is the new technology weakly insert of " Il Sole24 ore".

Wiredwww.wired.it

Wired is the world-wide magazine dedicated to great ideasand technologies that change our lives. Born in the U.S.A.the periodical is now celebrating 20 years of success, in itscrowning role as the gospel of the digital revolution. WiredItalia saw the light of day in 2009. The monthly soon be-came a must for lovers of innovation in all fields: new te-chnologies, the intense and lively web world, law, economy,neuroscience, physics, social behaviour, fashion, art, design,show business and sports.

ADVexpresswww.advexpress.itSTAND 9Published by ADC Group since 2001, ADVexpress is thefirst online news agency in Italy providing real time newsto professionals working in advertising, marketing andmedia with about 30 updates a day.ADC Group is a publishing company based in Milan usingclick & paper strategy: web for daily information, interac-tivity and immediacy; papers for deepenig, learning andinsight.

Daily Mediawww.dailyonline.itSTAND 10Daily Media is a daily digital newsletter about marketing,communication and media subjects. Every day it's read byan audience of 12.000 professional operators, top mana-gers, adv and media specilists.

Media & Supporting partners

ADV Strategie di Comunicazionewww.advertiser.it

AdV strategie di comunicazione moves on the territory ofcommunication and sees marketing as its mission.It is a magazine that beats everybody to the draw. This iswhat has made it possible, for 55 years, to be at the edgeof innovation, creating a dialogue and interacting with thosewho design, defend and develop brands and its values. No-wadays it comes in the shape of a monthly magazine thatlooks at the future, towards new territories of the social anddigital world, of technological evolution – in the form ofbrand management and customer relation – without unde-restimating more traditional media communications.

360comwww.growingcm.comSTAND 8360com is the first Italian weekly specialising in digitalcommunication. It is aimed to affirm a new way for the in-dustry information, providing an agile as well as effectivereading, full of facts, figures, trends and market scenarios,thus highlighting all the rapid changes taking place in theworld of communication.

Media Partners Supporting Media


Supporting Media & Advocacies

Spot and Webwww.spotandweb.it

ZeroUnowww.zerounoweb.itSTAND 12ZeroUno is the integrated editorial environment publishedby Next Editore. It consists of the monthly magazine, theweb portal and events organization and it addresses CIOsand enterprise managers.An independent information and a continuous confronta-tion between vendors and users characterize ZeroUno asa reference point for the analysis and the updating on ICT technologies for business development.

HTML.itwww.html.itSTAND 11HTML.it is the biggest online guides library in Italian, ma-nuals and articles on IT and programming. Original mate-rial created by IT professionals behind the supervision ofthe Editorial Board of the site. A wealth of knowledge thathas trained most of the developers in our country, thanksto the quality of content, constantly updated and renewed.

Daily Netwww.dailyonline.itSTAND 10

Daily Net, daily digital newsletter about web marketingand digitall media, has the same profile of Daily Media,but specialized in Internet subjects. Both the Dailies aredelivered by and innovative multimedial platform, at thecost of 2.500 euro for annual subscriptions.

Webnewswww.webnews.itSTAND 11Webnews.it provides daily news on innovation and te-chnology, from smartphones to social media, from devicesto services and from connectivity to Web solutions.

Today Pubblicità Italiawww.pubblicitaitalia.it

Since 1989 it represents a privileged observatory andpoint of reference for all professionals working in the fieldof advertising and media. Each month it features researches, analysis and data inorder to provide the necessary tools to comprehend thefield. An up-to-date periodical characterized by the mo-dern ways it can be accessed, which is getting more andmore multi-channel thanks to its distribution that sees tra-ditional newsstands and subscriptions sided by latest ge-neration devices.

The digital newspaper TODAY Pubblicità Italia represents,since 1988, an authoritative information tool for thosewho work in the field of communication.Distributed upon subscription, via e-mail and on mobiledevices, the newspaper gives you the latest news fromthe field, data on television audience and competitions,awards and events, highlighting the movements of themarket and business opportunities.

Advocacies


AssintelDigitalewww.assintel.it/assintel/assinteldigitale/

AssintelDigitale is the reference point for the companiesthat work in ICT digital communication, a context whereto network and project cultural and business activities.The company’s mission is a challenge: to create an iden-tity for all the new digital companies, that are the leadingedge of the technological made in Italy and a flywheel fora competitive digitalization of the Country.

Adicowww.adico.it

Adico is: The Italian Association of Commercial Directors,Sales and Marketing was founded in 1964 and brings to-gether women and men professionally engaged in salesand marketing in the Private and Public Enterprises.The Association which, thanks to the active participationof its members, is able to be the spokesman of the pro-blems of sales and marketing to domestic and internatio-nal markets. Promote the professional growth of itsmembers and intellectual as well as the solution of speci-fic problems related to the professional activities of eachof them, is the “Mission ADICO”.

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Advocacies & Technical partners

Assorelwww.assorel.it

Assorel in the Italian Association of Public Relations Agen-cies full-services founded in 1982 by a small group ofagencies, the Association has grown over the years interms of both representation and authoritativeness.

In 1986, Assorel, together with a number of other Euro-pean associations, set up the ICCO (International Com-munications Consultancy Organisation), the internationalbody that brings together PR agency associations in mostmajor countries.

In 1988, Assorel signed the agreement on professional or-ganizations, which all leading PR, journalism and commu-nications sector associations joined.

Assorel represents the most important association of thesector - both national and international - and is one of themost dynamic reality among the italian associations.

Assodigitale.itwww.assodigitale.it

One of the most important Italian newspapers that since2004 publishes digital news and trends: products, servi-ces, start ups. The editor is Assodigitale - AssociazioneItaliana Industria Digitale a nonprofit association which ob-jective is to develop digital awareness and reduce the Ita-lian digital divide.

DMA Italia Association for Direct and Data Driven Marketingwww.dmaitalia.it

Affiliated to DMA America, it gathers companies and not-for-profit organization and protects, supports and cham-pions their excellence in creative and effective marketingacross all channels and platforms.By providing guidance, ideas, insight and innovation,DMA assists members in advancing their marketing to be-come responsible, effective and enlightened.

Technical Partners

Enterprise Hotelwww.enterprisehotel.com

Traduzioni Finanziarie

UniMoneywww.unimoney.it

Illywww.illy.com

WhosWhowww.whoswho.it


Club del Marketing edella Comunicazionewww.clubdelmarketingedellacomunicazione.it

A nonprofit, apolitical association with members all overthe country: 12500 marketing and or communication con-sultants, managers, professionals of Italian and internatio-nal companies. Mission is “Connecting managers” andthe underlying general principle is “ to act is fine but tointeract is better”. Purpose of this large network is to im-prove professional relationship that can foster the “newbusiness” and “co marketing” throughout social and for-mal events. Many are the offered services like, specialagreement between companies, training, etc...

Assocomwww.assocomunicazione.it

ASSOCOM - Association of Communication Companieswas founded in 1949 and has its headquarters in Milan .It currently represents 113 of the most important nationaland multinational communication companies operating inItaly .The main task of the Association is not only to study andfind solutions of common problems for its members butalso to develop and improve the communication in everyaspect .

Carlsbergwww.carlsberg.it

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Speakers

Sante has a degree in engineering and has been workingfull time on the web since 1995. He has worked for majoraerospace corporations and the European Space Agencywhere he discovered and fell in love with the Web. Withover 18 years of active hands-on experience, Sante enjoysboth the practical aspects of work as well as the strategicpoint of view to see ”not only the trees but the forest” asa whole: he tends to weigh and factor into the equationof success the “orders of magnitude” as details can oftenget into the way of projects. He has optimized a greatnumber of websites of all sizes and verticals and knowscompromise is essential in reaching the ultimate objectiveof projects. He follows and develops many organic place-ment and paid search marketing activities. He has spokenat Search Engine Strategies, RIMC, International SearchSummit, ConvegnoGT and teaches web technology at theAccademia di Belle Arti of L’Aquila (where he lives) andthe Web Marketing Module for the University of Florencein the framework of the Master in Multimedia Content De-sign. He enjoys teaching and coaching.

Sante J. AchilleConsultant Seo

Ale AgostiniBruce Clay Europe

He is managing director and partner of SEO firm BruceClay Europe, a global Internet marketing company provi-ding SEO, multilanguage pay per click, social media mar-keting, conversion rate optimization, SEO-friendly Webdesign and SEO tools and training. Ale is also digital mar-keting teacher at Iulm University & Sole 24 ore and writesfor the leading Italian publisher, Hoepli. He recently pu-blished “Finding Customers with Google” and “Your Re-putation in Google & social medias”.

Fabrizio BarbarossaEnterprise Consulting

Fabrizio Barbarossa works as consultant for Seo and SeaOptimization, Google and Facebook Marketing and E-commerce Strategies. As CEO of Enterprise Consulting,a leading company in creating and developing E-Business,he works for Web top spenders in the Food, IT, Travel, Au-tomotive, Energy, Personal Care industries. For thesecompanies Fabrizio has developed solutions and patentsof IT Search & Social Strategy. Author of the book “Goo-gle Marketing – guida al più grande mercato del mondo”Franco Angeli Publisher, today at its 4th edition, his newbook “Google vs Facebook” is about to be issued. He isspeaker in international events on artificial Intelligence.Fabrizio has been working as a trainer of digital marketingfor important Italian firms like IlSole24ore for more than9000 hours and helped more than 1300 italian companiesin their way to success on the Web.

Richard BaxterSEOgadget

Did you ever see that film, “War Games”? Rememberhow awesome Matthew Broderick’s computer hackingskills were? Well, Richard doesn’t hack military installa-tions for a living but he does hack a heck of a lot of awe-some together, just for the love of SEO. When he’s notbuilding game changing new SEO tools and helping se-arch marketers learn new skills, helping them understandthe power of data and leading them into battle, he lovesdriving fast cars (M3′s, to be precise), listening to loudmusic and jet-setting around the world speaking at theworld’s biggest and best digital marketing conferences.Fortunately for SEOgadget (and unfortunately for SEO-gadget’s competition), he teaches his team everything heknows. This makes for a phenomenal SEO and CRO team,a bunch of people who are pretty much the nicest, smar-test people in the industry. Like Rand Fishkin said, “don’tpass up an opportunity to work with Richard and histeam”. Richard owns and runs SEOgadget LTD – an SEOand CRO agency located in London, UK and San Franci-sco, US. Both the US and UK serve travel, retail, publi-shing, entertainment and start-up companies acrosstheworld.

Luca BoveImevolution

Consultant, passionate about Google Maps and local search ecosystem.


She is one of the founder and currently the president ofWikimedia Italia, Italian chapter of Wikimedia Foundation.Wikimedia Italia is a non profit association which aims toshare open and free content. Frieda was also member ofthe board of trustees of Wikimedia Foundation from 2007to 2008. In her professional life, she is an ICT and newmedia consultant, working on tech projects, web strategy,community creation and management, social media. Since2012 she’s the coordinator of Kublai, a community for star-tupper hosted by Ministero dello Sviluppo Economico.

Frieda BrioschiWikimedia

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Speakers

She is the Inbound Marketing Lead and head of SEO atMoz (formerly SEOmoz). At Moz, she drives in-house SEOstrategy for Moz.com, Followerwonk.com and other Mozproperties, as well as working closely with Content, Com-munity and Web Dev teams to shape Moz’complete in-bound marketing strategy. Ruth has been working in SEOsince 2006. She has been in-house, worked at an agency,been an independent consultant and even worked in pay-per-click marketing. Prior to Moz, Ruth was the Senior Ma-nager, Search Marketing at GameHouse.com, where shedrove SEO strategy and managed employee and vendorrelationships for pay-per-click marketing, web analyticsand link building. Ruth’s passions include internal and ex-ternal user education, data-driven decision making and in-tegrating SEO into a full inbound marketing strategy. Shehas previously spoken at marketing conferences includingPubCon Las Vegas and PubCon South, SMX West andDFWSEM State of Search.

Ruth BurrMoz

Luciano Cantoni joined Google Italy in 2006 as IndustryManager for Consumer Electronics and Information Te-chnology industries. In 2008 he was promoted to IndustryHead, managing the team in charge of top Tech and Telcoplayers. In April 2012 moved to a product team (NPS)where he is responsible for strategy definition and imple-mentation of mobile advertising solutions in the Italianmarket. Luciano graduated in Economics and began hiscareer in Kodak in software B2B marketing and businessdevelopment. He later served as head of sales and mar-keting in different Tech and Consumer Electronics publi-shing companies.

Luciano CantoniGoogle

He is the Web Marketing and Social Media Manager atmobile operator 3 Italy where he oversees communica-tion using web and social media channels. After gradua-tion in 1986 from Milan’s Polytechnic, he began todevelop software and consult for companies such as HPand Texas Instruments. In 2001 Federico joined the start-up of H3G / 3 Italy, one of the main Italian mobile tele-communications companies. At 3 he has covered roles invarious areas, each where it was necessary to face newchallenges and develop solutions from scratch. Federicohas developed the web communication through institu-tional and business sites, worked in sales as the nationalhead of the distributors channel, coordinated the start-up of the first mobile digital TV as Channel Manager and,as Marketing & Business Development Manager, ProjectMVNO (Mobile Virtual Network Operator) of H3G. Fede-rico is also a freelance journalist since 1997.

Federico Cominotto3 Italy

Born in Providence, RI, USA, Sean Carlos received a de-gree in Physics with honors from Bates College in Maine,USA. As a consultant and teacher of Digital Marketing,he helps companies to optimize their business resultsthrough online channels. He is particularly passionateabout SEO, Social Media and Digital Analytics. Sean tea-ches at Milan’s Bocconi University and contributes to va-rious publications including Search Engine Land andMarketing Land. In the early 90s, on behalf of the Los An-geles County Museum of Art Sean developed an enter-prise search application, from text indexing to retrieval.After a career at HP, he was IT Manager at real estate por-tal CasaClick.it, part of the Pirelli group. In 2006 he foun-ded Antezeta Digital Marketing. Sean speaks English,Italian and German. He is Chairman of SMX Milan 2013.

Sean CarlosAntezeta


Social Media strategist at Blog Meter, Rome. After threeyears of experience in public relations at Microsoft, hemoved to the new communication media and to monito-ring blog conversations for Digital Pr and now for Blog-meter. Vincenzo has the blog vincos.it and writes articlesfor Europa, CheFuturo!, Wired.it. His researches on socialnetworks have been published by Newsweek and LeMonde. In 2012 for Apogeo published Social media ROIand the ebook La società dei dati (40k, 2012).

Vincenzo CosenzaBlogmeter

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He is a blogger, author, consultant and the Analytics Ad-vocate at Google. In his current role at Google Justin isresponsible for user and community education and glo-bal enthusiasm around digital analytics. An engagingspeaker known for his conversational style, Justin lovesto share his practical analytics approach with an au-dience. He commonly speaks at various marketing andanalytics related events. Justin is an active participant inthe digital analytics community. He publishes the blogAnalytics Talk and has authored or co-authored threebooks: Google Analytics (O’Reilly, 2007), PerformanceMarketing with Google Analytics (Wiley 2010) and Goo-gle Analytics, 2nd Ed. (O’Reilly, 2013). In 2011 Justin wasnominated as Innovator of the year by the Web AnalyticsAssociation. In 2012 and 2013 he was nominated forMost Influential Industry Contributor by the Digital Ana-lytics Association.

Justin CutroniGoogle

Speakers

She is now the head of Web e New Media Division at Fer-rovie dello Stato (FS, Italian National Railways). She is incharge of definition and implementation of the onlinecommunication strategy for the FS Group. She draws theguidelines of web sites architecture, manages user expe-rience, analyzes business communications needs to deve-lop online relations, manages a team dedicated to socialnetwork profile management. In 2003 until 2009 she wor-ked in the marketing division of Trenitalia. Graduated atthe IED she was involved in a multimedia project as illu-strator, that was the first step into a the career of onlinecommunication. She joined a small company of web sitedevelopment, then she started up her own Web AgencySakè. In 2012 she was recognized by the Italian WebAwards as a winner in the professionals category.

Elisabetta de GrimaniFS Italiane


Pierfrancesco Fedrizzi RealWeb

Journalist with a background in print in the newspaper LaRepubblica. In 2003 he left the paper printed for the com-munication and, in particular, the Communication and on-line marketing. Over the years he has worked on theseissues with important national and international realities.In this decade has participated in the evolution of onlinecommunication, the rise of social networks and the deve-lopment of digital marketing. In 2013 he founded thestart-up Nive Dive and launched a research project to cal-culate the ROI with the University of Trento.

He is CEO and co-founder of DragonSearch, with more than20 years of extensive experience in graphic design, informationarchitecture, web development and digital marketing. He hasauthored two books from McGraw Hill. The latest, Social Mar-ketology, is the first published process framework for socialmedia marketing and is now used in several bachelor and ma-sters level marketing courses. It won the Small Business BookAward in the social media marketing category in 2013. Ric is afrequent blogger and columnist, most notably for MarketingLand, Social Media Monthly, Social Media Today and more. Hehas been a speaker at SMX Advanced, Social Media MarketingWorld, Brite Conf (Columbia University), Google GABO, re-Think (Oslo), BrandsConf, 140 Conf, TedX and others.

Ric DragonDragonSearch

Social Media Strategist – Arnoldo Mondadori EditoreJournalist and social networker, was Community Managerin the digital department of Mondadori Editore and af-terwards social media strategist. Professor of Social Net-work and Digital Communication at the University ofPadova, Master in Sciences Communication, since 2003manages a blog of marketing and communications. Wiredconsideres her as one of the 50 Italian Twitters to follow.

Domitilla FerrariArnoldo Mondadori Editore

Graduated in Economy with a PhD in business administrationboth from the Bocconi University of Milan, he has a degreein Political Sciences as well form the university of Milan. Heis today professor of Psicology of Consmers, RelationshipMarketing and Customer Relationship Management at Uni-versity Cattaneo – LIUC. 1984-2003 he worked as professorof Economy and business Management at Bocconi Univer-sity, in 2001 he was Director of the Internet Business Masterat Bocconi. He has been speaker for many international con-ferences as World Business Forum (2005 e 2006), World Mar-keting Forum (2007) and Aspen Institute (2007). He workedas a consultant for national and international companies andassociations and as scientific coordinator at INIPA. He is theideator of “Socialing” a new political and social disciplinethat links economy and social psicology.

Andrea FarinetUniversity Cattaneo (LIUC)

Gianluca Fiorelli is a SEO and Web Marketing Strategist,who operates in the Italian, Spanish and English speakingcountries markets. Neither in his geekest dreams Gianlucawas imagining that one day he would practice or even talkand write about SEO; not at all. In fact Gianluca Fiorelliwas working in the TV industry in Italy, as Head of Pro-gramming for a thematic Movie Channels in the D+ Digi-tal Pay TV platform. But life is unpredictable and from2003 until today Gianluca Fiorelli evolved from Web Pro-ject Manager to the actual SEO & Inbound Marketingstrategist position. Along the years Gianluca Fiorelli hasworked with some of the most prestigious business com-panies, but also with small businesses and startups. Activemember of the SEO community, Gianluca Fiorelli is a MozAssociate, official blogger for State of Digital, speaks re-gularly on different marketing and Search conferences (inthree languages), offers in-company training sessions andspeaking and he is occasionally contracted as Expert forgiving master classes in universities.

Gianluca FiorelliSEOmoz

Speakers


Alessio GarbinUramaki

Cofounder of the video Uramaki factory, a professor of“Video content production” during the 2013 Higher Edu-cation UPA and “Video design” IED Master in DigitalMedia Management. He began his career 12 years ago asa reporter for a local TV station. Accomplice his dual pas-sion for video and the web, he began working for variousagencies in Milan as a copywriter and web video commu-nication specialist. In 2010, content supervisor of morethan 300 events of the first two editions of the Italian So-cial Media Week (Festival by the Network) in Milan andRome. In 2011, creates and writes for La3 (on Sky and di-gital terrestrial) the first two seasons of Smart & App - TheTechnology Show format first in Italy to treat live an houra day issues related to the world of the Internet, techno-logy and ‘innovation.

Luigi Gioni is an Internet and Digital media executive sincethe last 15 years, now in charge of Institutional Relations atDigital Magics, an investment company operating since 2008as incubator of innovative and digital startups that went pu-blic on July 2013. Luigi is CEO at one of them too,Plannify.com, and lecturer at Bocconi University. FormerlyLuigi was CEO at Wazzap.tv, consultant at Open-Knowledge,Business Develoment Manager at Xing.com Italy, Digital BizDev at F.C. Internazionale Milano Spa, Advisor at SMAU, As-sistant Professor ad SDA Bocconi Business School.

Luigi GioniPlannify

Brad GeddesCertified Knowledge

He is the founder of Certified Knowledge an online paid se-arch training and toolset provider. He is the author of Advan-ced Google AdWords, the most advanced book ever writtenabout Google’s advertising program. Brad is one of the firstGoogle Advertising Professionals and Microsoft adExcellencemembers. He is the first advanced AdWords Seminar Leaderand works directly with Google to train companies on GoogleAdWords. He has written extensively about internet marke-ting for more than a decade. Brad has worked with compa-nanies who manage tens of thousands of small PPC accountsand other companies who spend millions on marketing eachyear. His experience ranges from owning his own agency, toworking for a boutique agency, to managing programs thatwere official resellers of Google and Yahoo. Some brands hehas worked with include: Amazon, Yahoo, RH Donnelley, Bu-siness.com, World Directories, Encyclopedia Brittanica andRed Lobster. One of his trademarks has been demystifyingthe complicated aspects of SEO, PPC and Internet adverti-sing. Not one to hold secrets, Brad prefers to educate his rea-ders on the various aspects of crafting successful marketingcampaigns to ensure the success for all parties involved.

He is founder and President of Toronto-based Page ZeroMedia, a full-service marketing agency founded in 2000.Page Zero manages clients’ paid search campaigns, strategicSEO audits, display advertising and other forms of effectiveaudience targeting. Clients include fast-growth companieslike Nuts.com, Posterjack, Affectiva, Clio and Wave Accoun-ting, along with well-known brands (Direct Energy, Canon,Postmedia Digital, Yahoo). He is also co-founder ofTraffick.com, an award-winning industry commentary site; au-thor of Winning Results with Google AdWords (McGraw-Hill,2nd ed., 2008); and Chair Emeritus, SES Toronto. In 2007, helent his expertise to HomeStars, a consumer review site withaspirations to become “the TripAdvisor for home improve-ment.” This grew into a co-founding role. Andrew has alsoacted as an adviser to software companies in the digitalspace (Clickable, Acquisio). With his lifetime earnings as anAmazon affiliate, Andrew recently purchased a trail bike,which he enjoys riding along the Saint John River with hiswife, Carolyn.

Andrew GoodmanPage Zero Media

He is global Head of Search Engine Advertising (SEA) andMobile Marketing for ecommerce retailer Zalando, wherehe oversees their SEA & mobile marketing in 14 countriesBefore joining Zalando he worked for Rocket Internet,setting up the SEA Accounts for several of the company’sstartups such as z.B. eDarling, Groupon, etc. Before thathe was part of eBay’s SEA team. Sebastian also works asa freelancing online marketing/eCommerce consultant.

Sebastian GrebaschZalando

Speakers

He is founder and managing partner of Grimm Digital. Ha-ving a background in software development, nowadays heworks as online marketing consultant with a strong focuson SEO. With his company, he specializes in SEO strategy-& management consulting as well as online marketing trai-nings and workshops. Grimm also co-runs Ads2people, afull-service performance marketing agency based in Berlin,Germany where he heads the SEO department as the VPof Search. Prior to running his own companies, Grimm setup and trained in-house search teams for brands like FoxMobile Group (Jamba, iLove, etc.) and oversaw their SEOactivities in 25+ countries and for 100+ websites.

Bastian GrimmGrimm Digital


Communication manager and strategist with broad expe-rience in all aspects of communication: press manager,corporate publishing editor, financial communication ma-nager, internal communication manager, internet/intranetand new media manager, brand strategist and enrichmentmanager, research manager and reputation analyst. Focu-sed on brand reputation, research innovation and digitalmedia strategy.

Loredana Grimaldi Telecom Italia

Bruce HazanFacebook

Bruce is the Head of Solutions Engineering for EMEA atFacebook, a client facing engineering team working withBusinesses, Preferred Marketing Developers & Agenciesto help integrate Facebook in their products and services.Bruce has been with Facebook for over 2 years now fo-cusing on Retail & FMCG clients; before that he foundedand ran a startup in Paris.

Amedeo Guffanti77Agency

Having joined 77Agency in 2007 as a New Media Strate-gist, today Amedeo manages a team of approximately120 people and is responsible for coordinating the activi-ties of the 77Agency offices both in Europe and interna-tionally. He specializes in the development of digitalcommunication strategies for both web and mobile, witha strong focus on performance marketing. His strength indeveloping strategies tailored to meet each client’s requi-rements comes from his in-depth knowledge of the multi-ple advertising platforms in the market. Amedeo’sexperience at 77Agency includes the management of di-gital campaigns in more than 20 countries and the deve-lopment of strong working relationships with the leadingcompanies in the digital field. He has been able to tacklesuch diverse communication challenges by working closelywith an international team and from his knowledge of themost widely-used web technologies. He has a degree inGeneral Management (cum laude) from Bocconi Universityin Milan and he spent a semester at the Chinese UniversitySun Yat-Sen di Guang Zhou as part of a Master’s programorganized by Boston’s MIT. He was elected to the Boardof IAB Italia in February 2012.

He is the President of Back Azimuth Consulting and spe-cializes in Global Search Engine Marketing and SocialMedia. Bill has spoken at conferences in over 30 countriesand is the co-author of the best selling book “Search En-gine Marketing, Inc.: Driving Search Traffic to Your Com-pany’s Web Site” from IBM Press, now in its 2nd Edition.Bill also contributes to Search Engine Land on global andenterprise search.

Bill HuntBack Azimuth Consulting

After entering the Internet industry in mid 90′s, Motokoestablished AJPR in 1998. Since then, she has been pro-viding Search Marketing Services targeting Japan andAsia to businesses from around the world. A number ofher articles have been published on industry websites andprinted media including. She also writes about the Japa-nese online market on her blog. She volunteers her timeat SEMPO, where she serves as a chairman of SEMPOAPAC Committee.

Motoko HuntAJPR

Speakers


Armando Janigro is CRM Business Solutions Strategy Di-rector at Oracle for the EMEA (Europe, Middle East andAfrica) region. In this role, Janigro has the responsaibilityof defining and develop business strategy in order to taketo success Oracle offer in customer relationship manage-ment, ranging from classical CRM (Customer RelationshipManagement) to any solutions for the optimization of theCustomer Experience that companies provide to their cu-stomer base. At Oracle for 5 years, before getting the ac-tual position he was Cloud Applications SalesDevelopment Leader in Western Europe, developing com-mercial strategy for Oracle Applications in Cloud Compu-ting service. Formerly he brought on the market thewestern Europe solutions for Customer Experience mana-ging and eCommerce, attending to the integration of theclassical Oracle offer with the acquired companies such asATG and Endeca. Before joining Oracle, Janigro workedat TeleAp for 9 years and then at Value Team as AccountExecutive and CRM processes Consultant.

Armando Janigro Oracle

Nicola MattinaElastic

Nicola Mattina founded his first company when he was only 20!!In 2000 he successfully raised more than € 750.000 from the KiwiFond to develop Wap services for consumers. In 2007 foundedElastic, a digital PR company developing and managing severalcommunication project. Between his customers: Telecom Italia,Finmeccanica and Microsoft. Co-founder of Stamplay, a start upthat helps the connection between different marketing IT systems.He gladly helps young entrepreneurs to start up new companies.He managed the chapter of Founder Institute, Rome.

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Shawn McClondonMy Social Media Monster

With over 15 years in the digital marketing industry including9 years of experience in social media, Shawn has been a trail-blazer of integrated digital solutions. Having created socialmedia strategies for some of the most recognizable brandsin the U.S. and the world, he believes his philosophy of socialemersion while keeping the humanity closely interconnectedmakes him unique in the industry. As a social media consul-tant and speaker his topics regularly include digital marketingintegration, social crm and creative social automation techni-ques for businesses.

Marco Loguercio is a search marketing and digital marke-ting consultant, working in the search marketing industrysince 1996. In 2002 Loguercio founded SEMS, an awardwinning italian search marketing agency. Loguercio is a fre-quent speaker at industry events around the country inclu-ding Search Engine Strategies, IAB Forum, SearchMarketing Forum. He has written bylined articles for nu-merous italian publications and is the author of the book“Le nuove vie del marketing digitale” in 2001.

Marco LoguercioFIND

He became interested in search engines in late ninetiesand since then has worked on several large web projectsfor clients including Roche, Arena, Kerakoll, Datalogic andTechnogym. He has been an AdWords Certified Partnersince 2005 and in 2012 launched ADworld Experience, anevent dedicated to Search Engine Advertising. As a naturalcompliment to his SEM skills in 2008 he became interestedin User eXperience, and since then has been designing in-formation architectures and performing usability tests onweb interfaces. In his spare time he manages sito-Per-fetto.it, the first Italian shared E-book about web marke-ting continuously updated by many Internet professionalsknown nationally.

Gianpaolo LorussoSito-Perfetto.it

Massimo MilitaSorgenia

He is presently Marketing Director in Sorgenia. With anexperience of 20 years of marketing management in theconsumer goods industry, he worked for Knorr, San Pel-legrino, Birra Moretti and Heineken. He contributed toseveral advertising campaigns for Birra Moretti, MorettiSoccer Trophies. In Birra Moretti he introduced in 1997the first pc tablet with penpad used for order entry. In2000 he won an innovation in technology prize from Re-gione Lombardia with the web site TieTree. In 2000 hestarts up an Internet company dedicated to fashion, ga-ming and services of marketing performance measure-ment. He gave his contribution to Sorgenia success, thathas become the second well Known national brand in theenergy market.

Speakers


Matteo MonariBizUp

With a degree in European Languages and Cultures and ex-perience as a researcher in Human Computer Interaction,Matteo has worked as an SEO for more than 7 years. Matteostarted his career as SEO manager in the online gaming seg-ment, managing sites targeting the Italian, French, Spanish,Northern European and Eastern European markets. More re-cently, Matteo worked as Head of SEO and CrowdsourcedContent for Populis, the European media company owing theinternational networks Excite, Blogo, Blogosfere and Mokono.Since 2 years, he is the co-founder and COO of BizUp, an On-line Marketing agency specializing in international projects in“competitive” segments. Matteo is a regular speaker at Italianand European online marketing, iGaming and affiliate marke-ting events. He is also Mentor for the Estonian startup incu-bator GameFounders and a regular contributor to themagazines iGaming Affiliate and iGaming Business.

Johannes MüllerGoogle

He joined Google in 2007 and works as a WebmasterTrends Analyst with Google Zürich. He works closely withthe Webmaster Tools and Search Quality teams and looksafter the English speaking Google Webmaster Help di-scussion forums.

David NaylorBronco

He started working in the SEO industry over 16 years agoand owns the successful search marketing and web de-velopment agency, Bronco, with his wife Becky. Broncostrives to be a leading search marketing company runninglarge online marketing campaigns for companies in com-petitive sectors, with excellent and sustained results. Da-vid’s main motivational driving force is the belief thatthere is no point having a site if it doesn’t rank No 1. Hisdedication to giving clients great ROI has led to the con-stant development of new optimisation techniques andthe ability to see algorithmic changes before most otherSEO’s. David Naylor has the reputation of being one ofthe best SEO’s in the world, who has a proven track re-cord of successes in the most competitive markets. In2012 Bronco formed a strategic partnership with the ex-perienced PR agency 10 Yetis, which enables both com-panies to work side by side on marketing campaignsgiving clients a complete package leading to better re-sults for the long term future.

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Martino MosnaSEM & Web Analytics Specialist

Born in Trento, where he still lives and works. Graduated inMedia Studies in Bologna, by 2006 he began working as aSEO specialist for Comprabanner, an independent adverti-sing agency operating since 2000. In 2009 the company wasacquired by Banzai group, later becoming part of Banzai Ad-vertising. Martino then continued his professional experienceas a specialist in Search Marketing (SEO and Keyword Ad-vertising) in the Performance Division of Banzai Advertising.At the beginning of 2011 he started working for Webperfor-mance, spinoff of the Banzai group, gaining his professionalexperience and specializing in Web Analytics. At the end of2011 he started a business as a freelancer. He owns of theindividual certifications by Google for Google Adwords andGoogle Analytics. A lover of astronomy, technology, androle-playing games, in the spare time Martino administersthe website “Il 5°Clone”, online community dedicated to therole-playing game Dungeons & Dragons.

Donatello OstiU.S. Consulate General

Donatello Osti is digital media strategist at the U.S. Consu-late General in Milan. A graduate of the School of AdvancedInternational Studies (SAIS) of the Johns Hopkins Universityin Washington DC he is an expert in digital diplomacy andconflict resolution. He is a contributor to Aspenia online ofthe Aspen Institute Italy and creator of photography websitewww.onmyfeet.eu.

Luigi ProserpioBocconi University

Associated Professor at the Bocconi University, he has a Uni-versity degree in Business Economy and a PhD in businesseconomy and management both from Bocconi, Milan. He isVisiting scholar at Carnegie Mellon University, Pittsburg (PA).

In 2008 he co-founded Simple Agency with the ambition ofproviding a different vision of the digital marketing industry.Trying to bring his experience in a new, exciting, environe-ment. In 2006 became MD of Sixandco Italy, the new, creative,2.0, international agency network of FullSix, achieving the2006 and 2007 challanging results. In 2002 is Partner at FullSixGroup, italy’s branch. Responbile for key accounts such as Fer-rero, Lottomatica, SKY In 2000 is MD for the Birla Group inMumbai, committed to a new start up, technology drivenSince 1995 analyst at Innovest SpA, a consulting boutique andprivate equity operator, dealing with several M&A and con-sulting project and industries

Sandro MorettiSimple Agency

Speakers


Giorgio RaccaTechedge

Partner of Techedge, Giorgio Racca is the Manager of BI &EPM practice. Founder and CEO of eXstone Group, a con-sulting company focused on the implementation of Perfor-mance Management Solutions (Hyperion, OutlookSoft andTegetik) and ERP (JD Edwards). Prior to that, back in 1998 hewas founder and Managing Director for the Italian branch ofthe German group MIS AG. From October 2000 onwards hewas the Marketing Vice President of the same group. From1995 to 1998 he was the Managing Director of the Italianbranch of IRI Software, a specialized provider of Oracle basedIT solutions for consumer packaged goods companies. Pre-viously, he gained significant experience working in Hyperion.He started working for the company in 1988, progressivelybuilding a career within the international group, first as a con-sultant. He was later appointed Product Manager, BusinessDevelopment Manager and finally, Managing Director of theHong Kong-based Far East HQ. A graduate in Economics andSocial studies at Bocconi University in Milan, he also workedas a university professor, and was a member of the technicalscientific committee for a Master course in Business Analysisat the University of Padua.

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Sara RossoAutomattic

She is VIP Global Services Manager at Automattic (Wor-dPress.com & more), and she has worked in technology since1996 for companies such as Hewlett-Packard and Ogilvy. Shehas a degree in Management Information Systems from TexasA&M University and an MBA in Managing Innovation & Te-chnology, and Leading People & Organizations from SantaClara University in California. Sara is also a writer, photogra-pher, technology lover and business & digital strategist. Sheand her work have appeared in numerous publications fromThe New York Times to The Wall Street Journal to Il Corrieredella Sera. Originally from California, she currently lives inMilan, Italy.

Samuel ScottThe Cline Group

He worked for high-tech and start-up companies in Israel andBoston in strategic marketing and communications with afocus on search-engine optimization (SEO), social-media mar-keting (SMM), and pay-per-click (PPC) advertising before co-ming to The Cline Group. After graduating from BostonUniversity with a degree in journalism, he covered issues in-cluding Boston and Massachusetts politics, urban develop-ment, and social issues as a freelance or staff reporter forpublications including The Boston Globe, The Patriot Ledger,and The Boston Courant. Until 2007, Samuel was Editor-in-Chief and Executive Director of Spare Change News, an al-ternative newspaper and non-profit organization in Boston.Samuel moved into online marketing after studying in the Exe-cutive M.B.A. program at Suffolk University in Boston and theInternational M.B.A. program at Bar-Ilan University in Israel.He is an Inbound Marketing Certified Professional and a gra-duate (with honors) of Hubspot’s Inbound Marketing Univer-sity as well as individually certified by Google in GoogleAnalytics and by Hootsuite.

Pietro SansoneLiveXtension

Pietro Sansone has spent 10 years in the DDB group: hewas in Rapp Collins first, then launched the Italian officeof the Tribal DDB network, then worked at the strategicand planning integration of the 3 main companies of thegroup (Rapp Collins, Tribal DDB and DDB). In 2007, hejoined LiveXtension, marketing communication agency ofthe incubator Digital Magics. Today, he is chairman andstrategy director of LiveXtension. He has been teachingonline advertising, advergaming and social media in uni-versity and post-degree courses at the Università Catto-lica and Politecnico in Milan.

Chris ShermanSearch Engine Land

Chris Sherman is VP of Event Editorial at Third Door Mediaand President of Searchwise LLC, a Boulder Colorado basedWeb consulting firm. With over 25 years experience in inte-ractive technologies, he is frequently quoted in the WallStreet Journal, the New York Times, Business Week, USAToday and other publications, and has appeared on CNN,NPR, CBS and other television and radio networks. Chris isa Web Search University faculty member, and is an honoraryinductee of the Internet Librarian Hall of Fame. He is the au-thor of Google Power: Unleash the Full Power of Googlefrom McGraw-Hill. His previous books include The InvisibleWeb: Uncovering Information Sources Search Engines Can'tSee" (with Gary Price) from CyberAge Books; The McGraw-Hill CD ROM Handbook and The Elements of Basic, The Ele-ments of Cobol and The Elements of Pascal from John Wiley& Sons. Chris has written about search and search enginessince 1994. His clients have included International Data Cor-poration, Accenture, Motorola, Levi-Strauss, Nokia, OrthoBiotech, Porsche, United Technologies and the Scripps Cli-nic. From 2001 through 2006, Chris was Executive Editor ofSearchEngineWatch.com and Conference Chair of the inter-national Search Engine Strategies events in Canada, China,France, Italy, Sweden and the U.K. From 1998 to 2001, hewas the Web Search Guide for About.com.Chris holds a ma-ster's degree in Interactive Educational Technology fromStanford University and a bachelor's degree in Visual Artsand Communications from the University of California, SanDiego. Chris has been unsuccessful in his attempts to per-suade Stanford to strip his degree so he can join the foun-ders of Yahoo and Google in boasting about *not*graduating from the university.

Speakers


Widely considered a leading "search engine guru," DannySullivan has been helping webmasters, marketers andeveryday web users understand how search engines workfor over a decade. Danny's expertise about search engi-nes is often sought by the media and he has been quotedin places like The Wall St. Journal, USA Today, The Los An-geles Times, Forbes, The New Yorker and Newsweek andABC's Nightline.Danny began covering search engines inlate 1995, when he undertook a study of how they inde-xed web pages. The results were published online as "AWebmaster's Guide To Search Engines," a pioneering ef-fort to answer the many questions site designers and In-ternet publicists had about search engines.The positivereaction from both marketers and general search engineusers caused Danny to expand the guide into Search En-gine Watch, where he served as editor-in-chief throughNovember 2006. Now he heads up Search Engine Landas editor-in-chief, taking it into the next generation of se-arch coverage. Danny also serves as Third Door Media'schief content officer.

Chris Silver SmithArgent Media

Chris Silver Smith is President of Argent Media and has an ex-tensive background in search engine optimization, internet te-chnology and online marketing. He has worked for some of thetop agencies in the SEO industry, including KeyRelevance andNetConcepts, researching and developing search optimizationand providing search marketing strategies for Fortune 500 andInternet Retailer 500 companies. Previously, Chris worked at Ve-rizon’s Superpages.com for over ten years, serving as the Headof Technology & Advanced Development. His projects there in-cluded R&D, local search development, user interface design,map-based search, mobile applications, and more. He wasawarded the Verizon Individual Excellence Award in 2004 forhis innovations, which increased site traffic (and click-throughrevenues) for the company. Chris’s work has been featured inseveral publications and he regularly contributes articles to Na-tural Search Blog, Nodal Bits, and Search Engine Land. Chriscurrently serves on the Board of Advisors for Universal BusinessListing (UBL) and on Thomas-Reuters FindLaw’s SEO AdvisoryBoard.

Danny SullivanMarketing Land

Jim SterneDigital Analytics Association

He is a professional explainer. He has simplified the com-plexities of online marketing in front of large audiencesand for major corporations since 1994. Jim Sterne wasnamed one of the 50 most influential people in digitalmarketing by Revolution, a top marketing magazine in theUnited Kingdom and identified as one of the top 25 HotSpeakers by the National Speakers Association. Jim is de-dicated to helping companies understand the possibilitiesand realities of conducting business online and measuringthe value of the Internet as a medium for creating andstrengthening customer

Piero TagliapietraCEFRIEL

After graduating in Semiotics (Philosophy) he began workingin one of the main Italian Digital PR agencies where he workedfor two years focusing on monitoring solutions, metrics andSocial Media Strategy. In this environment he worked with se-veral large clients and begin to assess the impact of socialmedia within the business and test hypotheses developed du-ring the university time. After the experience in the agencyhe began a new path in CEFRIEL: in addition to the activitiesrelated to strategy, implementation and monitoring of socialmedia in the enterprise (both in terms of teching and projects),he started to deepen Social Business Security and the rela-tionship between security and Social Media.He has writtenseveral articles on Information Foraging and some works oninfluencers and the influence of Social Media in the purchasingprocess.

Speakers

Marcus ToberSearchmetrics

Marcus Tober studied computer science in Berlin and startedhis career by developing the known SEO platform linkven-dor.com. This passion to every kind of search engine data ledto the founding of Searchmetrics in 2005. Today Searchme-trics is a worldwide leader in Search Analytics solutions withnearly 100 employees and offices in Berlin, New York, Londonand Paris. Core businesses are analysis of SEO and Social datain more than 34 countries. Companies like Siemens, T-Mobile,Symantec, Lufthansa trust Searchmetrics.


Nicoletta VittadiniCatholic University of Milan

Nicoletta Vittadini is Associate Professor of Sociology of Cul-ture and Communication at the Catholic University of Milan.She teaches Sociology of Communication and New mediatheory at the Modern Languages Faculty. She’s Assistant di-rector of ALMED (Postgraduate school in media, communi-cation and performing arts) and senior researcher at OssCom(Research Center on Media and Communication). She’s vicechair of the Working group on “The role of media and ICTuse for evolving social relationships” of the Cost (EuropeanCooperation in Science and Technology) Action TransformingAudiences Transforming societies. Among her recent publi-cations: “Relazioni sociali, privacy e logiche di scambio”; Vir-tual Shadowing, Online Ethnographies and Social NetworkingStudies; Generations and media: The social construction ofgenerational identity and differences.

Paolo ZanzotteraShinyStat

He started to work as a SEO in the 1998 during his studies atuniversity and he began to “consume” log data to createweb analytics reports. In 2000 he got his degree at BocconiUniversity ineconomics with the thesis “Consumer protectionin ecommerce”, working on that topic with an internship inthe European Commission in Brussels. He came back to Italyat the end of the 2001 and he founded a web agency: Bizon-web, focused on ecommerce and web marketing. Since 2007Paolo is the CEO of ShinyStat: a digital analytics platform,certified provider for Audiweb. He led directly the R&D todevelop Video Analytics in 2009 and App Analytics in 2011.In 2013 co-founded the Italian company Appocrate: an e-he-alth start-up with a focus on mobile devices. Paolo lovesknow-how exchange: he enjoys speaking when invited byuniversities and public and private organizations.

Matthias WethOssCom

Matthias Weth (33) is Managing Director & Partner at CatbirdSeat GmbH (www.catbirdseat.de), an online marketingagency founded in 2009.Catbird Seat focuses on performance-based & data drivensearch engine marketing, social media and web analytics.Matthias has worked in the industry for more than 8 years.He regularly holds workshops for beginners and advancedSEA managers as well as speaking at conferences such as theOMCap Berlin or SMX Munich. Before starting his own busi-ness, Matthias was Team Leader Search at the AutoScout24GmbH for 3 years, responsible for the search marketing stra-tegy and operations in Europe.

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Stephan WalcherCatbird Seat

Stephan Walcher has been active within Online Marketing,more specifically Search Engine Optimization since 2007. Du-ring 2011 he moved from Microsoft Germany, where he wasemployed as Inhouse SEO Specialist for MSN and Bing, tothe Online Marketing Agency Catbird Seat GmbH. Beforehis time with Catbird Seat he had the opportunity to assisthospitality and tourism clients with online marketing in SouthTyrol ( Italy). He advises clients on SEO and information ar-chitecture as Head of SEO Consulting.

Cristiano was born with a passion for Statistics and Techno-logy, evolved this passion into a subject of study and theninto a full-time profession. Cristiano has been with Free-data for a lifetime now and as well as living through thetransformation from a “small town” company to an “Eu-ropean” reality, he was the Director of the transformationfrom a Market Research Agency to a Multi Service Marke-ting Company. Throughout the last ten years he has beenresponsible for a number of important Business Intelli-gence, Database Management, CRM, Web Analysis andSocial Media Marketing projects without ever really givingup his first love since University: SAS. For six years he lec-tured in Economic Statistics and Market Research at theBocconi University in Milan where, thanks to the pricelesscontribution of the students, he mastered the knowledgeof the digital universe, and in particular of Social Networks.He also teaches Social Intelligence at CFMT. In the role ofChief Operating Officer, over the last five years, he has runsome of the most important projects for key clients suchas Microsoft, SAP, Ferrari, Nokia, TNT Post, Confcommer-cio, Salmoiraghi & Viganò, Nestlé.

Cristiano ToniFreedata Labs


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Social Media

Signage_22x28.indd 3 3/14/12 4:17 PM

Genesys, the world’s leading provider of Customer Care software and services, allows customers to offer a tailored multi-channel Customer Experience through a unique integration of Social Media channels and back-office resources.

Brochure Smx Milan 2013

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Transcript of Brochure Smx Milan 2013