I-COM Conference Blog

I-COM Global Summit: Breakout Session - The True Value of Search

Background: Each presentation / panel had a corresponding Breakout Session at the end of the day. The group's moderator agreed in consensus 3 main takeaways for the whole group.

The 3 Main Takeaways for the Breakout Session - The True Value of Search are:

• Search amplifies your advertising efforts -- needs to be planned and measured holistically
• Not all clicks and impressions have the same value. We need to analyse the user journey to understand it and the impact of online research in offline purchase
• There is an untapped value to search. Unless search engine suppliers share with advertisers the audience information pre-buy the click, search won't move up the game

I-COM Global Summit: Chris Copeland, GroupM Search

Chris Copeland, CEO, GroupM Search, USA held a presentation during the panel, The True Value of Search. Download Presentation

I-COM Global Summit: Henry Eccles, Google

Henry Eccles, Product Marketing Manager, Google, UK held a presentation during the panel, The True Value of Search. Download Presentation

I-COM Global Summit: Cristina Sagarduy, Omnicom Media Group

Cristina Sagarduy, Managing Director Search EMEA, Omnicom Media Group, UK moderated the panel, The True Value of Search.

Breakout Session - Search Measurement

IMG_7748
Originally uploaded by andreascohen

Each presentation / panel had a corresponding Breakout Session at the end of the day. Every participant filled out an Attendee Input Card with the 3 main Takeaways from the Breakout Session. The group's moderator also agreed the 3 main Takeaways for the whole group. These are as follows:

The 3 Main Takeaways for the Breakout Session: Search Measurement

1) Search has changing definitions - meaning different things to different people
2) Relevance drives enhanced engagement
3) There is integration that can support both branding & Direct Response

Panel: Search - Transaction vs Engagement, Web to Mobile

  IMG_7694 
  Originally uploaded by andreascohen

The Panel: Search - Transaction vs Engagement, was moderated by Jason Clement, Partner, Group Search Director, Neo@Ogilvy, USA. Other panelists included:
- Vivek Bhargava, Managing Director, communicate2, India
- Maura Lewis, Director Measurement Planning & Analytics, Grey SF, USA
- Meltem Ozcelebi, Head of Digital, Isobar & Member IAB Tech Committee, Turkey