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Val DuVernet

Sr. Program Manager - Content & Social Media Strategy
Advance Auto Parts

Val DuVernet uses her passion for story-telling and her drive to deliver accurate and meaningful data to create content for multiple platforms and channels. She leads content initiatives at Advance Auto Parts that reach B2C and B2B audiences, weaving content into the learning, shopping and social media experiences of car repair professionals and enthusiasts, encouraging engagement and creating customers. Prior to joining Advance, Val operated a national licensed business for Sears, created marketing strategies for multiple small businesses and led the initial team that developed product taxonomies for Target.com.

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Main Conference Day Three - Thursday Feb. 25th

Tuesday, January 2nd, 2018

11:00 Mobile Content Panel Discussion: Using Mobile As A Content Driver To Engage Customers And Meet Their Needs

Using mobile as a means to distribute content may not be top of mind for many marketers, but the opportunities to are endless. Driving engagement on mobile devices means not only an increase in traffic, but an increased likelihood for purchase. Turn your mobile strategy into a mobile content strategy, and see increases in ROI.

What are new strategies that you can use to make mobile a content channel?

Are you tapped into content like video, social and other channels to influence your organic mobile content strategy?

As mobile conversion is much lower than desktop, how do you use content to increase not only your visits, but also conversion?

As attribution is challenging with mobile, how can you learn which channel is best for which type of content?

How are you then driving customers down the purchase funnel ?

11:55 Social Panel Discussion: Attributing The Right Value To Social Media

What’s the real value of your social media strategy? The question of engagement vs. conversion is still a top question when thinking about putting together an effective social media program. Our panelists are completely focused on social communication with their customers. Learn how to develop the appropriate measurement strategies for your current and future social programs during this session.

• How should social be viewed (is it an acquisition channel)?
• What is the value of social interactions (should they have their own weight)?
• What is the value of social interactions in the attribution stream?
• If someone engages on social, what does that mean (their likelihood of becoming a customer of lifetime value)?
• Is there an industry norm that we are working towards in terms of valuing social?
• Does that really impact how you are driving revenue?