Search marketing success is a moving target, and keeping on top of key data about who’s buying can help e-retailers make the most out of their keyword spending, says Heather Deschenes, director of customer acquisition at Staples Inc.

She’ll discuss how retailers, even those with substantial experience in search marketing, can uncover subtle differences in campaign response that can shed light on the true value of keywords and help improve pay-per-click results in a session entitled A dive into keyword profitability.

“We will discuss the tactics and strategies every retailer should know to improve the profitability of their PPC campaigns,” she says. “In addition, we will also present some case studies, and deliver some best practices.”

Why the editors asked Heather Deschenes to speak:
Heather Deschenes leads a team at Staples tasked with developing and managing the marketing strategy to acquire customers for Staples Business Delivery unit. As the interactive space evolves, Heather is also responsible for strategizing and developing new media channels for Staples.

Full details about the conference and registration information are available at IRCE2010.com.