Agenda | Mobile Marketing Association
Presented by

Sunday, July 23, 2017

5:00 PM – 6:00 PM

Cocktails

Offsite – Private Napa Valley Estate


6:00 PM – 6:10 PM

Welcome Remarks

Offsite – Private Napa Valley Estate

6:15 PM – 7:30 PM

Dinner

Offsite – Private Napa Valley Estate

In Partnership With:

7:30 PM – 7:45 PM

Welcome from MMA

Offsite – Private Napa Valley Estate

7:45 PM – 8:45 PM

Keynote

Offsite – Private Napa Valley Estate

A Brave New World

Van Jones will offer a look inside the current state of the media and explore how more information is leading to less wisdom. As Van addresses a variety of things more dangerous than fake news, he will offer a call to action for today’s marketers and brands: use your power to build the future you want. As a civil rights leader, former Obama White House advisor, and CNN political correspondent, Van Jones sits at the intersection where race and politics frequently collide. His current show The Messy Truth, breaks through the echo chamber of entrenched world views, exacerbated by the ever growing content divide in mobile, social media and technology.

Founder & President
Dream Corps and CNN Political Correspondent

8:45 PM – 9:45 PM

VIP Party

Fountain Courtyard, Meritage Hotel

In Partnership With:

Monday, July 24, 2017

6:30 AM – 7:30 AM

Yoga

Piazza Lawn (Past Fountain Courtyard, by Caneros Ballroom)

*Family, Partners and Friends Welcome to Join

7:30 AM – 8:45 AM

Breakfast

Vineyard Terrace

In Partnership With:

Location Data: The Future of Mobile Engagement

In a world where more consumers are adapting to a mobile first and mobile only lifestyle, user experience is crucial for engagement and brand reputation. Location data is a key resource for brands and advertisers alike, but not all data is created equal. Join us for a breakfast presentation that will dive into the opportunities and challenges surrounding location data to ensure successful mobile engagement.

Founder and CEO
Factual

9:00 AM – 9:10 AM

Welcome from MMA

Meritage Ballroom

9:10 AM – 9:20 AM

MMA Host Welcome

Meritage Ballroom

9:20 AM – 9:50 AM

Keynote

Meritage Ballroom

The Future Will See You Now

In the last decade, technology has radically changed the way you connect with consumers, how they interact with your content and how they engage with your brand. You ain’t seen nothing yet. Designer, futurist, and innovator, Maurice Conti will walk us through the disruptive technologies that are reshaping our world and how to adopt them for breakthrough innovation. Maurice will share provocative examples from his research in Artificial Intelligence to augment human cognitive capabilities, develop human-robot collaboration, and create virtual and augmented experiences that will change the way we perceive everything around us. Buckle up for a ride to a place where reality meets sci-fi!

Chief Innovation Officer
Telefónica Alpha

9:50 AM – 10:20 AM

Session 2

Meritage Ballroom

Making it Personal – Pushing Past the Sea of Sameness & Igniting the Personalization

As shopping has become mundane, more habitual, it’s time to wake up and provide an alternate experience. eBay recently launched a new brand platform to express individuality and push past the sea of sameness. Suzy Deering, CMO of eBay will discuss how marketing efforts have to be democratized and therefore, not a one-size-fits-all approach. It is the consumer’s expectation after all, to be connected in more relevant ways, across each connection point of their own unique journey. As a leader in mobile, Ebay continues to invest in these moments in order to meet consumers where / how they spend their time. Ultimately, while staying true to who eBay is, by helping to celebrate individuality.

10:20 AM – 10:50 AM

Session 3

Meritage Ballroom

Beyond Stories Told To Stories Experienced

In today’s hyper-connected world, the best way to get to know a brand or connect with an idea is to experience it in an innovative way. From choosing the right content to using the platform to enhance rather than interrupt the experience, Tricia Clarke-Stone, CEO of Narrative_ will share examples of innovative brands that are combining mobile technology with stories rooted in the human experience to transform the art of storytelling.

10:50 AM – 11:15 AM

Break

MMA Lounge (Meritage Pre-Function & Patio)

In Partnership With:

11:15 AM – 11:45 AM

Session 4

Meritage Ballroom

SMoX Insights

The Mobile Marketing Association (MMA) launched an industry-wide research initiative called SMoX, aimed to quantify the value of mobile in the mix and to provide fact based advice to help marketers maximize the impact of their mobile investment. Hear the latest results from this initiative and discover how you to too can maximize your mobile marketing spend.

Executive Vice President, Marketing, Innovation and Corporate Relations
Allstate

11:45 AM – 12:15 PM

Session 5

Meritage Ballroom

The Future of Media

Group Nine Media is a family of digital media brands - Thrillist, NowThis, The Dodo, and Seeker. In this fireside chat discussion our speakers will discuss various topics related to the future of media and video specifically.

CEO
Group Nine Media
Vice President, Global Marketing Solutions
Facebook

12:15 PM – 12:45 PM

Session 6

Meritage Ballroom

Setting the CMO Up For Success

Why does the CMO position have the highest failure rate in the C-suite? Why are so many CEOs disappointed in their CMOs and so many CMOs frustrated with their role? After 8 years of studying CMOs and the CMO role, Whitler shares key insights regarding why the CMO role is the hardest to “get right” and why so many firms set the CMO up to fail. She will also provide insight into what CEOs and CMOs can do to stop the revolving CMO door and begin leveraging the CMO to improve firm growth.

Assistant Professor of Marketing, Darden School of Business
University of Virginia

12:45 PM – 1:55 PM

Networking Lunch

Activities Lawn/Oakville Terrace

In Partnership With:

2:00 PM – 2:50 PM

Indoor Location: How to Fill In the Context and Attribution Gaps

Caneros Ballroom H

Location is increasingly important to mobile marketers seeking to identify target audiences and learn more about their preferences and movements. Indoor location helps to complete the picture by providing insights into the stores/businesses visited inside large venues. At the same time, individuals are now more aware of how their personal location data is being used and they have more tools to manage it. Providing compelling location experiences is a powerful way to motivate users to opt-in to location services. Rob will discuss these opportunities and challenges and share insights from recent case studies.

CEO
Sensewhere
In Partnership With:

Boost your OOH Investments

Caneros Ballroom D-E

Consumers are spending 70% more time out-of-home on the move, which has created a boom in OOH marketing strategies. Mobile technology is playing a big part in how marketers are bridging OOH campaigns with audience insights that can personalize DOOH messages, and close the loop on a consumer’s full path to purchase by driving in-store visitation. Ubimo’s Co-founder and COO will show you the latest methods and research on how to get the most out of your OOH investment.

Co-Founder & COO
Ubimo
In Partnership With:

How Ad Council and Goodwill Leveraged Mobile Marketing to Improve Everyday Lives

Caneros Ballroom F-G

Since 1941, the Ad Council has been America’s leading producer of public service announcements, raising awareness and effecting positive social change through trusted advice and inspiring calls to action on a diversity of issues. Leveraging donated ad space and airtime, they develop programs to reach the widest audience for greatest impact. In 2015 alone, they secured over $1.6 billion in donated media on behalf of all of their campaigns, making them one of the largest US advertisers. In this discussion, you’ll hear about the Ad Council’s campaign strategy journey, expanding beyond TV and radio, and embracing mobile as a critical way to reach today’s desired audiences, brought to life through a story of positive change for Goodwill Industries.

Chief Marketing Officer
Verve
SVP Business Development and Innovation
Ad Council
In Partnership With:

3:00 PM – 3:50 PM

Location data's new brand empowerment: What brands need to know

Caneros Ballroom H

Duncan will discuss new ways location is arming brands by acting as the bridge between people, products, media, social conversations and sales. He will discuss real world examples of how leading brands are connecting these disparate silos, via location, for effective decision-making across all levels of business. This is a must-attend session for marketers tasked with sourcing consumer insights and improving efficiency in areas like media targeting, audience segmentation, creative development, as well as making larger strategic decisions including retail site selection and supply chain optimization. ​

CEO & Co-Founder
PlaceIQ
In Partnership With:

The Future of Marketing Sounds Like This

Caneros Ballroom D-E

Are you ready for an immersive audio experience? Streaming audio dominates consumers’ digital time – from laptops at work, to mobile at the gym, to the evening drive. When Target was hunting for an innovative way to drive in-store action they decided on an audio campaign integrated in the Spotify music experience. Hear the ads, and then join Target, Spotify and Rubicon Project for an interactive conversation about how programmatic audio can activate the next generation of shoppers.

Vice President Digital Media
Target Brands
Global Head of Revenue
Rubicon Project
Global Head of Ad Product & Partner Sales
Spotify
In Partnership With:

Evolving Market Segments: How Mobile Is Changing Up Targeting For Multicultural Markets

Caneros Ballroom F-G

Brands can now leverage mobile location data to create highly-targeted audience segments, allowing for strategic targeting and resulting in a full attribution model across the entire consumer lifecycle. Demographic, behavioral, and geographic data can be especially game-changing for multicultural markets. Discover how location data can help mobile marketers navigate the nuances of multicultural audiences.

Senior Vice President, Strategic Partnerships
NinthDecimal
Head of Digital, Media, and Hispanic Marketing
Denny's
In Partnership With:

4:00 PM – 4:50 PM

Deep Dive 1: Brand Marketer Town Hall

Caneros Ballroom F-G

Participate in a workshop to define the organizational marketing capabilities (i.e. structures, processes, and market intelligence) and best practices required for marketing-driven companies to capitalize on the dramatic changes in consumer behavior, technology innovations and other marketplace disruptions. Help us to define what mobile maturity means within this context and what are the critical components a brand might need to achieve mobile maturity.

Assistant Professor, Marketing and Strategy
Georgia Tech, Scheller College of Business
Facilitator
CEO
Mobile Marketing Association

Deep Dive 2 - Solutions Providers Town Hall

Caneros Ballroom D-E

At the end of 2016, the MMA launched the Marketing Attribution Think Tank (MATT) with a board-directed focus on Multi-Touch Attribution, (MTA). While the most recent efforts have been towards understand the marketer’s needs around this critical piece of building the mobile industry, the MMA wants to hear from the supply side on how they too can leverage and engage in what is arguably one of the most important programs the MMA will lead.

Facilitator
Chief Strategy Officer
Mobile Marketing Association

5:30 PM – 6:30 PM

Cocktails

The Cave


6:30 PM – 8:30 PM

Dinner

The Deck

Dinner will be a Feast for the Senses, where attendees will experience the evening through each of their five senses​: sight, hearing, taste, smell and touch. As part of the auditory experience, there will also be a special performance by dynamic pop vocalist Daya. This American singer-songwriter has quickly become one of the hottest names in pop music, and is known for driving pop music down a different path with her diverse musical abilities that have earned her spots on Billboard’s 100 Best Pop Songs and a Grammy for her collaboration with The Chainsmokers.

In Partnership With:

8:30 PM – 10:00 PM

After Party

Crush

In Partnership With:

Tuesday, July 25, 2017

6:30 AM – 7:30 AM

Yoga

Piazza Lawn (Past Fountain Courtyard, by Caneros Ballroom)

*Family, Partners and Friends Welcome to Join

7:30 AM – 8:45 AM

Breakfast

Vineyard Terrace

Connecting Everyone, Everything, Everywhere

Leaders in the digital economy are using mobile to transform business operations and rewrite the rules for engaging with their customers and supply chain. By connecting everyone, everything, and everywhere, organizations can make it easier to access information and insights and develop richer digital experiences through secure and reliable intelligent interconnections that drive positive business outcomes around the globe.

Join Rohit Tripathi, Global Vice President and General Manager at SAP Digital Interconnect, formerly SAP Mobile Services, share how you can realize the full potential of the digital economy and make the most of an increasingly mobile marketplace.

Global Vice President and General Manager
SAP Mobile Services
In Partnership With:

9:00 AM – 9:10 AM

Welcome from MMA

Meritage Ballroom

9:10 AM – 9:15 AM

MMA Host Welcome

Meritage Ballroom

9:15 AM – 9:45 AM

Session 2

Meritage Ballroom

Thriving in an Era of Disruptive Innovation

Globally, Uber is the largest taxi company but it doesn’t own any cars; Airbnb is the largest accommodation provider but it doesn’t own any rooms; Facebook is the largest content provider but it doesn’t create any content. All of these companies have leveraged disruptive innovation to blindside their competition. Jim Harris, principal of Strategic Advantage and international best-selling author of Blindsided!, answers the key questions: How can you identify the early warning signs? What systems and structures can be put in place to avoid being blindsided? And, knowing all this, how can you blindside your competition?

Principal
Strategic Advantage

9:45 AM – 10:15 AM

Keynote

Meritage Ballroom

WANTED: Experience Seekers – How Marriott Targets Next-Gen Travelers

Today’s trends, influenced by the millennial mindset, point to experience-seeking over material items. Marriott International’s Andrew Kauffman will share insights and examples of how the hotel company is leveraging innovative content and partnerships, smart technologies and the world’s most rewarding loyalty programs to win the hearts, minds and choices of next generation travelers.

Vice President, Digital Direct & Marriott.com
Marriott International Inc.

10:15 AM – 10:45 AM

Session 3

Meritage Ballroom

What’s Cooking?: Campbell’s and The Weather Company Get Cognitive

In this session, DJ Reali, Head of Industry Sales US and EMEA and Yin Rani, VP, U.S. Marketing, Campbell’s Soup Company will dig into how Watson Ads, the industry’s first cognitive ad, was used to inspire curious consumers with relevant recipe ideas leveraging Campbell’s Soup products. Learn how this personalized 1:1 mobile experience helped Campbell’s deepen consumer engagement and produce valuable insights in the process.

Head of Industry Sales, US and EMEA
The Weather Company, an IBM Business
Vice President, Integrated Marketing
Campbell Soup Company
In Partnership With:

10:45 AM – 11:00 AM

Break

MMA Lounge (Meritage Pre-Function & Patio)

In Partnership With:

11:00 AM – 11:30 AM

Session 4

Meritage Ballroom

NASCAR: Elevating the Experience for Today’s Fan

As consumption habits shift, today’s sports fans – especially millennials – expect a more immersive, connected, multi-screen experience. When “my time is prime time,” properties are challenged with creating digital, mobile and social experiences that are personalized, interactive and available to fans where and when they want them. Jill Gregory, senior vice president and chief marketing officer, will discuss how NASCAR has evolved its marketing strategy to bring the action and intensity of race week to fans at home or on the go.​

Senior Vice President and Chief Marketing Officer
NASCAR

11:30 AM – 12:00 PM

Session 5

Meritage Ballroom

Digital First: Uber's Approach to Marketing

Since its inception, Uber has disrupted the physical world: redefining the way people move, work, and even eat. And as one of the world’s fastest growing companies, Uber leverages its foundation in technology to disrupt marketing, too. In this session, Kellyn Kenny, VP of Marketing, will share how Uber hires and structure its marketing team, optimizes content and mobile assets to drive breakthrough results, and plans ahead for new technologies that will impact the industry, like self-driving cars.

VP, Marketing
Uber

12:00 PM – 12:30 PM

Session 6

Meritage Ballroom

Mobile Ate the World

As we pass 2.5bn smartphones on earth and head towards 5bn, and mobile moves from creation to deployment, the questions change. What’s the state of the smartphone, machine learning and ‘GAFA’, and what can we build as we stand on the shoulders of giants? Everything from ecommerce to cars changes.

Partner
Andreessen Horowitz

12:30 PM – 1:00 PM

Lunch

MMA Lounge (Meritage Pre-Function & Patio)


1:00 PM – Close

Networking Activities

*Family, Partners and Friends Welcome to Join

Golf

Silverado Golf Course

In Partnership With:

Wine Tasting

Silver Oak Winery

In Partnership With:

Kayaking

Napa Valley

Jump to:
Agenda

Session topics from industry leaders on how mobile is building closer connections to consumers.

Speakers

Speakers and panelists include industry heavyweights from leading brands and technology enablers.

Venue

Relax and enjoy upscale accommodations.

Register

This event is by invitation only. Request an invite.

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