Day 1 Pre-Conference Program: Tuesday, January 29, 2013

6:00 AM

Registration Opens

8:00 AM

Welcome from the Mobile Marketing Association
Nikko Ballroom

Michael Becker
Market Development North America & Strategic Advisor
Somo Global

8:05 AM – 10:30 AM

Committee Meetings
Committee Meetings are Open to All Attendees

The Committee Meetings will review industry frameworks, guidelines and best practices.

Committee Meetings include:

8:00 AM - 9:00 AM
Push Notification Task ForceNikko Ballroom

Mobile Commerce: Process Task ForceMonterey Room

9:30 AM – 10:30 AM
Mobile Email CommitteeNikko Ballroom

Marketing Best Practices for MessagingMonterey Room

Push Notification Task Force

Nikko Ballroom

Push messaging has become essential for sustaining engagement over time with mobile apps, serving to deliver helpful alerts, useful functionality and rich media experiences to customers. Join us to learn more about how this MMA initiative is working to develop best practices in this burgeoning area of mobile marketing.

Mobile Commerce: Process Task Force

Monterey Room

Mobile commerce is more than just the transaction, and this group is trying to assess the process surround the mobile-enabled transaction. The goal is to identify the KPIs and other important elements of mobile commerce that brand marketers need to know to be successful in the mobile marketing endeavors.

Mobile Email Committee

Nikko Ballroom

Mobile email is not the same as conventional desktop email, presenting unique challenges and opportunities for brand marketers and their agency and media partners. Thisgroup of industry experts is convening to review the strategic framework for the Mobile Email initiative, with an eye toward establishing standardsrelated to mobile email design and coding. You are welcome to join and learn how you can get more involved with this endeavor as an MMA member.

Marketing Best Practices for Messaging

Monterey Room

The mission of this dedicated working group is to provide marketers with a framework and guidelines for best practices, when using messaging as a mobile communications channel. Please join these industry leaders to discuss the important elements of success in this area of mobile marketing.

10:30 AM – 11:00 AM

Networking & Coffee Break
Nikko Ballroom Foyer

Partnered with


11:00 AM – 12:00 PM

Enriching the Consumer Experience through Rich Media
Nikko Ballroom

Mobile marketing and advertising gets you closer to the consumer than any other form of media. Mobile marketing done right leaves your customer with an enriching brand experience but when done wrong may lead to you losing a customer or prospect forever. Learn how rich media can create compelling consumer engagements at every step along the consumer’s path to purchase and ways to achieve optimal business results with its use.

Crid Yu
Vice President and Managing Director, North America

Partnered with


12:00 PM – 1:00 PM

Networking & Lunch
Nikko Ballroom

1:00 PM – 2:00 PM

Universal Analytics: Better Digital Measurement for the Multi-Channel World
Nikko Ballroom

How well have you aligned GA’s analytical tools with your business goals?  How well do you juggle the many discrete data points that GA can provide, with a high-level contextual picture of customer behavior? In this presentation you will learn the latest innovations in the GA platform, and how it's evolving to align with the multi-channel digital world.

Justin Cutroni
Analytics Advocate
Manav Misra
Product Management

2:15 PM – 3:15 PM

Workshop 1: Marketing's Seismic Shift From Interruption to Invitation
10 key factors to get—and keep—your brand on consumers’ mobile devices

Monterey Ballroom

Smartphone use around the world isn’t growing. It’s exploding. More importantly, mobile is different. It's personal. It’s the ultimate utility, offering a 24/7 connection to your customers, clients and users that’s unlike anything else. To win in mobile, you need to be invited onto your customers’ mobile devices, to participate as an ally in your customers’ lives. We’ve boiled it down to 10 key factors that will help you get—and keep—your brand on your consumers’ mobile devices. Learn the formula for success and see how innovative companies are driving invitations today.

Brent Hieggelke, Chief Marketing Officer, Urban Airship

Workshop 2: Marketing in the Age of Trillions: A Hands On Design and Collaborative Workshop
Nikko Room

What will mobile mean for marketers in a world where there is at least a trillion embedded computers? This workshop will focus on the rise of "T-Commerce" and its potential impact on mobile marketers.

3:15 PM – 3:45 PM

Networking & Coffee Break
Nikko Ballroom Foyer

Partnered with


3:45 PM – 4:45 PM

Workshop 3: How is Mobile Transforming Business?
Nikko Ballroom

Transformation is the buzzword of 2013. Everyone is talking about it, but who’s really doing it? This session will explore the myriad opportunities made possible by therapid adoption of mobile devices, and highlight how brands can capitalize on this seismic shift in consumer behavior.

Seth Berman, Director, Global Marketing, BabyCenter
Ben Gaddis, Vice President, Growth and Innovation, The Think Tank (T3)

Workshop 4: How to Leverage Big Data in the Mobile World
Monterey Room

This session will expose brands and agencies on ways to leverage all of their mobile marketing data in order todrive meaningful messaging and results. You will learn exactly what big data is, what mobile data can do for brands when leveraged correctly, and how leveraging this data can be a game changer in customer communication.

Jennifer Veesenmeyer, Vice President, Digital Analytics, Merkle

4:45 PM – 6:00 PM

Networking Reception
Nikko Ballroom Foyer

Partnered with


Day 2: Wednesday, January 30, 2013

7:00 AM

Registration Opens

7:30 AM – 9:00 AM

Breakfast Workshop
Winning the Mobile Business Game
Nikko Ballroom

Winning the Mobile Business Game

Nikko Ballroom

Hear how mobile gaming applications have driven the need from analytics to customer intelligence. Learn ways to leverage people, as well as processes and platforms to drive your business forward in any industry.


Rand Schulman
Web Analytics Association
Dan Kimball
Chief Marketing Officer

Rob Carroll, Chief Mobile Officer, 5th Planet Games
Josh Williams, President and Chief Data Scientist, Kontagent

7:30 AM - 7:45 AM: Introductions - Dan Kimball, Chief Marketing Officer, Kontagent
7:45 AM - 8:15 AM: Evolution of Analytics to Intelligence
8:15 AM - 8:55 AM: What You Can Learn from Mobile Gamers
8:55 AM - 9:00 AM: Closing Comments

Partnered with


9:00 AM – 9:05 AM

Opening Remarks & Welcome from the Mobile Marketing Association
Nikko Ballroom

Michael Becker
Market Development North America & Strategic Advisor
Somo Global

9:05 AM – 9:10 AM

Nikko Ballroom

Publishers, Advertisers, and Developers alike are faced with the complexity of a rapidly evolving media landscape. InMobi’s Media Consumption Study provides a robust view on the changing media consumption and mobile usage behaviors in high growth markets around the world. The study identifies how traditional, digital, and mobilemedia consumption influence media purchasing and the affect it is having on mCommerce and how brands, retailers and advertisers should synchronize their efforts to enhance the mobile shopping experience.

Crid Yu
Vice President and Managing Director, North America

9:10 AM – 9:40 AM

Opening Keynote
Marketing in the Connected Age

Nikko Ballroom

In this keynote you’ll hear from the author of Trillions: Thriving in the Emerging Information Ecology on ways to embrace the connected life, leverage the value of your data, and create powerful consumer experiences.

Mickey McManus
President, Chief Executive Officer and Principal
MAYA Design

9:40 AM – 10:00 AM

Mobile and Retail: How Lowe’s Develops and Leverages a Complete View of the Consumer
Nikko Ballroom

Lowe’s practices what it preaches. Its Never Stop Improving mantra is being supported by a commitment to mobile. In a fireside chat format, Lowe’s will discuss its deep mobile portfolio for shoppers, why more than 42,000 iPhones are in the hands of store associates and the importance of WiFi-enabled stores.

Sean Bartlett
Director, Mobile Strategy and Platforms
Jeff Hasen
Founder of Gotta Mobilize
Author of The Art of Mobile Persuasion

10:00 AM – 10:20 AM

CoffeeTable Case Study – Creating a Mobile Only Brand
Nikko Ballroom

Learn how San Franciso start-up CoffeeTable created a mobile only brand and took users by storm this past holiday season. CoffeeTable, the App Store’s #1 catalog shopping app for iPad, aggregates leading retailers and boutiques into a single location for a premium browsing, shopping and purchasing experience.

Stephanie Emmanouel
Vice President, Business Development
Peri Kadaster
Vice President, Marketing

10:20 AM – 10:50 AM

Networking & Coffee Break
Nikko Ballroom Foyer

Partnered with


10:50 AM – 11:20 AM

The Connected Life: From Mobile to autoMobile - Driving Consumers to Your Brand
Nikko Ballroom

Learn how a key automobile brand has integrated location aware mobile-social engagement into their dashboard and the driving experience. See how their experience, powered by Glympse, has created an interactive, visually compelling experience at the intersection of big data and little data.

Johann Jungwirth
President and Chief Executive Officer
Mercedes-Benz Research & Development, North America, Inc.
Bryan Trussel
Co-Founder and Chief Executive Officer

11:20 AM – 11:50 AM

Marketing Success Using Real-Time Mobile Relationship Management
Nikko Ballroom

If you’re executing your mobile initiatives in a silo that’s disconnected from your overall marketing strategy, then you’re not taking advantage of the true power of mobile marketing. Hear how to effectively integrate smart mobile touch points in real-time throughout the customer lifecycle to deepen engagement and drive return.

Lisa Peterson
Director, Market Development – Mobile Marketing & Analytics
Russell Cornell
Director, Customer Retention
T-Mobile USA
Alok Kapur
Vice President, Global Head, Mobile and Strategic Platform Partnerships
Experian Marketing Services
Michael Levinsohn
Executive Chairman
Archer Mobile

11:50 AM – 12:20 PM

Understanding the Mobile Connected Life—Managing the Consumer Relationship at the Intersection of “Big Data” and “Little Data”
Nikko Ballroom

The vast amounts of information businesses are collecting via mobile represent “big data” while the metrics of the marketing strategy constitute “little data”. Today’s savvy marketers are exploring ways their business can bring together Big Data and Little Data for a more insightful and successful future. Join this panel to learn how to do it effectively.

Josh Herman
Vice President, Product Strategy and Innovation
Acxiom Corporation

Richard J. Char, Managing Director and Global Head, Digital Networks and Retail Services, Citi
Scott Gamble, Vice President, Digital Solutions, Alliance Data Retail Services
Henry Lawson, Chief Executive Officer, nFluence
Jack Philbin, Co-Founder, President, and Chief Executive Officer, Vibes

12:20 PM – 1:20 PM

Adobe Lunch & Learn
Nikko Ballroom

Adobe & Notre Dame: Engaging through Mobile Apps
In this online session, join Adobe and the Notre Dame Athletics to learn how Fighting Irish Digital Media engaged fans and stakeholders through their 2012 Season Review and BCS Championship Game app. Showcasing season highlights, player bios and the rich traditions of the university, Notre Dame was able to actively engage its fan base, easily convert existing content to digital, and speed time-to-market for their app. Join us for this exciting glimpse into the mobile strategy of one of the nation’s most storied athletic programs.

Dave Dickson
Senior Product Marketing Manager, Digital Publishing
Tim O’Connor
Digital Media Communication Specialist
Notre Dame

Partnered with


1:25 PM – 2:10 PM

Breakout 1: Mobile Advertising & Targeting Through Real-Time Bidding Comes of Age
Nikko Ballroom

Recent innovations in mobile advertising, powered by real-time bidding (RTB), haveenabled advertisers and publishers to target, price and deliver relevant advertising with optimal results. In this session, through a series of case studies and a detailed discussion, learn how RTB is now mainstream and can and should be part a key part of any marketers advertising strategy and budgeting.

Mark Severini, Chief Marketing Officer, AdTheorent
Josh Walsh, Executive Vice President, Product, AdTheorent

Brian M. Decker, Managing Director, Client Leadership, Digital, Mindshare
Clare Dunnett, Director, Network Development, BrightRoll
Rebecca Hawkins, Associate Media Director, 4D
Joseph Rose, Vice President, Associate Analytics Director, MediaVest WorldWide

Partnered with


Breakout 2: Managing the Customer Journey in a Multichannel World
Monterey Room

The session will delve into the significant opportunity for digital marketers to use mobile in coordination with other digital channels, such as email and social, to foster long term relationships with their customers. While covering the critical need for marketers to understand where mobile fits into their unique customer journeys, the session will offer actionable tips for designing great permission-based mobile experiences that complement campaigns on other channels.

Michael Della Penna, Senior Vice President, Emerging Channels, Responsys
Sammar Faraj, Director, Digital Relationship Marketing, Quicken Loans

Partnered with


2:15 PM – 3:00 PM

Breakout 3: Mobile Recognition – Matchmaker, Matchmaker Make Me a Match!
Monterey Ballroom

Knowing your audience is key to having a conversation, a connection and a relationship. That’s the goal of audience recognition: being able to give marketers what they need to know, when they need to know it. Unfortunately, in today’s mobile environment this is no easy task. In this session, attendees will be guided in a discussion about recognizing and addressing the overlooked mobile challenge of matching mobile users with their devices to achieve the ultimate goal: reaching and forging relationships with audiences to create a relevant and seamless experiences.

Mike Downey, Vice President, Mobile Solutions, OpenX
James Lamberti, Vice President and General Manager, AdTruth

Partnered with


Breakout 4: Mobile Loyalty & Couponing within the Marketing Mix
Nikko Ballroom

In this session, learn the best ways to target and reward buyers to create campaign success, hear about the existing state of the traditional and mobile coupon industries, and the revenue opportunities that will unfold from these areas.

Moderator: Adam Lavine, Co-Founder and Chief Executive Officer, FunMobility

Brent Hieggelke, Chief Marketing Officer, Urban Airship
John Morgan, Executive Director, Association of Coupon Professionals
Sarah Rotman Epps, Senior Analyst, Forrester Research
Chris Wayman, Vice President and General Manager, Mobile, Merkle

3:00 PM – 3:30 PM

Networking & Coffee Break
Nikko Ballroom Foyer

3:30 PM – 4:15 PM

Breakout 5: Consumer Mobile Advertising and Engagement In-the-Moment
Nikko Ballroom

Consumers use their mobile device to navigate, inform and engage nearly every moment and decision in their day. No other medium can compete with the immediacy, intimacy and real-time impact of mobile. Join Pinsight Media+TM, mobile advertising powered by Sprint, and other industry leaders as they explore the possibilities of a full-service advertising model with mobile at the core; delivering targeted and relevant messages in-the-moment.

Moderator: Dan Polk, Director, Pinsight Media+, Sprint

John Ferraro, Vice President, West Coast Advertising Sales, WhitePages
Jeff Hasen, Chief Marketing Officer, Hipcricket
Gabi Schindler, Chief Marketing Officer, [a•mo•bee]

Partnered with


Breakout 6: Mobile – Taking Advantage of the First–party Data Economy
Monterey Room

2013 marks the year when data and targeting take center stage. Market winners are those that can provide and enrich data, and those that can target on the data. This panel discusses the rapid evolution of data and targeting, how it will unfold, and what it all means.

Moderator: Drew Carter, Managing Director, Alix Partners

Mark Balabanian, Senior Director, Business Development, Turn
Alex Linde, Vice President, Mobile and Digital Apps, The Weather Company
Victor Milligan, Chief Marketing Officer, Nexage
Tony Nethercutt, Chief Revenue Officer, PlaceIQ

Partnered with


4:20 PM – 4:40 PM

The Mobile Project: Technology, Standards & Scale
Nikko Ballroom

Mobile is creating new revenue opportunities for publishers and new immersive capabilities for advertisers to reach their target audience. To benefit from these trends, publishers must embrace mobile and offer advertisers ad formats to drive ROI in this highly fragmented market. In this session, you will learn how to create a strategy to maximize mobile in a multi-screen world—leveraging technology and standards to do it at scale.

Josh Wexler
General Manager, Mobile
Rubicon Project

Partnered with


4:40 PM - 5:00 PM

Closing Remarks from the Mobile Marketing Association
Nikko Ballroom

Michael Becker
Market Development North America & Strategic Advisor
Somo Global

5:00 PM - 6:15 PM

Networking Reception
Nikko Ballroom Foyer

Partnered with

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