Agenda | Mobile Marketing Association
Presented by

Tuesday, May 9, 2017

7:30 AM – 9:00 AM

Registration & Continental Breakfast

Ballroom Foyer, 4th Floor

In Partnership With:

9:00 AM – 9:10 AM

Welcome from MMA

Broadway Ballroom, 4th Floor

9:10 AM – 9:15 AM

Welcome Remarks

Broadway Ballroom, 4th Floor

9:15 AM – 9:45 AM

Opening Keynote

Broadway Ballroom, 4th Floor

Wendy's & Twitter: Putting your Brand at the Heart of What's Happening

Twitter is what's happening and what people are talking about right now. Brands come to Twitter to be discovered first, be trending, be what's happening. In a world that is moving fast brands can be relevant and authentic in their customer connections using planned and in the moment strategies. Join Leslie Berland, CMO of Twitter and Brandon Rhoten, VP Advertising, Media and Digital, The Wendy's Company for a discussion on how Wendy's consistently leads the pack in mobile branding and customer engagement.
Chief Marketing Officer
Twitter
VP Advertising, Media and Digital
The Wendy's Company
Social Media Specialist
The Wendy's Company

9:45 AM – 10:15 AM

Session 2

Broadway Ballroom, 4th Floor

How Supercell Lives on Mobile

Mobile isn’t a channel to Supercell. As the maker of 4 global hit mobile games, mobile is home. So how does that impact how they market their games? They aim to deliver marketing that is fun, innovative, and community-focused - but because of the way mobile has impacted virtually everyone’s lives, their approach needs to constantly evolve.

In this discussion, Ryan Wener, head of marketing at Supercell will talk about the unique challenges & opportunities of marketing games and how they try to inspire over 100 million players every day, all over the world. They will also share what it’s like to work as a marketer in this environment day in, day out.

Head of Marketing
Supercell

10:15 AM – 10:45 AM

Session 3

Broadway Ballroom, 4th Floor

Listen up! Programmatic Audio is Here to Stay

The proliferation of streaming services, smart devices, IoT, WiFi, and 4G has given consumers unprecedented access to music when they work, travel, exercise, eat – even as they shower and sleep. As programmatic takes hold of these on-demand and on-the-go streaming services, brand marketers have a new level of audio understanding beyond the songs, artists and playlists people are listening to -- they can determine what a person is doing, thinking or feeling at that very moment. This session will breakdown the future potential of programmatic audio advertising as a way to personally reach connected consumers in a sensory-specific environment.
Senior Manager, Programmatic Sales
SoundCloud
Head of Mobile
Rubicon Project
Business Development Manager
AdobeAdvertising Cloud​

10:50 AM – 11:20 AM

Networking Break

Atrium, 4th Floor

In Partnership With:

11:25 AM – 12:10 PM

Breakout Sessions

Reimagining Mobile Advertising

Room 401-402
If we’re serious about building the best future for mobile advertising, then we need to refresh the rapidly aging approaches of the past. Mobile is more than a tactical way to deliver localized messages using legacy creative. Mobile is the ‘virtual shelf’ which influences a CPG purchase; it’s the moment of inspiration that drives a store visit; and it’s the experience that drives aspiration for a vehicle. This session will explore the creative experiences which can unlock mobile advertising’s potential, and the data and metrics which can optimize delivery and maximize performance against the KPIs that matter most to advertisers.​
Vice President and Creative Director
Verve
Vice President, Insights and Analytics
Verve
In Partnership With:

NFC Mobile Marketing: Give Your Brand a Voice on the Retail Shelf and Beyond

Room 403-404

In that golden moment when the customer has your product in hand, who is whispering naughty things in their ear? Google? Amazon? What if you owned that communication channel and had the advantage of a direct digital link to your prospect? NFC mobile technology can trigger a powerful connection between a consumer and your physical product not only at the point of consideration, but also post-purchase. Learn how other brands are using unique NFC-tag based campaigns to generate unexpected results.

Director of Business Development, North America
Thin Film Electronics Inc.
In Partnership With:

From Gen Z to Boomers: Ranking Businesses by Generational Visits

Room 405-406
Which QSR is a Gen Z magnet? How do millennial shopping habits evolve as they start families? Why should you care about Gen X? At inMarket, we’re answering these questions with first-party mobile location data. The insights are exciting, sometimes surprising, and are powering the most effective online-to-offline campaigns in the industry today. In this session, inMarket will unveil its proprietary “power rankings” for real-world businesses based on generational reach. Attendees will learn how to connect with these audiences at scale; how to determine ROI from O2O efforts; and what’s next for brick-and-mortar businesses in a digital-first world.
Vice President, Communications
inMarket
In Partnership With:

12:10 PM – 1:10 PM

Networking Lunch

Times Square Ballroom, 2nd Floor

In Partnership With:

Welcome Remarks

Chief Marketing Officer
The Weather Company, an IBM Business

1:15 PM – 1:25 PM

Proprietary Research Correlating Mobile Success with Stock Market Valuations

1:25 PM – 1:55 PM

Session 4

Broadway Ballroom, 4th Floor

CMO Connect with RetailMeNot

If you’re a Chief Marketing Officer or a marketer wanting to stay ahead of the curve in mobile, you won’t want to miss this. In this discussion with Marissa Tarelton, Chief Marketing Officer for North America at RetailMeNot, you’ll hear how a top CMO fosters mobile talent and expertise, integrates and embraces new and changing technology platforms, optimizes media spend, and builds deeper relationships with connected consumers.
Chief Marketing Officer
RetailMeNot, Inc.
In Partnership With:

1:55 PM – 2:25 PM

Session 5

Broadway Ballroom, 4th Floor

Driving Digital Innovation from Within

Developing a mobile center of excellence allows a financial services company to offer industry-leading experiences through innovation and insights. This session will discuss how you can leverage data and different channels, including mobile, to bring customer experiences to life. You’ll also hear how a mobile center of excellence can fuel pioneering mobility initiatives that can drive digital innovation throughout the entire organization.
Vice President, Head of Digital Marketing
Zurich North America

2:30 PM – 3:15 PM

Breakout Sessions

Going Mobile First

Room 401-402
Today’s consumer audiences are fast moving and dynamic. They expect highly personalized experiences, and they engage with the world primarily from their mobile devices. In this session, learn about the power of mobile data, how it can help marketers understand customers, and how the power of music can drive deeper engagement across critical consumer segments.
Client Partner
Salesforce Marketing Cloud
Director Product Management
Pandora
In Partnership With:

How to Understand Cross-Device Marketing: Measuring Engagement and ROI

Room 403-404
Mobile is an essential component of any digital campaign, but how do you measure its impact on the cross-device consumer journey and your advertising ROI? In this session you’ll learn how mobile engagement affects the consumer journey and the return on media investment, as well as hear viewpoints on investing in 'full-stack' capabilities to collect, analyze and deploy user engagement data for high-performing brands. Learn about leading mobile solutions for branding, prospecting, performance, techniques for data-driven user acquisition, (re)engagement, campaign optimization, tracking, and attribution strategies that have driven significant results. By the end, you'll have a better understanding of the broader industry and marketer trends driving these initiatives.
Chief Strategy Officer
RadiumOne
Director of Partnerships
North America at AppsFlyer
In Partnership With:

First Look: The New Face of Location-Powered Insights and Analytics Driving Business Decisions

Room 405-406
Retail, automotive, QSR and travel brands continue to make location data a critical component for understanding the real-world customer journey. What’s different for today’s brands and businesses are the ways in which they can tap into location-aware insights, to fuel a host of new business decisions. Media activation, cross-channel strategy, competitive positioning, retail site selection optimization and financial investments are just a small sampling of the versatility in applying these powerful insights. This session will explore and provide examples of how innovative brands are tapping location in sophisticated ways, such as share-of-visit analysis, visitation measurement, advanced audience analytics, and more.
SVP of Strategy
PlaceIQ
In Partnership With:

3:20 PM – 3:50 PM

Networking Break

Atrium, 4th Floor


3:50 PM – 4:20 PM

Session 6

Broadway Ballroom, 4th Floor

Connecting Analog Products with Digital Customers using Mobile

Philips’ mission is about improving lives through meaningful innovation. But as a legacy company with more than 100 years of history, it now finds itself in the midst of a digital transformation. This means convincing the company that mobile is not just about building an app, but about connectivity and being closer to the consumer. In this session, hear Emilie Hardick, Global Mobile Lead at Philips share how it has shifted its mindset to become mobile first, using mobile to create new business models and link its analog products with connected brand experiences.
Global Mobile Lead
Philips

4:20 PM – 4:50 PM

Session 7

Broadway Ballroom, 4th Floor

Grubhub Delights Consumers Through Mobile Product Design & Engaging Content

With more than 60 percent of orders on Grubhub placed through mobile devices, the company drives app adoption and engages its users through product design and channel-specific communications. Tammi Harrison, VP of Customer Experience Marketing at Grubhub, will explore how Grubhub inspires a mobile adoption mindset among its internal team and delivers a feedback loop of delightful content to its users.

Vice President of Customer Experience Marketing
Grubhub

4:50 PM – 4:55 PM

Closing Remarks

Broadway Ballroom, 4th Floor


4:55 PM – 6:00 PM

Networking Reception

Atrium, 4th Floor

In Partnership With:

Wednesday, May 10, 2017

8:00 AM – 9:00 AM

Registration & Continental Breakfast

Ballroom Foyer, 4th Floor

In Partnership With:

9:00 AM – 9:10 AM

Welcome from MMA

Broadway Ballroom, 4th Floor

9:10 AM – 9:40 AM

Session 1 Keynote

Broadway Ballroom, 4th Floor

Redefining brands, experiences, and engagement in an AI-first world

Artificial Intelligence is fundamentally changing how we build companies, design experiences, and engage with consumers in an AI-first world. With Machine Learning and Deep Learning beginning to show tremendous potential, we’re witnessing startups and companies leverage AI in entirely new ways. In this session, Suff Syed, who is currently focused on Applied Machine Learning Strategy at SapientRazorfish, discusses challenges brand executives face when it comes to AI. Along with a framework on how to identify ROI in Artificial Intelligence - helping them infuse AI at the right levels in their brand experiences.
Digital Product Innovation Lead
SapientRazorfish

9:40 AM – 10:10 AM

Session 2

Broadway Ballroom, 4th Floor

Hallmark Delivers Mobile Experiences that Bring People Together

Hallmark, best known for its greeting cards, continues to meet consumers’ needs with products and experiences that bring people together. In today’s hyper-connected world that means leveraging mobile for social and display marketing, using dynamic location messaging to create personalized call to actions and building mobile-first creative. In this session, Lindsey Roy, Vice-President Greetings Marketing at Hallmark will share how the organization optimizes mobile, including newer technologies such as VR, to deliver unforgettable brand experiences.
Vice-President Greetings Marketing
Hallmark

10:10 AM – 10:40 AM

Session 3

Broadway Ballroom, 4th Floor

Hitting a Marketing Home Run by Tapping into America’s Nostalgia

How do you create a relevant World Series campaign when you don’t know how the game will end? The obvious move would have been a TV commercial with alternate endings, but Budweiser saw an opportunity to tell a deeper story through digital video. Their homage to Harry Caray became the first brand video to trend simultaneously across Facebook, Twitter and YouTube. In this session, Monica Rustgi, Senior Brand Director at Budweiser and Chris Bradley, VP and Group Creative Director at VaynerMedia will share how mobile video drove millions of views and media impressions.
Senior Brand Director
Budweiser
VP and Group Creative Director
VaynerMedia

10:45 AM – 11:15 AM

Networking Break

Atrium, 4th Floor


11:20 AM – 12:05 PM

Breakout Sessions

Customer Conversations in the Digital World: Connect, engage and secure the “last mile” for your organization

Room 401-402

Mobile channels continue to excel in connecting people and businesses and influencing digital journeys. In a recent SAP survey, nearly 70% of enterprises surveyed said that they use mobile channels to directly engage with consumers. In this session we will share our findings and best practices on customer experiences, secure and reliable digital multichannel conversations, and use of mobile ambient data to gain effective consumer insights. Learn how your brands and businesses can differentiate themselves, and hold personalized conversations with your customers.

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

Unlocking Opportunities from Real-World Location Insights

Room 403-404
This is not your typical breakout session. Join Foursquare to learn how location intelligence is used by leading brands to drive business results. In this mini-hack-a-session, you and your peers will be presented with a business scenario to discuss as a team. What better way to learn how location can plays a major role in your brand’s marketing mix than to work with your peers on strategic solutions. Foursquare’s proprietary first-party consumer foot traffic data drives media campaigns at scale, measures visits across all media partners, creates dynamic foot traffic dashboards, and uncovers business trends and predictions such how foot traffic fared on Black Friday, what happened to competitive retailers as others underwent store closures, and how Trump’s campaign impacted visits to Trump-branded resorts and casinos.
Vice President, Sales
Foursquare
In Partnership With:

12:10 PM – 1:10 PM

Networking Lunch

Times Square Ballroom, 2nd Floor

In Partnership With:

1:15 PM – 1:25 PM

Broadway Ballroom, 4th Floor

MATT Update

MMA's CEO Greg Stuart ​will give you an update on where the industry stands regarding MATT and how marketers can take advantage of MMA’s ever-expanding MATT resources.
CEO
Mobile Marketing Association

1:25 PM – 1:55 PM

Session 4

Broadway Ballroom, 4th Floor

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.
Director, Marketing Analytics
Allstate

1:55 PM – 2:25 PM

Session 5

Broadway Ballroom, 4th Floor

Coke Drives Consumer Engagement with Mobile Marketing

Today’s path to purchase is not a linear track, but a collection of digital moments. Mobile marketing gives brands another tool to deliver “moments” when consumers are most receptive to them based on behavior and context. In this session, Corinne Baker, Marketing Manager, Digital Platforms and Innovation at The Coca-Cola Company will share how they are building out their digital ecosystem to reach the right person at the right moment and the right place to drive consumer engagement and to grow revenue.
Marketing Manager, Digital Platforms and Innovation
The Coca-Cola Company

2:25 PM – 2:50 PM

Networking Break

Atrium, 4th Floor


2:50 PM – 2:55 PM

Passport-to-Prizes & Raffle Drawing

Broadway Ballroom, 4th Floor


2:55 PM – 3:25 PM

Session 6

Broadway Ballroom, 4th Floor

Rosetta Stone Translates Success with Mobile

How do you translate and evolve 25 years of subject matter expertise into a premium mobile experience? Rosetta Stone’s mobile-first approach goes beyond marketing and extends to other parts of the organization, including product development. In this session, TJ Hunter, Sr. Director, Consumer Marketing at Rosetta Stone will share how mobile and data are used to innovate their suite of products to increase loyalty and mobile app engagement, as well as empowering a new generation of consumers by crafting unique immersive experiences.​

Sr. Director, Consumer Marketing
Rosetta Stone

3:25 PM – 3:55 PM

Session 7

Broadway Ballroom, 4th Floor

How Virtual Reality (VR) is Transforming the Art of Storytelling

2017 is seeing the adoption of Virtual Reality (VR) across many industries to connect with their constituents in creative and amazing ways. VP of Media and Partnerships at Samsung Electronics America, Jay Altschuler, will share how VR and 360-degree technology is transforming the media industry and how this technology extends brand experiences beyond mobile screens and continues to evolve the way we tell and consume stories.
VP, Media & Partnerships
Samsung

3:55 PM – 4:25 PM

Session 8

Broadway Ballroom, 4th Floor

How Peloton Uses Mobile to Tell Their Story

Peloton uses technology and design to connect the world through fitness, empowering people to be the best version of themselves anywhere, anytime. Peloton delivered its first home bike in 2014 and has now sold over 100,000 bikes, enabling people everywhere to take live and on-demand group cycling classes from the comfort of their own home. The past three years have been a journey, with significant advertising outlays and lessons learned along the way. Peloton learned early that even though the bike is a $2,000 considered purchase, with only 12% of bikes bought on a mobile device, mobile is the most important medium for telling the Peloton story.​
SVP Performance Marketing
Peloton

4:25 PM – 4:30 PM

Closing Remarks

Broadway Ballroom, 4th Floor


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