Agenda | Mobile Marketing Association

The Agenda will be updated continuously...

Friday, May 31, 2019

1:00 pm – 1:45 pm

Checkin & Networking

1:45 pm – 2:00 pm

Welcome from MMA

2:00 pm – 2:20 pm

Keynote Speech

Unilever Vietnam

2:20 pm – 2:40pm

Impact of On-demand platforms on consumers, service providers, merchants and brands

On-demand platforms and superapps are enabling stakeholders with technology. These tech companies are well-funded, have a lot of consumers, increasingly rixh data and are staffed with large engineering teams. Over time, this will have an impact on all sectors of the economy.

Chief Commercial Officer

2:40 pm – 3:00 pm

How audience segmentation works and why it is important to understand the backstage of the process

Sets of audience data are enormous. There are dozens if not hundreds of touchpoints publishers have to collect data. In our presentation we will try to answer the most important questions:
·         What sort of benefits can be extracted from it?
·         How a marketer can use them apart from mere programmatic?
·         How digital audience segment is different from a traditional target audience description?
·         What technology stack that supports data-driven campaigns?

Product Owner & Senior Advertising Analyst
Cốc Cốc

3:00pm – 3:30 pm

CEO Panel - Ad fraud format

Impact of emerging practices vary across firms. Insights to adapt are key in a period of disruption right now with technology disrupting the marketing world impacting huge swathes of Data and Growth driven by e-business. This panel shares changes in marketing capabilities by firms seeking to compete more effectively in today’s increasingly technology-led environment, effectively transitioning through these changes.

CEO & Vice Chairman
FE Credit
CoFounder - CEO
Managing Director, APAC
Mobile Marketing Association

3:30 pm – 3:50 pm

Teabreak & Networking & Lucky Draw

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3:50 pm – 4:10pm

Direct-to-consumer - new opportunities for brands

Direct-to-consumer / digital native brands are growing rapidly and disrupting traditional ones which normally do not own the customer relationships. With the rise of mobile, social and online marketplace, all brands are presented with the unique opportunity to connect directly with their end customers and develop meaningful relationships with them.  Leveraging this opportunity well, brands can build robust customer loyalty and drive incremental sales. Khoi from Facebook will discuss approaches and solutions which can enable brands to move fast on the Direct-to-consumer journey.

Head of Global Business Group, Vietnam

4:10 pm – 4:30pm

Leveraging Technology to bridge the online and offline worlds


Consumers are taking omnichannel personalization seriously. What technologies can brands leverage to bridge online and offline personalization? This session looks at successful examples of technologies in use today, such as Artificial Intelligence and Augmented Reality and more.

Country Head
Google Marketing Solutions for Vietnam

4:30 pm – 4:50 pm

What is your First Second Strategy & Smarties Annoucement

Earlier this year, the MMA announced the results of a Cognition Neuroscience Research project. This session discusses the implications to the research findings and why they suggest marketers should now develop plans and strategies that address the first one second.

Managing Director, APAC
Mobile Marketing Association

4:50 pm – 5:20 pm

CMO Panel: Offline to Online Matters – Benefits of O2O Business and How to optimize your ROI


Retailers use both online and offline channels as an intensive strategy, allowing them to find potential customers online, raise their awareness of products and services, and draw them to make purchases in brick-and-mortar stores. This panel discusses the benefits to the O2O Business, why online expansion necessary for store owners and the importance of physical stores.

Client Partner
Facebook Singapore
Head of Digital
7-Eleven Việt Nam
Director Specialised Nutrition
FrieslandCampina Vietnam
Region Marketing Director, IndoChina
VP of Enterprise AI

5:30 pm

Closing & Lucky Draw

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In Partnership With:
In Partnership With:
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6:15 pm

MMA Board Meeting

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