Wednesday, April 5, 2017
Registration & Continental Breakfast
Welcome from MMA
Welcome Remarks
Session One Keynote
How Wendy’s Uses Location Data to Increase Media and Creative Effectiveness
Session 2
PepsiCo Reveals the Refreshing Truth About Right Person, Right Place, Right Time Marketing
In Partnership With:
Session 3
Driving Marketing Forward with Location Data
Mobile means more to today’s auto brand than ever before because of location data’s ability to provide insight into the true customer journey. Innovative brands are embracing location data as a versatile building block for insights on which effective, holistic marketing decisions are made. One of those innovators is leading auto manufacturers, Volvo. Join us for a discussion about location’s growing role as business enabler, as well as insight into how the data is changing the way one leading auto brand views success.
Networking Break
Session 4
The Store of the Future: Indoor positioning using Visible Light Communication
Session 5
The Endless Aisle: Powering the Next Generation of In-store Experiences
The “Endless Aisle” is coming. So much of brand marketing has been decided by the physical structure of an actual in-store aisle, but as tomorrow’s shoppers look to locate and buy from anywhere, at any time, marketers will need to deliver the Endless Aisle: highly personalized, extremely customized and seemingly frictionless. This session will discuss how innovative brands have extended the existing aisle to engage customers outside the store and drive purchase, how future shoppers will behave, and a peak into the innovative new technologies and digital overlays that will power the next generation of in-store experiences.
Session 6
SMoX Insights
Networking Lunch
In Partnership With:
Roundtable Discussions
Buying In-Store Visits – Direct Response for the Real World
Join Dan Silver, Sr. Director of Sales Marketing at xAd, for a round table on a new buying model for the offline world.
- The evolution and value of brick and mortal retail stores
- How a direct response buying model can impact how brands/agencies think about mobile advertising
- Driving store visits and how strategies can better align to consumer behavior
In Partnership With:
Your Mobile Marketing Campaign from A-Z: Targeting, Attribution and ROAs
- Effective ways to target and reach your audience (location, timing, matching the right user to the most relevant campaigns, etc.);
- Ascertaining which campaign touchpoints result in the most foot traffic increases and how accurate attribution can boost your results; and
- Calculating campaign effectiveness and ROAS by analyzing revenue against advertising spend.
In Partnership With:
Discover New Insights About Consumer Digital and Physical Journeys That Will Change the Game
Join Lisa Peterson, VP, Business Development at Teralytics for a roundtable discussing how marketers can gain access to new, highly accurate profiles about the digital and physical journeys of their consumers. Topics will include:
- How marketers can tap into unique, mobile location, demographic, and behavioral insights based on verified, trusted datasets from our global mobile operator partnerships
- The importance of understanding digital and physical consumer journeys, population movements, and trends over time
- Leveraging a trusted data source to verify campaign location and audience targeting accuracy
- Understand campaign effectiveness using footfall and web/app behavioral insights
Unlocking the Power of Place: How Location Intelligence Can Influence Brand Strategy
With the ubiquity of mobile devices and the fact that more than 92% of consumer spending still happens in the real world, brands face a new paradigm when it comes to location data and what it means for consumer strategies. Join this exciting discussion to hear and share strategies for capitalizing on location data at every level: from media targeting to content creation to app engagement and visit attribution.
Topics discussed will include:
- How does location connect to insights?
- How do you currently use location in your consumer engagement strategies?
- How do you tailor creative to the consumer mindset in those moments of engagement?
- How do you tie location to user experience and creative?
In Partnership With:
Session 7
Using Location Data to Create More Engaging, Measurable Experiences
Session 8
Choice Hotels Leverages Location to Deliver Mobile Moments
The consumer’s shift from intent to purchase can occur anytime and anywhere. Location based campaigns allows brands to create brand experiences that are relevant and targeted. In this session, Joey Martin, Director, Promotional Marketing at Choice Hotels International will share how location marketing is used to engage consumers, drive loyalty and traffic to their various properties.
Networking Break
Session 9
Leverage Influencer Marketing in your Next Geo Marketing Campaign
Influencer marketing opens a new channel for brands to connect with consumers more directly and organically. Location makes the brand marketing experience more personal. When combined, brands have a unique opportunity to drive brand awareness and sales in specific geographic areas. Through case study examples, Dontae Mears, Senior Performance & Tech Manager, Influencer Media at VaynerMedia will share how a spirits and CPG brand uses both influencer and location marketing to increase sales or create awareness in a new market.
Session 10
Understanding Gen Z through the Lens of Mobile Savvy Teens
Imagine growing up in a world where all you knew was technology? For Gen Z, a mobile-first, always-connected world is a reality.
In this hand-picked panel, you’ll hear from a diverse group of teens about what motivates them, what shapes their behaviors and what they aspire to be in the future.
Gen Z Panelists:
Anisha Raisinghani
Meet Anisha! She is a 13-year-old who lives in New York City. Her favorite emoji is because she is always happy and likes to have fun.
Georgia Cropper
Meet Georgia! She is a 13-year-old who lives in New York City. The best represents her because she is always laughing with friends.
Faviel Frias
Meet Faviel! He is a 13-year-old who lives in Brooklyn, NY. The emoji that best represents him is because he’s always laughing and likes to tell jokes, too.
Gray Zalaznik
Meet Gray! He is a 12-year-old who lives in Chatham, NJ. The emoji that best represents him is .
Alyssa Fernandez
Meet Alyssa! She is a 16-year-old who lives in New York City. While Alyssa has so many favorite emojis, the one that describes her the best and that she uses the most is because she is always the one to make her friends and family laugh.
Jake La Fronz
Meet Jake! He is a 17-year-old who lives in Marlboro, NJ. The emoji that best represents him is because he considers himself a very observant and analytical fellow, while still having the humor to acknowledge that this emoji is more comical than intellectual.
Julia Schneck
Meet Julia! She is a 12-year-old who lives in Stamford, CT. The emoji that best represents her is because she is someone who loves to laugh.
Moderator:
In Partnership With:
