Agenda | Mobile Marketing Association

Tuesday, March 5, 2019

8:00am – 9:00am

Registration & Continental Breakfast

The Gallery

In Partnership With:

8:00am – 9:00am

Registration & Continental Breakfast

Hub 1

MATT Update on the state of MTA, Data ​Sharing, and 2019 deliverable

What is the current level of adoption of MTA (multi-touch attribution)? What impact does it have on marketing ROI? How do walled garden and GDPR practices affect data sharing and what can be done about these limitations? In this breakfast session, the MATT (Marketing Attribution Think Tank) invites you to hear our latest findings, workarounds, and share your thoughts.

MMA MTA Expert & President
Rubinson Partners, Inc.

9:00am – 9:10am

Welcome from MMA

The Forum

9:10am – 9:15am

MMA NA Board Opening Remarks

The Forum

9:15am – 9:45am

Mobile is Just Mobile…Unless People Get Involved

The Forum

Mobile is Just Mobile…Unless People Get Involved

We all know the importance of having a mobile strategy, but why are so many companies failing to create successful mobile experiences that feels true to the brand? In this session, Jonathan Beamer, CMO at Monster will discuss how it is standing out and offering more value through mobile, explore the secret sauce to Monster’s approach: a deep understanding of and commitment to the people who make them a leader, and discover how to create people-inspired mobile experiences that drive greater business success.

CMO
Monster

9:45am – 10:15am

How The Estée Lauder Companies Uses Technology to Unlock New Consumer Experiences

The Forum

The Estée Lauder Companies brings beauty to life by incorporating the latest technologies to design new experiences that capture the imagination of consumers wherever they are. In this session Ophelia Ceradini, Vice President, Digital Technology & Innovation at ELC Online, will share how the company is leveraging technology, such as AI, AR a​nd Voice, to provide consumers with high-touch, personalized skin care solutions and beauty techniques that enhance product discovery and knowledge, as well as drive growth.
VP of Digital Innovation & Technology
Estee Lauder

10:15am – 10:45am

MMA MOSTT Research Study

The Forum

Competing on M.A.R.S. – A Look Into the Emerging Marketing Capabilities for Today’s Market

This session shares key findings from a year-lo​ng study of changes in marketing capabilities by firms seeking to compete more effectively in today’s increasingly technology-led environment. Join Professor Neil Morgan, PetSmart Distinguished Chair in Marketing, Kelley School of Business, Indiana University as he shares a new model for the organization of marketing work centered on the selection of value equation, development of growth stacks, the creation of organizational linkages, and the design of Data loops. Attendees will hear examples of how the development of these emerging practices vary across firms, and insights to select the right model for your organization.

PetSmart Distinguished Chair in Marketing
Kelley School of Business, Indiana University
Introduction by
Head of Global Marketing
Salesforce Marketing Cloud
In Partnership With:

10:45am – 10:55am

SMARTIES Business Impact Index Awards

The Forum


10:55am – 11:25am

Networking Break

The Gallery


11:30am – 12:15pm

Breakout Sessions

The Power of Deep Learning with Neural Networks on Marketing

Hub 1

With recent advancements in Artificial Intelligence we can go beyond traditional Machine Learning techniques to identify and reach our intended audiences. Hear Jamie Molnar, Director, Global Advertising Solutions - Watson Advertising, IBM explore the differences between Machine Learning and Deep Learning with Neural Network technologies and how today’s savvy marketer can leverage these advanced tools to optimize their campaigns and maximize ROI.

Product Strategy & Marketing Leader
IBM Watson Advertising
In Partnership With:

Marketing is Match-Making: Building the Right Consumer Relationships with Location Data

Hub 2

Struggling to eliminate inefficiencies and battling smaller budgets, marketers need to make every dollar count. In this session, Cuebiq and Centro will discuss a case study of how a C-store brand eliminated inefficiencies by using real time location data to improve targeting and increase campaign performance. Attendees will walk away with new ideas they can replicate with their own campaigns.

Executive Vice President of Marketing
Cuebiq
Director, Media Strategy & Operations
Centro
In Partnership With:

12:15pm – 1:15pm

Networking Luncheon

The Gallery


1:20pm – 1:50pm

How Humana Is Redefining the Consumer Health Care Experience

The Forum

How Humana Is Redefining the Consumer Health Care Experience

Mobile technology is changing how healthcare is being delivered and transforming how it connects with its workforce, members or partners. Hear Jeff Reid, SVP of Humana’s Wellness Solutions discuss how mobile is empowering its customers to manage their physical, emotional and social health, the importance of continuing to innovate customer platforms to create personalized digital experiences, and his perspective on the challenges and opportunities mobile marketing will bring to his organization in 2019.

Senior Vice President
Humana Wellness Solutions

1:50pm – 2:20pm

Driving Digital Strategy - A Guide to Reimagining Your Business

The Forum

Digital technologies are not just threat to existing businesses but they also offer endless opportunities, but it requires re-imagining your business. Using several case studies and his ten-years of research, Sunil Gupta, Edward W. Carter Professor of Business Administration and Chair of the General Management Program at Harvard Business School will demonstrate how the rules of business have changed and why it is no longer enough for firms to be better or cheaper to gain competitive advantage. These new rules make it essential for companies to reexamine four fundamental aspects of their business to thrive in the digital era – their strategy, value chain, customer engagement, and organization structure.

Edward W. Carter Professor of Business Administration and Chair of the General Management Program
Harvard Business School

2:20pm – 2:30pm

Consumer Insights Partner

The Forum

Consumer Insights Partner

Based on its Brand Momentum Index (BMI), an industry-first offering that provides a comparative analytics service that delivers insights based on real-time consumer location, demographic and purchase behavior data, SITO presents a real-time overview of who is winning, losing and why in the Retail, QSR, Automotive, Pharma and Entertainment industries.

Head of Marketing
SITO Mobile
In Partnership With:

2:30pm – 3:15pm

Breakout Sessions

Reinforcing Out-of-home Messaging in a Mobile World

The Forum
Mobile signals can multiply the impact of OOH creative like never before helping marketers increase and measure store foot traffic and brand list as well levering data insights in a new way. Todd Palatnek, Head of Out-of-home Partnerships at Waze, will touch on mobile location accuracy and how the syncing of mobile banners with traditional OOH billboards can maximize campaign reach, and share a recent McDonald’s campaign showcasing the benefit this coupling can have.
Head of OOH Partnerships
Waze
In Partnership With:

Behind the Wheel: How Location Data Drives ROI

Hub 1
As advertising spend continues to increase with the growing mobile consumer-base, how can marketers quantify and measure the success of their campaigns? Join Marina Block, Regional Vice President at Factual as she shares research on how marketers achieved 200% ROI and a 47% decrease in CPA costs when using location data. Attendees will also get an opportunity to sit through a discussion with RJ Becker, VP of Insights & Analytics at Xaxis who will share tips on how to better understand and engage your customers, while measuring return and ensuring success. ​
Regional Vice President
Factual
VP of Insights and Analytics
Xaxis
In Partnership With:

How 5G Will Alter the Data Landscape and How to Prepare Yourself Today

Hub 2
5G isn’t just another “G.” It will have a profound impact on marketing, especially on where data is sourced, how we define segments and how we handle accuracy, precision and privacy. Mobile carriers will be the new ISPs, media titans and unifiers of the consumer experience. Join Emodo, the data arm of Ericsson, the telecommunications company that powers roughly 80% of US mobile traffic, for a glimpse into concrete changes 5G will bring and a discussion about 5G data readiness.
Head of Emodo Institute
Ericsson Emodo
In Partnership With:

3:20pm – 3:45pm

Networking Break

The Forum


3:50pm – 4:20pm

The Future is Female

The Forum

The Future is Female

Did you know that women are the dominant users of the fastest-growing mobile and social platforms, and they make or influence 85% of consumer purchases? Nisha Dua is co-founder at BBG Ventures, an early stage fund focused on consumer internet and mobile startups with at least one female founder. She has built a career investing in the power and impact of women in tech and on the bottom line. Nisha will share her unique perspective, discuss trends in the consumer mobile tech space and the advantages of investing in female founders.
Partner, BBG Ventures and Founder
#BUILTBYGIRLS

4:20pm – 4:50pm

Subway Employs Next Generation Mobile Communication and Commerce

The Forum

Subway Employs Next Generation Mobile Communication and Commerce

The next generation of mobile communication and commerce is here. Rich Communication Services (RCS), a dynamic and interactive technology that mimics the conversational simplicity of messaging is being used to engage and drive customers to Subway as part of a holistic omnichannel strategy. Hear Carissa Ganelli, Chief Digital Officer at Subway share the results of its RCS trial and how it is driving advancements in mobile loyalty, SMS, and mobile apps to deliver a personalized ordering experience in seconds – and in clicks.

Chief Digital Officer
Subway

4:50pm – 4:55pm

Closing remarks

The Forum


5:00pm – 6:00pm

Networking Reception

The Gallery


Wednesday, March 6, 2019

8:00am – 9:00am

Registration & Continental Breakfast

The Gallery


9:00am – 9:05am

Welcome from MMA

The Forum

9:05am – 9:35am

How Crayola Engages Creatively with Digitally Native Kids

The Forum

How Crayola Engages Creatively with Digitally Native Kids

Crayola is a 115-year-old company known for its physical products like Crayons and markers. While its mission to inspire creatively alive kids has never wavered, Crayola is always embracing new ways to inspire and empower creativity. In the last ten years Crayola has evolved its vision of what it means to be creative in the digital age. Josh Kroo, VP Marketing Communications and Interactive Platform at Crayola will share how they infuse Crayola’s DNA into their digital products and how they are using technology to further kids’ self-expression, artistic independence and inventive play

VP, Marketing Communications & Interactive Platform
Crayola

9:35am – 10:05am

How Mountain Dew leverages AR and 360-video to engage its Dew Nation

The Forum

How Mountain Dew leverages AR and 360-video to engage its Dew Nation

Virtual reality will be an $80 billion market by 2025 and research shows that these formats are more effective than traditional video. PepsiCo’s Mountain Dew leverages AR and 360-video to create a gamified brand experience that drives social engagement, incremental sales and loyalty. In this session, Kate Brady, Director of Media Strategy and Consumer Engagement at PepsiCo will share how it creates content for this medium, leverages the format to optimize its TV spend and achieves results that are several times the industry average.
Head of Media Partnerships and Innovation
PepsiCo North America Beverages

10:05am – 10:45am

How Mobile Apps Are Changing the World

The Forum

How Mobile Apps Are Changing the World

Mobile apps have shaped the way we live our daily lives. Today there is an app for everything and while many focus on entertainment or productivity, there are a category of apps whose mission is to tackle bigger social issues. This rapid-fire session features three companies who have developed apps and is using technology to prevent abuse of medication, reduce the waste of donated organs and improve the aging process. Don't miss this inspirational session on how mobile is shaping the future.

Co-Founder and CEO
Pilleve
CEO
OmniLife.ai
Co-Founder
Rendever

10:45am – 11:00am

Path to Purchase Insights Partner

The Forum

Optimizing Digital Paths to Purchase

Today’s digital customer journeys are complex, category-specific, and largely hidden, with 70%+ of the activity occurring behind walled gardens. Jumpshot CEO Deren Baker will explore “post-funnel” journey frameworks, detailing what really happens behind walled gardens, and how brands can best compete in the Age of Amazon.
CEO
Jumpshot
In Partnership With:

11:00am – 11:25am

Networking Break

The Gallery


11:30am – 12:15pm

Breakout sessions

Capturing Demand: How a Large CPG Company Uses Real-Time Behavioral Signals to Answer Consumer Intent

Forum

In the era of “fast products” and digital disruption, delivering growth requires putting in place predictive capabilities based on speed, agility, and scale. Lisa Mathison, Senior Director of Media at ConAgra Brands will discuss how ConAgra uses real-time consumer signals to respond to demand and drive growth.

Sr. Director of Media
Conagra Brands
Partner Lead
Google
Analytical Lead, CPG
Google
In Partnership With:

The Truth About Eating Pop Rocks and Drinking Soda. Common Misconceptions About Life and Location Data

Hub 1
Highlighting case studies and trends, Craig Miller, Regional VP, East at Blis will dispel the myths of location data (and life). Today’s marketer needs to be properly armed with the truth about location data, understand how to evaluate the tech players, know what it means to truly have high quality data, and how to apply that data to their marketing campaigns to drive measurable business outcomes.
Regional VP, East
Blis
In Partnership With:

Marketing Measurement, Incrementality and Optimization

Hub 2

We know customers interact with our brands as they shop around and eventually make recurring purchase, but don’t know how that influences marketing performance. In this session, Conversion Logic's Chief Client Officer JP Pereira and VP of client success Octavio Sacasa will discuss two distinct case studies (retail and ecommerce) of what brands learned by knowing just how customer propensity influenced acquisitions and ongoing conversions. Attendees will walk away benefitting from these lessons and next steps you should take better measure activities, influence analytics, and ultimately allocation decisions.

Chief Client Officer​
Conversion Logic
VP of Client Success
Conversion Logic
In Partnership With:

12:15pm – 1:15pm

Networking Luncheon

The Gallery


1:20pm – 1:50pm

How Eight Sleep is leveraging AI and Voice to Give Consumers A Better Night Sleep

The Forum

Sleep deprivation costs the US economy 400 billion dollars each year. Eight Sleep uses technology to optimize sleep and is dedicated to bringing about the biggest evolution sleep has seen in the last 300 years. In this session, Alexandra Zatarain, Co-founder and VP of Brand & Marketing at Eight Sleep will discuss the lessons learned in their quest to give consumers a better night sleep through advanced sleep tracking, AI-powered coaching, dynamic temperature regulation and smart home integrations, all of which are easily managed from a mobile app.
Co-Founder and VP of Brand & Marketing
Eight Sleep

1:50pm – 2:20pm

What Neuroscience Can Teach Us About Advertising in Mobile

The Forum

How much time does an ad need to stay on a mobile screen in order to be seen? Do consumers process information differently in mobile compared to desktop? Can marketers boost attention and cognition of their advertising by increasing exposure time? The answers to these questions may surprise you. In this session Vas Bakopoulos, SVP, Research and Insights at the MMA, will present new findings from a groundbreaking neuroscience and eye-tracking study that was conducted to address these questions and will discuss its implications in terms of creative and media planning.
SVP – Head Industry Research
Mobile Marketing Association

2:20pm – 2:50pm

How 5G Is Set to Transform the Customer Experience

The Forum

How 5G Is Set to Transform the Customer Experience

There’s a lot of hype surrounding 5G. Some think it is the missing technology that will make the stuff of sci-fi a reality rather than an exception. Many carriers are launching their 5G networks this year, but what will the increase in computing power, and fast download and upload speeds really mean for marketers? Hear Michael Stich, Chief Business Officer at VMLY&R share how 5G is set to shape the future of marketing and transform the experiences marketers will be able to create and deliver to their customers.

Chief Business Officer
VMLY&R

2:50pm – 3:05pm

Networking Break

The Gallery


3:10pm – 3:40pm

1-800-Flowers Designs the Ultimate Mobile Commerce Experience

The Forum

1-800-Flowers Designs the Ultimate Mobile Commerce Experience

Mobile commerce is the fastest growing sales channel, and shifting consumer expectations are making brands rethink and design mobile shopping experiences that are easy to navigate and personalized. In this session Susan Hui, Director, Innovation & Growth (AI & Emerging Technologies) and Saloni Goyal, Director, Mobile Product at 1-800-Flowers share how they used mobile technology to create the ultimate e-gifting experience as well as the role mobile plays in driving growth and consumer engagement.

Director, Innovation & Growth
1-800-Flowers.com
Director, Mobile Products
1-800-Flowers.com

3:40pm – 4:10pm

How GE Reaches Consumers in the Lighting Aisle and Beyond

The Forum

How GE Reaches Consumers in the Lighting Aisle and Beyond

From in-app content and mobile video to incentivized product engagement and purchase, GE has been able to cement its products on a shopper’s mind from the couch to the commute, from the aisle to the register, with a conversion rate hovering around 15-20%. In this session, Rochelle Hartigan, the Director of Branding and National Advertising at GE, and Adam Sand, CEO of Shopkick will discuss how mobile is used to drive purchase intent in-store, and engage shoppers with immersive experiences that keep them coming back for more.

CEO
Shopkick
Senior Marketing Leader – Branding and Advertising
GE

4:10pm – 4:40pm

The Initiative for Real Growth

The Forum

The Initiative for Real Growth (IRG) is focused on identifying what differentiates growth overperformers in strategy, structure and capability from underperformers. Presented for the first time in North America, Kantar Consulting's partner, Adam Tremblay and senior partner Pandora Lycouri will share the results of its research and give insights into how to foster a growth mind-set and recommendations that today’s marketers can apply to drive real growth within their organization.

Partner
Kantar Consulting
Senior Partner
Kantar Consulting North America

4:40pm – 4:45pm

Closing Remarks

The Forum


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