Tuesday, March 5, 2019
Registration & Continental Breakfast
In Partnership With:
Registration & Continental Breakfast
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.
Welcome from MMA
MMA NA Board Opening Remarks
Mobile is Just Mobile…Unless People Get Involved
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.
How The Estée Lauder Companies Uses Technology to Unlock New Consumer Experiences
MMA MOSTT Research Study
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-long 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.
In Partnership With:
SMARTIES Business Impact Index Awards
Networking Break
Breakout Sessions
The Power of Deep Learning with Neural Networks on Marketing
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.
In Partnership With:
Marketing is Match-Making: Building the Right Consumer Relationships with Location Data
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.
In Partnership With:
Networking Luncheon
How Humana Is Redefining the Consumer Health Care Experience
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.
Driving Digital Strategy - A Guide to Reimagining Your Business
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.
Consumer Insights Partner
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.
In Partnership With:
Breakout Sessions
Reinforcing Out-of-home Messaging in a Mobile World
In Partnership With:
Behind the Wheel: How Location Data Drives ROI
In Partnership With:
How 5G Will Alter the Data Landscape and How to Prepare Yourself Today
Networking Break
The Future is Female
The Future is Female
Subway Employs Next Generation Mobile Communication and Commerce
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.
Closing remarks
Networking Reception
Wednesday, March 6, 2019
Registration & Continental Breakfast
Welcome from MMA
How Crayola Engages Creatively with Digitally Native Kids
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
How Mountain Dew leverages AR and 360-video to engage its Dew Nation
How Mountain Dew leverages AR and 360-video to engage its Dew Nation
How Mobile Apps Are Changing the World
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.
Path to Purchase Insights Partner
Optimizing Digital Paths to Purchase
Networking Break
Breakout sessions
Capturing Demand: How a Large CPG Company Uses Real-Time Behavioral Signals to Answer Consumer Intent
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.
The Truth About Eating Pop Rocks and Drinking Soda. Common Misconceptions About Life and Location Data
In Partnership With:
Marketing Measurement, Incrementality and Optimization
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.
In Partnership With:
Networking Luncheon
How Eight Sleep is leveraging AI and Voice to Give Consumers A Better Night Sleep
What Neuroscience Can Teach Us About Advertising in Mobile
How 5G Is Set to Transform the Customer Experience
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.
Networking Break
1-800-Flowers Designs the Ultimate Mobile Commerce Experience
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.
How GE Reaches Consumers in the Lighting Aisle and Beyond
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.
The Initiative for Real Growth
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.
