Agenda | Mobile Marketing Association

Wednesday, May 8, 2019

8:00am – 9:00am

Registration & Continental Breakfast


9:00am – 9:10am

Welcome from MMA

9:10am – 9:20am

Welcome Remarks by the Presenting Partner


9:20am – 9:50am

Session 1


9:50am – 10:20am

A Road Map for Marketers' Success with Multi-Touch Attribution (MTA)

A Road Map for Marketers' Success with Multi-Touch Attribution (MTA)

This session identifies the challenges and obstacles marketers face in the MTA process and maps out marketers’ journey from the stage of gaining familiarity with MTA to the stage of successful deployment. A Journey Map for marketers created by MMA MATT is presented, detailing the steps of the process required for successful MTA implementation. A description of how MATT deliverables can become handy in each of these steps, is also provided.
MMA MTA Expert & President
Rubinson Partners, Inc.

10:20am – 10:55am

Brand Image vs Customer Impact

Brand Image vs Customer Impact: How MTA can play a role in the Brand as Performance Debate

The most important unanswered question in marketing today centers around finding the optimal mix of brand vs performance marketing. This panel discussion brings together marketers and experts to discuss why the tension between performance and brand has never been greater, how the blindspot for long-term effects is preventing marketers from properly investing in the brand, and the role MTA can play to assign credit and control for exposure over time.

Additional panelists to be announced

Sr Director Growth, Development & Measurement
Target
Media Manager II, Lead Media Center of Excellence
Ahold Delhaize U.S.
Moderator
CEO
Mobile Marketing Association

10:55am – 11:25am

Networking Break


11:25am – 11:55am

Welcome to the Wild, Wild West: Creating Order Out of the MTA Chaos

Welcome to the Wild, Wild West: Creating Order Out of the MTA Chaos

After a very long journey, your organization finally has connected user-level data. Now what? Senior Data & Applied Scientist, Michele Garner currently “sheriffs” Microsoft’s MTA program and will discuss key learnings and best practices from her own “Wild West” experiences. From vendor selection to modeling to creating meaningful change, Michele will share watch outs and tips and tricks on how to put “giddy up” into an MTA program.
Senior Data & Applied Scientist, Customer & Marketing Research
Microsoft Corporation

11:55am – 12:25pm

Tiger Team Open Mic Town Hall Part 1

Tiger Team Open Mic Town Hall Part 1

The MATT Tiger Team Working Groups are focused on educating the broader industry on the issues hindering MTA adoption. The Tiger Team Open Mic Town Hall @ MATT Unplugged is an interactive session that allows attendees to hear the groups' latest findings, discuss critical issues, ask questions of fellow marketers and invited facilitators, and find out how to get involved. This town hall will focus on walled gardens, challenges marketers face in accessing user-level data especially with the new GDPR regulations, and successful workaround strategies.

12:25pm – 1:00pm

Make or Buy, In-house or Outsource: That is the Question

Make or Buy, In-house or Outsource?: That is the Question

Assembling an attribution engine capable of answering all of your organization’s strategic and marketing needs is complex. The decision to bring MTA in-house or to outsource will depend on a lot of factors, such as internal skillset, access to cutting edge tools, ability to comply with evolving regulatory standards, and most importantly cost. In this panel discussion hear from marketers and experts who have gone through this process, the thinking behind what they chose and why, and tips they wished they had known at the start of their journey.

Additional panelists to be announced

Global CMI Director, Media Insight
Unilever
Moderator
SVP – Head Industry Research
Mobile Marketing Association

1:00pm – 2:00pm

Networking Luncheon


2:05pm – 2:35pm

Data Restrictions and Workarounds for Multi-Touch Attribution (MTA)

Data Restrictions and Workarounds for Multi-Touch Attribution (MTA)

Data sharing, and more specifically, the ability to link ad serving and content viewing with conversions at a user level, is at the heart of a successful Multi-Touch Attribution (MTA) deployment. However, practices and regulations, such as “Walled Gardens” and GDPR compromise the completeness and accuracy of MTA modeling. This session will discuss these restrictions and offer four workaround strategies marketers can use when implementing MTA in a data sharing restricted environment.
MMA MTA Expert & President
Rubinson Partners, Inc.

2:35pm – 3:05pm

Tiger Team Open Mic Town Hall Part 2

Tiger Team Open Mic Town Hall Part 2

The second the Tiger Team Open Mic Town Hall will explore two more critical issues marketers face in applying MTA with confidence. Join us for a lively discussion with fellow marketers and industry experts also championing MTA within their organization. This town hall will focus on data readiness and issues and questions around data trustworthiness.

3:05pm – 3:25pm

Networking Break


3:25pm – 3:55pm

Two Sides of the same Coin: How Casper Blends MMA and MTA

Two Sides of the same Coin: How Casper Blends MMM and MTA to Deliver Real-World Solutions

A disruptor in its own space, Casper is the award-winning, direct to consumer sleep company that has built a reputation on producing technically advanced products based on data and science. Casper is also data-driven when it comes to connecting their marketing efforts to revenue. In this session, Hairong Crigler Ph.D., SVP, Marketing Analytics and Data Science at Casper will share how it currently blends Media Mix Modeling (MMM) and Multi-Touch Attribution (MTA) to gather insights and solve for and identify business challenges and opportunities. She will also discuss Casper’s quest for an all-encompassing MTA solution and what’s in store for them in the future.

SVP, Marketing Analytics and Data Science
Casper

3:55pm – 4:30pm

After MTA, What Comes Next?

After MTA, What Comes Next?

There is no one-size fits all model for Multi-Touch Attribution. Marketers who have implemented MTA have gone through huge learning curves discovering what an MTA solution is best used for, when it should be used and how to use it. In this fast-paced session, marketers will share best practices and learnings from implementing MTA within their organization. Then we’ll sit with the marketers for a frank conversation on where their MTA journey is taking them, what gaps they’ve identified and how they see the future of attribution evolving.

Additional panelists to be announced

Digital & Marketing Analytics Manager
Chobani

4:30pm – 4:35pm

Closing Remarks


4:35pm – 5:35pm

Networking Reception


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