Virtual Agenda | MMA
Visit the MMA COVID-19
Marketer Support Hub

Tuesday, June 9, 2020

11:00 AM – 11:08 AM

Welcome from CEO

11:08 AM – 11:15 AM

Welcome remarks from the MMA

11:15 AM – 11:40 AM

Session 1

Getting Your House in Order: Laying the Foundation for Impactful Attribution

Building and implementing a successful Attribution solution is a complex process where the details matter and the foundation literally sets the stage. After creating your blueprints with goals, KPIs, and marketing channels to optimize, your journey will end with a carefully executed plan to identify, obtain, onboard and integrate the 1st, 2nd, and 3rd party data required to build your solution. Learn how Cricket developed a data acquisition and management strategy that enabled them to build a comprehensive people-based attribution solution, including innovating with differential privacy datasets. 

Vice President, Marketing Solutions
Neustar
Director, Consumer and Competitive Insights
AT&T
Attribution Program Lead
Facebook
In Partnership With:

11:40 AM – 12:05 PM

Session 2

The Journey to Achieve Multi-Touch Attribution (MTA) Success

The MMA Multi-Touch Attribution (MTA) Journey Map is the first end-to-end guide on how to launch a successful MTA initiative. Created by marketers for marketers, Joel Rubinson MMA’s MTA expert and President of Rubinson Partners, Inc will show the audience how to use the journey map to determine their stage in the journey, understand the key steps to achieving successful MTA deployment and learn which MMA tools are most useful at each stage.  Attendees will also walk away with knowledge of common MTA roadblocks and how to overcome them.

MMA MTA Expert & President
Rubinson Partners, Inc.

12:10 PM – 12:35 PM

Session 3

A Reemergence Playbook for Marketers 

Based on three months of intense data research and foot traffic analysis, Drew Breunig, SVP of Strategy at PlaceIQ will take attendees through the changes in consumer behavior during social distancing. We'll discuss what this data means to marketers trying to plan, and offer a detailed Playbook to help you solve today's unique challenges by bringing monitoring, audience segmentation, and measurement into a holistic, strategic approach. 

SVP of Strategy
PlaceIQ
In Partnership With:

12:35 PM – 12:50 PM

Networking Break

Visit Virtual Exhibit Hall & Resource Center

12:50 PM – 1:20 PM

Session 4

Staging for Success: Navigating the Pitfalls and Promise of MTA Deployment

You’ve decided to implement an MTA solution, now what? This panel discussion brings together marketers at various stages of adoption and experts for a frank dialogue about common pitfalls to implementation, considerations for selecting an MTA partner, and recommendations to help accelerate your own MTA deployment. Developed by marketers, the Marketing Attribution Think Tank (MATT)  has identified five distinct stages that can serve as a roadmap to successfully implement an MTA solution.  From building a business case and assessing data readiness, to setting up and evaluating your first MTA project, attendees will walk away with insights into adopting an MTA solution and what success looks like for various organizations. 

 

Americas Lead, Consumer and Business Insights and Analytics
GSK
AdTech Product Manager​
T-Mobile
Moderator
SVP – Head of Insights & Research
MMA Global

1:25 PM – 1:50 PM

Session 5

AI Experts Weigh In: Why Attribution Data is a Goldmine for Machine Learning

Join Brian Quinn, AppsFlyer’s US General Manager and President, for a discussion with AI experts, Lomit Patel, Vice President, Growth IMVU & Author, Lean AI and Tom Taulli, Journalist & Author, Artificial Intelligence Basics & The Robotics Process Automation Handbook. The authors provide key insights for marketers on preparing their organizations for a shift toward AI, the value of attribution data, and how to align on the right data signals to measure success.

U.S. President & General Manager
AppsFlyer
VP of Growth
IMVU
Author
Artificial Intelligence Basics: A Non-Technical Introduction
In Partnership With:

1:55 PM – 2:10 PM

Session 6

Research Partner: How Much Did Ad Fraud Cost You Last Year? It Was More Than It Should've Been

Ad fraud often masquerades as amazing performance, but under the surface it's stealthily stealing ad spend and optimizing your marketing campaigns in the wrong direction. Grant Simmons, VP of Client Analytics at Kochava, shares in-depth research on behalf of real brands that has helped recover millions of dollars in losses. Learn the three key signals you need to be watching out for to spot a fraud problem in your marketing.

Director of Client Analytics
Kochava
In Partnership With:

2:10 PM – 2:25 PM

Networking Break

Visit Virtual Exhibit Hall & Resource Center

2:25 PM – 2:55 PM

Session 7

Is MTA Dead? The Future of Attribution

Although mobile eroded the power of the cookie, third-party cookies are still widely used to track consumer behavior online. With new privacy regulations, like GDPR and CCPA, browser level blocking  and walled gardens impacting how brands collect and use consumer data, marketers must solve for how the lack of data identifiers will affect their multi-touch attribution efforts. This panel will explore how marketers are planning for a future without cookies, what techniques and technologies will fill the void and how first-party data will play a crucial role in growing and understanding your consumers. 

 

Founder & CEO
Cuebiq
Senior Director, Global Digital Marketing​
Ancestry
Moderator
Principal Analyst
eMarketer
In Partnership With:

2:55 PM – 3:00 PM

Closing Remarks and Announce Leaderboard Winners


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