Agenda | MMA Global


Wednesday, April 5, 2017

7:30 AM – 8:45 AM

Registration & Continental Breakfast

9:00 AM – 9:05 AM

Welcome from MMA

9:10 AM – 9:15 AM

Welcome Remarks

Founder & CEO

9:15 AM – 9:45 AM

Session One Keynote

How Wendy’s Uses Location Data to Increase Media and Creative Effectiveness

To reach on-the-go consumers, Wendy uses location marketing to appeal to hungry consumers when and where they are most likely to buy. Using location data to make informed media and creative advertising placements, Brandon Rhoten, VP of Advertising, Media and Digital at Wendy’s will share some sophisticated ways they are using Spotify, search, and social networks to identify the right consumers and serve up content that fits that person’s mobile moment.

9:45 AM – 10:15 AM

Session 2

PepsiCo Reveals the Refreshing Truth About Right Person, Right Place, Right Time Marketing

​Location offers opportunities that marketers could only dream about a few short years ago. But as location technology continues to rapidly evolve and mature it’s imperative that brands and vendors rethink their relationships to realize its full potential. Lucia Ying, Sr. Brand Manager at PepsiCo, discusses how true location partnerships can help elevate campaigns beyond traditional tactics such as radial fences, to get closer to consumers than ever before.

Senior Brand Manager
Lipton, ​PepsiCo
In Partnership With:

10:15 AM – 10:45 AM

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.

Former CEO & Co-Founder
Director of Marketing
Volvo Car USA

10:45 AM – 11:15 AM

Networking Break

11:15 AM – 11:45 AM

Session 4

The Store of the Future: Indoor positioning using Visible Light Communication

Lighting is ubiquitous—it’s everywhere that people work, travel, shop, dine, and relax. But beyond illumination, lighting can also be used as a digital pathway to location-enabled services and campaigns capable of pinpointing the location of a mobile device, and its orientation, with extreme precision. This session will explore how early adopting retailers, such as Carrefour and aswaaq, have deployed innovative new campaigns using an emerging indoor position technology to drive increased productivity and engagement, improved customer satisfaction, and a deeper understanding of customer behavior and preference through data.
Vice President of Indoor Positioning Systems and Services
Philips Lighting

11:45 AM – 12:15 PM

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.

Managing Director, Mindshare/Team
Unilever Shopper​
Vice President, Brand Partnerships

12:15 PM – 12:45 PM

Session 6

SMoX Insights

The Mobile Marketing Association (MMA) launched an industry-wide research initiative called SMoX, aimed to quantify the value of mobile in the mix and to provide fact based advice to help marketers maximize the impact of their mobile investment. Hear the latest results from this initiative and discover how you to too can maximize your location marketing spend.

Director, Marketing Analytics

12:45 PM – 2:15 PM

Networking Lunch

In Partnership With:

1:00 PM – 2:00 PM

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
Director of Marketing
In Partnership With:

Your Mobile Marketing Campaign from A-Z: Targeting, Attribution and ROAs

Join Brendan Smith, Director of Business Development at GasBuddy, for a roundtable discussion on how to use location data for both targeting and attribution.
  • 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.
Director, Business Development
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
VP, Business Development- The Americ​as
Teralytics, Inc

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?
Senior Director of Strategy and Operations
In Partnership With:

2:15 PM – 2:45 PM

Session 7

Using Location Data to Create More Engaging, Measurable Experiences

Location intelligence provides powerful opportunities for brands to engage in impactful, unique ways and in turn to more deeply understand the effect of these experiences. In this session, we’ll discuss how Samsung leverages data about consumers’ locations to curate social media experiences and allow consumers to take part in cultural moments in new ways . We will also discuss how Samsung harnesses location and foot traffic data to gain deeper insights about consumer behavior and media attribution.
SVP Data & Analysis
Publicis Groupe
Associate Director, Communication Planning

2:45 PM – 3:15 PM

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.

Director, Promotional Marketing
Choice Hotels International

3:15 PM – 3:45 PM

Networking Break

3:45 PM – 4:15 PM

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.​

Sr. Manager, Performance & Technology Influencer Marketing

4:15 PM – 5:00 PM

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.


Irene Pedruelo

Lead Strategist, TMI Strategy &

In Partnership With:

5:00 PM – 6:00 PM

Networking Reception

Our Partners