Keynote: Unlocking New Location Marketing Opportunities
When it comes to location based marketing, the options are endless. From bluetooth technology to geo-fencing, there is nothing you can’t communicate to your consumer through mobile. xAd and a brand marketer will share how location is unlocking new opportunities to identify and influence consumers while driving in-store traffic and sales.
Putting the Customer First in Today's Mobile World
For brands, every interaction with a customer counts. And that’s all the more true for Sears Hometown & Outlet Stores (SHOS), which specializes in big-ticket retail where customers typically purchase new, large items every few years. As a result, SHOS strives to build strong relationships and lasting loyalty via world-class customer service - both online and offline - to ensure that every customer interaction with their brand is a positive one. This ethos sparked SHOS’ custom, first-of-its-kind customer service program focused on bridging the online and offline experience in order to deliver on the promise of putting the customer first. David Buckley, Sears Hometown & Outlet Stores CMO and Vice President of eCommerce, will discuss how their brand is leveraging innovative technology to create new opportunities for local customer engagement in order to build better relationships, enhance their brand reputation, and drive more sales.
Mobile Measurement: An Update on MRC Initiatives and Guidelines
The Media Rating Council (MRC) will discuss the progress of initiatives to codify guidelines for mobile viewability measurement as well as location-based advertising measurement. A representative of the MRC will discuss the organization and the guidelines process as well as provide an update on the status of each initiative. This session will also include details related to the importance of measurement, viewability, invalid traffic filtration and audience attribution (including location) in mobile and programmatic environments.
How Location Intelligence Drives Impactful Business Decisions
Increasingly brands are leveraging mobile + location intelligence to drive business decisions. With powerful insights from foot traffic data, consumer tastes, and media, winning brands recognize that location data can fuel so much more than just mobile media targeting. In this session, global liquor leader Brown-Forman will share how Foursquare’s first-party location intelligence helps them understand its brands better, build stronger consumer profiles, drive real world behaviors, and measure true incremental visit lift from media.
The Power of Beacons: Streamlining your Consumer’s Behavior
Beacons provide businesses with endless opportunities to collect massive amounts of untapped data. This data then allows retailers to make improvements to products, staff allocations and services to better fit their customer’s needs. Join our experts in exploring how beacons provide a deeper understanding of consumer behavior by providing analytics around online, in-app and in-store behaviors, brand affinities, favorite products, demographics, location and more.
SMoX reveals person level marketing impact and ROI. This includes the location, time of day, a person’s distance from store, propensity to shop at different stores, and more. What the research reveals is that most marketers are using national models that miss full scale value of mobile and local. See how data from leading brands such as Walmart can unlock more value.
How location-based marketing is reinventing the path to purchase. A consumer’s location has become one of the most important context variables in leveraging precise moments of consumer intent. Forbes Insights’ Chief Insights Officer, Bruce Rogers, will discuss how consumer needs are changing, the growing importance of location, and how marketers – including Pepsi, McDonalds, Wells Fargo, Dunkin Brands, and Mike's Hard Lemonade – are responding to this shift.
3:15 PM – 3:45 PM
Atrium, 4th Floor
3:45 PM – 4:15 PM
Broadway Ballroom 1-3, 4th Floor
Leveraging iBeacons and Image Recognition Technology to Engage with Shoppers: Heineken Bond Spectre 2015
In a competitive market, innovation is critical in impacting shopper purchasing decisions. In this session, we will dive into how a global partnership was brought to the US and amplified with iBeacons and cutting edge image recognition technology. Delivering seamless, compelling engagements along the path to purchase, Heineken elevated occasions, converted sales and continues to be a leader in breaking new grounds with digital in the beverage alcohol category.
The rise of mobility has dramatically changed consumer expectations and behaviors. Consumers are now fully connected via their personal devices and free to roam in the real world, unrestricted by previous boundaries. It is this instant connectivity to the world around us that drives our expectation that anything we want or need should be immediately available and right at our fingertips. Marketers who are able to identify these key location-based moments of intent and provide their offerings in context will reap the rewards.