Agenda | MMA Global


Thursday, March 24, 2016

7:30 AM

Registration Open

4th Floor

7:30 AM – 8:45 AM

Networking Breakfast

Atrium, 4th Floor
In Partnership With:

9:00 AM – 9:05 AM

Welcome from MMA

Broadway Ballroom 1-3, 4th Floor


VP of Industry Programs
MMA Global

9:05 AM – 9:15 AM

Welcome Remarks

Broadway Ballroom 1-3, 4th Floor

Former President, Global Marketing and Innovation

9:15 AM – 9:45 AM

Broadway Ballroom 1-3, 4th Floor

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.

Introduced by:
Founder & CEO
VP of Digital Media

9:45 AM – 10:15 AM

Broadway Ballroom 1-3, 4th Floor

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.

CMO and Vice President of eCommerce
Sears Hometown & Outlet Stores

10:15 AM – 10:45 AM

Broadway Ballroom 1-3, 4th Floor

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.

CEO and Executive Director
Media Rating Council, Inc.

10:45 AM – 11:15 AM

Networking Break

Atrium, 4th Floor

11:15 AM – 11:45 AM

Broadway Ballroom 1-3, 4th Floor

How Big is the Mobile Opportunity

MMA Global

11:45 AM – 12:15 PM

Broadway Ballroom 1-3, 4th Floor

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.

VP, Director of Global Media & Insights
Brown Forman

12:15 PM – 12:45 PM

Broadway Ballroom 1-3, 4th Floor

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.

Gloss Media

12:45 PM – 2:10 PM

Networking Lunch

Broadway Ballroom 4, 4th Floor
In Partnership With:

1:00 PM – 2:10 PM

Roundtable Discussions

Broadway Ballroom 4, 4th Floor

Bridging the Gap between Online and Offline: Best Practices for Increasing Store Traffic with Mobile

Sr. Director, Insights & Innovation
Regional Vice President, East Sales
In Partnership With:

Top 5 Things You Should Know About Location Fraud

Senior Vice President, Data Sciences
In Partnership With:

Mobile Strategies to Mobilize Voters

Co-Founder & COO
Senior Director of Product
In Partnership With:

Going Beyond Demographics: Why Real World Behaviors Are More Powerful than Stale Demos

Product Marketing, AI & Emerging Tech
The Weather Company
In Partnership With:

Uncovering the Indoor Marketing ROI. What’s the Big Secret?

Global Vice President Solutions Marketing
Zebra Technologies
In Partnership With:

Intelligent Multichannel Last Mile Customer Engagement

Vice President, America's
SAP Mobile Services
In Partnership With:

2:15 PM – 2:45 PM

Broadway Ballroom 1-3, 4th Floor

Why All Marketing Is Inherently Local

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.

Marketing Evolution Founder and
MMA Subject Matter Expert

2:45 PM – 3:15 PM

Broadway Ballroom 1-3, 4th Floor

Location: A Strategic Marketing Imperative

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

Networking Break

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.

Digital Shopper Media Lead
Heineken USA

4:15 PM – 5:00 PM

Broadway Ballroom 1-3, 4th Floor

Keeping Pace with Consumer Expectations

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.

Digital Marketing Director, US Consumer Healthcare
VP Marketing Activation US Beverages
Director of Digital Marketing
Allstate Insurance
Head of Mobile - North America

5:00 PM – 6:00 PM

Networking Reception

Atrium, 4th Floor
In Partnership With:

Our Partners