Sunday, July 24, 2016
Yoga
*Family, Partners and Friends Welcome to Join
MMA Registration & Lounge Open
Departure from Hotel to Offsite Winery
Cocktails
*Family, Partners and Friends Welcome to Join
In Partnership With:
Welcome Remarks
Offsite Dinner
*Family, Partners and Friends Welcome to Join
In Partnership With:
Welcome from MMA
Inspirational Keynote
Stories We Have To Tell — Difret: A Conversation with Aberash Bekele & Mehret Mandefro
Telling the truth about stories we have to tell is an uphill battle. Every step along the path tests a filmmaker’s resolve. The harder the story you pick the harder it is to make. That’s why you have to believe in the film you are making.
Difret Producer and President of Truth Aid, Mehret Mandefro, believes film can be a very powerful tool for social change, teaching us about where we want to go, and stories that do not otherwise get the chance to be told. The film explores a landmark legal case - based on the true story of Aberash Bekele - that led to abduction for marriage becoming illegal in Ethiopia, the devastating effects of the practice, and the troubling, deep-rooted sense of tradition it conjures.
The Difret engagement campaign asks one simple question: what can you do as an ordinary individual to help build a culture of courage that supports and protects women and girls? Mehret and Aberash hope it will stimulate a global social action campaign that empowers people to build a culture of courage that supports and protects women and girls.
In 2016 things should be changing, but it requires people to take action and to be creative enough to do that.
Departure from Offsite Winery to Hotel
VIP After Party
*Family, Partners and Friends Welcome to Join
In Partnership With:
Monday, July 25, 2016
Yoga
*Family, Partners and Friends Welcome to Join
Breakfast
In Partnership With:
Location Data Accuracy and Innovations
Join us for this breakfast presentation, where PlaceIQ's Drew Breunig will share highlight results from an industry-first study focused on location data accuracy--one which demystifies the topic and provides guidance for marketers about location data's strengths and limitations. He will also explore innovative and new applications for location data that have led to tangible brand marketing success.
In Partnership With:
Welcome from MMA
MMA Host Welcome
Mobile’s Transformative Role at Domino’s Pizza
Domino’s is considered one of the country’s top ten ecommerce sites in terms of online transactions, with about 50% of Domino’s sales in the U.S. coming through its digital ordering channels. It’s no wonder that Domino’s digital capabilities have played a key role in the brand’s recent multi-year business turnaround. In this session, Dennis Maloney, Domino’s Chief Digital Officer will share the role mobile is playing as Domino’s transforms from “a pizza company which sells online” to “an ecommerce company which sells pizza”.
At the Intersection of Marketing & Technology: Frito Lay Case Study
Redefining Wireless & Marketing in the Age of the Empowered Consumers
T-Mobile has single-handedly disrupted wireless with its Un-carrier strategy. By defying “carrier” rules and putting the customers first, the company is striking a chord with consumers and igniting a revolution. Today, T-Mobile is the fastest growing wireless company in the United States. T-Mobile Chief Marketing Officer Andrew Sherrard will share his insights on how the brand is redefining a category by listening to customers and changing wireless for good.
Networking Break
In Partnership With:
Insights from the Cannes Mobile Jury President
The Cannes Mobile jury president has the distinct honor of guiding the world’s brightest creative talent in judging hundreds of mobile campaigns from around the globe. Hear Malcolm Poynton, Global Chief Creative Officer at Chiel Worldwide give attendees a sneak peak on upcoming trends and key themes that came out of the judging sessions, as well as how these trends will affect and influence the direction of our industry.
Location 3.0
In Partnership With:
Meet IBM Watson
Watson is the first commercially available cognitive computing capability, representing a new era in computing. Watson analyzes high volumes of data and processes information more like a human than a computer—by understanding natural language, generating hypotheses based on evidence, and learning as it goes. In this session, IBM Watson CMO and Vice President Business Development Stephen Gold will share the story of IBM Watson and how the power of cognitive computing is transforming industries around the world. He'll also invite The Weather Company to share a sneak peek at the recently announced, Watson Ads, an industry first ad product that allows consumers to interact directly with IBM Watson via voice and text.
The Future of Mobile Marketing Tech: A Complete Marketing Suite
In Partnership With:
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 mobile marketing spend.
The Art of Personifying Data
Developing valuable audience insights from data about people and places is critical for brands as they seek to reach, connect and convert local consumers - but it isn’t easy. It requires scale, data science experience and full stack capabilities. The outcome is an understanding of how to convert data to knowledge and knowledge to actionable insights and business results. To do so is both an art and a science. Derek Zabbia, Vice President, National Markets for YP Marketing Solutions will discuss best practices for taking data about people and places and using it to paint pictures of consumers on their mobile path to purchase.
In Partnership With:
Outdoor Lunch
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Fishbowl Discussions
Connection → Attention → Location
Sonoma Valley Room
With the increasing dependence on smartphones and technology, the understanding, mapping and measuring of complex human decision making is now harder than ever before. The key to analyzing true behaviors and intent, and reaching this new breed of consumers, is LOCATION. Understanding past, present and predicting future location behaviors unlocks massive opportunities and sits at the heart of the future of intelligent, consumer- centric marketing. Location Intelligence reveals true audience behaviors- not what they search or what they say, but rather what they actually do, experience, buy. It is the reflection of real people, in real places, in real time.
In this session we will talk about where we are, how we got here, what opportunities lie ahead and where could we be heading to in the future.
In Partnership With:
Leading The Programmatic Revolution: Creating Your Mobile Moment
Kenwood Room 1
Mobile may be taking over the world, but Programmatic is taking over Mobile, Video and, Mobile video combined. The mobile medium is responsible for much of the growth of programmatic ad spend overall, set to account for nearly 70% of digital ad display market—an estimated spend of $15.45 billion.
This discussion will delve into what brands need to know to make these buys in an effective spending fashion. With a focus on everything from mobile web & video, vertical video, and in-app buying to ad blocking and header bidding, hear about key industry insights, best practices, and unique takeaways that are sure to be a crucial part of your future mobile strategy.
In Partnership With:
How Can You Measure Your Branding Spend?
Kenwood Room 2
Branding is stuck in a traditional mindset. Today’s brands struggle with the relationship between branding and direct response. Brand dollars need to be measurable and accountable, proving that branding also results in quantifiable revenue and results. This session will discuss:
- What do you need to do to ensure that your branding users end up converting faster or efficiently?
- How can brand budgets be allocated in a sustainable and scalable way?
- Is there a better approach to branding beyond buying audience segments or demographics?
In Partnership With:
Fishbowl Discussions
Knowing More to Spend More: Gaining Confidence in Mobile with Attribution
Sonoma Valley Room
Most, if not all, of the reluctance to devote more ad spend to mobile-app marketing has to do with attributing marketing efforts to app downloads, in-app conversions, and ultimately, lifetime value of the user. How do marketers justify mobile spend? Where should they allocate budget to get the biggest bang for the buck?
Although mobile-app attribution is possible, several gaps exist that pose serious challenges for some marketers, namely attribution data often lives in silos and cross-device and cross-channel campaigns are challenging to measure. In this session, we'll share ideas and advice on how we are all solving this to better understand our customers.
In Partnership With:
Is Mobile the Future of TV?
Kenwood Room 1
With the shifting attention of TV viewers, and greater digital access to the TV market, this group will discuss:
- Are you proportionately shifting budgets to where your customers are consuming video content?
- In a highly-accountable digital world, what does TV measurement look like?
- How do you effectively connect to your consumer across channels and devices, and gain insight into attribution?
In Partnership With:
Making Advertising Relevant Again Seamlessly Connecting Advertisers, Publishers and Consumers
Kenwood Room 2
Topics to be discussed include:- Fraud, lack of transparency and inefficiency are causing dispute within the industry. How can we escape from this dead end?
- Is it even possible to turn 75% of your media budget into online media inventory –instead of only 40%?
- Advertisement for the right audience, at the right time and place; Vision or Reality?
- There is a need for prediction, measurement and optimization on a daily basis. Can marketing & advertising campaigns be enhanced on the fly across all channels and devices? How about having real-time campaign control at every organizational level?
In Partnership With:
Fishbowl Discussions
Footfall Attribution: Replacing click-through-rate with “walk-to-rate”
Sonoma Valley Room
Topics that will be discussed include:
- What is footfall attribution? Why is it becoming the new must have metric for retailers?
- Footfall attribution for cross-platform ad campaigns is a game-changer for the marketing ecosystem. How is this key ROI measurement tool impacting the allocation of ad dollars?
- Store visits analysis based on mobile data can help measure in-store impact in almost real-time, enabling campaign optimization on the fly. Dream or reality?
- Marketers need more granular information about consumers, beyond store visits. Can attribution tools help marketers understand how distance from key locations impacts store visits, time spent in stores, consumer interests, etc.?
- What's the next frontier for mobile data? Will consumer trends and patterns drive strategy for retail site selection and forecasting?
In Partnership With:
Global Mobile Marketing: Digital = Mobile
Kenwood Room 1
With the explosion of smartphones, digital global marketing has never been more powerful.
Mobile is becoming China’s dominant digital advertising channel, and will represent more than half of all advertising in the country by the end of the decade. Over the next two years, two out of every three new smartphone consumers will be Indians. Additionally, programmatic buying provides increasing capabilities to global brands to execute consistent, scalable mobile marketing around the world.
Topics discussed:
- Which countries represent the largest mobile marketing opportunities for brands?
- How are brands building their first party advertiser data - outside of the US?
- How are brands thinking about native, video and rich media creative from a global marketing perspective?
- How are brands are leveraging programmatic buying globally?
- India, China and Indonesia: key market trends
In Partnership With:
Departure from Hotel to Offsite Winery
Offsite Dinner
Opening for Dave Mathews in September. Headlining at the MMA CEO & CMO Summit in July:
*Family, Partners and Friends Welcome to Join
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Departure from Offsite Winery to Hotel
VIP After Party
*Family, Partners and Friends Welcome to Join
In Partnership With:
Tuesday, July 26, 2016
Yoga
*Family, Partners and Friends Welcome to Join
Breakfast
In Partnership With:
How Mobile “Reimagines” the Enterprise
The digital transformation is underway and it continues to change how we connect with each other, transact business, and manage our lives. Enabling an integrated mobile strategy creates a “reimagined enterprise” with interconnected and intelligent engagement capabilities that provide customers with new offerings, better services, and personalized, multichannel experiences. More than ever before, it’s critical to reliably and securely unify businesses, people, and objects around the globe to deliver high-quality interactions in the digital economy.
In Partnership With:
MMA Welcome
MMA Host Welcome
How Delivering Experiences Drives Business Growth
Technology has given customers unprecedented access to an organization; and helped organizations build cultures that innovate, and ultimately explore new ways to improve the customer experience. In this session, Steve Ireland, Head of Digital Channel Marketing at JP Morgan Chase will discuss how technology has helped it make the shift from serving ads to providing experiences and the role mobile has played in fostering engagement to drive business growth and meet their customers’ needs.
SHRINK, SERVE, SIMPLIFY & SHARE: The (Still Untapped) Competitive Advantage of Mobile
Pete Blackshaw, Global Head of Digital at Nestle, has a very simple tag line in his email signature -- Shrink, Serve, Simplify & Serve. It underscores everything he does with Nestle's 2000+ brands, and it sources entirely from mobile realities and imperatives. This includes exploiting new service models (serving) to exploiting the potential of internal social media to boost collaboration (sharing). In this presentation, Pete will bring this concept to life via a series of Nestle examples and cases, as well as highlight industry risks of not closely adhering to these imperatives.
Audi of America Challenges the Status Quo
Audi of America has been transforming the brand from a niche player to a top considered premium brand through provocative advertising, strategic partnerships, digitalization and dynamic publicity stunts. In this session, head of marketing in the U.S. Loren Angelo will candidly discuss the challenger approach he has taken to building the Audi the brand in America and the role that digitalization has played in creating a unique expression of the brand for new customers.
Networking Break
In Partnership With:
Next Big Disrupter: Gen Z, The Boundless Generation
What if the next big disruptor isn’t a what but a who? Meet the next big disruptor: Gen Z. Today we’ll take a deep dive into today’s teens to show how they are different from every other generation and what marketers need to know to win their attention.
Mobile Ate the World
Benedict Evans, partner at Andreessen Horowitz, will share his perspective on how technology is universal through mobile. And how mobile (and accompanying trends of cloud and AI) is driving new productivity tools. In fact, mobile - which encompasses everything from drones to cars - is everything.
Pivot, Persist and Prevail: Innovation in the Mobile Era
Facebook’s VP of Advertising Andrew Bosworth will discuss how brands need to rethink who they are, how they’re structured, and how they commit to taking risks in today’s customer-centric, mobile-first world.
Lunch on the Go
Networking Activities
*Family, Partners and Friends Welcome to Join
Golf
Sonoma Golf Club
In Partnership With:
Wine Tasting
Artesa Winery
In Partnership With:
Wine Country Safari
Safari West
*Beverages and snacks will be available
*Family, Partners and Friends Welcome to Join
Difret - A special screening for MMA CEO & CMO Summit Attendees
From executive producer Angelina Jolie Pitt comes the award-winning drama DIFRET, based on the inspirational true story of a young Ethiopian girl and a tenacious lawyer embroiled in a life-or-death clash between cultural traditions and their country’s advancement of equal rights. When 14-year-old Hirut is abducted in her rural village’s tradition of kidnapping women for marriage, she fights back, accidentally killing her captor and intended husband. Local law demands a death sentence for Hirut, but Meaza, a tough and passionate lawyer from a women’s legal aide practice, steps in to fight for her. With both Hirut’s life and the future of the practice at stake the two women must make their case for self-defense against one of Ethiopia’s oldest and most deeply-rooted traditions. DIFRET paints a portrait of a country in a time of great transformation and the brave individuals ready to help shape it.
