Sunday, July 23, 2023
Global Board Meeting (Closed)
Cocktail Hour + Dinner
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Opening Speaker
After Party
Monday, July 24, 2023
Yoga
The Three Forces Shaping the Future of Consumer Connection
What are the main forces of change that are influencing consumer behavior — and how can advertisers and marketers harness the opportunities ahead? Join Nicola Mendelsohn, Head of Meta’s Global Business Group, as she discusses the trends and technology reshaping the future of our industry, shares unique insights into consumer behavior on Meta’s platforms, and examines the ways leaders can prepare for what’s next.
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Welcome from MMA
Welcome from MMA Global Board Chair
Opening Session
Return on Brand: Finally, Brand building is as financially measurable as performance
Every single CMO we've spoken to in the last three years has said that balancing brand vs. performance is a significant topic in their marketing department (and yet no one had answers or data). Three years in the making, using a radical never-before-tried research methodology, the MMA has finally assessed the economic value of branding, arming CMOs with the scientific evidence to determine the suitable investments. Spoiler alert, the long-term sales effect of branding appears to be worth another 1.5x than what you thought. And brand-only marketing appears to produce sales of +40% to repeating performance marketing.
CFOs are from Mars, and CMOs are from Venus – Getting the Planets to Align
CFOs want profitable growth, and CMOs want to deliver on the growth agenda, so why can’t they get aligned? Last year at MMA CMO & CEO Summit, the Global Board challenged the MMA to figure out how marketers can better connect Marketing’s impact to enterprise growth. And to do it in a way that fits into how the CFO measures and reports on the business. Project ROMI is the MMAs mission to do just that. Not a small task, MMA has enlisted Rex Briggs, perhaps the most significant marketing measurement inventor of today's times, to crack the code on this perennial problem. Join Rex as he provides initial insights on Project ROMI and how you might create new connections in your organization.
Networking Break
Curiosity & Drive: How Disney Keeps Moving Forward, Opening New Doors and Rethinking What’s Possible
With 100 years of compelling stories, iconic characters and immersive experiences, Disney continues to finds ways to inspire fans and connect with brands around the world. Hear from Rita Ferro, President of Disney Advertising and Asad Ayaz, Disney’s Chief Brand Officer and President, Marketing, Walt Disney Studios and Disney+ on how they embrace challenges, drive change and create positive impact, globally.
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The proper marketing org is a growth driver. BOOM! [drop mic]
What if you could use data to design a marketing org that delivered on the company's growth agenda while increasing employee engagement? You can, and we can prove it. Over the last five years, a team of leading academics and MMA's Global Board have discovered and proven (through data) how well-designed marketing organizations succeed. Hear the latest on this five-year journey and learn how to apply these learnings and what will likely hold you back.
Unleashing the Power of AI – Driving Growth Through Experimentation
Explore and be inspired by Kellogg's groundbreaking AI applications to drive transformative growth, from media optimization and high-value audience targeting to solving complex business problems. Learn what it takes to build and maintain successful AI experiments.
Unlocking the Potential: Generative AI Use Cases for Marketing Within the Next 12 Months
Should I be a first mover or fast follower? What are the use cases that marketers prioritize? How will gen AI impact marketing processes and drive impact in the next 12 months? The first ever benchmarking study about the state of Generative AI will share insights about these questions and explore how marketers perceive the current capabilities of the disruptive new technology, their rate of adoption and investment as well as the key use cases and roadmap for the next months.
Is your data ready for a world of AI so you can capture its power?
Wherever you are on the journey – from predictive analytics, to machine learning, to generative AI – you know it’s moving fast. And the fuel for it all is the right data and capabilities to it use it well. So, it may be surprising that most companies are not advancing the data agenda quickly, but those that are, are separating themselves from the pack. The MMA collaborated with EY to conduct a survey of over 100 global companies to understand their data maturity, learn which data signals are used in marketing decisions, and identify key implications for growth. Find out what it takes to be a data leader and maximize the business value you create as we prepare for an imminent future driven by AI.
Customer Experience in the Age of GenAI: Emergence, Impact, and the Road Ahead
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Networking Lunch
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Deep Dives
Marketing for Business Growth: How to be forward-looking, future-proofed, and outcome-focused
Today’s CMOs take on more responsibility and ownership of every aspect of the customer experience spanning technology, customer data and analytics, growth and ultimately, impact the bottom line. In this evolving role, understanding the influence they have on commercial strategy and success is critical. Hear firsthand how one CMO is leveraging the valuable insights marketing generates to take a forward-looking and outcome-focused approach to partnering with the rest of the C-suite and powering business growth.
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Accelerate Engagement: From Basic SMS to Double Digit Conversions
Radically transforming customer engagement through advanced messaging and email is simpler than you may think. In this session, we outline four proven steps to dramatically improve your comms program and deliver superior customer experience while increasing overall conversion. Learn what you can do today to modernize mature channels with vibrant, fresh customer engagement through advanced messaging and email.
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Deep Dive Session: How Intelligence & AI are Creating a New Era of Data-Powered Marketing
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Deep Dives
Deep Dive Session: Voices of Impact - Unleashing the Power of Customer Reviews for Business Growth
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Igniting Success with Data-Driven Marketing
Join Michael Schoen, EVP of Marketing Solutions at TransUnion (formerly Neustar), for a deep dive session about how to leverage data and analytics to fuel full-funnel marketing strategies and grow your business. In this dynamic and insightful session, we will explore how data-driven marketing has become a game-changer for savvy business leaders and gain insight into the latest trends, technologies, and best practices that enable their success.
The Great Debate - What Digital Advertising Will Look Like In 10 Years
We all have different viewpoints and opinions on where the future of digital advertising is headed. Join Phil Schraeder, GumGum’s CEO for a discussion around the headwinds that advertisers are facing and what the future of digital advertising could look like in the next 10 years.
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Catch Up Break
Cocktails & Dinner
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After Party
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Tuesday, July 25, 2023
Yoga
Morning Insights Breakfast
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Today’s Consumer, Yesterday’s Measurement
Are you accountable for marketing investment results and concerned that your results are measured by sophisticated algorithms that use less accurate inputs as a result of decreased customer journey transparency?
You are not alone.
In fact, 91% of marketers report that measuring media value accurately is becoming more challenging. Join us for a gourmet breakfast to discuss the media value data hygiene best practices of the world's largest performance advertisers, who - like you - value the consumer search experience.
Opening Remarks
Repositioning an Icon: AT&T's 3 Part Plan to Transforming their Brand.
Intelligent Effectiveness: Measuring the ROI of AI on Optimization and Personalization
Over the last nine months, MMA’s Consortium for AI Personalization (CAP) has been running real-world experiments to apply AI and Machine Learning to digital advertising. Three studies have been completed with astonishing results. Two of the three studies had triple-digit gains, while the third showed no impact. Learn what worked and didn’t work in applying AI to digital advertising and hear from the CMOs and marketing practitioners involved in CAP about how these learnings have reshaped their marketing strategy. And aside from the extreme performance insights, they will share what's really hard about everything in executing digital advertising with AI (and how to undertake it).
Real Applications of AI in Creative in Advertising Globally for HP
This presentation will provide an examination of how artificial intelligence (AI) is revolutionizing creative aspects of advertising globally within HP. The talk will illuminate specific instances where AI tools and techniques are employed to enhance ad creativity, drive targeted messaging, and improve ROI. We’ll also delve into how HP leverages machine learning algorithms for real-time personalization, ultimately leading to increased customer engagement.
The presentation aims to demonstrate the transformative effect of AI in advertising, showing how HP uses these advancements to redefine their global creative strategies. This discourse will be a valuable resource for organizations looking to harness the power of AI to boost their advertising effectiveness.
Networking Break
State of Data Privacy '23
As marketing continues to become more data driven and AI accelerates transformation across use cases, it is more important than ever to understand privacy implications and marketers’ practices in this space. In this quick session we will highlight 3 key themes emerging from this year’s benchmarking study, that MMA is conducting with Appsflyer, and introduce a new framework for measuring privacy maturity.
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Adapt and thrive - the untold story of PBS, AppsFlyer and everything in between.
Big Bird. Ken Burns. Oh, my, there is much more to PBS than what you think. Discover the untold story of PBS’ digital transformation in this captivating fireside talk between PBS’ Chief Digital and Marketing Officer Ira Rubenstein and AppsFlyer’s President and General Manager, Brian Quinn. While cherished by children and parents nationwide, PBS has quietly evolved into a media publishing giant, with billions of annual live streaming hours and a portfolio of 20+ mobile apps. We’ll uncover the transformative journey of PBS, delving into its strategic cross-platform growth investments and explore how this beloved brand has navigated the ever more complex privacy-centric digital era, while continued to capture audiences with inspirational content and immersive digital experiences, and how AppsFlyer helps further this transformation.
Moveable Middles Growth Framework: Money-balling Advertising to Drive Growth
Many marketers falsely believe that a broad-reach media plan is the best way to drive incremental sales and long-term growth. However, a foundational study by the MMA mathematically proves this wrong, and we’ve run a series of experiments that validate how the Moveable Middles Growth Framework contributes to growth in a new and powerful way. Hear from major CMOs how they’ve executed this revolutionary approach and what these experiments have taught them about growth.
AI Conundrum: How AI is great when it gets it right, but deadly when it's wrong
“The AI Conundrum” delves into the paradoxical nature of artificial intelligence. This presentation will illuminate the strengths and weaknesses of AI, demonstrating its potential as a powerful tool for business, yet also its capacity for error and the potential for disastrous outcomes. We will explore how AI, a universal approximator, can discern patterns from any data set, but also how biases and inaccuracies can infiltrate its output. The talk will provide chief executives with a foundational understanding of AI, equipping them with the knowledge to make informed decisions about its application in their respective fields. The aim is to empower leaders to harness the power of AI responsibly, mitigating risks and maximizing benefits.
Grab & Go Lunch
Activities
If you haven’t yet chosen an activity and would like to participate, please stop by the MMA registration desk. Everyone is welcome!
Sip & Sketch in the Vintner Room at Grand Reserve
Join renown Disney artist George McClements for a fun and instructional Sip & Sketch session (along with wine for the adults!). George will bring out the inner artist in everyone as he takes you through the steps to draw your own iconic Disney characters such as Mickey and Olaf and shares the stories behind them. All materials will be provided – just bring your imagination!
Sketch pads and pencils provided to all participants.
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Wine Tasting at Chimney Vineyards
Transportation to Chimney Vineyards & Winery will depart from the hotel at 1:00pm.
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Golf at Silverado Golf Club
Transportation to Silverado Golf Club will depart from the hotel at 1pm.
