Sunday, July 23, 2017
Cocktails
Welcome Remarks
Dinner
In Partnership With:
Welcome from MMA
Keynote
A Brave New World
Van Jones will offer a look inside the current state of the media and explore how more information is leading to less wisdom. As Van addresses a variety of things more dangerous than fake news, he will offer a call to action for today’s marketers and brands: use your power to build the future you want. As a civil rights leader, former Obama White House advisor, and CNN political correspondent, Van Jones sits at the intersection where race and politics frequently collide. His current show The Messy Truth, breaks through the echo chamber of entrenched world views, exacerbated by the ever growing content divide in mobile, social media and technology.
VIP Party
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Monday, July 24, 2017
Yoga
*Family, Partners and Friends Welcome to Join
Breakfast
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Location Data: The Future of Mobile Engagement
In a world where more consumers are adapting to a mobile first and mobile only lifestyle, user experience is crucial for engagement and brand reputation. Location data is a key resource for brands and advertisers alike, but not all data is created equal. Join us for a breakfast presentation that will dive into the opportunities and challenges surrounding location data to ensure successful mobile engagement.
Welcome from MMA
MMA Host Welcome
Keynote
The Future Will See You Now
In the last decade, technology has radically changed the way you connect with consumers, how they interact with your content and how they engage with your brand. You ain’t seen nothing yet. Designer, futurist, and innovator, Maurice Conti will walk us through the disruptive technologies that are reshaping our world and how to adopt them for breakthrough innovation. Maurice will share provocative examples from his research in Artificial Intelligence to augment human cognitive capabilities, develop human-robot collaboration, and create virtual and augmented experiences that will change the way we perceive everything around us. Buckle up for a ride to a place where reality meets sci-fi!
Session 2
Making it Personal – Pushing Past the Sea of Sameness & Igniting the Personalization
As shopping has become mundane, more habitual, it’s time to wake up and provide an alternate experience. eBay recently launched a new brand platform to express individuality and push past the sea of sameness. Suzy Deering, CMO of eBay will discuss how marketing efforts have to be democratized and therefore, not a one-size-fits-all approach. It is the consumer’s expectation after all, to be connected in more relevant ways, across each connection point of their own unique journey. As a leader in mobile, Ebay continues to invest in these moments in order to meet consumers where / how they spend their time. Ultimately, while staying true to who eBay is, by helping to celebrate individuality.
Session 3
Beyond Stories Told To Stories Experienced
In today’s hyper-connected world, the best way to get to know a brand or connect with an idea is to experience it in an innovative way. From choosing the right content to using the platform to enhance rather than interrupt the experience, Tricia Clarke-Stone, CEO of Narrative_ will share examples of innovative brands that are combining mobile technology with stories rooted in the human experience to transform the art of storytelling.
Break
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Session 4
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.
Session 5
The Future of Media
Group Nine Media is a family of digital media brands - Thrillist, NowThis, The Dodo, and Seeker. In this fireside chat discussion our speakers will discuss various topics related to the future of media and video specifically.
Session 6
Setting the CMO Up For Success
Why does the CMO position have the highest failure rate in the C-suite? Why are so many CEOs disappointed in their CMOs and so many CMOs frustrated with their role? After 8 years of studying CMOs and the CMO role, Whitler shares key insights regarding why the CMO role is the hardest to "get right" and why so many firms set the CMO up to fail. She will also provide insight into what CEOs and CMOs can do to stop the revolving CMO door and begin leveraging the CMO to improve firm growth.
Networking Lunch
In Partnership With:
Indoor Location: How to Fill In the Context and Attribution Gaps
Location is increasingly important to mobile marketers seeking to identify target audiences and learn more about their preferences and movements. Indoor location helps to complete the picture by providing insights into the stores/businesses visited inside large venues. At the same time, individuals are now more aware of how their personal location data is being used and they have more tools to manage it. Providing compelling location experiences is a powerful way to motivate users to opt-in to location services. Rob will discuss these opportunities and challenges and share insights from recent case studies.
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Boost your OOH Investments
Consumers are spending 70% more time out-of-home on the move, which has created a boom in OOH marketing strategies. Mobile technology is playing a big part in how marketers are bridging OOH campaigns with audience insights that can personalize DOOH messages, and close the loop on a consumer’s full path to purchase by driving in-store visitation. Ubimo’s Co-founder and COO will show you the latest methods and research on how to get the most out of your OOH investment.
In Partnership With:
How Ad Council and Goodwill Leveraged Mobile Marketing to Improve Everyday Lives
Since 1941, the Ad Council has been America’s leading producer of public service announcements, raising awareness and effecting positive social change through trusted advice and inspiring calls to action on a diversity of issues. Leveraging donated ad space and airtime, they develop programs to reach the widest audience for greatest impact. In 2015 alone, they secured over $1.6 billion in donated media on behalf of all of their campaigns, making them one of the largest US advertisers. In this discussion, you'll hear about the Ad Council's campaign strategy journey, expanding beyond TV and radio, and embracing mobile as a critical way to reach today’s desired audiences, brought to life through a story of positive change for Goodwill Industries.
In Partnership With:
Location data's new brand empowerment: What brands need to know
Duncan will discuss new ways location is arming brands by acting as the bridge between people, products, media, social conversations and sales. He will discuss real world examples of how leading brands are connecting these disparate silos, via location, for effective decision-making across all levels of business. This is a must-attend session for marketers tasked with sourcing consumer insights and improving efficiency in areas like media targeting, audience segmentation, creative development, as well as making larger strategic decisions including retail site selection and supply chain optimization.
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The Future of Marketing Sounds Like This
Are you ready for an immersive audio experience? Streaming audio dominates consumers’ digital time -- from laptops at work, to mobile at the gym, to the evening drive. When Target was hunting for an innovative way to drive in-store action they decided on an audio campaign integrated in the Spotify music experience. Hear the ads, and then join Target, Spotify and Rubicon Project for an interactive conversation about how programmatic audio can activate the next generation of shoppers.
In Partnership With:
Evolving Market Segments: How Mobile Is Changing Up Targeting For Multicultural Markets
Brands can now leverage mobile location data to create highly-targeted audience segments, allowing for strategic targeting and resulting in a full attribution model across the entire consumer lifecycle. Demographic, behavioral, and geographic data can be especially game-changing for multicultural markets. Discover how location data can help mobile marketers navigate the nuances of multicultural audiences.
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Deep Dive 1: Brand Marketer Town Hall
Participate in a workshop to define the organizational marketing capabilities (i.e. structures, processes, and market intelligence) and best practices required for marketing-driven companies to capitalize on the dramatic changes in consumer behavior, technology innovations and other marketplace disruptions. Help us to define what mobile maturity means within this context and what are the critical components a brand might need to achieve mobile maturity.
Deep Dive 2 - Solutions Providers Town Hall
At the end of 2016, the MMA launched the Marketing Attribution Think Tank (MATT) with a board-directed focus on Multi-Touch Attribution, (MTA). While the most recent efforts have been towards understand the marketer’s needs around this critical piece of building the mobile industry, the MMA wants to hear from the supply side on how they too can leverage and engage in what is arguably one of the most important programs the MMA will lead.
Cocktails
Dinner
Dinner will be a Feast for the Senses, where attendees will experience the evening through each of their five senses: sight, hearing, taste, smell and touch. As part of the auditory experience, there will also be a special performance by dynamic pop vocalist Daya. This American singer-songwriter has quickly become one of the hottest names in pop music, and is known for driving pop music down a different path with her diverse musical abilities that have earned her spots on Billboard’s 100 Best Pop Songs and a Grammy for her collaboration with The Chainsmokers.
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After Party
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Tuesday, July 25, 2017
Yoga
*Family, Partners and Friends Welcome to Join
Breakfast
Connecting Everyone, Everything, Everywhere
Leaders in the digital economy are using mobile to transform business operations and rewrite the rules for engaging with their customers and supply chain. By connecting everyone, everything, and everywhere, organizations can make it easier to access information and insights and develop richer digital experiences through secure and reliable intelligent interconnections that drive positive business outcomes around the globe.
Join Rohit Tripathi, Global Vice President and General Manager at SAP Digital Interconnect, formerly SAP Mobile Services, share how you can realize the full potential of the digital economy and make the most of an increasingly mobile marketplace.
In Partnership With:
Welcome from MMA
MMA Host Welcome
Session 2
Thriving in an Era of Disruptive Innovation
Globally, Uber is the largest taxi company but it doesn’t own any cars; Airbnb is the largest accommodation provider but it doesn’t own any rooms; Facebook is the largest content provider but it doesn’t create any content. All of these companies have leveraged disruptive innovation to blindside their competition. Jim Harris, principal of Strategic Advantage and international best-selling author of Blindsided!, answers the key questions: How can you identify the early warning signs? What systems and structures can be put in place to avoid being blindsided? And, knowing all this, how can you blindside your competition?
Keynote
WANTED: Experience Seekers – How Marriott Targets Next-Gen Travelers
Today’s trends, influenced by the millennial mindset, point to experience-seeking over material items. Marriott International’s Andrew Kauffman will share insights and examples of how the hotel company is leveraging innovative content and partnerships, smart technologies and the world’s most rewarding loyalty programs to win the hearts, minds and choices of next generation travelers.
Session 3
What’s Cooking?: Campbell’s and The Weather Company Get Cognitive
In this session, DJ Reali, Head of Industry Sales US and EMEA and Yin Rani, VP, U.S. Marketing, Campbell’s Soup Company will dig into how Watson Ads, the industry’s first cognitive ad, was used to inspire curious consumers with relevant recipe ideas leveraging Campbell's Soup products. Learn how this personalized 1:1 mobile experience helped Campbell’s deepen consumer engagement and produce valuable insights in the process.
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Break
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Session 4
NASCAR: Elevating the Experience for Today’s Fan
As consumption habits shift, today’s sports fans – especially millennials – expect a more immersive, connected, multi-screen experience. When “my time is prime time,” properties are challenged with creating digital, mobile and social experiences that are personalized, interactive and available to fans where and when they want them. Jill Gregory, senior vice president and chief marketing officer, will discuss how NASCAR has evolved its marketing strategy to bring the action and intensity of race week to fans at home or on the go.
Session 5
Digital First: Uber's Approach to Marketing
Since its inception, Uber has disrupted the physical world: redefining the way people move, work, and even eat. And as one of the world's fastest growing companies, Uber leverages its foundation in technology to disrupt marketing, too. In this session, Kellyn Kenny, VP of Marketing, will share how Uber hires and structure its marketing team, optimizes content and mobile assets to drive breakthrough results, and plans ahead for new technologies that will impact the industry, like self-driving cars.
Session 6
Mobile Ate the World
As we pass 2.5bn smartphones on earth and head towards 5bn, and mobile moves from creation to deployment, the questions change. What's the state of the smartphone, machine learning and 'GAFA', and what can we build as we stand on the shoulders of giants? Everything from ecommerce to cars changes.
Lunch
Networking Activities
*Family, Partners and Friends Welcome to Join
Golf
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Wine Tasting
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Kayaking
