MMAF: Los Angeles - 2011 - Agenda


Workshops: November 16

8:00 Registration
9:00 Welcome and Introduction

Michael Becker: Managing Director, North America, Mobile Marketing Association
9:05-12:30 Fundamentals of Mobile Marketing Success

Once you stop learning, you start dying.”
-Albert Einstein

The Fundamentals of Mobile Marketing Success shows you the key strategies and knowledge you need for mobile marketing both globally and regionally.
The workshop includes group exercises and gives you action plans that help you start employing mobile marketing immediately in your business.
Key Takeaways
  • An understanding of mobile consumers and their universal behaviors and attitudes
  • A familiarity of the latest mobile capabilities, technologies, standards and guidelines and their potential for marketers
  • Actionable steps on how to develop and execute a successful mobile marketing strategy
  • A clear roadmap for navigating the mobile marketing ecosystem, and a clear understanding of how to engage the players in the industry
John Arnold: Director of Education & Training, Mobile Marketing Association
Guest Speakers:
Your Mobile IQ: The Four Pillar Approach
Bruce J. Hershey: Director Mobile Strategy; Merkle, Inc

MMA Mobile Learning Overview
Jay Wilder: Director of Product Marketing; Brainshark
Sybase 365 Expert Roundtable: The Perfect Storm – MoSoLoCo: How Brands Harness Winning Strategies and Tactics
Sponsored by:

Mobility, Social Media, Location and Commerce…all these capabilities have converged in ways that fundamentally change the face of marketing and consumer engagement as we know it.  Brands are integrating new approaches - mobile, social, location, commerce, search, SEO, etc. - to engage consumers.  Rather than employing these solutions separately and in a vacuum, industry leaders are incorporating them all into coherent, integrated strategies that enable contextually relevant exchanges of value with their consumers in real time across the consideration funnel, multiple devices, platforms and media.  Without a clear approach, the coordination of these efforts can be a challenge.

This is a roundtable for the experts: the basics of mobile marketing are assumed.  Industry leaders will stimulate ideas, facilitate a conversation and oversee group exercises so that we can truly understand best-in-class approaches for integrating mobile marketing into the marketing mix in ways that will forever change the brand, entertainment and retail experience.
Roundtable Framework:
  • Opening Keynote(s)
  • Case Studies & Research
  • Breakout Sessions
  • Concluding Panel & Group Q&A
Workshop Facilitator: Alcina Wegrzynowski: Senior Director, Operations, Sybase 365?


“Understanding the Role of Mobile in the Enterprise & Financial Industry“
Presented by: Ben Brieger: Sales Director, Enterprise Services, Sybase 365

“The Global Direct-To-Carrier Billing Landscape: 2011, 2012…and Beyond!”
Presented by: Kolja Reiss: Managing Director; Mopay

“Calling Still King In Mobile Search: The Power of Voice“
Presented by: R.J. Hilgers: SVP & GM, Digital Call Advertising; Marchex


Mobile Holiday Shopping: 2011 Research In Review
Presented by: Scott Miller: Global Director, Product Management, Sybase 365

How Mobile & Social Impact a Retailer's Moments of Trust
Presented by: Jeff Hasen: Chief Marketing Officer, Hipcricket

“Introducing the ToyoTag™ – The Mobile Consumer Gateway to Everything Toyota.  MoSoLoCo and More!”
Presented by: Michael Nelson: Interactive Communications Marketing Manager; Toyota Motor Sales USA and Nicole Skogg: Chief Executive Officer; SpyderLynk


THEME #1: The Commerce—Process or Transaction
Facilitator: Ben Brieger: Sales Director, Enterprise Services; Sybase 365

THEME #2: How the lines are drawn: Mobile Marketing &
Mobile Commerce
Facilitator: Scott Miller: Director, Product Management, Sybase 365

THEME #3:  Mobile Search & Location —Placing the brand at the time of consumer expressed need
Facilitator: Michael Nelson: Interactive Communications Marketing Manager; Toyota Motor Sales USA
THEME #4: Understanding The Social Impact
Facilitator: Jeff Hasen: Chief Marketing Officer; Hipcricket

All Speaker’s


Alcina Wegrzynowski: Senior Director, Enterprise Sales Operations, Sybase 365

Sponsored Lunch and Presentation
ESPN: Anytime. Anywhere.

Brian Colbert: Sr Director, Mobile Sales
Jay Lee: Sr Director, Mobile Products

Hosted by:


2:00-5:00 Marketer’s Roundtable: So Who Are We Engaging Anyway? Keys to Understanding Today’s Consumer

Sponsored by:

If you wish to persuade me, you must think
my thoughts, feel my feelings, and speak my words
-Cicero, 80 BC

Who is today’s consumer?  The population has evolved.   The very concept of identifying the ‘average household’ has become obsolete.  This session investigates the makeup of today’s consumer, from the youth to the multi-cultural majority. 

Our discussions will include:
  • Impact multi-cultural population trends will have on your marketing
  • Strategies and tactics for customer segmentation, including mobile-enhanced CRM solutions
  • The role of analytics and how to use them
Roundtable Framework:
  • Opening Keynote(s)
  • Case Studies & Research
  • Breakout Sessions
  • Concluding Panel & Group Q&A

Media & Programming Partner:
Women In Wireless

Omar Kaywan:
Mobile Marketing Manager; airG


“Loyal Users in the Mobile Haystack: Steps for finding engaged and loyal users”

Micah Adler
Founder & CEO, Fiksu
Iryna Newman: Director, Mobile Marketing; Groupon

“Reaching the Right Audience with Mobile Social Media”

Dejan Mirkovic: VP Mobile Marketing & Corporate Development; airG


“Creating a Mobile Strategy through Insight: Understanding the Consumer”
Ray Pun:
Sr. Product Marketing Manager:  Mobile; Adobe Systems, Digital Marketing Business Unit

“Hispanics & Mobile: Going Beyond the Numbers”
James Briggs: Chief Executive Officer; Briabe Mobile

“The Elements of Context: Consumer Intent & Location and Related Factors Influence Advertising Engagement”
Matt Kojalo: Vice President of Global Advertising, Poynt Corporation


THEME #1: Building out Consumer Loyalty
Facilitator: Micah Adler: Founder & CEO, Fiksu

THEME #2: Marketing to Moms

THEME #3: Marketing to Multi-cultural Majority
Facilitator: James Briggs: Chief Executive Officer; Briabe Mobile

THEME #4: Managing Context
Facilitator: Matt Kojalo: Vice President of Global Advertising, Poynt Corporation

PANEL DISCUSSION with Theme Facilitators


Expert’s Roundtable:  Making Sense of All the Pieces – Mapping out a Framework for Understanding the Cross-Media Mobile Marketing Landscape

Sponsored by:

Without a doubt the mobile landscape is complex.  How is a marketer, e.g. brand, retailer or media company, to make sense of it all without some form of clear map or framework?  What should they do and when?  Which solution providers should they use? Whose numbers should they trust? This roundtable will dig into and answer these challenging questions.

Roundtable Framework:
  • Opening Keynote(s)
  • Case Studies & Research
  • Breakout Sessions
  • Concluding Panel & Group Q&A
R.J. Talyor: Director; Product Marketing, Exact Target


“Waiting for Superman: How Mobile is Helping Change the World”
Wendy Cohen: Director, Digital Campaigns & Community; TakePart
Matt Silk: Senior Vice President; Waterfall Mobile

“Transforming Air Travel through the Use of the Mobile Channel”
Jonathan Stephen
Head of Mobile; JetBlue Airways

“The Bridge from Print to Online doesn’t have to be Square”
Craig Brandis: Senior Product Marketing Manager;       Digimarc Corporation


“Integrating and cross-promoting content across digital channels”

Jason Miller
Digital Content and Community Manager; P.F. Chang’s / Pei Wei

“Success and Marketing in Middle Earth”

Chantelle Amundson:

“Mobile Dependence Day: Five Ways Marketers Can Embrace Consumer Mobile Dependence“

R.J. Talyor:
Director, Product Marketing; Exact Target


THEME #1: Understand the Brand Objectives
Facilitator: Jason Miller: Digital Content and Community Manager; P.F. Chang’s / Pei Wei

THEME #2: Understanding the Ecosystem
Facilitator: Jonathan Stephen: Head of Mobile; JetBlue Airways

THEME #3: Vendor Selection & Evaluation Process

THEME #4: Cross-Media Effect of Mobile
Facilitator: Melinda Krueger: ExactTarget

PANEL DISCUSSION with Theme Facilitators


6:30 - 7:30
Pre-Conference Drinks Reception
Ingredients to the Perfect Mobile Cocktail: The Merkle MobileIQ

Hosted by:

MMA Forum: November 17

8:00 Registration Opens
9:00 - 9:05
Master of Ceremonies

Michael Becker: North American Managing Director, Mobile Marketing Association
9:05 - 9:15
Welcome from the Mobile Marketing Association

Greg Stuart: Global CEO, Mobile Marketing Association
9:15 - 9:45 Opening Keynote: Learn to Speak in the Language of your Consumer: How real-time Translation Plays in Mobile

Success in mobile today is about being relevant, in this session you’ll learn about the importance of speaking in your customer’s language and how to do it.

Gene Simmons: Rock God, Media Mogul, Multi-Hypenated and Spokesperson
David Lucatch: President;
9:45 - 10:10 Target Corp and Microsoft Advertising Reimagine Retail Marketing:  Dynamic Mobile Circulars and the future of Mobile Advertising

Mobile has moved beyond the banner as advertisers are moving towards richer, more interactive formats and experiences to connect with their customers in meaningful and imaginative ways.  This session will explore how Target Corp successfully partnered with Microsoft Mobile Advertising and Phluant Mobile to find a new, dynamic way to deliver their weekly print circulars to parents during the Back to School season.  Learn best practices on how retailers can leverage mobile to help define strategy and effectively drive consumer engagement, and discover how mobile is acting as the connective tissue with print and online media.

Barbara Hagen: Former Head of Marketing, Hardlines; Target Corporation

Mario Ribera: Director, US Product Management Microsoft Advertising – Mobile Display and Apps
10:10 - 10:40
Paramount/Millennial Media Keynote Fireside Chat
Here we are in LA—the entertainment capital of the world.  So it’s fitting for Mack McKelvey, SVP, Millennial Media and MMA North American Board Member, to host a fireside chat with Michael Rosenberg, Executive Director, Advertising & New Media, Paramount Pictures.  Michael is never satisfied with the status quo—he challenges his agency and his mobile partners to ensure he is able to harness the power of mobile advertising for Paramount.  Hear about Paramount’s creative mobile campaigns, how mobile advertising has become a staple of every media buy, and what Paramount would like to see in the next evolution of mobile advertising.
Erin (Mack) McKelvey: Senior Vice President; Millennial Media
Michael Rosenberg: Executive Director - Advertising & New Media at Paramount Pictures
10:40 - 11:20 Ask the Experts Leadership Panel: A Keynote and Open Q&A Session Between the Audience & Industry Leaders

Mobile is changing everything, is business and the market ready to response?  This is your opportunity to hear from and to ask the experts. 

Do you have a question you'd like the experts to answer? If so, then please complete this form and we'll be sure to let them know.

Michael Becker: Managing Director, North America, Mobile Marketing Association

Monica S. Desai: Partner, Patton Boggs, LLP
Hans Fredericks: Vice President, Mobile Business Development, comScore, Inc.
Bruce J Hershey: Director Mobile Strategy, Merkle, Inc
Martin Lange: Global Head Mobile, OgilvyOne Worldwide
Matt Stringer: Senior Vice President, Marketing; Men’s Wearhouse, Inc.
11:20 - 11:50
Networking & Coffee Break
TRACK 1: What’s On the Horizon with Advertising?

Mobile advertising is going beyond awareness and lead generation and into new heights of consumer engagement and commerce. This track sheds light on the new horizons of mobile advertising.

Sponsored By:

TRACK 2: The Marketer Speaks

Let’s hear it from the Brand, Retailer and Publisher and how they’re employing mobile deliver and receive value.

Sponsored By: 

TRACK 3: Mobile Relationship Management

Awareness and transactions are the start, but in the end, true value is generated through ongoing customer engagement. Learn how.

Sponsored By: 
11:50 - 11:55
Track Moderator & Introduction

Matt Hull: Vice President Product Marketing & Operations, AT&T AdWorks
Track Moderator & Introduction

Matt Kojalo: VP Global Advertising Solutions, Poynt
Track Moderator & Introduction

Julie Roth Novack: SVP Mobile Solutions; Vibes
11:55 - 12:15
Mobile Advertising Key Trends and Benchmarks
Noah Elkin, Principal Analyst at eMarketer, Inc, and Joshua Koran, Vice President Audience Development at AT&T AdWorks to provide more information on key trends and ideas in mobile advertising. 

Noah Elkin
Principal Analyst; eMarketer, Inc.

Joshua Koran: Vice President Audience Development; AT&T AdWorks
Exploring the landscape of mobile local search and how brands are building a direct relationship with consumers

The future of mobile marketing depends on taking advantage of context. In this webinar Poynt will explain what it means to launch contextually relevant mobile campaigns. Poynt will discuss how brands and marketers can use context to connect directly with consumers and provide specific examples on how these campaigns can generate higher than industry average results.

Margaret Glover-C
ampbell: VP Marketing & PR, Poynt
How General Growth Properties Activates, Engages and Deepens Consumer Relationships with Mobile Relationship Management™

Retail is no longer confined to shopping malls and store catalogues. With the rise of mobile, marketers have a new and more interactive channel for reaching and engaging consumers. The session digs into the best ways to incorporate and use mobile throughout the consumer lifecycle.
Jack Philbin: Co-founder and President; Vibes Media and North American Vice Chairperson of the Mobile Marketing Association

Katie Sholem:
Manager of Mobile Marketing; General Growth Properties
12:15 - 12:35
Uncovering The Drivers or Local Mobile Engagement
Mobile has gone local and is driving immediate consumer action. In this session we'll uncover and review the findings of the latest AT&T Interactive and Nielsen research that uncovers key in sights that drive consumer local engagement.
Chung Cheong: V.P., Ad Product Management;
AT&T Interactive
Mobile’s Cross Media and Channel Effects and Effectiveness – A View from
Mobile has an influential effect on all aspects of consumer engagement.   On one side mobile creates a chance to engage the allusive “mobile only” consumer, while on the other side it can be used to engage consumers via mobile enabled traditional media.  Standalone these two views can be impressive, taken together the cross-media affect of mobile is staggering   This discussion digs deep into this best practices and shares insights on mobile’s impact across media.  
Sharon Knitter: Senior Director of Mobile;
Panel: The Database Takes Center Stage: Strategies for Building Mobile Databases that Seamlessly link with Online and Offline Marketing
Building and maintaining a mobile database with reliable mobile addresses (phone numbers, email, IP addresses) is core to the future of marketing. However, just as important is how you marry mobile with your traditional database efforts. In this session we learn about the latest in engaging customer through SMS, MMS, Long Codes, IP Alerts and more, as well as what it takes to build a mobile strategy that incorporates mobile, online and offline data within the database.

Carolyn Eckhaus: Mobile Analytics Lead, Merkle, Inc

James Citron: Chief Executive Officer; Mogreet
Scott Kveton: CEO; Urban Airship
Jeff Lawson: Chief Executive Officer; Twillio
12:35 - 1:05
PANEL: Rich Media, Personalization and Targeting Advertising: Are we adding value or complicating the experience?

You hear the buzzwords: “Rich Media,” “Targeting”, “Relevance”, “Context”, “real-time personalization” and more. Does any of this work or are we over complicating the experience? In this panel, the industry leaders weigh in on the costs and benefits of the latest trends in mobile advertising and personalizing consumer engagement.
Danielle Lee: Vice President Mobile Ad Product Innovation, AT&T AdWorks  

Bryan Jones: Chief Executive Officer;Collider Media
Michael Niemann: Senior Manager - Mobile Advertising; T-Mobile
David R. Singer: Partner, Jenner & Block LLP (Los Angeles office)
Mihai Vlad: Head of Insights & Audience Management; Optism, Alcatel-Lucent
App Success Story: How BET Raised the Roof on Mobile
A detailed case study of BET's highly acclaimed "106 & Park" app for iOS and Android developed by Bottle Rocket Apps. Learn how this app connected users with a major brand, increasingly audience loyalty through daily, live interaction. Witness how this app redefined BET's mobile strategy and marketing success.  
Calvin CarterFounder & Chief Strategist; Bottle Rocket Apps
Brandon Lucas: Vice President and General Manager, Mobile, BET Mobile
Mobile Relationship Management Results

How does the brand or retailer start integrating mobile internally across their existing departments and what are the results that can be had? Is a CMO (chief mobile officer) needed? Which department is best to champion mobile? How can the brand/retailer fluidly work with store operations, web, brand managers, agency etc. to create a productive channel that adds value to the existing store DNA? This panel will look to answer these questions and will provide actionable insights for integrating mobile as an indispensible part of your marketing mix.
Giselle Tsirulnik:  Deputy Managing Editor; Mobile Marketer
Jeff Hawley: Director, Customer Experience Group; Yamaha Corporation of America
Jack Philbin: Co-Founder & President; Vibes Media
1:05 - 2:05
Networking & Lunch Break – 1:05-2:05
How Mobile has Changed and Forever Shaped the Fabric of Engagement
   Featuring a special guest
Antonio Villaraigosa: Mayor of the City of Los Angeles
Introduction by: Eddy Hartenstein: President & CEO; Tribune Company and CEO & Publisher; Los Angeles Times
  TRACK 4: Industry Trends You That Drive Success
TRACK 5: Every Cloud has a Silver Lining - the Future of Mobile Cloud Computing

Sponsored By: 
TRACK 6: Engaging Consumers, Government and Creating the Modern Day Organization
Track Moderator & Introduction

John Styers:
VP Corporate Strategy & Industry Relations; 3Cinteractive
Track Moderator & Introduction

Matthew Valleskey:
Marketing Director, Mobile Services, Neustar, Inc.
Track Moderator & Introduction

Dorrian Porter
: Chief Executive Officer; Mozes Inc.
2:05 - 2:25
Thinking Human: How to Optimize and Sustain Consumer Engagement
We need to remember to "think human" when it comes to mobile marketing. In today's world of mass marketing overload getting a potential customer's attention is a scarce resource. You need to focus not only on getting the opt-in, but also how to sustain consumer engagement. This should not be done simply with algorithms and technology, it requires a human touch to demonstrate very quickly that what you are offering – your content – is worth paying attention to. This discussion will illustrate best practices for "thinking human."

Mihai Vlad: Head of Insights & Audience Management; Optism, Alcatel-Lucent
PANEL - The Power of the Lens: Barcode, Watermark, Video and Audio Recognition Through the Mobile Device

Learn how a few pixels on a page, billboard, flyer, screen or point-of-sale display is changing the face of consumer engagement, as we know it. Consumers, by simply scanning a traditional UPC code, 2D or 3D code or watermark can trigger a rich media, interactive, experience to foster real-time transactions, customer loyalty and social engagement.
Diane Strahan: Senior Vice President, Mobile & Registry Services; Neustar, Inc.
Craig Brandis: Senior Product Marketing Manager; Digimarc Corporation
Jeff Roberto: Director of Consumer Marketing; Shazam
Mike Wehrs: Chief Executive Officer; Scanbuy
Translating Inspiration to Action
Incorporating mobile initiatives into aconcert, conference, film premiere or campus rally allows event producers to connect directly with their audience and allow fans. Rock the Vote will discuss how they enhance the live experience with the mobile phone, and then bridge that experience to action after the event.
Heather Smith: President; Rock The Vote
2:25 - 2:45
The Creative Mobile Revolution: State of Mobile Rich Media & Best Practices:
With the demand and buzz around mobile rich media these days, there are still lots of challenges and nuances around finding the right partner or solution that will allow you to successfully execute mobile rich media campaigns at scale. This session looks at the state of mobile rich media and showcases best practices on creative design and execution that will enable marketers to make the most out of their mobile rich media campaigns.  See what top-tier advertisers are doing to leverage dynamic content and immersive experiences to bring their brands to life.

Anne Frisbie: VP & Managing Director, North America, InMobi 
Through the Looking Glass: How Augmented Reality is Personalizing Engagement

They say a picture speaks a thousands words. But what if the picture were personalized, with canvas being the world as seen through the lens of a smartphone or tablet computer’s camera? And the picture’s theme changes, in real-time, to the tune of the viewer’s location, behavior and preferences? Welcome to the power of augmented reality. Learn what it can do for you and your customers.

Michael Iams: Principal Product Manager, Mobile; MapQuest
Advancing Mobile in Government Affairs and Issue Advocacy

What will a 22nd century mobilized body-politic look like? What has happened in mobile communications since President Barack Obama announced his vice presidential nomination via text messaging? Learn how political organizations throughout the United States are adopting rapid response text messages and broader mobile strategies for the battles defining health care, immigration reform, the current budget crisis and more.

Scott Goodstein: Chief Executive Officer; Revolution Messaging, LLC
2:45 - 3:15
From the Check-in to the Check-out: Latest Trends in Shopping
The mobile device is becoming an essential element of the shopping experience. However, mobile shoppers are going beyond basic price comparisons and mobile savvy retailers are giving those shoppers more useful and relevant options that drive out-of-store engagement, word-of-mouth and in-store sales. Learn how the latest mobile services are driving retail sales via social commerce and proximity marketing.


Webster Lewin, SVP, Director of Digital Innovation and Strategy; MSLGROUP Americas
Alex Dombroski: Client Partner - Manufacturing/Financial Services;Bazaarvoice
Doug Galen: Chief Revenue Officer; Shopkick 
Erno Tauriainen: Founder & President; Wantlet
Sina Venus: Senior Vice President; Citicorp
Panel: Mobile-enabled Cloud Computing - How To Tap Into Everything through the Mobile Device
Data—a user’s location, device type, data plan, personal profile, billing and preferences—is increasingly accessible to enable rich, relevant and targeted consumer engagements. Learn from the experts on how the latest industry innovations of mobile cloud services and access to carrier and 3rd-party value added services through application programming interfaces (APIs) are changing the future.
Lisa Peterson
: Director, Mobile Solutions Marketing,Neustar Client Services
Dejan Mirkovic: Vice President, Corporate Development; AirG
Jon Ziskind: Co-Founder and CEO; ZOS Communications, Inc 
Surviving and Thriving Within the Mobile Revolution: Considering new Organizational Strategies and Approaches
Mobile has brought the industrial revolution to a close. Organizations need to move beyond assembly line and mass production tactics. To survive in the future, organizations need to retool and reevaluate how they’re organized and focus on employee empowerment and education. This panel will address how marketing, sales, media and related operations will function in the future.

Geoff Peterson: Founder, Mobile Merger

Edward Koller III: Managing Director; Howard-Sloan-Koller Group
Andy Vogel: Senior Vice President, Digital & Mobile, Tribune

Jay Wilder: Director of Product Marketing; Brainshark, Inc.
3:15 - 3:45

Networking & Coffee Break

3:45 - 4:35
The Pitch: Five Companies Faceoff to Show How Their Innovation and Value Proposition is Unique
This session is different than any other session you’ll attend. It is sales pitch! Some things can’t be explained in written words, you need to see it and hear it. No amount of brochures or signage can replace the moment when someone sees your solution JUST WORK. That's what The Pitch is for. Five companies are sponsoring The Pitch so they can have the opportunity to convince the audience that they have something really different, really new and special to show off.   At the end, the audience will vote for their favorite pitch. The winning company will receive a plaque and the honor of winning The Pitch: MMA Forum Los Angeles 2011.

Voting powered by:
Raj Bhangu: VP Business Development; airG

Drive more than just impressions: how Motricity's platform delivers integrated mobile experiences
Kevin McGuire: VP of Product; Motricity

Transformational marketing results by enabling consumers to have fun self-profiling
Henry Lawson: Chief Executive Officer

StarStar: simple rules for activating the on-the-go consumer
Jim Stanley: Vice President of Products and Marketing, Zoove

Perimeters: Drag-and-drop your way to custom LBS campaigns in 90 seconds
Ben Gaddis: Vice President – Growth and Innovation
Tapjoy Mobile Value Exchange delivers engagement at Scale Efficiently
Roderick Alemania: Head of Strategic Development; Tapjoy
4:35 - 5:00
Mobile Analytics Roundtable: Using Data to Shape Insights & Decision Making for Maximum Results

To succeed in mobile marketing, as in other digital programs, analytics plays a crucial role in the development of strategy and prioritization of marketing spend. Research shows the majority of marketers are not deploying measured programs. This discussion looks into how marketers (Coca-Cola, Xbox, Microsoft, Bing, Daily Telegraph and others) are using, and failing to use, mobile analytics, and also will share baselines so you can see how your organization’s efforts stack up to the best in class. You’ll learn how some of the leading mobile practitioners are harnessing the power of mobile analytics to evolve their mobile programs, refine their user experiences, shape insights, inform their eCRM efforts and generate ROI.

Michael Ricci:
Vice President, Mobile; Webtrends Inc.

John English: Director, Business Development; Disney | ABC Television Group, Digital Media
Brian Murphy: Director, Mobile Strategy, Team AOL
Eli Wendkos: Digital Marketing Program Manager; Digital Platforms
Barbara Williams
: Mobile Marketing Global Practice Lead;Microsoft
5:00 - 5:25
Mobile Gamification--The Play, The Place, The Success: Business Models that Work

The mobile marketing industry is rapidly evolving to meet the rising expectations of today's consumers. Achieving optimal presence in the mobile/social landscape - and measuring the value of that presence - can be challenging. SCVNGR sets the standard for innovative solutions to today's marketing challenges.
Chris Mahl: SVP & Chief Brand Alchemist, SCVNGR
Steve Meyers: Senior Account Executive; the marketing arm
5:25 - 5:55
Recipe for the Perfect Media Cocktail – The Multiplier affect of Cross-media Integration

We’ve all know for quite some time that mobile advertising indexes higher than most other media when it comes to brand awareness, brand favorability, purchase intent and other leading metrics; however, we’re now beginning to see the multiplier affect when mobile is added to a broader set of media, such as online and cable television.    In this session, through consumer retail and automotive industry case studies, you’ll see first hand the positive results that can be generated by combining mobile advertising across media.

Paul Borgese: Director Ad Engagement; The Weather Channel Media Solutions
Joy Liuzzo: Vice President, Director; Insight Express
5:55 - 6:00
Closing Remarks
Michael Becker: North American Managing Director, Mobile Marketing Association
6:00 - 7:30
Closing Cocktail Reception
Tres Restaurant, SLS Hotel

Hosted by:

MMA Global Awards Ceremony & Dinner
Albert Ballroom



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