Mobile Next 2018

September 26 - 28, 2018

Omni Rancho Las Palmas, Rancho Mirage, CA

1 888.482.6012

Day One September 26th 2018: Creating Customer Centric Experiences On Apps And Mobile Sites

This day is all about converting and optimization tactics. Refine your mobile strategy to get more sales. Mobile is your best chance for survival as a major brand today. Today’s speakers will tell you how to keep up with new trends in mobile optimization!

7:45 am - 8:45 am Continental Breakfast & Registration In The Solutions Zone

8:55 am - 9:05 am Welcome Remarks

Elizabeth Robillard - Event Director mobileNEXT
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Elizabeth Robillard

Event Director
mobileNEXT

9:05 am - 9:20 am Chairperson’s Opening Address

Mario Ciabarra - Founder & Chief Executive Officer Quantum Metric

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Mario Ciabarra

Founder & Chief Executive Officer
Quantum Metric

9:20 am - 9:45 am Keynote: Detailed Steps for Designing Customer Focused Mobile Experiences

Saurin Shah - VP of Product Rue La La
Every brand needs to think customer first for all aspects of their mobile strategy- which means building mobile experiences with the customer in mind  and thinking about how all of your channels can work together to best service them. The CIO of TGI Fridays walks through how they’ve designed with the customer in mind in this keynote session: 
•Using the insights gleaned from your UX programs to understand friction points on your mobile app or site
•Designing new mobile experiences with this in mind to further alleviate pain points
•Anticipating your customers needs, instead of reacting when something bad happens- need to define
•Assessing tools or programs you can  use to help pull data, analyze it and put strategies into action

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Saurin Shah

VP of Product
Rue La La

9:45 am - 10:25 am Panel REMIX: Looking into the Crystal Ball: Examining The Future Of Mobile

Gary Penn - VP, Digital & eCommerce Nixon Jonathan Hastings - Mobile Product Lead, iOS and Web Rent the Runway
How can brands prepare for future opportunities with mobile devices?  How will the technology evolve along with tomorrow’s mobile consumer? Get a holistic view of the future of mobile, as you hear from senior executives across different industries: 
•What will mobile’s role be in the future omnichannel customer journey? 
•How will technology like AI, VR, AR and Voice impact the role of mobile?  How will mobile technology evolve?
•What strategies are in your future roadmap for improving mobile acquisition?
•How can you continually test your web and app performance to keep up with customer demand?
•What is going to be the new standard of mobile loyalty? 

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Gary Penn

VP, Digital & eCommerce
Nixon

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Jonathan Hastings

Mobile Product Lead, iOS and Web
Rent the Runway

10:30 am - 11:15 am Morning ‘Energy Booster’ & Networking Break In The Solutions Zone

Mobile Next has officially kicked off! Don’t forget to get an energy booster with a smoothie before heading back to the General Session room!
Your customer needs to be at the center of your mobile strategy. Regardless of whether you are designing an app or a mobile website, you should be thinking about what each platform means to your customer and how they can best use it. Join this interactive panel discussion to hear answers to questions like: 
  • Do you know who you are designing your mobile platforms for?
  • Who is the ideal app user? And what do you know about them?
  • What does your app user want from their experience? 
  • Are they on your app because they are more loyal? 
  • Are they a more bought in customer? 
  • How should your app be designed with this in mind?
  • Who is the ideal mobile web user? And what do you know about them? 
  • What does your mobile web user want from their experience? Are they more casual customers? Is their value as high? Are they high converting?  
  • If you have both a mobile app and mobile website, what are you using each for? 
  • Is one more lead generating while one focuses more on loyalty? 
  • Knowing your customer base, are you spending more resources developing the strategy of one platform over the other? 

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Haseeb Tariq

Mobile Marketing
Guess?

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Rajan Mohan

VP of Digital Commerce
Marriott International

Saloni Goyal

Director of Product, Mobile
1800Flowers

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Tari Huddleston

VP of eCommerce
Sugarfina

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James Meeks

Head of Mobile
eBay

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Richard Sgro

VP of Sales, North America
mParticle

11:50 am - 12:10 pm High Fashion Gone Mobile: How Nordstrom Is Changing the Way We Shop

Joyce Solano - VP of Corporate Marketing Leanplum Dave Sims - Vice President, Loyalty and Retention Nordstrom
Nordstrom, the high-end retailer known for exemplary customer service, is dressing up its ecommerce strategy to appeal to fashion-conscious, brand loyal, and mobile-savvy  customers. In this session, we’ll spotlight how Nordstrom is going all in on mobile after recently acquiring a pair of retail technology companies and how sticky features like the ever-popular “reserve and try” naturally bridge the online and offline experiences. We’ll also check out how Nordstrom segments and messages audiences to create a more personalized 1:1 shopping experience.
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Joyce Solano

VP of Corporate Marketing
Leanplum

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Dave Sims

Vice President, Loyalty and Retention
Nordstrom

Today’s consumer uses more screens than ever, so it’s more important than ever to optimize every touch point that you have with them. In order to get more sales, you need to make the experience seamless no matter the channel.  In this solutions focused group discussion, you’ll leave with specific takeaways to exceed the expectations of today’s connected consumer. Our panel will discuss:
•Acknowledging the journey your customer takes from one screen to another in the conversion process
•Connecting the dots of customer data collected across those screens to personalize the experience provided on each, while maintaining a consistent brand message
•Helping your customer to convert no matter the screen (or device)

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Harry Lang

VP of Product, Hallmark Movies Now
Hallmark Labs

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Joy Simonsen

Associate Director, eCommerce Business Planning
Mondelez International

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Erin Sanderson

Senior Manager, Digital Marketing Strategy
Southwest Airlines

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Rajan Mohan

VP of Digital Commerce
Marriott International

12:45 pm - 1:05 pm Keynote: Unlocking the Power of Customer Data to Create Personalized, Cross-Channel Campaigns

Ryan Hofmann - Vice President, Strategic Marketing Solutions Listrak
Research shows that the average person will respond to an email within 90 minutes, but only 90 seconds to a text message. Today’s consumers have come to expect personal and engaging messages. To meet these demands, marketers need to develop a mobile strategy that enhances their current marketing efforts, and optimizes their traditional and ecommerce activities. What’s more, 75% of consumers would welcome companies and brands to text them with anything ranging from appointment and payment reminders to offers and information – yet only 30% are currently doing so. Needless to say, this is a massive, untapped opportunity. To meet these demands, marketers need to develop a mobile strategy that enhances their current marketing efforts with message that reach consumers in the most direct way – on their personal devices. Attendees will learn:

•How to maximize mobile permission acquisition in-store and online
•How to leverage mobile to listen for and act on signals of retail purchase intent
•How to move shoppers down the path to purchase and repeat purchase with native mobile messaging

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Ryan Hofmann

Vice President, Strategic Marketing Solutions
Listrak

1:05 pm - 2:15 pm Lunch For All Attendees In The Solutions Zone

TRACK A: Data and Personalization

2:15 pm - 2:20 pm Open Mic: What Do You Want To Learn?
Led by the chair of each track, this is an open mic session that discusses the challenges you want to address in this track. Be sure to meet-up afterwards with someone in the room who can help you solve it!

TRACK A: Data and Personalization

2:20 pm - 3:00 pm Lightning Round Panel: Gathering the Right Data: Your First Move Towards Targeted Personalization for Mobile App and Web
Ben Baker - Senior Director, Pickup Marketing, eCommerce Walmart Khalid Ishaq - Senior Mobile Product Manager Neiman Marcus
You can’t talk about personalization without talking about data. Is your company gathering every piece of data needed to develop a comprehensive mobile personalization strategy? If not, this tactics driven group session can answer your most pressing questions.  
  
•How do you capture every piece of customer data that you possibly can?
oHow can you possibly track every single interaction you have with a customer from every single touch point? 
oWhat are the resources that you need to put behind an effort like this? 
•Once you have this data- do you know what to do with it to target segments that will want to buy your product? 
•What data do you really need to start to create personalized mobile experience? Can you answer questions like:  
oWho is your customer? What is their contact info?
oWhere your customer interacted with you
oHow long they were on your mobile site
oWhere they are located 
oWhat they purchased, if they made it to checkout
oIs there value in tracking social media data for specific target markets? 

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Ben Baker

Senior Director, Pickup Marketing, eCommerce
Walmart

Khalid Ishaq

Senior Mobile Product Manager
Neiman Marcus

TRACK B: Conversion, UX and Testing

2:15 pm - 2:20 pm Open Mic: What Do You Want To Learn?
Led by the chair of each track, this is an open mic session that discusses the challenges you want to address in this track. Be sure to meet-up afterwards with someone in the room who can help you solve it!

TRACK B: Conversion, UX and Testing

2:20 pm - 3:00 pm Panel REMIX: The Need for Speed! Improving the Speed and Efficiency of Your Mobile Site to Win the Sale
David Baldie - Global Director, Mobile Engineering Anheuser-Busch Simon Carpio - Director, Product Management US Auto Parts
Don’t let your customers abandon their mobile browsing experience because your pages take too long to load!  There are some easy fixes to increase speed and performance.  This panel walks through the steps and helps you improve our mobile experience:
•Evaluating the purpose of your mobile site
•Making sure you are optimizing for speed and performance to support your customer 
oHow do you check your load speeds? 
oWhat can you do to optimize load speed if you aren’t satisfied with it? What things should be prioritized or removed?
-Making sure you are constantly iterating on this to improve speed and performance 

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David Baldie

Global Director, Mobile Engineering
Anheuser-Busch

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Simon Carpio

Director, Product Management
US Auto Parts

This track will consist of back to back peer-led group discussions on niche topics. After 40 minutes, we will discuss another topic. This session is just for brands

Brand Only Topic Led Conversations

2:15 pm - 2:55 pm #1 What Else is Your Mobile Strategy For? Building Loyalty and Keeping Past Customers Engaged
Bethany Wallace - Senior Manager, Email & Mobile Marketing Shoe Carnival

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Bethany Wallace

Senior Manager, Email & Mobile Marketing
Shoe Carnival

TRACK A: Data and Personalization

3:00 pm - 3:30 pm Case Study REMIX: Personalization at Pandora
Harish Goli - Senior Product Manager Pandora
Description Pending!

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Harish Goli

Senior Product Manager
Pandora

TRACK A: Data and Personalization

3:30 pm - 3:35 pm Open Mic: What Are You Taking Away?
Led by the chair of each track, this brings our opening session full circle. Our chair will take a moment to read some of the questions asked by the group in the opening session, and track participants will be asked to raise their hands and share any of the answers to those questions they might have learned during the track thus giving you immediate takeaways!

TRACK B: Conversion, UX and Testing

3:00 pm - 3:30 pm Case Study REMIX: Improving Checkout Design: Make Sure You Don’t Lose Customers Where it Matters Most
Linda Adams - Product Manager, Mobile & Emerging Channels Choice Hotels International, Inc.
Picture this: Your customer has found what they want to buy, picked a size, picked a color and put the item in their cart. Their decision to purchase has been made, but, all of this will mean nothing if a customer gets to the point of checking out and abandons. How can you overcome obstacles to checkout? Join this session to hear more about how:
•Learning what makes a flawless checkout system – removing customer frustration and abandoned carts
•Reviewing streamlined step based process, easier forms, saved information, guest access, secure checkout, access to mobile wallet payments (if the customer is using an app)
•Deciding if your mobile checkout needs to be different than your desktop checkout [if you aren’t working off a responsive web program?] 
oHow should you be designing differently for this group?
oWhat elements of mobile checkout help people convert? Or at least help keep them engaged in the buying process? 

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Linda Adams

Product Manager, Mobile & Emerging Channels
Choice Hotels International, Inc.

TRACK B: Conversion, UX and Testing

3:30 pm - 3:35 pm Open Mic: What Are You Taking Away?
Led by the chair of each track, this brings our opening session full circle. Our chair will take a moment to read some of the questions asked by the group in the opening session, and track participants will be asked to raise their hands and share any of the answers to those questions they might have learned during the track thus giving you immediate takeaways!

Brand Only Topic Led Conversations

2:55 pm - 3:35 pm #2 Integrating Disparate Legacy Systems to Achieve One Holistic View of Your Customer
Elizabeth Harvey - Mobile Product Manager NewPig

Elizabeth Harvey

Mobile Product Manager
NewPig

3:35 pm - 4:20 pm Afternoon ‘Sugar Rush’ Networking Break In The Solutions Zone

Satisfy that afternoon sweet tooth craving in the solutions zone while networking with new friends! 

TRACK A: Data and Personalization

4:20 pm - 4:50 pm Lightning Round Panel: Fail Fast- Getting Mobile Testing Done Right
Martin Kilp - Managed Services, Mobile Lead Smartly Brandon Zambroski - Manager of Site Experience and Mobile Timberland
Apps and mobile websites must be constantly tested in order to keep up with changing customer expectations. Our fast paced, solutions focused panel presents some of the most important aspects of mobile testing, such as: 

•What exactly does it make sense to test?
oAre you testing copy? Layouts? Buttons? Number of forms that need to be filled out?
oAre you testing out different things based on knowing mobile web customers are different than mobile app customers? 
•Are you testing different aspects of your mobile pages in the most efficient way? 
•What are some of the results of your testing?
oWhat KPI’s are you using to measure those results?  
•What tools are you using? 
•How do you gain senior buy-in to execute testing programs?
•How do you demonstrate real ROI from your testing program?

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Martin Kilp

Managed Services, Mobile Lead
Smartly

Brandon Zambroski

Manager of Site Experience and Mobile
Timberland

TRACK A: Data and Personalization

4:50 pm - 5:20 pm Fireside Chat: Creating a Mobile Department from the Ground Up!
Matt Pacyga - Mobile Applications Development Team Lead Dairy Queen Sanjay Chaudry - Senior Manager, IOS Lead Panera Bread
If mobile is starting to become more of a focus for your company, how do you put urgency behind the creation of a holistic mobile department? Where do you get started with something like this that needs to be more cross functional and involves a lot of data expertise, UX knowledge and will also involve a lot of investments? Join our panelists as they talk through what is was like building mobile departments from the ground up!
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Matt Pacyga

Mobile Applications Development Team Lead
Dairy Queen

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Sanjay Chaudry

Senior Manager, IOS Lead
Panera Bread

Brand Only Topic Led Conversations

4:20 pm - 5:00 pm #3 Innovation in Mobile: What’s up Next?
Marria Rhodriquez - VP, Digital Product Management and Strategy Wells Fargo

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Marria Rhodriquez

VP, Digital Product Management and Strategy
Wells Fargo

5:20 pm - 6:20 pm ‘Beat the Heat’ Opening Cocktail Reception in the Solutions Zone

6:00 pm - 6:30 pm End of Day One