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!

7:30 am - 8:30 am Continental Breakfast & Registration In The Solutions Zone

8:30 am - 8:35 am Welcome Remarks

Elizabeth Robillard - Event Director mobileNEXT
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Elizabeth Robillard

Event Director
mobileNEXT

8:35 am - 8:50 am Chairperson’s Opening Address

Chairperson to be named, Quantum Metric

8:50 am - 9:10 am Keynote Fireside Chat: Exceeding Customer Expectations: My Mobile Playbook

Robert Gelick - EVP and GM, CBS Entertainment Digital CBS Interactive
Mobile really can be your champion marketing or sales channel as it’s always readily accessible by your customers. If mobile is going to lead the way in marketing or selling your brand, the experiences you offer need to be perfectly tailored to their expectations. Our opening keynote session presents detailed insight into the mobile strategy of a leading retailer: 
•What experiences do you think customers expect on mobile today? 
•How do you know what your customer expects from your brand?
•How did you design for these experiences? 
•How can you iterate your mobile products to keep up with customer expectations?
•Can you dedicate the same amount of resources to acquisition, conversion and retention?

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Robert Gelick

EVP and GM, CBS Entertainment Digital
CBS Interactive

9:10 am - 9:35 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

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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Melissa Douros

Head of Digital Product Management
Great Wolf Resorts

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Titania Jordan

Chief Product Officer
Bark

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Rick Robinson

VP of Product
Politico

10:05 am - 10:50 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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Ross Higgins

Senior Director, UX and Design
Newegg

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Haseeb Tariq

Head of Mobile Marketing
Guess?

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Rajan Mohan

VP of Digital Commerce
Marriott International

Saloni Goyal

Director of Product, Mobile
1800Flowers

11:20 am - 11:40 am KEYNOTE PRESENTATION: By Leanplum

Joyce Solano - VP of Corporate Marketing Leanplum
Learn the latest mobile strategies from a senior Leanplum executive and client
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Joyce Solano

VP of Corporate Marketing
Leanplum

11:40 am - 12:05 pm Keynote: A Seismic Shift is Near: Mobile’s Critical Role In Your Digital Transformation Roadmap

A company can stall on their digital transformation efforts if the role of mobile isn’t adequately accounted for.  Ensure your transformation journey places the appropriate value on this channel. This session will cover:
•Transformations in your core infrastructure to streamline processes and unlock business value
•Understanding the role that mobile plays to increase engagement across all customer touchpoints
•Considering today’s mobile first consumer as the focal point of your transformation plan 
•Mapping out and actioning your digital transformation plan 

Join us as a senior executive from TGI Fridays walks us through their approach to Digital Transformation!

12:05 pm - 12:25 pm KEYNOTE PRESENTATION: By Listrak

Learn the latest mobile strategies from a senior Listrak executive and client.

Speaker to be named, Listrak

12:25 pm - 1:00 pm Lightning Round Panel: Helping Customers Convert: Creating Cross-Screen Experiences for Today’s Always Connected Consumer

Thomas Connors - Director of Mobile FreshDirect Harry Lang - VP of Product, Hallmark Movies Now Hallmark Labs Lisa Malleus - Head of Ecommerce Digital Solutions ITS Americas Mondelez International
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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Thomas Connors

Director of Mobile
FreshDirect

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Harry Lang

VP of Product, Hallmark Movies Now
Hallmark Labs

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Lisa Malleus

Head of Ecommerce Digital Solutions ITS Americas
Mondelez International

1:00 pm - 2:00 pm Lunch For All Attendees In The Solutions Zone

TRACK A: Data and Personalization

2:00 pm - 2:10 pm Chairperson’s Afternoon Address
Chairperson to be named, Cutting Edge Solution Provider

TRACK A: Data and Personalization

2:10 pm - 2:15 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

2:15 pm - 2:40 pm Lightning Round Panel: Gathering the Right Data: Your First Move Towards Targeted Personalization for Mobile App and Web
Aman Sethi - Director of Product Management Marriott International 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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Aman Sethi

Director of Product Management
Marriott International

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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

2:00 pm - 2:10 pm Chairperson’s Afternoon Address
Chairperson to be named, Cutting Edge Solution Provider

TRACK B: Conversion, UX and Testing

2:10 pm - 2:15 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

2:15 pm - 2:40 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

2:00 pm - 2:40 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

2:40 pm - 2:50 pm Innovation Spotlight
Join this short session highlighting a cutting edge technology
that will jump start your mobile strategy. If you are interested
in presenting during this time, please contact Charlia Owens at
Charlia.Owens@wbresearch.com

TRACK A: Data and Personalization

2:50 pm - 3:20 pm Case Study REMIX: Demonstrating Mobile ROI To Secure Further Investment in Your Projects
James Meeks - Head of Mobile eBay
In order to get internal advocacy and resources to support for your mobile efforts, you will need to show results. Are you aware of what your c-suite wants to see from your projects? If not, join this session to hear more about: 
•Having specific goals in mind when determining your metrics 
•Getting your targeted ROI from your mobile investments to continue further internal investment
•Sharing results with internal stakeholders as needed

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James Meeks

Head of Mobile
eBay

TRACK B: Conversion, UX and Testing

2:40 pm - 2:50 pm Innovation Spotlight
Join this short session highlighting a cutting edge technology
that will jump start your mobile strategy. If you are interested
in presenting during this time, please contact Charlia Owens at
Charlia.Owens@wbresearch.com

TRACK B: Conversion, UX and Testing

2:50 pm - 3:20 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.

Brand Only Topic Led Conversations

2:40 pm - 3:30 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

3:20 pm - 4:05 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

4:05 pm - 4:45 pm Panel REMIX: Perfect Product Recommendations: Personalization As a Method for Mobile Web Conversion
Vikas Bhumireddy - Senior Manager, Digital Product Edgewell Personal Care
Imagine being able to offer your customers something they didn’t even know they wanted- thus keeping them engaged and getting them to convert more often. This can only be possible with the use of data to personalize what you are offering. Join this panel to learn how to construct a mobile personalization strategy that drives sales:
•Acknowledging that personalization has ties to site performance
•Starting with capturing the right customer data (contact information, past AOV, what exactly they’ve purchased, their location, last click, like customer segments, social media profiles, etc.)
•Segmenting visitors to your mobile website based on this data
oBy source of entry? 
oBy location? Language?
oPrevious activity?
•How do you make sure that customers aren’t turned off by a large amount of recommendations? Or you over recommend and they get cold feet on a purchase? 
•How often do you have to revisit personalization strategies in order to make sure your segmenting remains valid

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Vikas Bhumireddy

Senior Manager, Digital Product
Edgewell Personal Care

TRACK A: Data and Personalization

4:45 pm - 4:55 pm Innovation Spotlight
Join this short session highlighting a cutting edge technology
that will jump start your mobile strategy. If you are interested
in presenting during this time, please contact Charlia Owens at
Charlia.Owens@wbresearch.com

TRACK B: Conversion, UX and Testing

4:05 pm - 4:45 pm Lightning Round Panel: Fail Fast- Getting Mobile Testing Done Right
Brandon Dietz - Product Manager, Mobile Headspace
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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Brandon Dietz

Product Manager, Mobile
Headspace

TRACK B: Conversion, UX and Testing

4:45 pm - 4:55 pm Innovation Spotlight
Join this short session highlighting a cutting edge technology
that will jump start your mobile strategy. If you are interested
in presenting during this time, please contact Charlia Owens at
Charlia.Owens@wbresearch.com

Brand Only Topic Led Conversations

4:15 pm - 5:05 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

TRACK A: Data and Personalization

4:55 pm - 5:25 pm Case Study: Using Mobile Devices to Help Support In-Store Employees and Increase Sales
Not only can mobile devices help customers’ in-store, but they can also vastly improve the productivity of your in-store workforce. Mobile devices can provide your in-store employees with more opportunities to spend time interacting with customers, assisting them with the sale, and engaging them long term. Help support your in-store employees after this session.: 
•Utilize mPOS to make checkout faster and employees more versatile 
•Engage instore employees with mobile apps that have a social aspect
•Train employees via a mobile device and distribute information to everyone
•Have employees use apps or scanning devices via mobile to help customers find the things that they need and relay product information for people that might be more technologically challenged

TRACK A: Data and Personalization

5:25 pm - 5:30 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

4:55 pm - 5:25 pm Case Study: Getting Eyes on Your App: Best Practices For App Store Optimization
Brandon Dietz - Product Manager, Mobile Headspace
If you want customers to find and use your app, it makes sense to optimize your presence in app stores. Join this session to hear more about: 

•Acknowledging that  app store optimization is important to your customer acquisition strategy 
•Figuring out the best app title and keywords for improved performance
•Getting more organic downloads and reviews in order to increase your relevance
•Making sure you understand that this process takes time and effort to improve

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Brandon Dietz

Product Manager, Mobile
Headspace

TRACK B: Conversion, UX and Testing

5:25 pm - 5:30 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

5:05 pm - 5:35 pm #4 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

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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

5:30 pm - 6:30 pm ‘Beat the Heat’ Opening Cocktail Reception in the Solutions Zone

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