Mobile Next 2018

September 26 - 28, 2018

Omni Rancho Las Palmas, Rancho Mirage, CA

1 888.482.6012

Day Two September 27th 2018: Acquiring Mobile Customers Using Relevant and Personalized Messaging And Content

There are SO many ways to reach customers via their mobile devices. Brands need to reach customers with the right messaging at the right time in order to get them to their site or apps. Today’s speakers will inspire you with their tried and true strategies to find the best ways to acquire new customers!

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

7:30 am - 8:30 am Women in Mobile Networking Breakfast

Listen and be motivated by an accomplished group of fierce femmes, enjoy a delicious breakfast and cultivate new friendships and future contacts.

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, 3CInteractive

8:50 am - 9:15 am Keynote: But How Did You Know That?! Toeing the Line Between Mobile Personalization and Customer Privacy Concerns

Anshu Bhardwaj - VP of Growth Walmart
Customers want to have personalized mobile experiences. This involves knowing a huge amount of data about your mobile customers. So how do you toe the line between personal and invasive? Anshu Bhardwaj of Walmart is here to show you how! Join us to hear more about:  
•Getting started on mobile personalization
•Understanding when customers prefer to come to you, rather than having you come to them with special offers, product recommendations or for mobile support
•Using CRM or other tools to further this goal 
•Finding balance between personalizing and crossing privacy lines into creepiness

Anshu Bhardwaj

VP of Growth
Walmart

9:15 am - 9:35 am Keynote: Humanizing Your Mobile Experience: Striking the Right Balance Between Automation and Personalized Service

Mamie Peers - VP of Digital Marketing The Cosmopolitan of Las Vegas
Technology is impacting consumer preferences and companies have to move faster than ever to adopt a customer-centric mindset. But, customers also want personalization. In an increasingly mobile world with self-service on the rise, customers are still looking for a 1 to 1 relationship and a personal touch. What does this look like and how can you provide this service?

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Mamie Peers

VP of Digital Marketing
The Cosmopolitan of Las Vegas

9:35 am - 10:00 am Keynote: Uncovering Mobile User Preferences and Designing Accordingly

Evan Moore - VP, Product Goop
Please join this session with Evan Moore, VP of Product from Goop, who is going to talk about the user centered research they did to understand who their users are and better understand their mobile preferences. Full description coming soon!
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Evan Moore

VP, Product
Goop

10:00 am - 10:45 am Morning ‘Recharge’ Networking Break In The Solutions Zone

WBR wants to make sure you stay energized throughout the rest of the conference, so head over to our recharging lounge. Grab a cup of coffee and make a power pack of your very own trail mix blend!

10:45 am - 11:20 am Keynote Panel REMIX: Acquisition Strategies to Reach Today’s Mobile Customer

Haseeb Tariq - Head of Mobile Marketing Guess? Ben Baker - Senior Director, Pickup Marketing, eCommerce Walmart
There are SO many ways to reach customers via their mobile devices. Via paid marketing (ads, podcasts) or email or content or video content or social or search. Brands also need to reach customers with the right messaging at the right time. Join this keynote panel to hear our distinguished group of mobile experts answer the following questions: 
•What are the most effective ways to reach potential mobile customers today on their phones? 
•Have you tested this out in different ways? 
•Should acquisition be your prime focus when it comes to mobile strategy? 
•How can you attribute where certain customers are coming from? 

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Haseeb Tariq

Head of Mobile Marketing
Guess?

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Ben Baker

Senior Director, Pickup Marketing, eCommerce
Walmart

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

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

Speaker to be named, Jebbit

11:40 am - 12:00 pm Out of Industry Speaker: Race For The Galaxy AI: A Neural Network in Production

Theresa Duringer - CEO Temple Gate Games
Theresa Duringer, CEO of Temple Gate Games, will walk us through how her small team is using Neural Networks to power it’s AI. This lecture will explain how 'Race for the Galaxy', a digital adaptation of the board game, uses temporal difference learning to power its AI. This knowledge-free system requires no human input to generate training data, which allows it to improve by playing against itself. Through this approach, the Temple Gate Games team was able to dramatically improve the challenge level offered by AI opponents without the significant time investment typical of tuning complex AI. Join us for a peek under the hood of the actual applications of AI in today’s gaming world!

Theresa Duringer

CEO
Temple Gate Games

12:00 pm - 12:20 pm KEYNOTE PRESENTATION: By Swrve

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

Speaker to be named, Swrve


12:20 pm - 1:10 pm Mobile Technology Roundtables (for Brands Only):

Be sure to join these interactive roundtable sessions and take a deep dive into the mobile challenge areas you need solutions for. This is the best opportunity to learn from mobile experts. Take control of your own event experience. 
·· Take a deep dive into a niche topic in an informal setting moderated by one of our cutting edge vendor partners
·· Don’t miss out on the discussions you want to participate in—you’ll get to select a new topic after 25 minutes

1:10 pm - 2:10 pm Lunch For All Attendees In The Solutions Zone

TRACK A: Getting Found: Acquiring Customers

2:10 pm - 2:20 pm Chairperson’s Afternoon Remarks
Chairperson to be named, Cutting Edge Solution Provider

TRACK A: Getting Found: Acquiring Customers

2:20 pm - 2:25 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: Getting Found: Acquiring Customers

2:25 pm - 2:50 pm Case Study: SEO Proofing Your Mobile Site
Jonathan Grubb - Director of Mobile Products OpenTable
Google is thinking customer first, and is placing more weight on mobile optimized websites. They are showing brands the importance of mobile devices. This means brands have to be mobile SEO ready. We’ll break down how you can do just that in this detailed presentation. 

•Thinking about what google making the switch to mobile first indexing means for you
•Auditing your website to make sure it’s mobile-friendly
•Learning what tools google provided to make sure you are mobile friendly enough to be seen by potential customers 
•Thinking mobile first to help improve your search rankings
•Finding the characteristics of your mobile site that will get you buried in a search?

Jonathan Grubb

Director of Mobile Products
OpenTable

TRACK A: Getting Found: Acquiring Customers

2:50 pm - 3:00 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: Getting Found: Acquiring Customers

3:00 pm - 3:40 pm Lightning Round PANEL: PANEL: Driving Mobile Revenue Using SEO and SEM Best Practices
Erin Sanderson - Senior Manager, Digital Marketing Strategy Southwest Airlines Becky Peterson - Senior Analyst, Digital Marketing Walgreens
Is your website mobile friendly enough for search engine rankings? If not, join this session to hear our panel of experts talk about the different aspects of a best in class SEO and SEM strategy. Speakers will tackle:  
•What role do analytics and the understanding of user intent play in your SEO strategy?
•Relevancy is no longer enough- how can you ensure your mobile site is answering questions from a searcher (or potential customer)?
oSupporting the customer throughout their mobile journey-understanding their needs and wants
•Are you tracking the right metrics for mobile performance? 
•Understanding Google’s new approach to SEO and how being mobile friendly will impact your rankings- are you optimizing your mobile website for faster, stronger and seamless experiences?
•How do SEO and SEM best practices lead to conversions?

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Erin Sanderson

Senior Manager, Digital Marketing Strategy
Southwest Airlines

Becky Peterson

Senior Analyst, Digital Marketing
Walgreens

TRACK B: Mobile Marketing

2:10 pm - 2:20 pm Chairperson’s Afternoon Remarks
Chairperson to be named, Cutting Edge Solution Provider

TRACK B: Mobile Marketing

2:20 pm - 2:25 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: Mobile Marketing

2:25 pm - 2:50 pm Case Study: The Power of the Podcast: Finding Customers Through Mobile Marketing Channels
Elaine Chiang - Director, Growth Marketing MeUndies
Are you thinking of new and different ways to reach potential mobile customers? If so, look no further than podcast advertisements! Typically listened to on a mobile device, advertising via podcast is an easy way to engage customers with your brand. Join this session to hear more about: 

•Reaching your customer through new potential marketing mediums
oIf they aren’t mobile specific, are their mediums that seem to have a stronger consumer base on mobile? 
•Looking at the benefits of reaching customers through something like podcasting 
oGiven that most people listen to podcasts on their mobile phones, does it make sense to try to reach out to potential mobile app customers via podcast ads? 
oGiven the specific topics of each podcast and what topics say about the listener, isn’t it valuable to present targeted ads to that group given what you know about their podcast preferences? Basically like free targeting? 
•Acknowledging the negatives of podcast advertising 
oHow can you justify the expense?
oHow would you choose which one is right for you out of the thousands that are out there?
•Achieving success with podcast advertising and seeing how it could fit into your overall marketing strategy

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Elaine Chiang

Director, Growth Marketing
MeUndies

TRACK B: Mobile Marketing

2:50 pm - 3:00 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: Mobile Marketing

3:00 pm - 3:40 pm Lightning Round PANEL: Targeting Mobile Consumers With the Right Ad at the Right Time To Increase Conversion
Bentley McBentleson - Senior Digital Marketing Manager KFC
Customers are rewarding (and staying loyal to) companies that are anticipating their needs and wants. And they are punishing those that clumsily have to relearn basic customer details at each touchpoint. You’ll find out how to reach every customer with the right mobile message to help drive conversions : 
•What mobile ad platform works best for your business  
oKnowing your product, service or customer best, is there one that might work better than another? 
oHave you tested social display ads? Have they been effective? 
oDoes programmatic make sense for you?
oIdentifying how to reach and target your customers using mobile ads
•How are you measuring the effectiveness of your mobile advertising? What metrics can you tie back to mobile web and app traffic?
•What results can you share/lessons learned that will impact your future mobile advertising strategy?

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Bentley McBentleson

Senior Digital Marketing Manager
KFC

Industry breakout roundtables are your chance to meet with your industry peers to address challenges and share solutions and lessons learned. Each industry discussion will last 30 minutes!

2:10- 2:40 Retail: Detailed Steps for Designing Customer Focused Mobile Experiences
Brandon Zambroski, Manager of Site Experience and Mobile, Timbaland 

2:40-3:10 Hospitality: What’s Next in Mobile for Your Loyalty Brand? 
Linda Adams, Product Manager, Mobile & Emerging Channels, Choice Hotels International, Inc. 

3:10-3:40 Lifestyle Apps: Driving Revenue with Influencers: How Social Media Royalty Can Tell A Story About Your Brand
Natasha Soleil, CEO, Univhers

Brandon Zambroski

Manager of Site Experience and Mobile
Timberland

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Linda Adams

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

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Natasha Soleil

Founder/CEO
Univhers

3:40 pm - 4:25 pm Afternoon Refreshment & Networking Break In The Solutions Zone

TRACK A: Getting Found: Acquiring Customers

4:25 pm - 4:45 pm Fireside Chat: The Promise of PWA: Best Practices When Building Progressive Web Apps
Simon Carpio - Director, Product Management US Auto Parts
Not satisfied with the performance of your mobile app OR mobile website and looking for something new? Progressive Web Apps can be a potential solution. Bringing together the best of mobile app and web technology, PWA’s promise reliable and seamless mobile experiences. But are they living up to the hype? Get an inside look at PWAs in this fireside chat session. 
•Defining a PWA
How is it different than an app or a mobile site? 
•The steps to building a PWA
Is it costly? What does the design/development process look like?
•Understanding the benefits of building PWA’s? Potential pitfalls?
•Determining the future of this technology
•Given Google’s preference for it, will it truly take over as a mobile platform for the web

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Simon Carpio

Director, Product Management
US Auto Parts

TRACK A: Getting Found: Acquiring Customers

4:45 pm - 4:55 pm Innovation Spotlight
Delays in website load times are a prime reason today's mobile shoppers aren't purchasing as much as they are using devices for search and browsing. Attend this session to determine how to overcome challenges like: 
•Knowing our mobile web customer enough to get them to convert on mobile web
•Acknowledging aspects of your website that are keeping the high traffic of mobile visitors from converting 
•Making  the experience about performance and speed
•Thinking about the impact checkout has on cart abandonment  
•Making sure your web’s performance, layout and steps to purchase mimic the same on your app if you have one

TRACK A: Getting Found: Acquiring Customers

4:55 pm - 5:35 pm Panel REMIX: Designing Mobile Friendly Emails For Today’s Distracted Consumer
Bethany Wallace - Senior Manager, Email & Mobile Marketing Shoe Carnival
Your emails need to make their way past the noise infiltrating your customers every day.  Relevant and personalized messages and content will help get your emails opened.  Increase your open rates after learning tactics from our panel of mobile email experts.  
•What content should be prioritized in a mobile friendly email? 
oWhere should your call to action go? 
•How should the email be laid out in order to maximize attention grabbing?
•If you are including images, what should the images look like? 
oHow do you pick strong impact images? 

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Bethany Wallace

Senior Manager, Email & Mobile Marketing
Shoe Carnival

TRACK A: Getting Found: Acquiring Customers

5:35 pm - 5:40 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: Mobile Marketing

4:25 pm - 4:45 pm Case Study: Identifying What Part Mobile Can Play in Your Customer Support Strategy
Kyla Robinson - Director, Product Mobile Apps Hudson's Bay Company
If your customer has questions about something while they are shopping in your app, are you able to support them through that channel? Including a mobile support option (whether it be FAQ’s or mobile chat or video chat) will give customers the confidence to buy via mobile, thus helping to improve mobile conversions. Leave with strategies to enhance your mobile support strategy after attending this session. 

•Are you able to provide support to your customers via your mobile website or app? 
oHave you tested things like live chat or chat-bots to help alleviate customer frustrations or complaints?
oCan you provide support via social media on mobile devices? 
•Have you also thought of mobile support as a way to answer customer questions about certain products before they buy? Thus further streamlining their path to purchase?
•How does creating a more robust mobile support strategy further strengthen your company’s commitment to mobile first?

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Kyla Robinson

Director, Product Mobile Apps
Hudson's Bay Company

TRACK B: Mobile Marketing

4:45 pm - 4:55 pm Innovation Spotlight
SMS messaging can play a key role in your marketing and engagement strategies. Effectively use it to reach customers where they are.  Retain and acquire customers using SMS after gaining insight from a mobile leader.
•Knowing the role SMS can play in your marketing strategy 
oHow can you use it to send coupons, special deals or current events to your customers? 
•Testing the different uses of SMS outside of just general marketing
oUsing it for customer engagement or supporting customers with it 
•If you don’t have an app for push notifications, what mobile messaging service is right for you? 
•What are the benefits and drawbacks to both SMS?
oThinking about some other applications for text messaging

TRACK B: Mobile Marketing

5:05 pm - 5:45 pm Panel REMIX: Mobile App and Web Attribution: Where Are Your Customers Coming From?
Sourav Bhuyan - Senior User Experience Lead Zappos
Proving ROI from mobile marketing can seem like an impossible task, especially if you aren’t able to show where your customers are coming from. This session will help you better understand how to attribute conversions to certain campaigns, so you can determine the effectiveness of your initiatives. Questions to be answered during this interactive panel include: 
•How do you know where your customers are accessing your mobile website from? 
•How do you know where customers are finding and downloading your mobile app?
•What is the beginning of your attribution journey? 
•How can you understand what ads and campaigns  are working best to shift focus to either your mobile website or app? 
•What partner do you use for attribution? 
•Can you see who might have viewed an ad on your app and then followed up with action on your mobile website? 

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Sourav Bhuyan

Senior User Experience Lead
Zappos

TRACK B: Mobile Marketing

5:35 pm - 5:40 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

4:25 pm - 5:40 pm Invite Only VP Boardroom
This invite only closed door session will be your chance to network with other mobile product and marketing leaders to design the future of mobile strategy. For brands only. 

5:40 pm - 6:40 pm ‘Wine Country’ Cocktail Reception in the Solutions Zone

Make the most of being in beautiful California by tasting some great wines along with new peers in our Solutions Zone! Make sure you take some time to chat about everything you learned throughout the day!

6:40 pm - 6:40 pm End of Day Two