September 26 - 28, 2018
Omni Rancho Las Palmas, Rancho Mirage, CA
Day Three September 28th 2018: Retaining Customers and the Mobile Forecast for 2025
Customers are rewarding (and staying loyal to) companies that are anticipating their personal needs and wants. This is only possible if you know who your customer is, how they want to interact with you and when. Stay on top of the latest mobile engagement techniques that are working today. In addition, you’ll learn about the technologies that are shaping the future of mobile!
8:00 am - 8:30 am Continental Breakfast
8:35 am - 8:50 am Chairperson’s Opening Address
Chairperson to be named, Cutting Edge Solution Provider
8:50 am - 9:10 am Keynote: Making the Case For Sustaining and Further Investing in Your Mobile AppHaden Kirkpatrick - Head of Strategy & Innovation Esurance
Developing a mobile app is no small undertaking. It’s can be expensive, time consuming and in the end, is it always worth it? Before setting out on this journey, many questions need to be answered. This opening keynote presentation will tackle your toughest questions:
•Finding out whether or not you need a mobile app by asking who your customer is and if an app would be useful for them
•Getting buy in for developing a mobile app
•Knowing who within your organization you need to get onboard to make this a reality
•Looking at the long term benefits of having a mobile app
oMatching business priorities such as user engagement and retention to these benefits
oPrioritizing creating unique mobile experiences that would be easier for consumers to use
•Securing the resources (money, developers, app team) from senior leaders in order to make this happen
Haden KirkpatrickHead of Strategy & Innovation
9:10 am - 9:40 am Fireside Chat: Keep it Sticky: Retaining App Users To Keep Customers LoyalClaus Enevoldson - VP of Growth Flipboard
•Identifying the aspects of your app that are causing people to abandon it
oDid you make it easy for your customers to onboard?
oIs your app too complicated to use? Or too specialized?
•Using push notifications to keep app users engaged
•Personalizing your app to your user’s experience
oAre they being provided with relevant content and offers when they log in?
•Incentivizing customers to use your app
oDo you have a loyalty program or mobile specific rewards?
oUpdating your app with new features and customer recommendation changes
Claus EnevoldsonVP of Growth
9:40 am - 10:10 am PANEL REMIX: You Need Data to Succeed at Mobile: Becoming a Data Driven OrganizationTati Santos - Sr. Director, Mobile Development Evite Mike Schouder - Director of Digital Innovation Cracker Barrel David Baldie - Global Director, Mobile Engineering Anheuser-Busch Jim Carter - Co-Founder & VP of Engineering GivingAssistant
A seamless customer experience across multiple channels will only be possible if brands can create a single view of the individual customer. But data points can be gathered from highly disparate systems. Often time, these systems aren’t connected and the departments in charge of the data aren’t communicating efficiently. While the data has been saved, it’s rendered almost useless unless these systems can merge and a holistic view of the customer and their touch points with your company can be created. You’ll not only get solutions to your mobile data questions, but you’ll be able to learn from other brands who are facing similar challenges during this keynote panel.
•What customer data are you measuring and why?
•Is your company aligned on what the metrics are that you should be measuring?
•Does everyone within your organization have access to the data they need?
oHow can you provide them with this access?
oWhat barriers are blocking you from getting to data transparency?
•Are you gleaning insights from the data you gather or is it just sitting somewhere?
oHow are you turning data into insights?
oHow are these insights filtered to the departments that need them?
•Data driven companies can shape a really great mobile experience that drives customers to convert
Tati SantosSr. Director, Mobile Development
Mike SchouderDirector of Digital Innovation
David BaldieGlobal Director, Mobile Engineering
Jim CarterCo-Founder & VP of Engineering
10:10 am - 10:40 am Morning Refreshment & Networking Break
10:40 am - 11:05 am Keynote: Engaging Cross Functional Stakeholders to Develop a Cohesive Mobile StrategyJason McMann - Director of eCommerce Dominos
Developing a mobile strategy involves more than just gathering together a mobile product team. It involves engaging designers, UX researchers, coders, system integrators, marketers, analysts AND your c-suite to back all of your projects. And, your mobile channel needs to be a part of your overall channel mix. How do you work with other departments and stakeholders to create a rock solid mobile strategy that delivers results? Join this keynote session to hear more about how to be:
•Looking at the team of designers, developers and UX researchers (creatives and tech people)that need to be involved in your mobile strategy
•Identifying other internal stakeholders that you need to work with in order to understand how they view mobile product and what they want to get out of your department
•Understanding how they feel about mobile as a channel and its role in relation to other channels
•What objectives do marketers, salespeople, store operations execs and other channel leaders have and how can mobile be helping them achieve those goals?
•How can other channels help you with your mobile strategy goals?
Jason McMannDirector of eCommerce
11:05 am - 11:30 am KEYNOTE: Expanding Your Offerings- A Look at Hopper’s Move for Hotel BookingsJosh Cornelius - Mobile Product Manager Hopper
While usually known for their flight booking application, join this keynote session to hear how Hopper went through the process of adding a hotel booking feature to their platform. The Product Management aspect of this launch was key. They had to rethink the whole user experience in the app, make it consistent with how their users have been using it for flights while also taking into account hotel shopping specifications. The result was and is a unique mobile shopping experience for hotels that allows users to browse content that has been completely adapted for mobile. Learn from Josh Cornelius, who lead the charge on this project, as he talks us through building this new feature from the ground up.
Josh CorneliusMobile Product Manager
11:30 am - 12:00 pm PANEL REMIX: Increasing Customer Lifetime Value with Mobile First Loyalty ProgramsJonathan Hastings - Mobile Product Lead, iOS and Web Rent the Runway Ross Higgins - Senior Director, UX and Design Newegg Mike Schouder - Director of Digital Innovation Cracker Barrel
Acquiring new customers is never easy. In fact, It’s expensive and time consuming. That’s why creating loyal customers remains a key goal for brands today. Loyalty programs, especially ones built around a device that is always in the palm of your customer’s hand, are a great way to keep them engaged. Our interactive panel not only answers your loyalty questions, but allows time for group networking and problem solving. You’ll answer questions like:
•What are best practices for creating a great loyalty program?
oCan concrete examples of such programs be shared?
oWhat is the value of providing rewards and tracking loyal customers?
•How can you make rewards timely, useful and fun for the customer?
•How can you keep an eye on the customers you’ve got in your program?
oCan data you learn about your loyal customers help you provide the best messaging to them to keep them engaged?
oWhat are other applications for your loyalty program
Jonathan HastingsMobile Product Lead, iOS and Web
Rent the Runway
Ross HigginsSenior Director, UX and Design
Mike SchouderDirector of Digital Innovation
12:00 pm - 12:20 pm Fireside Chat: Learning The Applications And Implications of AI For MobileTitania Jordan - Chief Product Officer Bark
AI is a series of technologies and capabilities that can be a huge asset or devastating liability for product managers When used correctly, it’s possible to predict what users want, help them make the best choices, and delight them through frictionless experiences which blur the lines across all channels and touch points. he trick is in finding smart places to use these emerging AI technologies, and deploy them with an eye to the future. In this session, we will approach this cutting edge topic through the following points;
•Looking at what do you need to do in order to ready your mobile strategy for AI
oWhat data do you need to be collecting for your customer if you are planning on using AI?
•Evaluating the practical use cases for machine learning, NLP or automation via your mobile platforms
oHave you tested chatbots for customer support through your app or mobile web?
oDoes voice search via NLP sound like something you could pilot for your app or mobile website?
oHave you worked on offering customers things they might like based on past behaviors?
•Predicting customer needs and wants with AI before they even tell you
Titania JordanChief Product Officer
12:20 pm - 1:20 pm Lunch for all Attendees
1:20 pm - 1:45 pm Case Study: Moving Beyond Voice Assistants: Mobile and Voice Working Together For the Future of Connected CommerceHarish Goli - Senior Product Manager Pandora
There is huge untapped potential in the use of voice technology. Major brands are racing to figure out how it will impact their digital strategy and many have yet to understand how transformative it be for the future of mobile experiences. Are you going to be able to keep up with the voice revolution? Join this session to hear answers to questions like:
•Is voice the future of mobile?
•What role will they have in your omnichannel strategy?
oHow can you start to make sure the two are complimenting one another?
•What are some of the other use cases of voice and how do those fit in with your mobile strategy?
oHave you thought about voice payments?
oHave you thought about push notifications through voice?
oHave you heard about mobile ordering through voice?
Harish GoliSenior Product Manager
1:45 pm - 2:05 pm Fireside Chat: Making the Switch to AMP: Know How it Can Improve Site Performance
Looking to improve your mobile website performance? Look no further than AMP (accelerated mobile pages) which can seriously improve load times and make your content more mobile friendly. Learn how to make the switch to AMP and get answers to questions like:
•What is AMP and what are the benefits?
•Who is designing mobile web pages with it and why?
•How do you make the switch? What does designing with AMP entail?
•What are the benefits of using AMP?
oWhat kind of improvement will you see with your site performance?
oHow can google analytics show you how your AMP sites are performing?
oWhat are some use cases and best practices if this is something you want to undertake?
2:05 pm - 2:30 pm Case Study: Playing with Push: Keeping Your App At the Forefront of Your Customers Mind
Push notifications are a great way to keep customers engaged with your app. But if you aren’t offering them something personalized or relevant, customers may delete your app. How can you harness the power of this technology and make sure that you are using it properly to retain your customers? This presentation details how to keep your app front of mind using push notifications:
•Learning the marketing rules/regulations around push notifications and how do they differ between iOS/Android
•Getting customers to opt in for the optimal push experience
•Keeping your app sticky using push
•Testing what types of campaigns perform well
•Making push enhancements Ie. inbox, badging, rich media, in-app messages, etc
•Improving the omni-channel shopping experience when someone is instore