Mobile Marketing Bootcamp Agenda

11:30 – 12:00 Registration

12:00 – 1:15 Welcome luncheon and keynote speaker – Sponsored by Millennial Media

Tom Daly - Group Manager, Strategy & Planning, Global Interactive Marketing, The Coca-Cola Company

Tom has been involved with Coca-Cola since January, 2005 when he joined a small internal group as the first outside person to be part of Coca-Cola’s Global Interactive Marketing Team.  In just over two years, he’s managed delivery of 3 major global online offerings: M5 Aluminum Bottle project, FIFA World Cup online experiences, and the July 2006 re-launch of Coca-Cola.com (which was subsequently named “Site of the Year” by the British Interactive Marketing Association).

An early believer in interactive marketing and emerging technologies, he started the Interactive Communications Group at UPS in 1995.  There, he championed early experiments with start ups like Yahoo! and DoubleClick.  Quickly, Tom was recognized (one of only 21 so honored in 1997) as a “Digital Media Master” by Ad Age, the leading US advertising trade journal.

His participation with the Mobile Marketing Association (MMA) (as a board member for Global and North America Board of Directors and Treasurer for North American Board) creates the perfect platform to channel the passion, innovation and “get it done” spirit he’s demonstrated throughout his career on behalf of The Coca-Cola Company.

1:30 – 2:15 – Introductory Track – Mobile 101 – Capabilities of Mobile - sponsored by AdMob

Moderator: Michael Ahearn, VP Strategy, iLoop Mobile

• Jeff Licciardi,  Performance Marketing Expert, Performics

• Dan Israel, Head of Mobile Marketing and Applications, The Home Depot
• Sheila Buckley, Vice President, The Weather Channel

Expert panelists in mobile strategy will give an overview of the mobile web including discussions on the overall landscape, site development, advertising and search strategy.  While mobile may be intimidating in the beginning, the overall ecosystem is similar to other platforms including online. Learn how to define your own mobile objectives and execution.

Michael Ahern is one of the founders of iLoop Mobile, whose mission is to serve brands, agencies and content publishers with the design, deployment and measurement of mobile campaigns and initiatives. Michael broad product experience in mobile, in both devices and services, shows iLoop Mobile’s commitment to innovate for our customers in the delivery of user-friendly mobile applications and services.

Performics provides search and performance marketing solutions to more than 125 of the world’s top brands. Passionately methodical and innovative, we leverage our search expertise to deliver performance marketing solutions that engage and convert consumers.

While Dan may be new to The Home Depot, he is not new to the world of mobile, having worked at AT&T/ BellSouth for almost nine years. Learn about Dan’s recommendations for getting started with mobile marketing.

1:30 – 2:15 – Advanced Track – Emerging Trends in Mobile

Moderator: Mack McKelvey, Vice President Marketing, Millennial Media

• Jorge Fuenzalida, Vice President and General Manager, Strategy and Technology Group, inCode Telcom Group 
• Gerry Purdy, Principal Analyst, MobileTrax
• Douglas Busk, Executive Vice President Mobile Strategy & Business Development

The panel will discuss upcoming trends in Mobile Marketing, Mobile Devices, and Advertising across the world and what is relevant locally. We will look at hot trends (current and future) like Mobile Apps, Personalization and Downloads and how these have created a new media and customer outreach channel for Businesses, Publishers, Marketers and Advertisers. The panel may discuss implications from cutting-edge devices like smartphones and tablets and what influence these will exert on future Mobile patterns. The panel will discuss and outline global and local trends on many of these topics.

2:15 - 3:00 - Introductory Track - "Reach out and Touch Someone"

Moderator: Eric Paczewitz , Personifeye

• Sean Duggan: VP East Coast Sales, Pandora
• Craig Kirkland: Mobile Product Director, CNN Mobile
• Michael Hirshoren: Vice President, Rhythm New Media

Apple's iPhone has pushed the mobile device landscape into a new era of multi-media mobile computing. Now, with dozens of tools at our fingertips - from SMS to apps, GPS to mobile web - how can marketers really make a splash with the mobile consumer? As with any marketing vehicle, engagement is key. It takes more than good content to set your brand apart... 

What do we know about the attention & usage habits of the mobile user? How do we tap into those key moments of activity? Most importantly, when and how do we insert a mobile engagement strategy into the greater marketing plan? Hear from some of the top mobile properties, strategists, and developers on how they "reach out and touch someone".

2:15 – 3:00 Advanced Track – Building Brand Loyalty and Purchase -mCommerce

Moderator: Drew Pitts, Senior Director, Impact Mobile

• Tom Randklev, Senior Marketing Manager, Incomm
• Mark Nagel, Marketing Director, AT&T
• David Eads, Mobile Strategy Partners
• Tara Scarlett, Senior Manager, CRM and Precision Marketing, Coca-Cola

As mobile moves to follow many of the past online trends, we anticipate an increase in mcommerce in the next few years. EBay and Amazon have already made the leap to mcomm and more retailers are following. Mobile will help sell to their customers, drive customer loyalty, and revenue. This will include direct consumer shopping or information services like ads, alerts, promotions, as well as app stores. The panel will review strategy and the business models that are facilitating the explosion in Mobile Commerce.

Impact Mobile is seen as a leader in the mcomm space and helping companies enable the shopping experience on the mobile device. Gary works with the IAB and MMA in this area and will discuss and moderate the future. Other panelists will focus on the retail side of the business (Incomm) and Mobile Banking (Mobile Strategy Partners).

3:00 – 3:30 Break – Sponsored by Pandora

3:30 – 4:30 Both Introductory and Advanced Tracks -Measuring Success on Mobile, Metrics and Analytics

Moderator: Paul Cushman, Director of Mobile Sales Strategy, Yahoo

• Michael Friedman, Director Interactive Marketing, Darden Restaurants
• Brian Jurutka, Senior Vice President, comScore, Inc.

A mobile marketing campaign is only as successful as the results, right?

Data and insights provided by mobile analytics tools are helping marketers understand mobile site visitors, improve site performance, and evaluate mobile marketing campaigns in ways that traditional web analytics tools simply can not.

Paul will lead a discussion on analytics and consumer engagement in the mobile channel. Panelists from both the client side and agency side will share different perspectives and input on offer based versus non offer based advertising and engagement metrics from mobile compared to online. The panel will share their mobile marketing experiences and advice on how to properly measure the impact of mobile advertising on key evaluation metrics.

4:30 – 6:00 Roundtable Discussions and Cocktail Hour – Sponsored by Yahoo

Grab a cocktail and join us for an interactive session with our panelists. We will host a variety of tables with our expert speakers and attendees will be free to join a facilitated discussion and learn more about your area of interest.