Rewriting The Revenue Rules: From Mobile-First To Mobile-Only

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• Taking the mobile experience beyond personalization through customization of each individual user’s experience.
• The importance of mobile marketing that is individualized and targeted to appeal to every consumer.
• How adaptive and predictive technologies play a part in the role of personalization and customization.
• The future of machine learning and how it affects the overall customer experience.

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Attribution modeling is still in its infancy and most retailers are taking their first steps. The major challenge is structural, since most buying and attribution occurs in silos with various teams (display, mobile, search, social, offline) incentivized by their own channel and not the larger marketing program. As Founder and President of the 79th largest retailer in the US, Christian controls the interplay between all these channels. Here he outlines his view for a unified platform that manages the fluidity of budget and technology. Learn how to:
• Incentivize teams to do what is right for the brand at a macro-level instead of the micro-level
• Move away from correlations and assumptions towards a robust data-driven approach
• Understand the tight alignment between device identification and attribution

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According to Google, over 90% of people switch between digital devices in order to accomplish
tasks. As shoppers bounce around, how do we pinpoint the origin of a retail sale and, crucially, convert it? Armed with increasingly sophisticated reporting metrics, learn how major retailers are tightening their grasp of understanding around mobile click through rates, average order, attrition and more to:
• ‘Defend the spend’ allocated to each channel and device
• Quantify mobile’s indirect impact & contribution to store & desktop purchases
• Create an organizational culture where mobile makes the executive decisions vs. the traditional desktop & offline model

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More and more, mobile is always on, the de-facto and most personal way your customers are going to interact and experience your brand promise. To cultivate real customer value through mobile engagements mobile cannot be looked at in isolation because your customers expect synergistic, seamless, and smart interactions throughout all your channels and systems of engagement. Savvy marketers use mobile to capture growth opportunities by optimizing the entire user journey, attracting, engaging and delighting customers wherever they are. Resulting in the ability to deepen customer relationships, engaging in context by leveraging insights about that customer ---- behavior, time, location, and preferences - to inform engagement. In this session Dan will share a new way to engage customers, creating a powerful personal relationship by crossing the boundaries of physical and digital experiences to inspire actions.

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• When aiming to Optimize specifically for the mobile device, where should we focus our attention?
• What considerations are uniquely important to mobile?
• How have these considerations influenced the design of some best of breed mobile experiences, and what A/B test results have these retailers seen?
• Once you have an optimized experience via A/B testing, how can you leverage the findings to create personalization tactics?

This session will aim to answer these questions and leave the group with tangible takeaways to supplement their mobile strategies

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1) The Rise Of The Multi-Device, Multi-Touchpoint Super Shopper
Dana Randall, Sr. Director, Global Omni-channel Innovation, Coach

2) Examining Unique Mobile Site Performance Metrics
Tim McCue, Sr. Director of eCommerce, Jockey International

3) Creating Unified Apps Optimised For Device Type
Jared Blank, CMO, DealNews

4) Responsive Vs. Adaptive; Creating Features Based On Customer Intent
Kelly Kuhn, Manager, Product Management- Mobile, Macy’s

5) Accelerating Mobile Shopping Enablement Initiatives Through Vendor Collaboration
Jodi Geditz, Global eCommerce QA Manager, Crocs

6) Where To Engage Along The Digital Path To Purchase
Mike Hornigold, Group Director, eCommerce & Digital Shopper Marketing, The Coca-Cola Company

7) Is Texting The New Email? Examining SMS vs. Email Coupon Redemption Rates
Sam Sarullo, Head of eCommerce, Lakeshore Learning

8) What Makes A Great App?
Eli Weiss, Chief Mobile Strategist, B&H Photo Video

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