Mobile Summit- Monday Feb. 22nd

08:00 AM - 08:35 AM Networking Breakfast & Registration

Networking Breakfast & Registration

08:35 AM - 08:45 AM Welcome Remarks & Benchmark Survey

Welcome Remarks & Benchmark Survey

08:45 AM - 09:00 AM Chairperson’s Opening Remarks

Cliff Conneighton, CMO, Mobify
Chairperson’s Opening Remarks

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Cliff Conneighton

CMO
Mobify

09:00 AM - 09:25 AM Keynote: A 360 Degree Mobile Journey At Pep Boys

Chris Vitale, VP Digital Operations & eCommerce, Pep Boys Amanda Kendrick, Director eCommerce, Pep Boys
This session will showcase how they are performing, how they are defining success, where they have had to go back to the drawing board, and future plans. This session is all about customer conversion. Amanda and Chris will discuss impact (dollar, growth, customer KPI rates) across all initiatives that have driven increased mobile conversion in both their retail and service channels.

• PRP and PDP conversion killers and boosters

• Cart adjustments and impact to conversion

• Testing features and functionality and determining conversion impact while identifying attrition rates

• Success metrics - definitions and standards


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Chris Vitale

VP Digital Operations & eCommerce
Pep Boys
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Amanda Kendrick

Director eCommerce
Pep Boys
Conversion on mobile devices is still a huge challenge, as well as a huge opportunity. What are you doing with your mobile traffic? We’ll talk mobile conversion, mobile traffic and the ways to drive sales on these devices. Our panelists will share their mobile journeys toward increased conversion.

• What are some of the unique challenges surrounding completing the sale on mobile devices?

• What are some of the opportunities (beacons, geo-location, etc.) that exist due to the spike in traffic on mobile devices? How are you capitalizing on these opportunities?

• Considering revenue numbers aren’t as high as traffic numbers on mobile devices, do you believe this will stabilize in the future? How?

• Is this traffic incremental? Is it a “good” trend that more traffic is migrating to mobile devices?

• How can you make it as easy as possible for the customer to shop? How can you take advantage of this traffic?




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Feng Chang

Sr. Manager Digital Marketing Strategy
RUE LA LA
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Eileen Shulock

VP eCommerce
Kirna Zabete
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Jessica Gillespie

Senior Manager of Digital Marketing
Calendars.com
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Nikhil Govindaraj

VP Products
Moxie
Get Your Mobile Challenges Solved By Expert Roundtable Moderators From:

Table 1:
Moderator: Sunil Bhagwan, VP Sales, AppsFlyer
Retail Moderator:
Nathalie Pham, Manager, Marketing Analytics, Macys.com

Table 2: Using Mobile For Integrated Real-Time Customer Engagement: Web, Apps, Messaging, Location And More
Moderator:
Cliff Conneighton, CMO, Mobify
Retail Moderator:
Matt Haracz, Director of eCommerce, Golfsmith


Table 3:
The Intersection Of Mobile And Big Data
Moderator:
Jeff Kirchick, VP, Enterprise Sales, Next Caller
Retail Moderator:
Brigette Klakring, Marketing Director, Gym Source

Table 4:The Effect Of The Creative And User Experience Of Mobile On Your Customer's Purchase Journey (And Therefore Influence Your Mobile Strategy)
Moderator:
Tommy DeLuca, VP Sales, Retail Platform, YieldMo

Table 5: Location Meets Context: Geofence Your Mobile Retail Marketing
Moderator:
Hugh Reynolds, Co-Founder, Swrve


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Cliff Conneighton

CMO
Mobify
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Sunil Bhagwan

VP Sales
AppsFlyer
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Jeff Kirchick

VP, Enterprise Sales
Next Caller
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Brigette Klakring

Marketing Director
Gym Source

Tommy DeLuca

VP Sales, Retail Platform
Yieldmo
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Matt Haracz

Director of eCommerce
Golfsmith
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Hugh Reynolds

Co-Founder
Swrve

Nathalie Pham

Manager, Marketing Analytics
Macys.com

11:00 AM - 11:35 AM Coffee & Refreshments

Coffee & Refreshments

11:35 AM - 12:00 PM Keynote: Delivering The Right Product To The Right Customer Using Mobile Personalization

Anshuman Taneja, Sr. Director and Head of Digital Product Management, Abercrombie & Fitch
Abercrombie & Fitch is working towards creating a high personalized customer experience on mobile devices, to get customers converting. See what’s worked for them, what hasn’t, and what opportunities you should take advantage of, during this keynote session.

• Creating a strategy to personalize for your mobile site specifically

• Identifying what’s meaningful for customers on an mobile site considering the lack of screen space

• Tailoring your product assortment to merchandise and personalize product offerings

• Removing the need for constant refining within the mobile site to find products


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Anshuman Taneja

Sr. Director and Head of Digital Product Management
Abercrombie & Fitch
Get Your Mobile Challenges Solved By Expert Roundtable Moderators From:

Table 1:
Moderator: Sunil Bhagwan, VP Sales, AppsFlyer
Retail Moderator:
Nathalie Pham, Manager, Marketing Analytics, Macys.com

Table 2: Using Mobile For Integrated Real-Time Customer Engagement: Web, Apps, Messaging, Location And More
Moderator:
Cliff Conneighton, CMO, Mobify
Retail Moderator:
Matt Haracz, Director of eCommerce, Golfsmith

Table 3:
The Intersection Of Mobile And Big Data
Moderator:
Jeff Kirchick, VP, Enterprise Sales, Next Caller
Retail Moderator:
Brigette Klakring, Marketing Director, Gym Source

Table 4: The Effect Of The Creative And User Experience Of Mobile On Your Customer's Purchase Journey (And Therefore Influence Your Mobile Strategy)
Moderator:
Tommy DeLuca, VP Sales, Retail Platform, YieldMo

Table 5: Location Meets Context: Geofence Your Mobile Retail Marketing
Moderator:
Hugh Reynolds, Co-Founder, Swrve
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Cliff Conneighton

CMO
Mobify
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Sunil Bhagwan

VP Sales
AppsFlyer
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Jeff Kirchick

VP, Enterprise Sales
Next Caller
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Brigette Klakring

Marketing Director
Gym Source

Tommy DeLuca

VP Sales, Retail Platform
Yieldmo
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Matt Haracz

Director of eCommerce
Golfsmith
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Hugh Reynolds

Co-Founder
Swrve

Nathalie Pham

Manager, Marketing Analytics
Macys.com

12:40 PM - 1:40 PM Lunch & Networking For All Attendees

Lunch & Networking For All Attendees

Mobile search is one of the most important factors to help drive increased traffic to your site. Effective campaign management can be the deciding factor for whether someone finds your site, or not. Help your customers get to your site. Attend this session and talk through the ins and outs of mobile search campaigns.

• Are you treating your mobile search and desktop search campaigns the same?

• What do your budgets look like comparatively (mobile search campaigns vs. desktop search campaigns)?

• Are you sending that traffic to an optimized web site?

• How are you thinking about SEO for mobile?


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Scott Cohn

VP eCommerce
Chinese Laundry
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Kedar Deshpande

Head of Mobile Marketing
Zappos

Cara Ferguson

Director Search Marketing
Living Direct

2:10 PM - 2:35 PM Using Responsive Design To Create The Best Possible eCommerce Experience For Your Customers

Kumar Padmanabhan, Director, Web Engineering, Art.com Dominic Czarnota, Web Engineer, Art.com
Consumer expectations are so high these days- if they use one device to interact with your brand, they demand (not even expect) the same experience on another. Take an in-depth look at Art.com’s responsive approach to ensure you are crafting digital experiences that exceed your customer’s expectations.

• Optimizing mobile and having better mobile advertising strategies

• Learning what benefits responsive can offer

• Creating internal efficiencies and parodies of features

• Optimizing your responsive design site when scaled down to mobile

• Advertising in a way that aligns with the optimization

• Being able to access mobile quickly Translating physical world needs into a website experience


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Kumar Padmanabhan

Director, Web Engineering
Art.com
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Dominic Czarnota

Web Engineer
Art.com

2:35 PM - 3:00 PM Mobile Application Design – How ThinkGeek Delivered Its First Mobile App In Four Months

Steve Weiskircher, CIO, ThinkGeek Matt Chwat, Director User Experience, ThinkGeek
Your customer has gone mobile faster than you planned and your strategy is playing catch up. Responsive, Adaptive, Native, and Hybrid. It is a complicated world. You made the decision to go native but do not know where to start. In this session you will hear about ThinkGeek’ s journey from mobile web to a native IOS experience. They will cover partner selection, project management, and the decision to go hybrid. Most importantly, they will share how they leveraged the Design Sprint approach to move from ‘blue sky’ discussions to a converged prototype in four days.

• Mobile app user design

• Mobile app development in a mixed-team environment

• Structuring your mobile app project when the development is split between internal and external teams



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Steve Weiskircher

CIO
ThinkGeek
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Matt Chwat

Director User Experience
ThinkGeek

3:00 PM - 3:30 PM Afternoon Coffee & Refreshments

Afternoon Coffee & Refreshments

3:30 PM - 3:45 PM Mobile Best-In-Class Finalists Presentation

Ryan Dorschel, Principal Product Manager - mSite and Mobile Apps, Office Depot
Have you entered your nomination for the Mobile Best-In-Class Award? This is your chance to nominate either yourself or a retail peer. Winners will be honored during our reception on February 24th. Nominees will present their amazing programs during the conference!

Ryan Dorschel

Principal Product Manager - mSite and Mobile Apps
Office Depot

3:45 PM - 5:00 PM Conclusion Of Mobile & Tablet Summit

Conclusion Of Mobile & Tablet Summit

5:00 PM - 5:59 PM Libations & Conversations (Retailer-Only): Connect With Retail Peers From Similar Sized Organizations

Jonathan Wu, COO, Touch of Modern Mike Zuccato, Director Online Marketing, Sourcebooks Morgan Chemij, Director NA Marketing, Hewlett Packard Eileen Shulock, VP eCommerce, Kirna Zabete
Find others that share your budget and resources. Broken up by online revenue size, these sessions are a great way to start the show. Just bring a question (or challenge) and leave with answers from your direct peers. And you’ll do it with a cocktail in hand!

Group 1: 0-25 Million in online revenues – Hosted By Eileen Shulock, VP eCommerce, Kirna Zabete
Group 2: 25 – 100 Million in online revenues – Hosted By Michael Zuccato, Director Online Marketing, Sourcebooks
Group 3: 100 – 500 Million in online revenues – Hosted By Jonathan Wu, COO, Touch of Modern
Group 4: 500 Million in online revenues – Hosted By Morgan Chemij, Director NA Marketing, Hewlett Packard

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Jonathan Wu

COO
Touch of Modern
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Mike Zuccato

Director Online Marketing
Sourcebooks
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Morgan Chemij

Director NA Marketing
Hewlett Packard
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Eileen Shulock

VP eCommerce
Kirna Zabete

5:59 PM - 6:00 PM Conclusion Of: Libations & Conversations

6:00 PM - 7:00 PM eTail Official Welcome Reception: A Taste Of California Hosted By Certona

Join your fellow attendees at our kick-off reception. Just getting to the show? You’ll see us right out front, partying the night away! You’ll also get to sample fantastic California-based wines and food – what more could you ask for to start the conference?

7:00 PM - 11:59 PM Registration Closed

Registration Closed