Agenda

09:00 - 09:30

REGISTRATION & BREAKFAST

09:30 - 09:45

Welcome and Opening Remarks

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CHRIS BABAYODE

Managing Director, EMEA

MMA

09:45 - 10:45

Unlocking the Consumer Unconscious: Applying Metaphor in Neuromarketing

LINDSAY ZALTMAN

CEO and Partner,

Olson Zaltman

Metaphors are critical to understanding the drivers of emotion, thought and behavior.  The metaphors you and your customers use to frame your products, brands and categories are major determinants of marketing success.  Metaphors are especially powerful in finding the deeper, unconscious themes and mental models that transcend surface level differences among customers. 

In “Unlocking the Consumer Unconscious: Applying Metaphor in Neuromarketing” keynote session, you will:

   - Be introduced to key tenets of metaphor theory

   - Explore your own metaphors for addressing key issues

   - Avoid getting trapped in the Seduction of Differences

10:45 - 11:00

COFFEE BREAK

11:00 - 12:00

The Path Towards Optimizing Customer Journeys and Customer Experience in 2030

MAXIMILIANO ARDIGO

Customer Intelligence Advisor for Marketing, Sales and Servicing,

SAS

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CELAL KAVUKLU

Head of Customer Advisory, Middle East,

SAS

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Organizations nowadays are going through digitalization processes. There are different reasons for this, however there are some that are common, such as not to be behind the competition. Sir Timothy Clark, CEO of Emirates Airlines once said that every organization is going through a digital transformation now, whether they know it or not. The key challenge is to avoid creation of a new silo, detached from the existing customer processes and data, as the only way to have the holistic view on customer journey is to connect two worlds, the digital and traditional. The presentation will focus on how SAS and its 360 Customer Intelligence solution, along with the decisioning platform help organization in introducing the hybrid marketing approach, where the online and offline data connects.

Relevant, personalized and seamless customer experiences across different devices and multiple channels can seem like a real challenge. This session will show you an easier way to tackle this problem – with machine learning algorithm that works in the background without you even noticing.

12:00 - 12:40

Customer Insights as a Digital Transformation Technique

RISHI SAXENA

Emerging Markets

Measurement Lead,

Facebook

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12:40 - 12:45

Closing Remarks

MELIS

ERTEM

Regional Director, Turkey & MENA

MMA

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ABOUT

MMA's mission is to enable marketers to drive innovation and enduring business value in an increasingly dynamic and mobile connected world. Comprised of over 800-member companies globally and 14 regional offices, the MMA is the only marketing trade association that brings together the full ecosystem of marketers, tech providers and sellers working collaboratively to architect the future of marketing, while relentlessly delivering growth today. Anchoring the MMA’s mission are four core pillars; to cultivate inspiration by driving innovation for the Chief Marketing Officer; to build the mobile marketing capabilities for marketing organizations through fostering know-how and confidence; to champion the effectiveness and impact of mobile through research providing tangible ROI; and to advocate for mobile marketers.

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