Agenda

08:00 - 09:00

REGISTRATION & BREAKFAST

09:00 - 09:05

Welcome and Opening Remarks

MELİS ERTEM

Regional Director, Turkey & MENA 

MMA

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09:05 - 09:15

Opening Remarks

TAYFUN TOPKOÇ

General Manager, Turkey & Central Asia

SAS

Tayfun Topkoç most recently served as Group Chief Digital Officer of Bee'ah Group in the UAE, where he was responsible for diversifying and driving adoption of digital technologies across the enterprise. Prior to that, Tayfun held the position as Managing Director for SAP UAE & Oman where he led a massive double-digit growth strategy across those markets for three consecutive years and was selected as the best-growth geography in EMEA in 2015 and 2017. Prior to that Tayfun had held several key leadership positions at HP across Turkey and the Middle East, including Regional Director for Software and Solutions in the Middle East, Country Manager for Software & Solutions in HP Turkey and Industries Director for Telecom, Energy, Manufacturing in Central & Eastern Europe, Middle East & Africa.

 

Tayfun holds an Executive MBA degree from Koç Üniversitesi in Istanbul, a M.Sc. in Electronics and Telecommunication Engineering, as well as a B.Sc. in Electrical and Electronics Engineering.

09:15 - 09:35

Future of MarketIng with Data

VAS BAKOPOULOS

SVP- Head of Research & Measurement,

MMA Global

Overseing multi-million dollar programs and cutting edge research in areas of attribution, ad effectiveness, viewability and Fraud.Rethinking the world of marketing measurement and attribution, Vas is in charge of the largest Global Trade Association on Mobile, MMA's Research & Insights. In his session Vas will show us a new way of rethinking marketing measurement, attribution and data strategies.

09:35 - 10:00

Realizing Customer Experience in 2030

ANDREAS HEIZ

Director Customer Intelligence Solutions, SAS

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.

10:00 - 10:30

Pegasus Airlines Case Study

How much time does an ad need to stay on a mobile screen in order to be seen? Do consumers process information differently in mobile compared to desktop? Can marketers boost attention and cognition of their advertising by increasing exposure time? The answers to these questions may surprise you. In this session the MMA, will present new findings from a ground-breaking neuroscience and eye-tracking study that was conducted to address these questions and will discuss its implications in terms of creative and media planning.

10:30 - 10:50

COFFEE BREAK

10:50 - 11:15

The Path Towards Optimising Customer Journeys

ANDREAS HEIZ

Director Customer Intelligence Solutions, SAS

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.

11:15 - 11:50

MMA CMO Future of Customer Panel

Comprimised of differenet industry CMOs, this session will focus on the core need of modern marketers on connecting digital and physical worlds and marketers best practices.

ERDEM TOLON

Deputy General Manager

Kantar Media

KINA DEMİREL

Marketing Communications & CRM Director

Migros

ÖMER BARBAROS YİS

CMO

TURKCELL

NAZIM ERDOĞAN

CMO

Sahibinden.com

11:50 - 12:00

Closing Remarks

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CHRIS BABAYODE

Managing Director, EMEA

MMA

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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