Wednesday October 19: Upwardly Mobile

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As the practice of multichannel attribution attains a certain level of maturity, each of this morning’s panelists outline their view of a unified platform that manages the fluidity of budget and technology:
• Identify what weight to place on each channel with an effective attribution model
• Attribute offline sales to online advertising- is there a ‘correct’ method?
• Make accurate marketing investments across mobile, desktop, tablet and instore.

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In the race to acquire and retain mobile users, too much emphasis has been placed on quick-hit tactics and tools that are easily imitated and difficult to scale. It’s the opposite of Warren Buffett’s wisdom that the hallmark of good management is widening the “moats” that separate your business from competitors’ and ward off new entrants. Learn the three types of the long-term competitive advantages that can be created through marketing, why it’s essential to have a robust data foundation supporting each of them, and the seven steps to building such a foundation. You’ll also learn about the tactical tools most often employed by mobile marketers in the retail category and why they fail to meet expectations when not properly supported with the right data foundations.

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Knowing when you have enough data to ensure correct decisions regarding mobile advertising

Three different mobile acquisition strategies for Google Adwords

Optimizing for a better mobile CPA/ROAS for Facebook advertising

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Retail apps are no longer just for large retailers like Amazon and Target. Consumers have come to expect that their favorite retailers, both large and small, will offer an experience native to their device. More and more small and midsize businesses are beginning to understand how important it is meet their customers where they are and cater to their needs: convenience, ease of use and value.

Join Shopgate VP of Customer Success, Leah Chaney, for a discussion on how apps are revolutionizing the customer buying journey, and exactly how merchants are leveraging apps as part of their mobile strategy.

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In 2016, your eCommerce operation is defined by your speed, flexibility and scalability. There will forever be room for improvement, so when can you be satisfied? Follow these simple steps to:
• Make changes to on the back end with minimal front end interruption
• Understand your customers expectations around speed and compare your site load performance against your main rivals
• Get your customer through the purchase funnel as quickly and easily as possible

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*Ok, at this point of the show, you’ve seen the slides & you’ve plugged into the panels. But now you’re ready to share your own mobile challenges, successes & failures. And at Mobile Shopping, you’re in control of the conversation. As part of a small group, you’ll hear how other retailers & brands are getting to grips with mobile & digital. You’ll be inspired to take their approaches back to your workplace. And you’ll have fun doing it. Every 30 minutes, we’ll tackle a new topic with a new expert host. Enjoy!



1) Boost Email Performance Through Segmentation And Personalization
Clarissa Mercer, Marketing Manager, Cultures For Health
2) Responsive Design: How Far Have We Come & What’s Next?
Steven Laff, CTO, Magic Beans
3) Getting Content Right on Mobile
Meredith Wollman, Manager, Customer Marketing, Mattel
4) Internet of Things: From Everyday Devices to Conduits for Commerce
Michelle Evans, Head of Digital Consumer Research, Euromonitor
5) Ensuring Profitable Mobile Acquisition - Mobile Online Advertising Strategies
Ryan McDonald, Director, Digital Advertising, Real Truck

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