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The explosive growth of mobile device usage and proliferation of applications presents a new, dynamic landscape for prestige marketing and commerce.
The strategies, tools, rules of engagement, and metrics present marketing and digital professionals with a series of challenges that are best distilled into one question: "What do I do now?"
The Mobile Clinic is a half-day intensive workshop that examines mobile's implications, platforms, and best practices. The objective is to enhance participants' fluency in brand-driven mobile marketing and commerce efforts. Academics and practitioners lead the group through a series of sessions with a balance of theory and industry case studies.
FORMAT & AUDIENCE
The clinic takes place in a classroom setting with a curriculum designed to increase a manager's proficiency in and understanding of mobile marketing and commerce.
REGISTRATION & BREAKFAST
module 1: The Big Picture & Technology
SCOTT GALLOWAY | L2: Welcome & Introduction
NOAH ELKIN | Senior Analyst, eMarketer: “2010: The Year Mobile Goes Mainstream”
ANINDYA GHOSE | Associate Professor, NYU Stern: "Mobile Industry Trends, Consumer Behavior and Social Media"
DINESH MOORJANI | SVP Mobile, IAC: “Opportunities for Brands in Mobile”
module 2: Best Practices & Case Studies
ERIC LITMAN | CEO, Medialets: “Mobile Rich Media: The Next Frontier”
ANDY ELLWOOD | Director of Business Development, Gowalla: “Prestige Companies and Geolocal Targeting”
MAUREEN MULLEN & SCOTT GALLOWAY | L2: “Best Practices and Case Studies for Prestige Brands in Mobile”
SCOTT GALLOWAY Founder, L2
Scott is the founder of L2, a think tank for prestige brands, and Professor at the NYU Stern School of Business where he teaches brand strategy and luxury marketing. Scott is also the founder of Firebrand Partners, an operational activist firm that has invested over $1 billion in U.S. consumer and media companies.
In 1997, he founded Red Envelope, the premier Internet-based consumer gift retailer. In 1992, Scott founded Prophet, a brand strategy consultancy that employs over 100 professionals in the United States, Europe and Asia. Scott was elected to the World Economic Forum’s “Global Leaders of Tomorrow,” which recognizes 100 individuals under age 40 “whose accomplishments have had impact on a global level.” Scott serves on the board of directors of Eddie Bauer, The New York Times Company, eco-America, and Berkeley’s Haas School of Business.
NOAH ELKIN Senior Analyst, eMarketer
Noah Elkin, Ph.D., is Senior Analyst at eMarketer, where he covers trends in mobile marketing, content and commerce. In addition, he is co-founder and co-chair of the Search Engine Marketing Professional Organization (SEMPO) Emerging Technologies Committee.
Prior to joining eMarketer, Elkin served as managing partner at international search-inspired digital agency Steak, where his responsibilities included driving strategy development for both Steak and its clients, overseeing thought leadership efforts, educating clients and staff about trends in the online advertising marketplace and representing Steak at key industry organizations. Before Steak, Elkin served as the vice president of corporate strategy for iCrossing, where he help to build the company's social media practice and worked with clients in the automotive, financial services and hospitality industries to develop and execute strategies integrating social media into online marketing campaigns. He also authored a highly regarded series of studies on search, interactive, mobile and social media marketing. Elkin holds a Ph.D. from Rutgers University and received a B.A. with honors from Columbia University.
ANDY ELLWOOD Director of Business Development, Gowalla
Andy Ellwood is the Director of Business Development for Gowalla. A native of Dallas, TX, Andy attended Texas A&M University and received his degree in Corporate Finance. His experience in luxury sales, business development, and entrepreneurial endeavors includes working with organizations such as Marquis Jet, TIGER 21, One Key, and Northwestern Mutual. He lives in New York and thrives on the city that doesn’t sleep. He doesn’t slow down much, but when he does he enjoys mastering social media, black coffee, filling his passport, doting on his girlfriend Annie, and blogging at www.andyellwood.com.
Gowalla is a social service that gives people around the world a new way to express themselves and communicate about the everyday places and the extraordinary settings they enjoy with family and friends. Gowalla creates an easy way for people to record and share their spot in the world, and to build new relationships around common interests. For businesses, campaigns and organizations, Gowalla offers a unique opportunity to reward loyal customers, reach new customers, constituents or fans, to promote important causes, and drive attendance to fun events. From mid-March 2010 – mid-April 2010 Gowalla saw a 65 percent increase in usage, the company now has over 250,000 passport holders on it’s service and more than 1,000,000 individual spots indexed, worldwide.
ANINDYA GHOSE Associate Professor, NYU Stern
Anindya Ghose is an Assistant Professor of Information, Operations, and Management Sciences at NYU Stern. His research analyzes the economic consequences of the Internet on industries and markets transformed by its shared technology infrastructure. He is an expert in quantifying the economic value from user-generated content in spaces mediated by social media; modeling and estimating the monetization of content through search engine advertising; modeling consumer behavior in mobile media based social networks; and measuring the welfare impact of the Internet. He has focused primarily on geography and ecommerce, product reviews, reputation systems, sponsored search advertising, mobile commerce, and online used-good markets. He has also worked on the economics of IT-based price discrimination and the economics of information security. He frequently works with leading firms in the information technology, retail, financial services, telecommunications, and travel industries on projects related to internet marketing, user-generated content, and search engine advertising.
Dr. Ghose has a B. Tech in Engineering from the Regional Engineering College (NIT) in Jalandhar, and an M.B.A in Finance, Marketing and Systems from the Indian Institute of Management, Calcutta. He received his M.S. and Ph.D. in Information Systems from Carnegie Mellon University's Tepper School of Business.
ERIC LITMAN Chairman and CEO, Medialets
Eric Litman is Chairman and CEO of Medialets, the most widely deployed rich media advertising and analytics platform for mobile. He is a pioneer of the Internet’s commercialization, and as a co-founder of Proxicom, helped to build one of the first, largest, and most successful publicly traded interactive agencies. Eric most recently served as Managing Director of WashingtonVC, an early-stage fund and incubator. Previously, Eric held senior executive roles in high-growth Internet businesses, as founder and CEO of Viaduct Technologies, a global Internet and mobile interactive agency. He was also instrumental in building digitalNATION, a world leading web hosting and services provider, from its launch through its $100m acquisition by Verio Internet/NTT (NYSE: NTT). Eric began his career with technical and software engineering positions at GEnie, a pre-Internet online service provider, and NeXT Computer.
DINESH MOORJANI SVP Mobile, IAC
Dinesh Moorjani is the Sr. Vice President of Mobile for IAC. Prior to starting the Mobile Business in 2007, Mr. Moorjani was the VP of Strategy & Corporate Development at Citysearch. Previously, Mr. Moorjani built Digital Media businesses as the Director of Emerging Business & Technologies in the New Business Development Group at Samsung Electronics America. While at Samsung Chairman’s Office Global Strategy Group in Korea, he managed cross-border teams making operating and investment decisions throughout the US-Asia corridor. He has worked in the Investment Management Division at Goldman Sachs, and held various strategy consulting positions at Arthur D. Little and IBM Global Services. Mr. Moorjani helped co-found Saffronart, one of the largest online platforms for South Asian art auctions. He serves on numerous advisory boards of mobile and internet companies. Mr. Moorjani earned his B.S. in Chemical Engineering from Northwestern University and his MBA from Harvard Business School.
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