ABOUT

The MMA is the world’s leading global non-profit trade association comprised of more than 800 member companies, from nearly fifty countries around the world. MMA Member companies hail from every faction of the mobile media ecosystem. Our consortium includes brand marketers, agencies, enabling technologies, media companies and others. The MMA’s mission is to accelerate the transformation and innovation of marketing through mobile, driving business growth with closer and stronger consumer engagement.

İTÜ ARI Teknokent ARI 4 Binası No.2 Maslak

mma.turkey@mmaglobal.com

Mobile: +90 (532) 4427083

Mobile: +90 (532) 5808046

  • MMA Turkey
  • MMA Turkey
  • MMA Turkey

Agenda

REGISTRATION & BREAKFAST

08:00 - 09:00

Regional Director, Turkey & MENA 

MMA

MELİS ERTEM

09:00 - 09:05

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Welcome and Opening Remarks

09:05 - 09:15

Opening Remarks

General Manager, Turkey & Central Asia

SAS

TAYFUN TOPKOÇ

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

SVP- Head of Research & Measurement,

MMA Global

VAS BAKOPOULOS

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.

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.

09:35 - 10:00

Realizing Customer Experience in 2030

Director Customer Intelligence Solutions, SAS

ANDREAS HEIZ

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.

10:00 - 10:30

Pegasus Airlines Case Study

COFFEE BREAK

10:30 - 10:50

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.

10:50 - 11:15

The Path Towards Optimising Customer Journeys

ANDREAS HEIZ

Director Customer Intelligence Solutions, SAS

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.

11:15 - 11:50

MMA CMO Future of Customer Panel

Deputy General Manager

Kantar Media

ERDEM TOLON

Marketing Communications & CRM Director

Migros

KINA DEMİREL

ÖMER BARBAROS YİS

CMO

TURKCELL

NAZIM ERDOĞAN

CMO

Sahibinden.com

11:50 - 12:00

Closing Remarks

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Managing Director, EMEA

MMA

CHRIS BABAYODE