Mobile Growth Summit 2017

Feb 1, 2017  - Feb 2, 2017
Mission Bay Conference Center 1675 Owens St, #251 San Francisco, CA 94158

Mobile Growth Summit, North America’s Largest Mobile-Only Conference, features the single biggest collection of Mobile Industry thought leaders from User Acquisition, Monetization, Engagement/Retention, and Data Science & Analytics assembled all year! During this intensive 2-day, non-vendor conference, attendees learned from, and connected with, other mobile industry professionals, and attended some great Networking Parties and enjoyed some amazing keynotes and unique sessions!


Mobile Growth Summit 2017 - Speakers

Event Schedule

Wednesday, February 1
Thursday, February 2
MGF President Opening Remarks
Event Kick-Off by:
Dave Westin, President, Mobile Growth Fellowship
Ben Webley, Co-Founder, Mobile Growth Fellowship

For years, app installs were the primary success metric for developers. Today, savvy developers are optimizing around engagement and focusing on how to drive habitual usage. In addition, there are new ways to engage with customers from virtual assistants to new devices that are outside the traditional view of mobile apps.

How will these changes transform the mobile app economy? What should developers do today to prepare for a world where users don’t even have to install their app? Larissa Fontaine, Director of Apps at Google Play will give you Google's view of the mobile app economy and what you can do today to start taking advantage.

Larissa Fontaine, Director, Global Head of Apps Business Development for Google Play

PANEL: Top User Acquisition Strategies
User Acquisition strategies is constantly changing. What worked great two years ago could be a disappointment in 2017. Our panel of UA experts discuss new and proven techniques for acquiring customers, while maximizing ROI. Want to spend your money more efficiently? This panel is for you!

• MODERATOR: Vivian Chang, Director, Digital Marketing, RetailMeNot
Leo Giel, CRO, YouAppi
Melissa Guyre, Head of Product, Yummly
Kate Palmer, User Acquisition Manager, Jump Ramp
James Peng, Head of Mobile Acquisition, Match Group
Jorge Prado, Founder & CEO, The Fast Mind

PRESENTATION: How to Leverage Mobile Growth Through Bots
Bots are all the rage. With more than 4,000 skills on Amazon Alexa and 20,000 bots on Facebook Messenger, bots are promising to be the new frontier. What are bots? How do they work? And more importantly, how can mobile app developers and publishers leverage bots for growth?

Adelyn Zhou, Founder & CMO, TOPBOTS

PRESENTATION: Interactive Ads: Busting Myths & Misconceptions
Interactive (“playable”) creatives have gained large adoption in 2016 amongst app publishers simply because interactivity provides a more engaging user experience than classic, static ads. But do these creatives always convert well, and should interactive ads be used to market non-gaming apps? In this session, we'll bust popular myths about this ad format and examine Liftoff’s data on how users actively engage with interactive creative on mobile.

Phil Crosby, Chief Product Officer, Liftoff

PANEL: Data & Analytics: Fully Utilize Your Data to Drive Growth
Product Managers play a key role in the growth of their products. We ask some top PM's to share how they approach growth, what metrics they focus on and how to turn around a struggling product through Data Science growth strategies.

• MODERATOR: Eugene Mandel, Data Science Lead, Directly
Andreas Gross, Product Lead Reddit
Ali Jamal, Director of Product - Strategy, Insights, and Growth, RockYou
Matan Tessler, Director of Product Management, AppsFlyer

Food & Beverages will be provided in the foyer.

Lunch Sponsored by BAIDU.

PRESENTATION: Rapid Response to Mobile Fraud
Mobile attribution is evolving – from tracking installs and preventing fraud to a holistic approach of measuring your users’ life cycles. In this impulse session, we’ll share perspectives from AppsFlyer and our top clients on challenges and opportunities mobile marketers will face in 2017, and how advanced attribution can enhance UA strategies right now.

Sunil Bhagwan, VP Sales, North America, AppsFlyer

PANEL: Machines Take Over The World!
There is a new trend in utilizing AI and bots to drive better customization, personalization and efficiencies for companies and customers. This panel discusses the current and future state of AI and how it can be leveraged for growth.

• MODERATOR: Adelyn Zhou, Founder & CMO, TOPBOTS
Emre Ertan, Head of Growth, Slice
Christian Gladwell, President - Client Services, MZ
Aurelie Guerrieri, Founder & President, Akila One
Ewa Stochlinska, Sr Business Development Manager, TravelPirates
Viki Zabala, CMO, Sirqul

PRESENTATION: Redefining Mobile Relationships to Increase Engagement & Retention
Hinge changed the mobile dating game when they reimagined their business strategy by putting the emphasis on building relationships rather than casual dating. Discover how they take the same approach when engaging their app users with hyper-personalized communication to significantly increase meaningful engagement and retention.

Sam Levy, VP of Growth, Hinge
Momchil Kyurchiev, CEO & Co-Founder, Leanplum

PANEL: Re-Engage Your Lapsing Users
Let’s face it, it’s increasingly difficult to retain consumers and keep them Engaged with your product. There are thousands of shiny new apps appearing in the App Stores every week, and they're all fighting for the attention of YOUR Users! Learn some of the latest techniques and tips to help keep your consumers around for longer and increase your LTV!

• MODERATOR: Irina Yakupov, Business Development, AdXperience
Eliza DeMarseilles, Mobile Marketing Engagement & Retention Lead, Staples
Deniz Gezgin, Director of Digital Marketing, Topps
Rainer Leeb, Senior Director, Growth, SoundHound
Kathryn Wong, Senior Manager, Marketing, Walmart

PRESENTATION: Building A Successful Growth Plan: Best Practices for Acquisition, Engagement, and Retention
After looking at over two years of data, spanning more than 30,000 campaigns and 10 billion marketing messages sent, we've come up with 5 Best Practices to building a better Growth Strategy. From early Engagement, through to refined Targeting and Segmentation, this talk is what you need to optimize your Growth Strategy.

Myles Kleeger, President & CRO, Appboy

PANEL: Holistic/Life-Cycle Marketing
Omni-channel marketing has been around for years, but as technologies and marketing techniques change, tying every marketing channel becomes an ongoing battle. Find out how to integrate your marketing channels to create a holistic flow that delights your users.

• MODERATOR: Myles Kleeger, President & CRO, Appboy
Abigail Flora, VP Brands, VSCO
Stephane Panysiri, CEO, SEA Gaming
Charles Speyer, Big Game Hunter, GetSocial

PRESENTATION: Strategies to Maximize Return-on-Advertising-Spending with Engagement
Performance marketing platform, Jampp, and everyone's favorite personalized photo products company, Shutterfly, provide insights on their successful partnership story and share practical, real-life, day-to-day, its-not-always-clear-sailing engagement advice.

Raquel Basso Alexander, Director, Mobile Marketing Strategy, Shutterfly
Rami Richards, VP, North America, Jampp

PRESENTATION: Future of eSports: Mobile Gaming
eSports is expected to reach a global audience of over 1.4 billion. The industry is young, growing and a huge opportunity for brands to reach millennials. We'll be discussing how eSports will change mobile gaming in 2017 and how you can add eSports competition to your app to grow a loyal user base.

Spencer Scott, CEO, Meed Mobile

KEYNOTE: The Art & Science of Mobile Growth
Mobile growth is both a science and an art. A scientific growth process optimizes conversion and makes sure that no gap is overlooked. But at some point, it generates diminishing returns. This is where the art of mobile growth comes in, powered by AI, chatbots and more. Mobile guru, early-stage investor, Facebook entrepreneur and bestselling author of mobilized, SC Moatti shares best practices and case studies for accelerating mobile growth, including techniques that can increase conversion by 18X.

SC Moatti, Founder, Products That Count

PRESENTATION: The Hidden Truth Inside Your Data: Leveraging Dynamic Campaign Management to Expose Fraud
Make better advertising and marketing decisions by leveraging analytical toolsets and adjusting campaigns according to the feedback and insight provided by your users. Understand the interaction between digital marketing touchpoints and improve your media mix modeling using features like configurable attribution, or traffic verification to prevent fraud. Come and see what real ROI means in mobile advertising.

Charles Manning, CEO, Kochava

PANEL: How to Win with Facebook UA in 2017
Facebook continued to be one of the best performing and fastest moving UA channels in 2016. If you’re going to succeed in 2017, you’ll want to hear the success stories around Facebook’s newest products, like App Event Optimization. Learn from the top companies in mobile who buy at scale on Facebook – what’s new, what’s working, and what’s next.

• MODERATOR: Jon Gagnon, Head of Sales, Bidalgo
Prasenjit "Jeet" Niyogi, Marketing Director, WSOP, Playtika
Owen O'Donoughue, Mobile Gaming Lead, North America, Facebook
Filippo De Rose, Head of Marketing and Ad Monetization, Pixelberry Studios
Matt Widdoes, Director, Performance Marketing, King

MGF Closing Remarks
Dave Westin, President, Mobile Growth Fellowship
Ben Webley, Co-Founder, Mobile Growth Fellowship

Open Bar Networking Party!

(Must show ID, and be 21+ to attend any Open Bar Networking Event at MGS17.)

Sponsored by Appboy.

Bring Your Lanyard For Entry!

The Alchemist Bar & Lounge
679 3rd St
San Francisco, CA 94107

View map
This Early Bird Networking Games Session is just that! A fun way to start the day!

We'll start with a quick wake-me-up breathing exercise (to help with your coffee), and then move into breaking out the group into a number of fun Games aimed at taking the stress off Networking and breaking the ice with your fellow attendees. No pitching here! Just fun games to get to know your fellow attendees, see what their needs are, and how you might be able to help each other in the future...all while having a great time to kick off Day 2!

MGF President - Day 2 Opening Remarks
Day 2 Kick-Off by:
Dave Westin, President, Mobile Growth Fellowship
Ben Webley, Co-Founder, Mobile Growth Fellowship

SPECIAL SESSION • Mobile Feud: The Ultimate App Marketer Competition
Experience a one-of-a-kind gameshow battle where mobile marketers compete in a fast-paced trivia game for the ultimate prize: the title of Smartest Mobile Marketer. This special edition of Mobile Feud will pit app marketers against vendors in a 3-on-3 battle! Audience participation is encouraged.

• HOST: Dennis Mink, VP Marketing, Liftoff

TEAM 1: The Vendors
Diana Kim, Director of Growth, TMGA
Jasper Radeke, Director of Marketing, AppsFlyer
Elain Szu, Product Marketing Lead, Twitter

TEAM 2: The App Marketers
James Peng, Head of Mobile Acquisition, Match Group
Nick Quan, Performance Marketing Manager, Twitter
Ilya Shereshevsky, Head of Marketing, Chobolabs

Team Rosters to be announced soon, so keep coming back!

PANEL: Maximizing Mobile Moments to Drive Engagement & Conversions
Mobile brand marketing leaders discuss specific engagement & retention techniques used to drive conversions within their app users' "golden windows." Learn how to identify and segment your users to engage and convert in the most critical moments of their mobile journeys.

This panel was sourced and created by Women In Wireless.

• MODERATOR: Kara Dake, Women in Wireless
Melanie Flores, Mobile Marketing Manager, Bloomingdales
Cat Lee, Head of Partner Marketing, Pinterest
Beth Murphy, SVP Marketing, iHeart Radio
Lisa Sullivan-Cross, VP Brand and Growth Marketing, Pandora

PRESENTATION: Stop Leaving Money on the Table: Keys to Monetization Success in 2017
If you're not exploring interactive ad formats and properly leveraging data, you're missing out on major opportunities to increase your monetization. This presentation will share best practices and tips on formats and data from market leaders Zynga and Machine Zone, geared to help you maximize app revenue (and spend, for the buyers) this year.

Ben Webley, SVP Ad Monetization & Business Operations, Zynga
Deepak Gupta, CRO, MZ
Kavitha Gadde, Manager Strategic Publisher Partnerships, MoPub/Twitter

PANEL: Top Monetization Strategies for 2017
Ads, subscriptions, in-app purchases, premium, try-before-you-buy…we have a number of Monetization options available to us. This panel discusses the benefits and challenges of different Monetization models along with when and how to leverage each one.

• MODERATOR: Fabien-Pierre Nicolas, VP Marketing Communications & Community, App Annie
Chang Fu, Head of Growth, Health IQ
Andrew Gerhart, Chief Operating Officer, AerServ
Wilson Kriegel, Chief Business Officer, PicsArt
Joshua Lu, Senior Director, Product Management, Zynga
Lauren Nestor, Sr Director of Programmatic Partnerships, CBS Interactive

PRESENTATION: In-App Header Bidding: A New Era of Ad Serving
Header bidding is on a roll. But, how do mobile apps take advantage of this technology to drive incremental yield? AerServ talks through the benefits of header bidding, and how the technology will change mobile app advertising for the better.

Andrew Gerhart, Chief Operating Officer, AerServ

PRESENTATION: Actionable ASO for 2017
Actionable ASO focuses on going beyond the basics to explore new trends and factors impacting ASO today. Through this presentation, we are able to see how some of the largest players in the developer ecosystem are leveraging this discipline to drive results across the entire funnel (from app page view to download).

Ankit Chandra, Director, Customer Success, Sensor Tower
Dan Held, ASO Manager, Uber
Jeet Niyogi, Playtika

NETWORKING LUNCH - Sponsored by Bidalgo
Food & Beverages will be provided in the foyer.

Sponsored by BIDALGO.

PRESENTATION: Mobile Ad Fraud in 2017 – Latest Trends
• What will be the next big thing in fraud?
• What are we doing today to fight back?
• How big is the problem really?

Paul Müller, CTO, Adjust

Historically, this has been one of our most entertaining panels, so for the third year running we will put the best Ad Mediation companies on our Hot Seat! Learn about their latest features and offerings in order to maximize your ad revenues.

• MODERATOR: Kiel LeBaron, Director, Ad Operations and Network Management, Zynga
Jeff Birnbaum, Head of Mobile Apps Partnerships, Google
Adam Corrado, Director, Global Partnerships, Fyber
Casie Jordan, Director, Professional Services, Twitter/MoPub
Mickey Maher, SVP Revenue, Upsight
Damon Marshal, Vice President, Business Development, Developer Solutions, IronSource

PRESENTATION: Data Warehousing Strategies for Effective Facebook Lookalike Campaigns
Facebook Lookalike campaigns are one of the most powerful ways to drive high-quality app installs today. By targeting users who behave like an original target audience, marketers can discover segments that otherwise would remain hidden. But how do marketers know which behaviours to target, or how to build the right segments? In this session, Tenjin’s Christopher Farm breaks down the best ways to build Facebook Lookalike campaigns using data warehousing tools.

Christopher Farm, Co-Founder, CEO, Tenjin

PANEL: Anti-Fraud "Cage Match:" Fraud and the Marketer - Adjust v. Kochava
From simulated installs to click injections, fraud has become a top focus of the mobile advertising space throughout 2016. But what really is fraud, and how does it affect mobile marketers? Who is responsible for letting fraudsters in, and what can be done about it? In this panel, we'll be discussing how fraud can be identified and how it can be prevented before polluting your dataset.

• REFEREE/MODERATOR: Scott Bauer, Executive Director of User Acquisition, GSN
Charles Manning, CEO, Kochava
Paul Müller, CTO, Adjust

Join Unity for a snapshot at what’s happening in VR. Learn about the current ecosystem and what the vision is for the leading platform in VR entertainment.

Agatha Bochenek, Director, Strategy & Ops, Unity Technologies

MOBILE VR MICRO-SUMMIT: State of the Market
Where do hardware and the economy meet... VR set-ups can range anywhere from ten dollars to a couple thousand with a different market segment interested in everything in between. Where is the investment now and where is it going? What do the opportunities look like?

• MODERATOR: Julie Shumaker, VP, Business Development of Advertising, Unity Technologies
David Pucik, Director, Games & Digital Strategy, Frank N. Magid Associates
Rick Liu, CEO & CTO, HERZWO Digital
Japheth Dillman, CEO & Co-Founder, CLEVR

MOBILE VR MICRO-SUMMIT: VR Content & Monetization
VR is a dream come true for artists and content creators but the model for recouping the investment is not yet defined. How does an Oscar-nominated VR project get made? And then, how does it make money?

• MODERATOR: Julie Shumaker, VP, Business Development of Advertising, Unity Technologies
Jonathan Flesher, Head of Business Development & Partnerships, Baobab Studios
Nanea Reeves, CEO & Co-Founder, TRIPP
Monika Ratner, Director, Social Media & Invention, Horizon Media

MGF Event Closing Remarks
Dave Westin, President, Mobile Growth Fellowship
Ben Webley, Co-Founder, Mobile Growth Fellowship

Open Bar in the Robertson Foyer of the Mission Bay Conference Center, from 5pm to 7pm!

Sponsored by LIFTOFF.

(Must show ID, and be 21+ to attend any Open Bar Networking Event at MGS17.)

Event Sponsors

  • Appboy
  • AppsFlyer
  • Liftoff
  • Adjust
  • (Platinum)
  • Aerserv
  • Herzwo
  • (Platinum)
  • (Platinum)
  • MoPub
  • Tenjin
  • YouAppi
  • AdAction Interactive
  • Baidu
  • Bidalgo
  • Jampp
  • (Gold)
  • Women In Wireless
  • (Silver)
  • Fyber
  • (Silver)
  • IronSource
  • (Silver)
  • Upsight
  • Vungle
  • (Bronze)
  • AppLovin
  • Blind Ferret
  • (Bronze)
  • (Bronze)
  • Girls In Tech
  • (Bronze)
  • Mobile Monday
  • Motive
  • Sensor Tower
  • (