A two-hour event about investing in and using the latest information and customer data technology to keep a competitive edge
In today’s marketplace, there is no question that there are tough times ahead for many retailers and service providers. Shoppers are facing budgetary challenges that will ultimately lead to changes in their behaviour. Navigating through this economic cycle and coming out stronger will require a deeper understanding of customers and their shopping habits. Marketers need to engage and remain relevant to their customer base who may otherwise switch brands, reduce their purchase frequency/volume, or worse, stop buying a category altogether.
Over its 25 year history, Aeroplan has continuously looked for ways to better understand its members. More recently, it launched the Aeroplan Member Advisory Panel, comprised of 50,000 Aeroplan members from across the country. Members are invited to participate in ongoing Aeroplan surveys throughout the year and are rewarded bonus miles every time they fill out a survey. The panel tracks panelist answers to all the surveys, and the data is integrated with the member database to yield highly valuable linked attitudinal and behaviour information, ultimately creating a richer understanding of the Aeroplan member base.
Participants Will Learn:
- How to enhance your research capabilities, improve reporting and distribution of relevant information throughout your organization;
- How to maximize your marketing research ROI by implementing a customer advisory panel and leveraging the latest technologies of online research;
- How to integrate your customer panel with your existing database, link marketing research and behavioural data to enrich your customers database and reveal the underlying dimensions driving customers engagement, loyalty and profitability.
Roundtable Features:
- A stimulating exchange between speakers;
- An invaluable question-and-answer period.
You Should Attend If:
- You are a marketing research professional or a business and marketing practitioner;
- You are interested in learning about best practices and the newest tools and techniques for conducting consumer research.
Attendees Will Benefit From:
- Networking with other participants;
- Best practices of consumer insights in 2009;
- Strategies to successfully implement, manage and leverage your proprietary online panel and engage your customers in a two-way dialogue with your company.
Speaker Biographies
Sylvie Bourget
Senior Vice-President, Marketing & eBusiness, Aeroplan
Sylvie Bourget was appointed Aeroplan’s vice-president, marketing in June 2007. Upon completion of the reorganization of Aeroplan Income Fund to Groupe Aeroplan Inc. on June 25, 2008, she was appointed Aeroplan’s Senior Vice-President, Marketing and eBusiness. Sylvie leads the marketing team responsible for customer relationship management, market research and brand intelligence, as well as the planning and execution of all marketing programs. As senior vice-president, eBusiness, Sylvie oversees the development and growth of revenue for Aeroplan’s eBusiness channels.
Sylvie has more than 25 years’ experience in brand management, sales and marketing. Prior to becoming Aeroplan’s vice-president, marketing, Sylvie spent two years as Aeroplan’s general manager, travel, where she directed the team responsible for managing Aeroplan's relationships with key travel and entertainment partners.
Before joining Aeroplan, Sylvie was the vice-president of marketing for Transat A. T. Inc., and has held senior marketing positions across the consumer packaged goods industry, namely with Ultima Foods (makers of Yoplait), Seagram, Kraft and Procter and Gamble. Sylvie holds a Bachelor of Business Administration from the University of Ottawa.
Brian Jones
Director, LMG Insight and Communication Canada, Groupe Aeroplan Inc.
Brian Jones is the Director of the LMG Insight and Communication Canadian business, previously owned by Loyalty Management Group, which was acquired by Aeroplan Income Fund in December 2007. Brian held this position before the reorganization of Aeroplan Income Fund to Groupe Aeroplan Inc. on June 25, 2008, and will continue to oversee the Canadian division for the company. He joined the company in September 2007 in preparation for the Insight and Communications Canadian business launch.
Previously, Brian was vice-president of market intelligence, Air Miles Canada, responsible for creating greater value from loyalty program databases and data capabilities. Brian was also president, international, NPD Intelect, a global leader in consumer electronic research. As president, his responsibilities included Latin America, Canada and Japan, where he worked closely with the leading regional electronic retailers. Brian was also corporate vice-president and partner at ISL International Survey’s Ltd., a leader in consumer panel analytics and syndicated tracking data. ISL introduced consumer based analytics to the Canadian grocery industry in 1987. During this period, he worked with every major grocery retailer in Canada. Past positions also included product management at Bristol Myers and account management at AC Nielsen. Brian is a Canadian Business Scholar.
Fabien Rolland
Director, Marketing Research, Aeroplan
Fabien Rolland has spent most of his career designing and implementing marketing research, database marketing and data mining programs and applications for organizations of various sizes and from a range of industries. He joined Aeroplan in 2004 and, in October 2008, was appointed Director, Marketing Research after holding positions in market research and continuous improvement. Fabien holds a Masters degree in Marketing Management from U.K. based Brunel University and a Masters degree in Economics from the University of Marseille in France (now Aix-Marseille University). He is also a Six Sigma Black Belt.
