CMAinsights Morning Event

February 28, 2019
8:00 a.m. – 11:00 a.m.

Members: $139
Non-Members: $239
(early bird ended Feb. 7)

Artscape Daniels Launchpad
Room: Sugar Hall
130 Queens Quay East,
4th floor
Toronto, Ontario
View Map

Environics     Kantar  Mastercard  Nlogic

The ABER Group    Ayima   CNW

Cleansheets Communications      inbox marketing     kaiser lachance    NabsTriangles



Building on the success of this annual event, CMAinsights brings together the science of data and the art of marketing. Discover solutions to issues affecting both the marketer and the data practitioner. We present the latest thinking and best practices covering not only how to collect, analyze and interpret data, but also how marketers can create collaborative processes.

Includes content experiences, networking and continental breakfast!


8:00 AM
Breakfast and Networking
8:30 AM
Opening Remarks
8:35 AM
Continental divide: Consumer insights on how Canadians differ from Americans — and from one another

Casey Ferrell
Vice President, Head of U.S. & Canada MONITOR

Lisa Freedman
Director, Digital and Media Effectiveness

Scott Megginson
President, Insights Division

For multinational companies, the Canadian and U.S. markets are often lumped together, driven by an assumption of market similarity. While it’s true they share much in common, we constantly see that brands, innovation, and advertising perform differently across these markets.

To better understand these critical differences, Kantar Canada and Kantar Consulting collaborated on a study of more than 15,000 Canadians and Americans to identify critical differences in the consumer makeup and mindset. The result was Canada MONITOR, the first syndicated consumer insights service of its kind to enter the Canadian market in more than a decade.

In this session, Kantar will share key findings on not only what sets the Canadian consumer apart from their southern neighbours, but also some of the key differences found within the Canadian consumer market across generations, regions, and cultural communities.

Meet Casey Ferrell

Casey Ferrell Casey directs content development, thought leadership and product innovation for U.S. MONITOR and Canada MONITOR.
“My job is to tell compelling, credible stories in a variety of creatively intelligent formats—from presentations and webinars to microsites and infographics—that help our clients better understand and anticipate changes in the U.S. and Canadian consumer marketplaces,” he says of his role.
In addition to his product management role, Casey supports business development, client retention, and CX. His areas of expertise include generations, culture & diversity, and consumer insights, lifestyles and trends.

He holds an MA in Journalism and Mass Communication from the University of North Carolina at Chapel Hill and lives in North Carolina.

Meet Lisa Freedman

Lisa FreedmanLisa Freedman is responsible for leading Kantar’s Digital and Media practice, growing the firm’s digital research solutions in the Canadian marketplace.

Prior to joining Kantar, Lisa held progressive client-side Digital Advertising Insights roles with Rogers Communications Inc. in Toronto, Scripps Networks Interactive, NBCUniversal, and most recently, The Walt Disney Company in New York, NY.

Lisa holds an Honours Degree in Business Administration from Ivey Business School at Western University in London, Ontario, and a Master of Science in Media Management from The New School University in New York City.

Meet Scott Megginson

Scott MegginsonScott is a 25+ year veteran of the Market Research industry.  After graduating from Queen's University, he started his career at the Angus Reid Group, where he spent 8 years learning the practice from Field through to Client Management. 

Scott spent the next 11 years in CPG with Warner Lambert (Adams Brands), and then PepsiCo Canada where he launched and Directed the Consumer Insights function for Pepsi/Quaker/Tropicana/Gatorade Canada.  His work at PepsiCo was recognized with the Chairman's Award in 2008.

Scott joined Kantar in 2010, as President of Millward Brown Canada, and now leads the recently combined Insights Division for Kantar Canada.  He is a regular speaker at industry events, and currently Chair of the Dean’s Council for the Arts & Science Faculty of Queen’s University.

9:15 AM
Good Privacy Policy is Good Business
Sara Clodman
Vice-President, Public Affairs and Thought Leadership

Do you want to instill more trust and loyalty in current and future customers? The CMA’s new Guide to Transparency for Consumers will improve customers’ experiences by helping them be better informed and have more choice and control about how their data is collected, used and shared. It will also help companies respond effectively to new Guidelines on Meaningful Consent, issued by the Office of the Privacy Commissioner, which came into effect on January 1. The CMA’s Sara Clodman will provide insights into this valuable new resource, developed by the CMA Privacy and Data Committee.

Meet Sara Clodman

Sara ClodmanSara is a mediator and public affairs executive with more than 25 years of experience in the public and private sectors and association management. Her key skills include a deep understanding of business and communications strategy and execution, stakeholder relations and change management. At the CMA, she directs all public affairs functions – government relations, media relations, corporate communications and reputation management. She interacts with the marketing profession’s thought-leaders to provide strategic insights and tools for Canadian marketers, guides the development of CMA positions on public policy issues, and oversees research planning and projects. Sara has an MBA in finance and is a former Vice-Chair of Toronto’s Committee of Adjustment. She has served on several boards and is active in the community – currently participating in a weekly Out of the Cold program.

9:25 AM
Networking Break
940 AM
Up your game: The latest in using innovative tools to spread analytics through the organization
Rupen Seoni
Senior Vice President and Practice Leader

Looking for ways to improve your customer experience and marketing ROI? Heart and Stroke, Assiniboine Park Conservancy and Cancer Care Ontario have all successfully used data analytics to overcome a key business challenge. Rupen Seoni, Senior Vice President and Practice Leader at Environics Analytics, breaks down these three distinct case studies to explain how these companies were able to leverage data to identify their target audiences, inform their messaging and boost engagement.

Meet Rupen Seoni

Rupen Seoni Senior Vice President and Practice Leader at Environics Analytics, Rupen Seoni leads a practice area that includes the public sector, health care, energy and not-for-profits. He brings to his position over twenty years of experience in marketing analytics, working with organizations of all sizes to unlock the value of information in decision-making and business strategy. He specializes in helping organizations understand population trends, segmentation and performance benchmarking. Rupen earned a master’s degree in urban planning and held positions with Nielsen, Compusearch, Campbell Soup and CIBC prior to joining Environics Analytics. For the last two years, he has appeared on CTV’s Canadian and U.S. federal election coverage as a commentator on voter demographics in key races.

10:20 AM
Powering Personalization: Opportunities for Organizations to Evolve
Balinder Ahluwalia
Vice President, Merchant Solutions | Data and Services

As the digital age offers us new ways to fight for customer mindshare and market share, consumer-facing organizations that we work with are responding with new efforts to personalize the customer experience—and reaping big rewards in the process! When executed effectively, strategic personalization initiatives, from personalized product offerings and recommendations to dynamic pricing and personalized webpages, can drive significant revenue impact. They also tap into the power of customer-centricity, helping foster greater customer loyalty and retention. Such tactics add value for both the brand and the customer by delivering the most relevant offers and experiences to the right customer segments.

Balinder, the Vice-President of Merchant Solutions at Mastercard, will offer practical use cases to articulate exciting opportunities to power up their personalization efforts.

Meet Balinder Ahluwalia

Balinder AhluwaliaBalinder Ahluwalia is the Vice President, Merchant Solutions on the Data & Services team in Canada. In this role, he’s responsible for helping merchant, acquiring and co-brand partners with their pressing strategic challenges.  His principle emphasis is on merchant solution development, market leadership, revenue and profitability generation, and strategic client management.  He leads the business development of all of the Mastercard Data and Services products for merchants by designing and directing the execution of strategy and by successfully closing complex merchant sales.

Prior to joining Mastercard, Balinder spent time as a strategy consultant at Monitor Deloitte and Strategy&, led Corporate Strategy and Development at PC Financial and worked for the Federal Government in Ottawa, in addition to a fun stopover in Private Equity.  Balinder completed his graduate work at the University of Waterloo, and undergraduate at the University of Windsor.

11:00 AM
Closing Remarks & Networking

See Who Attended Last Year

Learn more about CMA’s new Morning Event Series.

Title Company
Recruitment Specialist AIP Connect
Head of Digital Design Ariad Communications
Director, Experience Design Ariad Communications
Manager, Digital Media Art Gallery of Ontario
Associate Director, Membership & Database Marketing Art Gallery of Ontario
Assistant Manager, Membership Services & Data Analytics Art Gallery of Ontario
Assistant Manager, Systems Operations, Visitor Services Art Gallery of Ontario
Marketing Analyst Bank of Montreal
Founder Blue Elephant Productions
Content Strategist BMO
Senior Manager, Digital Content BMO
Director, Corporate Accounts Canada Post Corporation
Account Executive, Corporate Accounts Canada Post Corporation
Chief Development Officer Canadian Red Cross
Category Manager Carlton Cards
Director of Marketing Carlton Cards Limited
Success Advisor Centennial College
VP Sales and  Marketing Centriq Solutions
Senior Consultant CIBC - Canadian Imperial Bank of Commerce
Marketing Manager Cineplex
Account Director Cineplex Digital Media
Sales Manager Clear Channel Canada
VP of National Sales Clear Channel Canada
Director, Global Marketing Operations Cogeco Peer 1
Senior Account Manager comScore
Director, Marketing Communications Crowe Soberman LLP/SIC Management LP
Strategic Insights Director DAC Group
Strategic Insights Analyst DAC Group
Analytic Consultant Data Insight Group Inc.
President | Chief Innovation Officer Delvinia
Executive Vice President Delvinia
Executive Director Digital Advertising Alliance of Canada
Editor Direct Marketing News
Account Executive Elemental Inc.
President Environics Analytics
Vice President Environics Analytics
Senior Vice President, Marketing and Sales Operations Environics Analytics
Vice President of Marketing Environics Analytics
Senior Vice President & Practice Leader Environics Analytics
Director, Business Development Environics Analytics
Sales Consultant Environics Analytics
Senior Marketing Manager Environics Analytics
SVP, Partnerships Environics Analytics
Vice-President Environics Communications
Managing Director Ethos Communications
Content Specialist Foresters Financial
Account Director Grip
Director, Business Grip Limited
SVP, Managing Director Harbinger Communications
VP, Strategic Planning Harbinger Communications
Principal HMSD
Vice President Client Service IMI International
Senior Sponsorship Consultant IMI International
General Manager, Toronto Office Inbox Marketer Corporation
President Intercept Group
Account Manager Intercept Group
Vice President Ipsos
Director, Executive Education Ivey Business School
Marketing Director LCBO
Marketing Manager LCBO
Assistant Marketing Manager LCBO
Marketing Administrator LCBO
Marketing Administrator LCBO
VP Marketing LCBO
Marketing Coordinator LCBO
Managing Partner LEVEL5 Strategy
Client Strategist Lucidia Ltd.
Director, Strategy & Insights McDonald's Restaurants of Canada
Digital Marketing Specialist Metrolinx
Brand Manager, Metrolinx Metrolinx
Senior Brand Advisor, Metrolinx Metrolinx
Marketing Communications Manager Microsoft
Marketing Operations Lead Microsoft
Commercial Marketing Manager Microsoft
Product Marketing Manager Microsoft
Cloud & Enterprise Lead Microsoft
Commercial Marketing Lead Microsoft
CMO Microsoft
VP, Marketing & Operations Microsoft Canada
Social Media Manager, Commercial Microsoft Canada
Marketing Manager NLogic
Product Manager NLogic
Senior Director, Strategy and Business Development NLogic
Business Development Executive NLogic
Director, Products NLogic Inc.
Marketing Specialist PATTISON Outdoor
Director of Marketing Performance Auto Group
Associate Marketing Manager Plastic Mobile, a Havas Company
VP, Corporate Strategy Plastic, a Havas Company
Account Director ReMark Canada Inc
Executive Assistant & Administration Operations Manager ReMark Canada Inc
Chief CRM Officer RI
VP, Executive Creative Director RI
Business Development Manager Richard Ivey School of Business Foundation
Segment Manager - Roofing Roxul Inc
Project Control Officer Royal Bank of Canada
Digital Marketing Specialist Sinai Health Foundation
Database Coordinator Sinai Health Foundation
Director, Customer Insights Smartfocus
Career Coach - Marketing, Sales & Analytics Smith School of Business
Social Media Planner Sonnet Insurance
Social Media Manager Sonnet Insurance
Director of Strategic Partnerships Sovereign State
President Spider Marketing Solutions Inc.
AVP, Marketing and Communications Sun Life Financial
Manager, Client Acquisition Tangerine
Senior Manager TD
Associate Manager Marketing Planning TD
Vice President, Marketing Planning TD Insurance & Strategic Initiatives TD Bank Group
Marketing Planner TD Bank Group
Senior Manager, Digital Marketing TD Bank Group
Manager, Real Time Operations TD Bank Group
Marketing Manager TD Bank Group
Senior Manager, North America Measurement TD Bank Group
Manager, Product Marketing TELUS
President The Aber Group
Account Manager The Aber Group
Account Director The Aber Group
Founder The Clean Slate Shop
Commercial Director The Farm Ventures
President The Marketing Strategy Group
Advertising Project Manager The Reader's Digest Association (Canada) ULC
President The Tingley Advantage Inc.
Manager, Marketing Analytics and Strategy TIFF
Sales Manager Twitter Canada
Office Manager Vividata
President, Vizeum Canada Inc. Vizeum Canada
President Wellspring Productions Inc.
Senior Project Director Wellspring Productions Inc.
Principal Winegard & Company
Managing Director yconic
Director, Marketing & Enrollment Management York University