CMAmedia Morning Event

This session will feature a presentation by Steve Levy, Chief Operating Officer of Ipsos Canada. Levy will unveil the newest digital marketing insights and trends based on the 2019 Digital Marketing Pulse Survey.

This thirteenth edition of the Digital Marketing Pulse Survey will delve into a detailed assessment of the digital marketing landscape and a benchmark analysis based on opinions from Canadian marketing leaders. Topline results will provide insights on familiarity and usage, shifts in marketing spend, sources of education in this complex space, and views of evolving trends.

The insights presentation will be followed by a discussion covering actionable strategies with Adrian Capobianco, President, Vizeum Canada. The presentation will also highlight Canadians’ usage and attitudes on various aspects of Digital Marketing.

Meet Adrian Capobianco
Adrian is President of Vizeum Canada, part of the Dentsu Aegis Network. In this role, he uses his business and deep digital experience to help a diverse portfolio of clients leverage the changes in the digital economy. Under his leadership the agency has transformed into one of the fastest growing in the country.

He has been instrumental in building and growing many businesses. His career has focused on the interchange of business, technology and advertising and he has led creative, digital, CRM and media agencies. In 2008, he founded and launched the digital innovation agency Quizative, which would be acquired and he went on to lead the combined globally acclaimed digital team.

Adrian is actively engaged in the marketing community and is sought after to contribute and speak at various Canadian and global events. He also serves as Board Vice-Chair of the Heart and Stroke’s Canadian Partnership for Stroke Recovery.

Meet Steve Levy
While starting his career in sales (at Xerox) and then brand management (at Mars foods), Steve Levy has been involved in the marketing research and information business in the UK, South East Asia and, since the late 80’s, in Canada.  In his current role he plays a leadership role in the Ipsos business in Canada which involves several responsibilities;

• Managing a staff of almost 200 Marketers and Researchers
• Local product development, innovation and R&D
• Overseeing the publication/release of material in the marketing and loyalty space
• Over site role regarding a number of significant research programs
• Public speaking at many conferences and client events.

In addition to his management role, Steve continues to act as team leader for a few accounts mostly in the technology and media sector.

Only 51% of global advertisers are confident their organization has the right balance between long-term brand building and short-term performance marketing. This session will feature a presentation by Hilary Borndahl, Vice President, Analytics & ROI of Kantar Canada. Borndahl will share developments in ROI measurement and how marketers can leverage AI powered solutions to optimize the marketing mix. This session will include a case study of a Canadian brand leveraging AI/ML and traditional techniques to maximize short-term and long-term ROI.

Meet Hilary Borndahl
Hilary Borndahl is Vice President of Analytics & ROI at Kantar Canada. In this role, she leverages her tenured experience as one of Canada’s top Marketing ROI consultants to help clients optimize their marketing mix to meet brand and sales objectives. Borndahl has been in the marketing research business since the early 2000’s in progressive leadership roles from primary research to custom modeling and advanced analytics.

Meet Nick Necsulescu
Nick Necsulescu is the Director of Customer Data and Insights at World Vision Canada.

Nick has over 16 years of experience in Measurement Strategy & Test Design, Customer Strategy & Targeting, Data Strategy & Analytics, and Data Science & Modelling, within an agency, client, and not-for-profit setting.

He is mentor for newcomers to Canada, speaks regularly at data and marketing events, and is the author of multiple analytics publications, centered on data-driven marketing initiatives.

PR departments have long been the square peg in the round hole when it comes to how Marketing departments report on their performance. With a reliance on vanity metrics and a difficulty proving attribution, PR is often speaking an entirely different language than their Marketing colleagues. This session will feature a presentation by Sharlene Dozois, SVP, Sales & Client Experience of Cision Canada. Dozois will discuss how recent technological developments can be used to not only bridge the language and reporting gap between the two disciplines but also provide new opportunities for Marketing departments to leverage the heretofore inaccessible (and incorrectly attributed) leads generated by PR activities. This session will also touch on how Marketing can help focus PR activities on shared business objectives and how an even more integrated PESO model can benefit the overall success of campaigns.

Meet Sharlene Dozois
Sharlene Dozois is the Senior Vice President of Sales and Client Experience at Cision. With more than 20 years of experience, Dozois has held senior-level positions with Airbnb, UPS, Kitco Metals, Rogers Communications and Stack8 Technologies. Dozois has a proven track record of leading marketing and sales innovation at the enterprise level, profit optimization, customer experience and branding. Dozois holds a degree in business from Concordia University and is based in Montreal.

Meet Andrea Sharkey
Andrea Sharkey is the Director of Market Insights at CBC/Radio-Canada’s corporate office in Ottawa and has a PhD in sociology from Carleton University. In her role at CBC/Radio-Canada, Andrea oversees all corporate level survey research for internal stakeholders as well as external survey research as it relates the strategic initiatives. One of the largest projects which Andrea manages is the ongoing development of the pan-Canadian Media Technology Monitor (MTM) survey which interviews 12,000 Canadians annually concerning their adoption and use of media technology and activities and the newly launched MTM Jr which looks at the habits of 2-17 year olds. As the lead coordinator and researcher for the MTM, Andrea has worked to expand this research into the premier media technology product that it is today. Reports and data from the MTM have been cited in such publications as the annual CRTC Communications Monitoring Report, the Globe and Mail, Infopresse, La Presse and The Toronto Star.

Meet Reagan Zuzarte
Reagan Zuzarte has spent 15 years answering the moving-target questions for several industries, as the founder of Triangles.ai. Impacting over $150M of transactions in the few years has provided several data-driven insights and hard-won lessons. Take a look into the challenges, opportunities and future of Cross-Channel ROI, when it comes to measuring, predicting and adapting to data with the goal of affecting outcomes.

Meet Robin Neufeld
Robin Neufeld, MBA, CM is the Director of Content Marketing at CBC leading the content and ad innovations for CBC's Media Solutions division. Robin is a graduate of the Rotman School of Business with a specialization in Brand Marketing. She launched her career in the brand marketing team at General Mills Canada before heading to the CBC. At CBC she has helped to forge award-winning creative advertising solutions and sponsorships for brands in a variety of categories. As the leading podcast publisher in Canada, CBC has been on the frontlines of the rise of digital audio. Robin spearheaded the development of podcasts as an advertising medium in Canada and continues to advance the audio advertising industry as the Co-Chair of IAB Canada's Audio Committee. Podcasts subscribed: Front Burner, TED Radio Hour and Stories Podcast.