CMAinsights: 3 hours of 3 experiences that bring together the science of data and art of marketing

February 13, 2018
8:00 a.m. – 11:00 a.m.


CMA Members: $129 
Non-Members: $179

(Early-Bird ended Jan 30)

Location:
St James Cathedral
Snell Hall
65 Church St, Toronto, ON
M5C 2E9
View Map


Kantar    Environics    Inbox Marketing

The ABER Group     Ariad Communications     Ayima    CNW

Overview

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 3 hours of experiences, networking and continental breakfast!

 

 


Agenda & Speakers

8:00 AM
Breakfast and Networking
8:30 AM
Opening Remarks
8:35 AM
Debunk the Myth About Digital Copy Testing: Should I Be Worried About Not Testing Digital Ads?
Paul Neto
Vice President, Digital and Media
KANTAR INSIGHTS CANADA

Joseph Chen
Vice President/Country Manager
ZAPPISTORE

Digital media spending has increased significantly over the past 5 years, especially on social media platforms like Facebook, Instagram and Youtube. However, many marketers still don’t feel the need to test digital creative before going live. And yet, the demand for research-based creative lessons learned in digital continues to increase.

To help address this, Kantar Insights Canada, ZappiStore, and Facebook Canada collaborated on a study to conduct a creative pre-test of over 20 Facebook ads with in-market brand lift results. The objective is to provide research-based creative best practices to help marketers better optimize their digital ads and uncover the relationship between creative diagnostics and in-market campaign impact. We will provide learnings on the leading indicators between pre-testing and in-market results of Facebook ads, and general insights on how marketers can have higher in-market digital ROI. The purpose was also to fill a knowledge gap in our industry that focus on creative testing in the Canadian Facebook mobile newsfeed environment.

Meet Paul Neto

Paul Neto's agenda in his current role is to reinforce Kantar's position as market leader in digital and media through thought leadership, innovation, and guiding clients through their digital challenges and initiatives.

After graduating from the University of Waterloo, Paul has led a number of digital innovation, product, and research roles, which have included international exposure. Notably, his tenure has included leading a group of technologists at comScore, and Research Director at YuMe where he pioneered research in virtual reality, neuroscience, and connected television.  Paul also co-founded a venture-funded research-based AI/ML company, Crowd Science, which was later acquired by YuMe. Using research and machine learning, he worked with some of the largest online publishers such as Forbes, Reuters, Everyday Health, Federated Media, and Meredith, enabling audience analytics to power ad targeting and insights.

As a regular speaker at research and media conferences and panels including ARF, IAB, and Variety, Paul was a recipient of the IAB Service Excellence Award in 2015.

Meet Joseph Chen

Joseph Chen is currently the Country Manager of ZappiStore in Canada. Joseph was the Consumer Insights Lead at McDonald's Canada. Joseph led a team of talented consumer insight professionals at McDonald's. Prior to McDonald's, Joseph was leading consumer insights in Canada for all business units with "sweet brands" like Hershey's Kisses, Reese, Brookside, Pot of Gold, Chipits, Skor, Oh Henry, etc. Joseph was also the global digital insight lead. He previously led all consumer insight initiatives at Unilever Canada. Joseph supported insights and strategy for all categories at Unilever Canada with brands such as Becel, Hellmann's, Knorr, Breyers, Ben & Jerry's, Magnum, Dove, Axe, Vaseline, TREsemme, Nexxus, St. Ives, etc. Prior to Unilever, Joseph worked at Kraft Foods, and he also spent time at Ipsos Reid and Millward Brown. Joseph is a regular contributor to academic as well as industry publications and conferences. He was the Chair of the Client-Side Researcher Council at MRIA for 5 years.

9:15 AM
Informing decisions, achieving results: How data analytics can lift your marketing ROI
Evan Wood
Chief Sales and Marketing Officer
ENVIRONICS ANALYTICS

Analytics can not only help organizations sharpen their marketing message, it can guide their strategic planning and drive operational improvements. Evan Wood, Environics Analytics’ Chief Sales and Marketing Officer, will explain how organizations can get a better return on investment by embracing a data driven approach to inform their marketing strategy.

Meet Evan Wood

As Chief Sales and Marketing Officer at Environics Analytics, Evan Wood works across EA’s practice teams helping clients achieve their strategic objectives using data and analytics. A senior executive with 25 years of sales, marketing, operations and business transformation experience, Evan is passionate about helping organizations become more customer-centric and create excellent customer experiences by leveraging data to generate deeper customer insight, make better business decisions and achieve superior results. He has worked in a variety of industries and sectors, including Fortune 500 companies, start-ups and non-profit organizations. Before joining EA, Evan was the president of Pivotal Contact Inc., which he founded in 2013. A frequent speaker at conferences and seminars, Evan has a bachelor’s degree in political science from Queen’s University and an international MBA from the Thunderbird School of Global Management.

9:55 AM
Networking Break
10:15 AM
Sobeys Case Study: Leveraging Data and Insights for Tangible Results
Geoff Linton
CEO
INBOX MARKETER

Evan Slinger
Digital Marketing Manager
SOBEYS

Sobeys and Inbox Marketer on the evolution of Sobeys’ digital marketing through 3 practical examples. Over the past 2 years, Sobeys has moved toward leveraging data and insights to drive results. This session discusses how Sobeys applied data-driven marketing principles for improved flyer targeting, persona profiling for pricing strategy, and connecting the ‘digital dots’ (assets, desired behaviour).

Meet Geoff Linton

Geoff is the CEO & Founder of Inbox Marketer and a data driven marketing expert with more than 26 years of applied experience in both client and agency roles.

For the past 15 years at Inbox Marketer, Geoff has guided clients in digital messaging strategy and analytics. Geoff was previously an Associate Director for Air Miles (LoyaltyOne) and he was a Marketing Professor at Conestoga College of Applied Arts & Technology.

 

Meet Evan Slinger

As Manager of Digital Marketing, Evan leads digital strategy & campaign activation across a variety of digital channels in support of the many Sobeys brands (Sobeys, Safeway, FreshCo, Foodland, etc.). Evan is a leading voice for digital transformation across the organization and supports many internal teams in this mission.

11:05 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