1:00 PM – 3:15 PM ET
The fast pace of change in 2020 drove an increased demand for information and innovation. What does 2021 look like, and what data will help us understand and navigate these rapidly evolving changes as they relate to customer purchasing patterns, behaviour and mindset? This event will help marketers understand how to stay in touch with the importance of insights for short-term life cycles and long-term business success.
CMAinsights II will follow up on this event by addressing the progression from the new normal to the next normal in the world of data and insights.
Using Data to Change Your Go-To-Market Strategy
For many businesses COVID-19 has been the ultimate operational curveball, resulting in a need to quickly adapt or sink. Over the past year, the need for timely, accurate, and insightful data has been especially important, as consumer behaviours are changing day-to-day, in response to constraints placed against their previous purchasing activity. Whether it is understanding how consumer demand has shifted or anticipating where and when purchasing is likely to occur, businesses are leveraging this data to develop creative ways to take advantage of new behaviours. In this session we will look at the types of data businesses are using to adjust, or in some cases completely pivot, their go-to-market strategy. We will highlight examples from a CPG manufacturer and retailer perspective.
Perry Hassen is Senior Vice President and Practice Leader for the consumer goods industry at Environics Analytics. With over 20 years of experience in product leadership, sales and account management in marketing analytics, Perry brings his passion for consumer and shopping insights, developing innovative solutions and tackling tough business challenges. Much of his career has been working within the consumer goods industry, including 12 years at Nielsen, where Perry had the opportunity to lead the Consumer & Shopper Practice, launching several successful business plans that drove significant growth to the consumer panel and segmentation businesses. Perry has experience working for a media agency, leading marketing mix model sales at Dentsu Aegis Network for a variety of clients.
Additionally, Perry has worked at Medcan Health Management and Compusearch/MapInfo. Perry holds a Master of Management Analytics from Queen’s Smith School of Business and a Bachelor of Arts from Ryerson’s Geographic Analysis program.
2021: The year of the podcast
Podcasts are officially mainstream. Seems like everyone's getting into the podcast game, with more than a billion dollars USD being spent by the likes of Spotify, Amazon, SiriusXM and iHeart in the last year alone. These investments represent just some of the activity we've seen in podcast network consolidation, licensing, platform and content development in recent years.
What makes podcasting audiences so special, and why has it been pandemic-proof? Will 2021 be the year that Canadian brands go all-in on podcasting?
Join Jeff Ulster and Bob Kane of The Podcast Exchange as they walk you through who the Canadian podcast listener is, what their motivations are, how they respond to brand messages in podcasts, and how companies can strengthen their existing relationships with customers - and build new ones - with this uniquely attractive listenership that's hard to reach via other media.
Jeff is a co-founder of The Podcast Exchange (TPX), and serves as the company’s Chief Technology & Content Officer. TPX identifies uniquely Canadian advertising opportunities by targeting the Canadian segment of the global podcast audience. Jeff is also co-publisher of The Canadian Podcast Listener report, now in its fourth year. In 2017, Jeff launched Ulster Media, an independent podcast consulting and production company. From 2011-2017, Jeff was the Director of Digital Talk Content for the Canadian Broadcasting Corporation (CBC). He's also an accomplished jazz pianist and composer, performing and recording with his trio The Lesters in his home city of Toronto.
Bob Kane is a seasoned veteran of North America's media sector and an industry leader in podcast monetization in North America. He serves as the VP of Sales at The Podcast Exchange (TPX). Bob workss with many of the medium’s most recognized names and represents thousands of podcasts, both domestic and global from the likes of Corus, MidRoll, PRX, WNYC, Acast, iHeart/STUFF and more. His experience in the podcast space over the last six years allows him to consult and speak about podcasting throughout North America. His previous role had been to grow CBC Podcasts and CBC Music by strengthening CBC’s brand awareness and commercial partnerships.
Using neuroscience to understand consumer feelings on inclusive advertising around social justice causes
This presentation will examine consumer sentiment around the Black Lives Matter movement and will address how neuroscience helps identify the types of advertisements that effectively and authentically connect customer emotions with brands.
Deepak has been working with Kantar for 4 years to improve insight delivery from neuroscience tools, including client-specific training programs, especially focusing on Facial Coding.
He has over 12 years of experience in neuroscience (using EEG, Facial Coding and eye tracking) in the area of advertising, packaging, brand equity, product development and shopper solutions globally. He has been among the few people in the industry who have educated clients worldwide on the application of neuroscience in market research and integration with traditional survey methods. He also has close to 20 years of experience in traditional qualitative and quantitative marketing research techniques.
Mohamed Moussa is a forward-thinking insights expert who enjoys partnering with clients to bring a holistic approach to help them uncover human-centric growth opportunities. He has extensive experience in insights consultancy, with expertise spanning across Brand Strategy, Innovation and Customer Experience. With both research supplier and buyer side experience, Mohamed has led multiple insights programs and offered strategic consultancy to a wide range of client organizations, including large global companies, both in Canada and internationally. He joined Kantar in 2011, starting in Dubai, then moved to Canada in 2013. Mohamed previously held positions at HSBC, Nielsen and YouGov.
A year like no other, 2020 was an accelerator of change that not only made marketers think differently, but also highlighted important gaps in data, insights and technology. How did marketers address these gaps, and what do they need to move forward? Join us for a panel discussion that will explore how to navigate challenges and opportunities regarding:
Gillian MacPherson (Moderator)
Gillian leads the strategy to drive revenue of Epsilon's industry leading data assets across all digital channels, encompassing business development, marketing, product development and strategic partnerships. Her team is responsible for building and creating the largest self-reported database in North America, Shoppers Voice. She also leads the Epsilon Consumer Insights team, which conducts customized market research projects on consumer U&A insights, segmentation, tracking studies, performance measurement and thought leadership.
Gillian is a business and marketing professional with 20+ years experience in strategic planning, business management, product management and people development. Experienced in both digital and traditional marketing disciplines in multiple verticals, including CPG, DTC, finance, pharma, retail and telco. Her work experience includes CPG brand management, healthcare marketing, consumer insights and consumer data product management.
Nancy leads the Rogers and Fido brand teams, Media Performance and Sports Partnerships teams. Nancy’s accountabilities include the development and execution of brand and media strategies, creative campaigns, sponsorship activations, measurement frameworks and leading a team of exceptional brand marketers.
Scott Burdsall is the Vice President of Marketing Strategy at Trendline Interactive. He has 12 years of email marketing and product management experience, creating programs for both B2C and B2B audiences and overseeing everything from day-to-day campaign management to platform migrations.
Prior to Trendline, Scott worked for CareerBuilder, where he led the consumer email marketing, product, and development teams. He focused on creating messaging and segmentation strategies to drive the maximum conversion from the email channel while maintaining a strong focus on the optimal user experience. He also advised other groups within CareerBuilder on email, PUSH and SMS best practices, and managed the relationships between the various ESP and other email-related vendors.
Scott graduated from The University of Iowa and lives outside of Chicago, Illinois with his wife and two children.
Tamara is Vice President, Marketing and Communications with Hamilton Health Sciences Foundation. Tamara is responsible for Hamilton Health Sciences Foundation’s marketing and communications, including all story-telling, content generation and omnichannel communication efforts. Media relations, signature events and the Care4 cause marketing program also fall under her portfolio. Tamara plays a key role in The Foundation’s strategic planning efforts, and leads several revenue diversification efforts within The Foundation.
Tamara is an experienced marketing and communications professional who, prior to transitioning to the not-for-profit sector, worked for multinational corporations throughout North America such as Xerox, Transcontinental Printing, Avenor and Noranda Forest. Tamara has a Bachelor of Arts from McGill University and an MBA from York University’s Schulich School of Business. Tamara is a Chartered Marketer through the Canadian Marketing Association, in addition to being a member of its not-for-profit council.
Closing Remarks and Q&A