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

March 23, 2017
8:00 a.m. – 11:00 a.m.

CMA Members: $89
Non-Members: $129

Toronto Region Board of Trade
First Canadian Place
77 Adelaide Street West
View Map

   Microsoft Canada Inc.    

Bright Works   The ABER Group  Ariad Communications  CNW


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.

Plan on registering early since 95% of recent attendees have indicated that their experience has met or exceeded their expectations!

Includes 3 hours of experiences, networking and continental breakfast!

Agenda & Speaker Information

8:00 AM
Networking & Registration
8:30 AM
Winning the engagement Battle Through Human-centricity
Margot Acton
Senior Vice President, Brand and Communications Practice Leader,
Kantar TNS

Cesar Zea
Vice President, Client Management,
Kantar Millward Brown Canada

Thanks to the numerous challenges brands face in today’s digital age - ranging from ad-blocking to an over-reliance on behavioral programmatic targeting - many advertisers are grappling with how best to reach their target audiences. For brands to win the battle for engagement, it is critical for them to understand their customers' mindset by focusing on the human behind the screen.

Join Kantar TNS's Margot Acton and Kantar Millward Brown’s Cesar Zea to learn practical principles for engaging customers, including insights on why people are increasingly turning to ad-blocking technology and how to optimize touchpoint targeting to connect with consumers and drive equity and purchase.

Meet Margot Acton
Margot Acton

Margot leads the Brand & Communications Practice Area for Kantar TNS Canada and has 20+ years of experience in private and public sector research.

Margot has led some of Kantar TNS’s largest and most complex brand & communication tracking, market measurement and public opinion strategic projects. Margot has run large, continuous tracking programs for Ford, Toyota, Purolator, Mondelez, SAB Miller and large global financial/insurance clients. She has led global initiatives for clients across multiple sectors and provides local, regional, and global stakeholder support, as well as strategic brand and communications consulting.

Margot collaborates widely on behalf of her clients across the Kantar TNS practice areas (Innovation, Customer Strategy and Retail), with Kantar sister companies Kantar Millward Brown, Kantar Futures and Kantar Media, as well as sector experts across Kantar globally. Margot is known for her strategic, collaborative working style and regularly supports C-suite stakeholders with final recommendations, global scorecard development, brand architecture and strategy and communications planning.

Margot has also presented extensively at conferences and industry events, including most recently at the Market Research and Intelligence Association (MRIA) National Conference and Net Gain conference.

Margot holds an MSc. Psychology (University of Guelph), is a Certified Market Research Professional (CMRP), and a member of the Marketing Research and Intelligence Association and the CMA Branding Council.

Meet Cesar Zea
Cesar Zea

Cesar has been with Kantar Millward Brown Canada for over 9 years, after another five years as a Client-Side Market Researcher in the Automotive industry in Canada and South America.  In his role as Vice President of Client Service, Cesar leads a team of business and research analysts to manage studies for key clients across a variety of industries including Hospitality/Travel, Luxury Automotive, Alcoholic and Carbonated Beverages, Foods, Confectionary, Financial, Pharmaceuticals, Packaged Goods, Technology and Consumer Electronics.

Cesar is the BrandZ Global Brand Equity Study lead, and the Canadian Champion for the Meaningfully Different Equity Framework, and continuously uses the Meaningfully Different Framework to understand what drives brand equity for different sectors in the Canadian and global markets.

Cesar also leads the Canadian portion of Kantar Millward Brown’s annual digital media and multi-screening study, AdReaction, and regularly presents results of the study at conferences and through webinars.

9:30 AM
Digital Transformation: The Future of Modern Marketing
Emma Da Silva
Vice President, Marketing and Operations,
Microsoft Canada
Cassaundra Laundry
Marketing Operations,
Microsoft Canada

Join Emma Da Silva and Cassaundra Laundry for this session which will illuminate how digital transformation Is fundamentally changing how organizations of all types are revolutionizing how they do business, with specific focus on the impact of digital transformation on marketing. With a marketing lens, Emma will discuss the underlying trends of digital transformation, and how these trends are shaping and being shaped by the evolution of the marketing discipline. Finally, insight will be shared into how Microsoft is embracing digital transformation across their global marketing operations, with real world examples of these principles in action.

Meet Emma Da Silva
Emma Da Silva

As the Vice President of Marketing and Operations for Microsoft Canada, Emma oversees all business processes and marketing efforts in Canada. She is a key member of the executive team and a driving force in our public image, helping Canadians understand our mobile first, cloud first transformation.

Emma joined Microsoft Canada in 1994 with a degree in Accountancy from the University of Waterloo and later earned her Certified Management Accountant designation. She continues to have a long, successful career including numerous roles in the Canadian subsidiary across Finance, Sales, and Marketing. Her past roles include; Chief Financial Officer, Director of Sales for Mid Markets, Director of the Microsoft Office Division, and Director of Finance. She’s led exciting initiatives like the launch of Office 2003, 2007, and 2010 in addition to Office 365 – driving the shift to a cloud first, mobile first world.

Meet Cassaundra Laundry
Cassaundra Laundry

Cassaundra focuses on enabling modern marketing customer journeys, lead management and campaign measurement. She is a champion for modern marketing practices and strives for the strongest sales and marketing partnerships possible.

Cassaundra joined Microsoft Canada in 2015 but her career has always focused on Marketing Operations. Cassaundra graduated from the University of Guelph with a Bachelor of Commerce in Marketing Management. Her career has spanned campaign ROI reporting, implementing marketing automation platforms, launching inside sales teams and managing operations for large-scale events.

10:05 AM
Networking Break
10:20 AM
Tried, True and New: Making the Most of Customer Insights
Jan Kestle
President and CEO,
Environics Analytics

According to a recent survey of marketers, 80 percent of consumer-facing companies don’t understand their customers beyond basic demographics and purchase history. But what marketers don’t know can sabotage their organization’s success. By mining both their own internal data and other sources they can develop customer insights for actionable strategies that deliver bottom-line results.

And new software and analytics approaches make it easy for organizations to leverage customer insights in a wide range of applications, including trade area analysis for outdoor advertising, B2B marketing and merchandizing, sales forecasting and predictive modelling, even website design.

In this session, Jan Kestle of Environics Analytics will present case studies from different industries demonstrating the innovative ways today’s data-driven organizations are making use of customer insights.

Meet Jan Kestle
Jan Kestle

President and CEO of Environics Analytics (EA), Jan Kestle has been a leader in the marketing information industry for more than forty years. An expert in using statistics and mathematics to help solve business challenges, she directed the initiatives that led to the creation of EA’s PRIZM5 segmentation system, WealthScapes financial database and ENVISION5 business intelligence platform. Over the years, she’s helped hundreds of customers turn data and analytics into insights and results; this year, EA was named one of Canada’s fastest-growing companies by PROFIT and Canadian Business. Prior to founding EA in 2003, Jan was president of Compusearch and spent 19 years at the Ontario Statistical Centre.

11:05 AM
Closing Remarks & Networking

See Who’s Coming

See last year’s full-day event details and 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