CMA has evolved this event to become a free-for-members virtual experience to support the marketing community during this unprecedented time.
10:00 a.m. – 11:00 a.m. ET
Free: Invitation only
Data-Driven Decision Making for Recovery and the New Normal
Within a very short time, the COVID-19 pandemic has disrupted virtually every aspect of Canada’s (and the world’s) social and economic fabric. We are now facing the New Normal, an environment without precedent yet one that still requires organizations to have a plan for recovery as the economy rebounds. How do marketers and other decision-makers move forward in these uncharted waters? We believe the answer is threefold: understanding how consumers’ movement behaviours are changing as restrictions are eased; being able to differentiate these consumers based on their demographics, motivations and behaviours; and identifying these consumers at a small geographic level in order to effectively reach and engage them. This means leveraging new and existing data sources (including mobile movement data) and innovative technologies, all within a privacy-compliant framework. In this exclusive online session, attendees will hear from a cross section of industry experts on the opportunities to use data and to look at this different environment differently as part of the road to recovery.
A perspective from Environics Analytics founder and President, Jan Kestle, on new mobile movement data and innovative applications
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 PRIZM segmentation system, WealthScapes financial database and ENVISION consumer insight and market intelligence platform, among other products. Over the years, she’s helped hundreds of customers—in industries ranging from finance and retail to the not-for-profit sector—turn data and analytics into insight, strategy and engagement. Prior to founding EA in 2003, Jan was president of Compusearch and spent 19 years at the Ontario Statistical Centre. Active in the marketing community, she is a member of the Canadian Statistics Advisory Council, the Board of Directors of the Canadian Marketing Association and the Advisory Board of Ryerson University School of Geography. A frequent conference speaker, she is the recipient of a Bachelor of Science degree in applied mathematics from the University of Western Ontario.
A moderated cross-sector panel of analytics and insights professionals sharing their thoughts on operationalizing data in their organizations for the pandemic recovery.
Exciting panel to be announced soon!
Closing Remarks and Q&A