New Age Marketing Using New Age Data

Using the Big Data Environment to Understand Consumer Engagement in the New World of Marketing

In the traditional world of qualitative and quantitative market research we are used to asking the questions. What if we largely just listened, collected, cleaned, categorized and analyzed instead? In the vast terrain of digital information that is already readily available for us – rather than taking an active lead in driving the type of information we generate via direct surveys, we could just take a deep breath, and observe?

What would our role as researchers be to orchestrate the varying and divergent data into reliable insights to drive our clients’ brands and business? Given the complex world of Marketing, can we take advantage of these myriad forms of data to make market research more valuable than it has been traditionally?

Supported by numerous studies conducted by TNS and Delvinia through experimenting with various technologies, this seminar will cover:

  • Big Data Processing & Growth
  • Soft & Hard Data Integration
  • Big Data vs. Traditional Research
  • Internet & Social Listening
  • Crowdsourcing Predictive Modeling
  • Tracking

You Will Learn

You Will Learn

You Will Learn

Attendees will gain an understanding of simple analytics, data processing and ways of integrating and leveraging it for consumer engagement (based on studies we conducted). They will learn predictive analytics based on data sampling and entertain the idea of allowing big data to drive our research as opposed to traditional research driven by us. Facilitators will provide examples where alternative processes were used to apply innovative digital methods that derived insights for clients.

Key Take-Aways

By attending this seminar you will learn:

  • How different forms of passively-collected information are being integrated into market research practice
  • Different types of analytic approaches that can be used for integrating these different forms of data
  • How we can turn tracking from a “rearview mirror” view of the market into a forward looking “windshield” view of what is coming

Who Should Attend

Who Should Attend

  • Mid-senior level marketers



Larry FriedmanLarry Friedman
Chief Research Officer
TNS North America

With a Ph.D. in Social Psychology from Columbia University, Larry Friedman has over 30 years of experience in research, and has worked on both the client and research company sides of market research. He has extensive experience with integrating different types of research, and distilling larger strategic implications from them. Larry consults extensively with senior level client executives on the business implications of their research. He also publishes widely, and speaks before numerous industry forums, including ARF, IIR, AMA and ESOMAR conferences. He is a winner of a 2009 ARF “Great Mind in Innovation” Award.

Margot ActonMargot Acton
Senior Vice President, Brand & Communications Lead
TNS Canada

Margot joined TNS Canada in 1989 and has over 20 years of experience. She has managed segmentation research for Canada’s leading clients, assisting with the development of strategies to build and strengthen large brands. Margo is the senior lead for creative testing, finished ad testing, strategic brand positioning, portfolio management and in-market brand communications tracking. Most recently, Margo has worked with Kraft, Mondelez, Unilever, McCain, Danone, Canada Post, Toyota, Mercedes and Ford. As a specialist in brand and communication research, segmentation, portfolio, Margot regularly presents and facilitates cross-functional workshops with senior client teams and agency partners.

Steve MastSteve Mast

Steve is fascinated by the way people interact with the world around them. And in today’s world, understanding how physical and digital experiences intersect is critical for businesses. As President of Delvinia, Steve works with organizations in the financial, retail, healthcare and media sectors to solve complex customer experience problems through the use of a customer-centric design process, data-driven insights, storytelling and emerging digital platforms. He has a keen eye for creativity and design and his understanding of technology stems from a uniquely diverse background. Educated as an architect, Steve began his career as a video game designer and producer in the early ’90s. He joined Delvinia in 2000 to build its interactive design and digital marketing practice and he has been pivotal in developing the firm’s vision and approach. Steve is a member of the board of directors for the Canadian Marketing Association. He is an active speaker in the digital, marketing and research communities and he participates in and chairs various advisory boards and conference committees. Steve loves BIG challenges and his philosophy is simple—success is measured by what you do and not what you say.

Key Dates/Pricing

Key Dates/Pricing

October 28, 2014

9:00 a.m. – 12:30 p.m.

The Advocates' Society
Education Centre
250 Yonge Street
Suite 2700
Toronto, ON

CMA Member: $295 | Regular: $395
CMA Member, Team*: $245 | Regular, Team*: $345
*Three or more registrations must be received at the same time.