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Environics Analytics 12th Annual User Conference 

 

When: Tuesday, November 13, 2018, 7:30 AM - 6:00 PM

Where: Arcadian Court, 401 Bay St, Toronto, ON M5H 2Y4 

Session Descriptions

 

Morning Plenary: Higher Ground

Insights from Canada's Most Comprehensive Consumer Cannabis Study
Pat Pellegrini Photo

Pat Pellegrini

President and Chief Executive Officer
Vividata
Who consumes cannabis? A little over a year ago, there wasn’t a practical reason to give that question much thought. The legalization of cannabis changed all of that. Producers, governments, retailers, investors along with anyone else interested in this estimated $8 billion market suddenly needed answers, but there was a gap in high-quality research. Recognizing this opportunity, Vividata developed the Canadian Cannabis Study to provide unparalleled insights around consumers’ views on cannabis, combined with in-depth knowledge of their habits across 200 consumer product categories, as well as their retail and media habits in Canada. In this session, Pat Pellegrini will discuss some of the key findings from their study, where the industry is going and what Vividata plans to do next.
 
 

1A: Game Changer

How the Heart & Stroke Lottery Makes Everyone Feel Like a Winner
Stephanie Warner Photo

Stephanie Warner

National Director, Direct Marketing & Lottery
Heart & Stroke
The Heart & Stroke Foundation runs one of the largest charity lotteries in Ontario, but, facing declining revenues and a changing marketplace, the organization wanted to refine the way it connects with current and past ticket buyers. To address this challenge the Foundation turned to Environics Analytics to create acquisition and win-back models, along with a suite of tools that allowed it to track and visualize ticket sales almost in real time. In this session, Stephanie Warner will explain how these innovations helped the lottery sell out six weeks ahead of schedule.
 
 

1B: Insights on Arrival

An Intercept Survey for the Digital Age
Stephanie Robichaud Photo

Stéphanie Robichaud

Senior Business and Data Analyst
Tourism New Brunswick
Emilie Comeau-Sinclair Photo

Emilie Comeau-Sinclair

Manager of Content and Special Projects
Tourism New Brunswick
Mobility data can provide insights for locations where there are no transactional data, particularly for spaces like malls or public forums, such as a stadium, community centre or park. Tourism New Brunswick had something bigger in mind. The provincial tourism board wanted to use mobility data to track visitors in select areas across the entire province. Although compiling mobility data for a few thousand square feet is simple, collecting data for 72,900km2 was a tall order. Still, Environics Analytics was up for the challenge. In this session, Stéphanie Robichaud and Emilie Comeau-Sinclair will explain how they used mobility analytics to gain visitor insights across the province, which wouldn’t be possible using traditional means.
 
 

1C: Join the Club

How CAA Atlantic is Acquiring New Members—and Keeping Them
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Karen Stanley Photo

Karen Stanley

Director, Marketing and Communications
CAA Atlantic
CAA Atlantic has a long history of using data and analytics to drive all parts of its business. For years, the company has worked with Environics Analytics to find efficient ways of growing its member portfolio using a variety of different programs. CAA Atlantic continues to leverage data in new and exciting ways. Most recently, the auto club has been using data and analytics to understand how well it engages its customers after they join and uses these insights to find the best way to convert them into lifelong members. In this session, Karen Stanley will explain how Environics Analytics is helping CAA Atlantic find efficiencies across its business units while continuing to serve its members.
 
 

2A: Mall Magic

How Cushman & Wakefield is Adapting to the Changing Landscape of Retail
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Margaret Cooper Photo

Margaret Cooper

Consultant
Marketing inCOOPERated
Helen Edwards Photo

Helen Edwards

Marketing Director
Cushman & Wakefield Asset Services ULC - The Pen Centre
There are three main questions that every mall wants to answer: What is my trade area? Who is shopping at my malls? And how do we attract more shoppers like them? Unlike the retailers who occupy these spaces, malls have very limited visibility into who visitors are. Environics Analytics and Environics Research are changing that with mobility data and surveys about local consumer sentiment. Armed with these tools, Cushman & Wakefield is discovering missed opportunities and actionable intelligence that will allow their properties to adapt to the changing retail landscape. In this session, Margaret Cooper and Helen Edwards will showcase what’s possible when you assemble the right mix of people, tools, data and ideas.
 
 

2B: Metro Makeover

How this Major Grocery Chain is Adapting its Stores to Suit Local Tastes
Lee Vernon Photo

Lee Vernon

Commercial Insights and Planning
Metro Inc.
Setting a family meal plan can spark dinner time controversy. It’s hard to select foods that please everyone, but that’s just another day at the office for Metro. In order to raise its level of service for its customers, this Quebec- and Ontario-based grocer is looking for new ways to adapt its stores to each community. With the help of Environics Analytics to shed light on who lives around each location, Metro is reimagining its store layouts, as well as adding in foods and products that cater to local tastes and that can be delivered right to your door. In this session, Lee Vernon will discuss how Metro is building a culture of data-driven decision-making to ensure tonight’s dinner conversation does not start with “not this again!”
 
 

2C: Data Driven Insights

Pfaff's Customer Service Gets a Segmentation Turbo Boost
Niki Visser Photo

Niki Visser

Customer Experience Manager
Pfaff Automotive Partners
When Pfaff was established in 1964, its founder had a single goal in mind: to provide the best customer service experience in the industry. The high-end auto retailer continues to build on this legacy today by using data and insights from Environics Analytics to strengthen its customer relationships. By segmenting its customers, Pfaff is finding new ways to connect with its existing clients and attract a new generation of auto enthusiasts who share the company’s passion for cars. In this session, Niki Visser will discuss how data and analytics are helping Pfaff gain confidence in its business decisions and get more out of its marketing investments.
 
 

3A: Buy the Audience, Not the Show

How Corus is Changing the Way Advertisers Buy Media
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Barry Marcus Photo

Barry Marcus

Director, Advanced Advertising Sales
Corus Entertainment
Television advertisers have traditionally selected the shows and networks that they think align with their target audience based on simple age and gender metrics. But with granular audience data available to advertisers from digital channels, TV broadcasters are feeling the need to expand the buying tools available to advertisers. To compete, Corus has developed Cynch, a next-generation TV media-buying platform where advertisers buy the audience, not the show. By integrating Environics Analytics data, Corus can offer audience definitions based on much more than simple demographics. In this session, Barry Marcus will explain how Corus is working with Environics Analytics to offer a powerful, precise and easy way for advertisers to reach their target audience.
 
 

3B: Observing Visitors in their Natural State

Assiniboine Park's Innovative Use of Data and Analytics
Donna Kowbel Photo

Donna Kowbel

VP, Marketing & Communications
Assiniboine Park Conservancy
There are many ways to profile visitors going to a store, a restaurant or an outdoor space, but the Assiniboine Park Conservancy wanted to find a way to profile all of those spaces at once. The Park includes a zoo, restaurants and acres of natural green space where residents can relax and recharge. While the park has plenty of transactional data from its attractions, members and donors, it still has blind spots. To fill in these knowledge gaps, Assiniboine Park turned to Environics Analytics to segment and personify its visitors, using mobility analytics to obtain visitor information for its free outdoor spaces. In this session, Donna Kowbel will explain how these insights are providing Assiniboine Park with its first complete view of its guests—whether they spend money in the park or not.
 
 

3C: Fire Up Your Customers

How Union Gas Used Data and Analytics to Reignite its Paperless Billing Campaign
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Zulfiqar Ali Photo

Zulfiqar Ali

Advisor, Market Research
Union Gas Limited
Brock Hamilton Photo

Brock Hamilton

Advisor, Residential Markets
Union Gas Limited
When it comes to getting consumers to switch to paperless billing, no Canadian utility does it better than Union Gas—but that doesn’t mean there isn’t room for improvement. To maintain its momentum, the company approached Environics Analytics and Environics Research to help design a new segmentation strategy rooted in psychographics and geodemographic data, and conduct a survey to validate those results and fill in any gaps. In this session, Zulfiqar Ali and Brock Hamilton will explain how combining data and analytics with survey research helped Union Gas take its paperless billing drive to the next level.
 
 

Keynote: What's Your Story?

Mike Downie Photo

Mike Downie

Co-Creator, Secret Path | Documentary Filmmaker
From the dawn of man to Instagram, the stories we tell and collect help to define who we are. They not only reveal what we believe and help us relate to one another, they have the power to redefine a nation and bring about tremendous change. The tragic life of Chanie Wenjack, a young Indigenous boy who ran away from his residential school in 1966, is one of those stories.

Chanie “Charlie” Wenjack’s story reflects a dark chapter in Canada’s troubled history with residential schools. It’s a story Mike Downie and his younger brother, the late acclaimed musician Gord Downie, vowed to tell the world through their multi-media project, Secret Path, which consists of a music album, a graphic novel and film (with artist Jeff Lemire). Mike will describe how this transformative story is capturing the hearts and minds of Canadians and raising awareness about the importance of reconciliation with history and highlighting the need for Indigenous and non-Indigenous people to come together.

He’ll also explain how this story set him on his own unexpected path. As Mike explains, “Life’s most important moments are never a choice—they’re a force pushing you and when you learn to trust the invisible hand on the small of your back, it will guide you into the great unknown.”
 
 

4A: Productivity Through Personification

CIBC’s Segmentation Strategy is Starting to Pay Dividends
Paul Christian Photo

Paul Christian

Senior Director, Client Segmentation
CIBC
Over the past year, CIBC has been socializing its custom segments across the organization and deploying them in a more systematic and measurable way to solve real business challenges at the bank. That effort is starting to pay off. According to CIBC, the segments and personas that Environics Analytics helped build are driving client acquisition, improving customer experience and enabling the bank to forge deeper relationships with its clients. In this session, Paul Christian will explain what CIBC has been able to achieve by putting data and analytics into action.
 
 

4B: Multicultural Marketing

How Response Advertising Ensures its Ads Speak the Right Language
Download the Presentation
Jatinder Rai Photo

Jatinder Rai

Owner
Response Advertising
As Canada continues to become more diverse, organizations need to find a better way to connect with different ethnic groups. Response Advertising excels at helping companies connect with segments that can’t effectively be reached through mainstream media. Thanks to a custom database that Environics Analytics built for the agency, Response Advertising is able to accurately measure the size of various ethnic markets and find the best message and media to reach those audiences. In this session, Jatinder Rai will explain how the company is helping its clients connect with specific cultural groups and boost their marketing ROI.
 
 

4C: Emergen-C Marketing

How Response Advertising Ensures its Ads Speak the Right Language
Daniel Kramer Photo

Daniel Kramer

Senior Product Manager
Pfizer Consumer Healthcare
Small budget, ambitious sales target: that was the challenge facing the marketing team behind Pfizer’s Emergen-C, a vitamin supplement brand focused on supporting the immune system. While the company has extensive research in the U.S., it wanted to know what messages would resonate with Canadian consumers. When Environics Analytics segmented and personified Emergen-C’s customers, its market looked quite different from what it expected—particularly in Quebec. In this session, Daniel Kramer will explain how this research is helping Pfizer prioritize which segments to target in order to achieve the best results.
 
 

5A: Bespoke Insights

How Harry Rosen’s New Data-Driven Culture is Driving Sales Success
Jay Sewell Photo

Jay Sewell

Director of Analytics
Harry Rosen
Harry Rosen is an iconic Canadian men’s clothing retailer that knows and serves its wealthiest and most frequent customers quite well. But the retailer had an incomplete view of its occasional shoppers, who represent 80 percent of its business. After launching its Sartoria loyalty program in 2014 it hoped to gain insights into these customers, but it was still missing some key pieces of information. It wasn’t until Harry Rosen and Environics Analytics looked at its customers through the lens of PRIZM5 segmentation that it was able to get a holistic view of them. Jay Sewell will explain how Harry Rosen’s new data-driven culture is driving sales and informing many aspects of the business including marketing, communications, merchandising and store design.
 
 

5B: Verifiable Results

Cancer Care Ontario Puts on a Clinic on How to Run a Social Media Campaign
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Eli Kane Photo

Eli Kane

Senior Manager, Information Strategy, Design and Performance
Cancer Care Ontario
It’s well established that regular breast cancer screening improves the odds of detecting the disease early and leads to better outcomes. But Cancer Care Ontario found this important message was not motivating women in all communities. To understand why, they used Environics Analytics’ data to identify the segments they had trouble reaching and figure out what messages would yield better results. Cancer Care Ontario’s clinical leaders used the scientific method to develop a methodology and test the veracity of data by creating targeted messages and measuring the results against a control group. In this session, Eli Kane will explain how this data-driven approach improved the response to its social media campaign by more than 40 percent.
 
 

5C: Engaging the Influencers

How CBC/Radio-Canada is Using Data and Analytics to Understand its Audience
Andrea Sharkey Photo

Andrea Sharkey

Senior Manager of Market Insights
CBC/Radio-Canada - Ottawa, ON
 

Alexander Jarocki

Senior Coordinator
CBC/Radio-Canada - Ottawa, ON
CBC/Radio-Canada has a long tradition of producing programing that inspires all Canadians, but when looking to expand its digital presence, it had a smaller audience in mind. With the proliferation of media channels, the broadcaster wanted to target social media influencers who would amplify its programming and promote CBC/Radio-Canada. But first it needed to identify who those social media influencers were. By working with Environics Analytics, CBC/Radio-Canada was able to find these influencers, uncovering distinct differences in its English- and French-language audiences in the process. In this session, Andrea Sharkey will explain how the broadcaster is moving from a one-size- fits-all approach to curating and personalizing messages to reach different groups.
 
 

6A: Track it. Measure it. Optimize it.

An Agency’s Guide to Building a Successful Campaign
Download the Presentation
Reuben Segelbaum Photo

Reuben Segelbaum

Senior Vice President, Head of Digital Labs
Innocean Worldwide
Marketing and advertising aren’t just about how you get someone to a store or website, they’re about what that person does when they get there. That’s always been a challenge, but with the proliferation of media options it’s become an even bigger test for marketers. The best way to deal with this challenge is to use data and analytics to identify the consumers you’re trying to engage with and connect them to the right offers. “It’s the difference between making decisions with your gut and throwing away your money versus optimizing your campaign to get the best result,” says Reuben Segelbaum. In this session, Segelbaum will explain why marketers need to shift their thinking by focusing on what is measurable and actionable in order to optimize their campaigns.
 
 

6B: Big Data in a Smaller Footprint

Analytics are Reshaping the Way Westoba Views its Members
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Amy Doerksen Photo

Amy Doerksen

Director, Marketing and Communications
Westoba Credit Union
Competition in the financial services space is intense. For a smaller credit union like Westoba it can be an intimidating environment to operate in since it doesn’t have access to the same budgets as its bigger rivals. But as Westoba discovered, you don’t need deep pockets to benefit from data and analytics. The credit union is working with Environics Analytics to develop segments and personas to get a clearer picture of its membership, which is shaping everything from its product offerings to in-branch marketing to training approaches. In this session, Amy Doerksen will outline how Westoba is leveraging segmentation to learn more about its members and inform marketing decisions.
 
 

Afternoon Plenary: There is Money on the Table

Challenges and Opportunities of Marketing to an Older Population
Download the Presentation
Doug Norris Photo

Doug Norris, Ph.D.

Senior Vice President and Chief Demographer
Environics Analytics
Canada’s aging population is one of the most significant demographic trends today—and the impact of aging will be felt for decades to come. Over the past decade, the population aged 55 and over has grown by 36 percent, while the population aged 14-54 remains virtually unchanged. Marketers who focus all of their energy on millennials may be missing a bigger opportunity. We shouldn’t dismiss the increasing spending power of Canada’s greying population, but it can be a challenging demographic to reach. Today’s older population is different from their predecessors and the approach in marketing to them needs to change. In this session, Dr. Doug Norris will discuss the opportunities and challenges of marketing to today’s older population.
 

Time                   

Session

Room

7:30 – 8:30 AM

BREAKFAST AND REGISTRATION

 

8:30 – 8:40 AM

Welcome

Ballroom

Evan Wood, Chief Sales and Marketing Officer, Environics Analytics

8:40 – 9:10 AM

Opening Remarks

Jan Kestle, President and Chief Executive Officer, Environics Analytics

9:10 – 9:40 AM

Morning Plenary: Higher Ground: Insights from Canada's Most Comprehensive Consumer Cannabis Study

Pat Pellegrini, President and Chief Executive Officer, Vividata

9:40 – 9:55 AM

MORNING BREAK

 

9:55 - 10:15 AM

ENVISION5 Demonstrations

All Rooms

10:20 – 10:55 AM

1A: Game Changer: How the Heart & Stroke Lottery Makes Everyone Feel Like a Winner

Ballroom

Stephanie Warner, National Director, Direct Marketing & Lottery, Heart & Stroke

1B: Insights on Arrival: An Intercept Survey for the Digital Age

Rooms 1-2

Stéphanie Robichaud, Senior Business and Data Analyst & Emilie Comeau-Sinclair, Manager of Content and Special Projects, New Brunswick Department of Tourism, Heritage and Culture

1C: Join the Club: How CAA Atlantic is Acquiring New Members—and Keeping Them

Rooms 3-4

Karen Stanley, Director, Marketing and Communications, CAA Atlantic

11:00 – 11:35 AM

2A: Mall Magic: How Cushman & Wakefield is Adapting to the Changing Landscape of Retail

Ballroom

Margaret Cooper, Consultant, Marketing inCOOPERated and Helen Edwards, Marketing Director, Cushman & Wakefield Asset Services ULC - The Pen Centre

2B: Metro Makeover: How this Major Grocery Chain is Adapting its Stores to Suit Local Tastes

Rooms 1-2

Lee Vernon, Manager, Commercial Insights and Planning, Metro Inc.

2C:  Data Driven Insights: Pfaff’s Customer Service Gets a Segmentation Turbo Boost

Rooms 3-4

Niki Visser, Customer Experience Manager, Pfaff Automotive Partners

11:40 AM – 12:15 PM

3A: Buy the Audience, Not the Show: How Corus is Changing the Way Advertisers Buy Media

Ballroom

Barry Marcus, Director, Advanced Advertising Sales, Corus Entertainment

3B: Observing Visitors in their Natural State: Assiniboine Park's Innovative Use of Data and Analytics

Rooms 1-2

Donna Kowbel, VP Marketing & Communications, Assiniboine Park Conservancy

3C: Fire Up Your Customers: How Union Gas Used Data and Analytics to Reignite its Paperless Billing Campaign

Rooms 3-4

Zulfiqar Ali, Advisor, Market Research & Brock Hamilton, Advisor, Residential Markets, Union Gas Limited

12:15 – 12:40 PM

PLATED LUNCH SERVED

Ballroom

12:40 – 1:20 PM

Keynote: What's Your Story?

Mike Downie, Co-Creator, Secret Path | Documentary Filmmaker

1:25 - 2:00 PM

4A: Productivity through Personification: CIBC’s Segmentation Strategy is Starting to Pay Dividends

Paul Christian, Senior Director, Client Segmentation, CIBC

4B: Multicultural Marketing: How Response Advertising Ensures its Ads Speak the Right Language

Rooms 1-2

Jatinder Rai, Owner, Response Advertising

4C: Emergen-C Marketing: Using Segmentation to Find New Markets for Pfizer’s Vitamin-Infused Drink

Rooms 3-4

Daniel Kramer, Senior Product Manager, Pfizer Consumer Healthcare

2:00 – 2:20 PM

AFTERNOON BREAK

 

2:20 - 2:55 PM

5A: Bespoke Insights: How Harry Rosen’s New Data-Driven Culture is Driving Sales Success

Ballroom

Jay Sewell, Director of Analytics, Harry Rosen

5B: Verifiable Results: Cancer Care Ontario Puts on a Clinic on How to Run a Social Media Campaign

Rooms 1-2

Eli Kane, Senior Manager, Information Strategy, Design and Performance, Cancer Care Ontario

5C: Engaging the Influencers: How CBC/Radio-Canada is Using Data and Analytics to Understand its Audience

Rooms 3-4

Andrea Sharkey, Senior Manager of Market Insights & Alexander Jarocki, Senior Coordinator, CBC/Radio-Canada - Ottawa, ON

3:00 – 3:35 PM

6A:  Track it. Measure it. Optimize it. An Agency’s Guide to Building a Successful Campaign

Ballroom

Reuben Segelbaum, SVP, Head of Digital Labs, Innocean Worldwide

6B: Big Data in a Smaller Footprint: Analytics are Reshaping the Way Westoba Views its Members

Rooms 1-2

Amy Doerksen, Director, Marketing and Communications, Westoba Credit Union

3:40 – 4:10 PM

Afternoon Plenary: There is Money on the Table: Challenges and Opportunities of Marketing to an Older Population

Ballroom

Dr. Doug Norris, Senior Vice President and Chief Demographer, Environics Analytics

4:10 – 4:25 PM

Closing Remarks

Jan Kestle, President and Chief Executive Officer, Environics Analytics

4:30 – 6:30 PM

COCKTAIL RECEPTION WITH LIVE MUSIC

9th Floor Gallery