Environics Analytics 13th Annual User Conference
Today, organizations have access to a previously unimaginable breadth of data, advanced tools to unlock the potential of those data and the ability to put it all into action through digital and traditional media channels. This year's conference captures this dynamism with the goal of inspiring your 2020 vision. How is the use of data shaping the decisions that organizations are making today?
Join us on November 26th to find out.
When: Tuesday, November 26, 2019, 7:30 AM - 6:30 PM
Where: Arcadian Court, 401 Bay St, Toronto, ON M5H 2Y4
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
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8:40 – 8:55 AM | Environics Analytics Update | |
Jan Kestle,
President and CEO, Environics Analytics
| ||
8:55 – 9:35 AM | Analytics in Action | |
| Teresa Sinopoli, Vice President, Product Management, Environics Analytics | ||
9:40 – 10:00 AM | MORNING BREAK | |
10:00 – 10:35
AM | 1A: When 1+1=4, Leveraging Data in New Ways to Establish Growth Opportunities | Ballroom |
Jamie Pridmore, NFR Formats Manager, Shell Canada Products | ||
1B: Collaborating with Data for Evidence-Based Decision Making in the Tourism Industry | Rooms 1-2 | |
Chantz Strong, Executive Director, Consumer and Market Intelligence, Destination Canada Kim Clarke, Tourism Experience Development Specialist, Bruce Grey Simcoe (RT07) Emilie Comeau-Sinclair, Senior Manager, Market Development, New Brunswick Tourism | ||
1C: A Journey Across the Organization: Deploying Analytics | Rooms 3-4 | |
Valentina Wong, Senior Director, Client Segmentation & Insights, Personal and Small Business Banking, CIBC | ||
10:45 – 11:20 AM | 2A: Building is Half the Battle: Operationalizing Data and Analytics Across the Organization | Ballroom |
Stephen Kaiser, Director, Member and Market Insights, Servus Credit Union | ||
2B: Sizing Up the B2B Market | Rooms 1-2 | |
Helen Dunlop, Customer Strategy Lead, Aviva | ||
3C: How A Data-Driven Approach and Scrappy Marketing Equals Success | Rooms 3-4 | |
Kevin Kirk, Senior Vice President, External Relations & Enrollment Management, Tyndale University College & Seminary
| ||
11:30 AM –
12:05 PM | 3A: The Changing State of Value | Ballroom |
Kevin Lacey, Director, Category Management, PepsiCo Beverages Canada | ||
3B: Connecting Small Businesses to Customer Insights in York Region | Rooms 1-2 | |
Jonathan Wheatle, Manager, Strategic Economic Initiatives, Planning and Economic Development Corporate Services, The Regional Municipality of York | ||
3C: Intelligent Design: Using Data and Analytics to Build Tomorrow's Communities | Rooms 3-4 | |
Robert Galletta, Cheif Executive Officer, Blackjet | ||
12:10 – 12:40
PM | LUNCH | Ballroom |
12:40 – 1:30 PM | Keynote: What You Should Know: Canada 2020 and Beyond | |
Doug Norris, Senior Vice President & Chief Demographer, Environics Analytics
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1:35 - 2:10 PM | 4A: More Than A Meter | |
Tanishah Nathoo, Senior Manager, Customer Experience, Hydro One | ||
4B: Fueled By Data: Faster, Better Site Location Decisions | Rooms 1-2 | |
Tanya Parrag, Director, Real Estate & Construction, goeasy
| ||
4C: Going Local in CPG: Using Data to Adopt a Global Strategy to the Canadian Market | Rooms 3-4 | |
Adriana Fazzina, Marketing Manager, Barilla | ||
2:00 – 2:20 PM | AFTERNOON BREAK | |
2:30 - 3:05 PM | 5A: Driving Results with Out-of-Home Advertising | Ballroom |
Kevin McDonald, Chief Executive Officer, Kinetic Worldwide | ||
5B: Using Data to Effectively Target the Luxury Market Consumer | Rooms 1-2 | |
Bob Park, Chief of Brands, GE, Café, Monogram and Haier Appliances in Canada | ||
5C: A Healthy Dose of Data: Adopting Data to Inform Messaging Strategy | Rooms 3-4 | |
Rachel Skellet, Epidemiologist, Clinical Services and Shailee Tanna, Epidemiologist, Family Health Division, Niagara Region Public Health | ||
3:15– 3:50 PM | 6A: Revving Up CAA Rewards with Data and Insights | Ballroom |
Jeff Walker, Chief Strategy Officer, CAA National | ||
6B: Fraud=Fraud: A Story About Benefits Fraud, Analytics and Education | Rooms 1-2 | |
Shannon DeLenardo, Director, Anti-Fraud and Electronic Claims, Canadian Life and Health Association and Josh Cobden, Executive Vice President & General Manager, Proof Inc. | ||
6C: Fires Start in More Ways Than One: Using Data to Reduce Community Risk Through Targeted Fire Safety Campaigns Michelle Stronach, Division Chief of Analytics and Decision Support and Marla Friene, Acting Division Chief of Public Education and Professional Standards, Toronto Fire Services | Rooms 3-4 | |
4:00 – 4:20 PM | New PRIZM: The Changing Face of Canada | Ballroom |
Danny Heuman, Chief Analytics Officer, Environics Analytics | ||
4:20 – 4:30 PM | Closing Remarks | |
Jan Kestle,
President and CEO, Environics Analytics
| ||
4:30 – 6:30 PM | COCKTAIL RECEPTION WITH LIVE MUSIC | Gallery |
Session Descriptions
Learn industry-leading insights and innovative approaches to leveraging data to better connect with target audiences and achieve meaningful results.
1A: When 1+1 = 4, Leveraging Data in New Ways to Establish Growth Opportunities | ||
 | Jamie PridmoreNFR Formats ManagerShell Canada | |
| How do you grow revenue on convenience store items at gas stations? From identifying consumer need states to evaluating individual station performance to opportunity analysis, Shell used a data-driven approach to meet this key mandate. Come learn how Shell is increasing non-fuel revenue across hundreds of gas stations. | ||
1B: Collaborating with Data for Evidence-Based Decision Making in the Tourism Industry | ||||||
 | Chantz StrongExecutive Director, Consumer and Market IntelligenceDestination Canada |  | Kim ClarkeTourism Experience Development SpecialistBruce Grey Simcoe (RTO7) | |||
 | Emilie Comeau-SinclairSenior Manager, Market DevelopmentNew Brunswick Tourism |  | Larry FillerSVP and Practice Leader, Travel & TourismEnvironics Analytics | |||
| Tourism is a vital component of the Canadian economy, as the industry generates an estimated $100 billion in revenue per year and employs one in ten Canadians. As impressive as these numbers are, there is plenty of room for growth. In this panel session, you will have the opportunity to hear from three leading Destination Marketing Organizations (DMOs) who represent different community stakeholders (National, Provincial and Local) give their perspective on the most significant challenges and opportunities within the tourism industry. They will also discuss how a unique partnership between Destination Canada, Environics Analytics and Provincial and regional DMOs is helping to accelerate growth with the tourism sector. | ||||||
1C: A Journey Across the Organization: Deploying Analytics | ||
 | Valentina WongSenior Director, Client Segmentation & InsightsCIBC | |
| Truly understanding your customers is imperative to effective marketing and providing fantastic customer service. See how CIBC used and deployed analytics across the organization. From customer segmentation to sales analytics dashboards that provide insights for each Banking Community and Branch on “who they serve” and “where the wealth is.” Come hear about the use cases to which these analytics are being deployed – including: customer calls, walk-ins, local marketing messaging, in-branch signage and sales planning. | ||
2A: Building is Half the Battle: Operationalizing Data and Analytics Across the OrganizationDownload the Presentation | ||
 | Stephan KaiserDirector, Member and Market InsightsServus Credit Union | |
| Access to valuable data and analytical resources is a must-have to remain competitive in today’s business landscape, but how does one effectively build these capabilities? And for those businesses that are just starting out on this journey, are there ways to accelerate the process? See how Servus Credit Union is building the analytical tools in-house to enhance its ability to support stakeholders. Learn their keys to success in using analytics as a common language across the organization to increase efficiencies and improve results company-wide. | ||
2B: Sizing Up the B2B Market | ||
 | Helen DunlopCustomer Strategy LeadAviva | |
| To be successful in a business to business environment, understanding the market is imperative. Applying a B2B segmentation model to provide an in-depth understanding of the commercial insurance landscape enabled Aviva to understand their customer base and to define their current market position and potential. Join Aviva and learn how they were able to quantify market opportunity, profile the market and establish benchmarks for success by using internal and external business data. | ||
2C: How a Data-Driven Approach and Scrappy Marketing Equal Success | ||
 | Kevin KirkSenior Vice President, External Relations and Enrollment ManagementTyndale University College & Seminary | |
| Tyndale University College is a Christian university offering a distinct undergraduate faith-based university experience. With a niche focus within the post-secondary education market and a limited budget, the institution has embodied a scrappy marketing mindset in both its admissions and fundraising initiatives. Every dollar used for its activities, must show a clear return on investment and be stretched by two or three times. Tyndale will show how data-driven decision-making has helped expand engagement and improve the effectiveness of marketing to prospective students and the admission funnel. | ||
3A: The Changing State of Value | ||
 | Kevin LaceyDirector, Category ManagementPepsiCo Beverages Canada | |
| The Canadian marketplace has changed, and consumers today have more choices than ever before. Consumer and shopper attitudes are changing in the evolving retail landscape, especially in the perception of value. Gone are the days where the lowest price was the primary decision factor. Today's consumers want what they want, when they want it. PepsiCo uses a variety of Environics Analytics data to understand the most valuable needs of shoppers and to ensure the distribution of the right products in the right place to satisfy those needs. See how PepsiCo is using data to help retailers win with their shoppers. | ||
3B: Connecting Small Businesses to Customer Insights in York RegionDownload the Presentation | ||
 | Jonathan WheatleManager, Strategic Economic Initiatives, Planning and Economic Development Corporate ServicesThe Regional Municipality of York | |
| See how the York Small Business Enterprise Centre (YSBEC) leverages the ENVISION platform to support entrepreneurs and small business owners. YSBEC will discuss the journey in getting this initiative off the ground, highlight how they work with their clients, and share the outcome from this exciting work. | ||
3C: Intelligent Design: Using Data and Analytics to Build Tomorrow's Communities | ||
 | Robert GallettaChief Executive OfficerBlackjet | |
| The stakes are high for large mixed-use real estate developments. Learn how Blackjet assists real estate developers as they design, brand and market new mixed-use projects that offer places to live, work and shop. See the data-driven approach applied to identify and engage consumers, develop a relevant sense of place in each community and align project decisions around a central view of the future property user. | ||
Keynote: What You Should Know: Canada 2020 and BeyondDownload the Presentation | ||
 | Doug NorrisSenior Vice President & Chief DemographerEnvironics Analytics | |
In the keynote presentation, Doug Norris, Ph.D., Environics Analytics' Chief Demographer will discuss Canada’s demographic makeup in 2020 and beyond. Dr. Norris will take you through Canada’s future based on the significant trends of the past decade. You will hear him speak about the generations, where they are today and what lies ahead. And, you will get a sneak peek at how these trends are reflected in the new PRIZM segmentation system being developed for 2020. | ||
4A: More Than a Meter | ||
 | Tanishah NathooSenior Manager, Customer ExperienceHydro One | |
| In an industry where customer choice has historically not been an option, Hydro One saw the importance of understanding the difference in their customer base and delivering relevant communications while at the same time driving internal efficiencies. To do this, they utilized a custom segmentation model that integrated their data with EA’s data and platforms to provide insights that would improve adoption rates in paperless billing, digital service usage and more. See how Hydro One was able to leverage data and analytics to influence actions across marketing, corporate communications, government relations and customer operations to improve ROI and decrease costs. | ||
4B: Fueled by Data: Faster, Better Site Location Decisions | ||
 | Tanya ParragDirector, Real Estate & Constructiongoeasy | |
| Companies looking to grow their retail footprint quickly can't afford to make decisions on gut instinct and whim. Choosing the wrong location is an expensive mistake that can have a significant impact on your company's financial success. Hear how goeasy has leveraged data to make faster, better site location decisions, saving time and money while increasing their success rate. During this session, goeasy will share insights into recent site location decisions and the data and analytical tools used. | ||
4C: Going Local in CPG: Using Data to Adapt a Global Strategy to the Canadian Market | ||
 | Adriana FazzinaMarketing ManagerBarilla | |
| After ten years in Canada, Barilla set out to create a more targeted plan to reach Canadian consumers. The international pasta-maker, armed with a robust but high-level consumer segmentation schema, was looking for a way to gather more insights on the Canadian audience and make them applicable in planning activities to support the brand. The solution they found was PRIZM. PRIZM provided the ability for the Barilla Canada marketing team to take action. Learn how Barilla took global data and was able to localize it to tailor its media and in-store strategy to the Canadian landscape. | ||
5A: Driving Results with Out-of-Home AdvertisingDownload the Presentation | ||
 | Kevin McDonaldChief Executive OfficerKinetic Worldwide | |
| Marketers are constantly under pressure to prove greater effectiveness, efficiency and transparency for their marketing spend. Out-of-Home advertising, when done right, can be a key to help solve this challenge. By leveraging the thinking and flexibility of digital campaigns and applying it to Out-of-Home advertising, Kinetic has opened the media channel to marketers who previously saw it as inflexible or only accessible by the big advertisers. See how the Kinetic platform pulls together multiple curated data sources and identifies the best opportunities within digital and traditional Out-of-Home. | ||
5B: Using Data to Effectively Target the Luxury Market Consumer | ||
 | Bob ParkChief of Brands, GE, Café, Monogram and Haier Appliances in CanadaGE Appliances | |
| Café Appliances launched in early 2019 into the premium segment. GE Appliances needed to identify, find and market to this niche luxury audience for success. See how GE Appliances was able to use distinct target groups defined for each brand to develop an efficient and focused digital marketing and sponsorship strategy to drive shoppers to stores. | ||
5C: A Healthy Dose of Data: Adopting Data to Inform Messaging StrategyDownload the Presentation | ||||
 | Rachel SkilletEpidemiologist, Clinical ServicesNiagara Region Public Health |  | Shailee TannaEpidemiologist, Family Health DivisionNiagara Region Public Health | |
| This is a story about how a public organization became more data-driven. You will hear about two projects that occurred on this journey: one centered around identifying, finding and messaging to high-risk new mothers, the other, in providing proactive education around the cannabis industry’s changing regulations. You will see how the work ended with an organization that bought into the use of data and analytics for internal selling, external outreach and more. Come hear about the journey of Niagara Region Public Health. | ||||
6A: Revving Up CAA Rewards with Data and Insights | ||
 | Jeff WalkerChief Strategy OfficerCAA National | |
| Building a successful loyalty program has many challenges. How does an organization identify the right rewards, offers and partners that will resonate with their customers? How do you prove to all the key stakeholders that the program is meeting its intended objective and that it is profitable? In this session, we will learn how CAA Rewards leverages data and insights to identify partnership opportunities, improve member engagement and help measure success for all involved. | ||
6B: Fraud=Fraud: A Story About Benefits Fraud, Analytics and EducationDownload the Presentation | ||||
 | Shannon DeLenardoDirector, Anti-Fraud and Electronic ClaimsCanadian Life and Health Association |  | Josh CobdenExecutive Vice President & General ManagerProof Inc. | |
| CLHIA and their member companies, in partnership with Proof and Environics Analytics, developed the first-ever, national anti-health-and-benefits-fraud campaign. This award-winning campaign was built to educate Canadians about the seriousness of health and dental benefits fraud. Gain an understanding of the process we undertook to learn which groups were more at risk of falling victim to fraudulent schemes and what benefits fraud meant to them. Hear how the analytics and research learnings informed the strategic planning, channel and audience recommendations, and creative process. See how the insights helped set a critical benchmark for current awareness and perception levels of benefits fraud. Learn about our fraud=fraud journey. | ||||
6C: Fires Start in More Ways Than One: Using Data to Reduce Community Risk Through Targeted Fire Safety CampaignsDownload the Presentation | ||||
 | Michelle StronachDivision Chief of Analytics and Decision SupportToronto Fire Services |  | Marla FriebeActing Division Chief of Public Education and Professional StandardsToronto Fire Services | |
| How do you leave an impact on your audience? Especially when it comes to a public education campaign. Toronto Fire Services has done just that in two focused campaigns designed to change behaviour around fire safety. The message delivered is simple, to the point and specifically crafted to resonate with citizens most at risk. See how this campaign comes to life in out-of-home and digital media. Toronto Fire Services will discuss how data and analytics were used to launch this community awareness communication piece and share their journey of becoming a data-driven organization. | ||||