Agenda

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

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Session Descriptions

PDF downloads available below

	Morning Plenary: Higher Ground Insights from Canada's Most Comprehensive Consumer Cannabis Study Download the Presentation
		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 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 Download the Presentation
	Stéphanie Robichaud Senior Business and Data Analyst Tourism New Brunswick	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 Download the Presentation
		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 Download the Presentation
	Margaret Cooper Consultant Marketing inCOOPERated	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 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 Download the Presentation
		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 Download the Presentation
		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 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 Download the Presentation
	Zulfiqar Ali Advisor, Market Research Union Gas Limited	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 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 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 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 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 Download the Presentation
		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 Download the Presentation
		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 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 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 Download the Presentation
		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, 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

Environics Analytics 12th Annual User Conference

Session Descriptions

Morning Plenary: Higher Ground

Insights from Canada's Most Comprehensive Consumer Cannabis Study

Pat Pellegrini

President and Chief Executive Officer

Vividata

1A: Game Changer

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

Stephanie Warner

National Director, Direct Marketing & Lottery

Heart & Stroke

1B: Insights on Arrival

An Intercept Survey for the Digital Age

Stéphanie Robichaud

Senior Business and Data Analyst

Tourism New Brunswick

Emilie Comeau-Sinclair

Manager of Content and Special Projects

Tourism New Brunswick

1C: Join the Club

How CAA Atlantic is Acquiring New Members—and Keeping Them

Karen Stanley

Director, Marketing and Communications

CAA Atlantic

2A: Mall Magic

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

Margaret Cooper

Consultant

Marketing inCOOPERated

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

Lee Vernon

Commercial Insights and Planning

Metro Inc.

2C: Data Driven Insights

Pfaff's Customer Service Gets a Segmentation Turbo Boost

Niki Visser

Customer Experience Manager

Pfaff Automotive Partners

3A: Buy the Audience, Not the Show

How Corus is Changing the Way Advertisers Buy Media

Barry Marcus

Director, Advanced Advertising Sales

Corus Entertainment

3B: Observing Visitors in their Natural State

Assiniboine Park's Innovative Use of Data and Analytics

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

Zulfiqar Ali

Advisor, Market Research

Union Gas Limited

Brock Hamilton

Advisor, Residential Markets

Union Gas Limited

Keynote: What's Your Story?

Mike Downie

Co-Creator, Secret Path | Documentary Filmmaker

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

Jatinder Rai

Owner

Response Advertising

4C: Emergen-C Marketing

How Response Advertising Ensures its Ads Speak the Right Language

Daniel Kramer

Senior Product Manager

Pfizer Consumer Healthcare

5A: Bespoke Insights