The End of Dashboards
By Cathrin Schneider Self-serve business intelligence and analytics solutions are supposed to be designed for people like me. I’m the Chief Operating Officer at Klipfolio, and oversee the marketing and customer success teams that make data-driven decisions every day. Despite being part of an analytics company and fairly data-literate, I’m …
Resisting a Rest: How Urgency Culture Polices Our Work
By Lydia Phillip Full disclosure: this article was completed a week late. The stress had been building from the pressure I was putting on myself to complete my draft while also being on the road facilitating our storytelling workshops across the province. It was 9pm and I was tucked into …
Values-Based Segmentation: An Interview with David Allison, CEO, Valuegraphics
By Stephen Shaw The legendary Harvard marketing professor Ted Levitt once wrote that, “If you’re not thinking segments, you’re not thinking”. He added, “To think segments means to think beyond what’s obviously out there to see.” Levitt felt that segmentation was crucial because it sparked insight into how customers differ …
The Importance of Authenticity Over Performative Activism
By Gabrielle Poirier and Jen Farr In today’s era of heightened consumer awareness, the relationship between consumers and organizations has undergone a significant transformation. The evolution of social media and increased access to information have empowered consumers to closely examine and scrutinize organizations’ commitment to causes and CSR efforts, making …
CRMs Remain Indispensable in Marketing
By Chandrashekar LSP In the ever-evolving landscape of modern business, customer relationship management (CRM) systems have become indispensable tools for companies. Traditionally seen as the purview of large businesses — CRMs seem to have been generally overlooked by SMEs. So, are Canadian businesses fully embracing the power of CRM solutions? …
Accenture Life Trends 2024
The visible and invisible mediators between people and their world are changing. There are various layers that mediate between people and the way they live their lives, influencing what they think, how they interact, and how they feel within the world around them. Whether driving consumption, maintaining authority, progressing culture, …
The Unified Experience
If marketers hope to take complete charge of the customer experience, they must start out with one goal in mind: make a meaningful difference in the lives of customers. By knowing what truly matters to customers, they can lead the way in designing a signature experience that will create true …
10 AI Terms Everyone Should Know
By Susanna Ray The term “AI” has been used in computer science since the 1950s, but most people outside the industry didn’t start talking about it until the end of 2022. That’s because recent advances in machine learning led to big breakthroughs that are beginning to have a profound impact …
The Death of Direct Mail – Fake News
By Sarah Lightfoot Direct mail has shown remarkable resilience over the past 10 years. Direct mail volumes remain consistent in Canada. As we endure the digital takeover of marketing endeavors, we can see that direct mail is remaining a relevant communication method according to Canada Post’s annual reports. Since 2012, …
Four Forces Reshaping Marketing
As marketers adapt to profound trends—the arrival of generative AI and large language models (LLMs), the convergence of adtech and martech, and greater attention to privacy issues—the right technology stack is essential to great marketing. In their new report, Modern Marketing Data Stack 2023, the marketing technology company Snowflake analyzed …