Customer Valuation: An Interview with Peter Fader, Professor of Marketing, the Wharton School of the University of Pennsylvania

By Stephen Shaw Just about every CMO will tell you their top priority is growing topline revenue. Where they might differ is how they go about achieving that growth. There are two prevailing schools of thought. The first is that growth comes primarily from attracting as many category buyers as …

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Why Customer-Centric Pricing Is Fundamental to Acquisition and Retention

By Greg Demas As competitive forces, the economic environment and rapidly evolving consumer expectations continue to transform the banking industry. Attracting and building customer relationships is no longer a game won by presenting low rates and fees on a visually-pleasing website. The banking industry has sunk billions into modernizing its …

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Why Nonprofits Should Learn from Corporate Sector’s Data-Driven Strategy

By Paula Attfield When it comes to the use of data and brand, the corporate sector remains ahead of the nonprofit sector. Why? Because the corporate sector has it easy. In the for-profit world, the consumer pays a fee and gets something in return. Whereas it’s a much more nuanced …

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Disruption and Transformation in the Funeral Services Industry

Writer’s note: Disruption in the marketplace is something all industries eventually have to face. Although some may deny the data, change is inevitable. How companies and organizations deal with disruptive forces compelled me to write this piece. There is, however, an additional, more personal reason for my engaging with this …

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The Social Brand: Inside a New Marketing Era

By Stephen Shaw Social media is on the cusp of a new era as people retreat behind closed doors to join private groups where they can safely interact with their trusted circle of family and friends. Marketers will have to reset their social strategies and intensify their efforts to form …

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Marketers, Ignore SuperAgers at Your Peril

By Michael Brooke The population of Canada is getting older. You’ve probably heard that the fastest-growing demographic is those folks over 100. But demographics are only part of the story. As a reader of DM Magazine, you base most of your critical decisions on data. But sometimes, marketers ignore what …

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Quebec’s Law 25: A New Privacy Law with Major Ramifications

By Romain Gauthier The second phase of Quebec’s Law 25 comes into effect in September 2023. So what exactly is Law 25 and why should marketers worldwide care? Law 25 applies to any company that collects, holds, uses or communicates to third parties information about Quebec residents, including those based …

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Why Call Center KPIs Matter: The Importance of Positive Customer Experiences

By McKay Bird The call center industry inherently depends on customer experience, so delivering a consistently positive experience is crucial. The truth is that it takes work to maintain that consistency. Not having positive customer experiences can pose a bigger problem for call centers than most realize. 42 percent of …

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Attitude Over Aptitude

By John Tschohl As a business owner or executive, what’s the most important thing you look for when hiring an employee? Is it a resume that is replete with degrees and an impressive list of previous jobs or positions? All too often those are what employers are looking for. I …

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Insights Association Canadian Chapter Triumphantly Returns to In-Person Events with Cultural Intelligence

By Pasquale (Pat) Pellegrini On a sunny morning in early May, the Insights Association Canada Chapter (IACC) presented its Cultural Intelligence event at George Brown College’s Waterfront Campus. It was a triumphant return to in-person events since the last in-person event for IACC in early 2019. With a mix of …

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