Mintel rolls out global system to understand, compare consumers worldwide
TORONTO, ON–Mintel, the expert in what consumers want and why, has launched Mintel Global Consumer – a new innovative research tool allowing brand owners, marketers and suppliers to quickly understand and compare consumer attitudes and behaviours across the world’s 35 leading consumer markets. The bi-annual survey of 35,000 people offers …
Defining Customer Personas
By Richard Boire Creating customer personas is one of the core deliverables of marketing analytics. The assumption is often made that with a defined customer persona, “I can then use this information to target customers”. This is misleading and does not provide the real value of customer personas within the …
Whitepages Pro Spins Off, Becomes Ekata
Ekata’s Digital Identity Verification APIs Improve Predictability of Good Transactions Whitepages Pro, the leader in global digital identity verification data, today announced that it is spinning off its B2B business from the US-focused direct-to-consumer operations of Whitepages.com. Whitepages Pro will change its name to Ekata to better differentiate the company’s …
Why and how Toronto personalized its communication strategy
Data-based avatars enable the City of Toronto to connect with hard-to-reach parts of the community By Rupen Seoni The 506 streetcar slips through the heart of Little India, grazes the top of Chinatown and breezes past the open-air patios of Little Italy. Diverse scenes are commonplace in Toronto. It not …
The power of personas
By Stephen Shaw Marketing personas bring the defining characteristics of customers to life, helping to build universal consensus around their needs. For brands seeking to deliver a better experience, it is a powerful tool to foster greater insight and empathy. People love to eat chicken. All kinds. Fresh. Frozen. Wings. …
Environics Analytics’ WealthScapes 2017 reveals Canadians’ financial fortunes continue to rise
Nation now boasts four cities—and one province—of millionaires TORONTO – Canadians are the wealthiest they’ve ever been, according to a new analysis by Environics Analytics (EA) based on the latest release of its financial database, WealthScapes 2017. Overall, 2016 proved to be a good year for Canadians’ balance sheets, as …
How to drive action by understanding influencer personas
Nobody likes to waste money. In today’s digital age, brands should be able to avoid this by prioritizing solutions that allow them to hyper-target personas. Personas are generalized representations of your target customers. Having a firm grasp of your personas helps with everything from customer acquisition to retention for your …
Out of many, one view of the customer
TELUS’ unified segmentation system drives culture shift As one of Canada’s largest telecommunications companies, TELUS offers a wide range of products and services, including wireless, data, Internet, voice, entertainment, video, television and healthcare technology. Over the years, many of its divisions had developed their own segmentation systems to target …
How Aeroplan enriches transactional data to better understand customers
Successful loyalty programs offer value that is relevant to program members. This value can come in many forms—discounts, free gifts, special offers and others—but the key is to ensure that it is what customers actually want. Here at Aimia, a data-driven marketing and loyalty analytics company, we’re seeing first-hand how …
AXE Canada Masculinity Study looks at what it means to be a ‘real man’
The majority of young men do not define themselves as masculine TORONTO — A new study sponsored by AXE reveals that young men, ages 15 to 25, are shifting towards inclusivity and acceptance. The study supports a growing trend showing young men feel more comfortable to say things that may have …