Rethinking the marketing ecosystem
A systemic approach to solving marketing model conundrums Many c-suite executives are uncertain about the current state of their digital marketing. There is a lot of talk by marketers but many companies don’t have a clear roadmap of their digital marketing strategy and end-to-end marketing model. Part of the problem …
Storing marketing data in the cloud
We’ve all heard Big Data is coming. The raw marketing information from mouse-overs, key-clicks and in-store activities constitutes a potentially huge increase in total data flow, all of which has to be temporarily stored, processed and the results saved. One of the challenges of the next wave of IT …
Equifax advances “data democracy” with launch of Equifax Ignite
Canadian businesses gain faster and greater access to data-driven insights with new analytics powerhouse TORONTO, ONTARIO — Equifax today announced the launch of Equifax Ignite, a data analytics powerhouse that can rapidly deliver business insights in a self-serve environment. “Harnessing both structured and unstructured data can be a tremendous challenge …
For successful analytics, data quality is king
Quality analytics depends on an understanding of the business problem to be analyzed and an experienced, knowledgeable team of data pros with the right tools and techniques to conduct the analysis. But the single most important ingredient is quality data. Essentially, data quality comes down to three factors: input data, …
Deloitte acquires Cornerstone
Deloitte broadens its analytics capabilities through more extensive consumer risk and services offerings with the acquisition of digital marketing and analytics firm TORONTO — Today, Deloitte announced the acquisition of Cornerstone Group of Companies, a Toronto-based digital marketing and analytics firm with more than a quarter century of success in customer acquisition …
uberall and Yelp announce partnership to help local businesses grow using the Location Marketing Cloud
BERLIN — uberall has announced a new partnership with Yelp at the Local Search Association’s annual conference in San Diego. The companies hope the partnership will strengthen local businesses’ ability to engage with their customers and drive more foot-traffic to their stores. uberall empowers businesses to control all of their …
The year ahead: Building customer centricity
With a nod to the growing importance of knowing your customers, Direct Marketing has launched this “Customer Centricity” column for 2017. I’m pleased to kick off the new year with this inaugural piece and share my perspective on an orientation that I’ve always considered a key success factor for any …
First 2016 Census of Population release: Population and dwelling counts
OTTAWA — As Canada celebrates its 150th anniversary, Statistics Canada is getting ready to publish the latest chapter in the story of our country and its people. The first results from the 2016 Census of Population will be released next week. The population and dwelling counts will be published at …
Environics Analytics names Nielsen Canada 2016 Partner of the Year
Toronto — Environics Analytics (EA), one of North America’s leading marketing and analytical services companies, has named Nielsen Canada its Partner of the Year for 2016. At EA’s recent Tenth Annual User Conference, EA President and CEO Jan Kestle praised the organization as “an outstanding partner” over the past year as …
Why audio watermarking is set to transform the way brands build and measure audience engagement
Advertising through broadcast media has historically been the most effective means of delivering advertising messages to the greatest possible number of consumers. The goal of all marketers is achieving action from the consumer, but the formula for measuring results of mass media advertising is a simple model of estimated audiences …