The unique value of analytics-based consulting
A new discipline emerges to support improved performance and growth In the current business environment, with data proliferating and demand for data analytics growing, many organizations are seeking direction on what data they should be accumulating, how to obtain and integrate the data and best practices for harnessing the data …
How to train marketers to be better data analysts
Marketing is shifting and, with it, the priorities of marketers and how we work. Today, with Big Data, AI, predictive modeling and a slew of new tools to help us better understand our customer, our decisions are better informed than ever before. However, utilizing and analyzing data doesn’t come easy …
York Region’s “Pledge to Ignore” campaign gets the attention of distracted drivers
Distracted driving is a leading cause of accidents on Ontario’s roads. Whether texting or talking on a phone, drivers who were not giving the road their full attention caused 16% of all at-fault collisions in York Region between 2013 and 2015, according to the Region’s 2016 Annual Traffic Safety Report. …
What personality is that billboard?
Clear Channel develops game-changing approach to selling outside ad space Imagine you’re a media buyer for a clothing store chain and you’re looking to buy outdoor advertising space in downtown Ottawa. You could take the easy route and turn to the usual suspects: well-known neighbourhoods like Sparks Street or around …
Seven interview hacks to identify data analytics pros
Big data isn’t a new phenomenon and isn’t going anywhere either. Companies are investing heavily in analytics programs and using data to make big business decisions. Therefore, more and more employers are looking to hire people with strong data analytics skills, but with all of the unique job titles …
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 …
From mass media to targeted distribution
How analytics helped Yellow Pages optimize its products and distribution strategy Like many of its 240,000 small business customers across Canada, Yellow Pages (YP) has been challenged by the digital age. While many consumers and advertisers are embracing online search and social media, traditional print media remains an important component …
Drowning in data?
Marketers don’t need to become data scientists, they just need better tools Data is the fuel powering the direct marketing industry, helping to make campaigns more targeted, personalized and efficient than ever before. As a result, marketers must now get their heads around a baffling array of new tools and …
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 …
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, …