01/26/2022 18:00:00
1:00PM - 2:30PM ET Event Series

CMAinsights

Members: $0

Non-Members: $49

speaker

Ryan Crawford

Vice President, Client Service

Methodify

speaker

Elina Lawrie

Director, Service & Experience Design

Accenture Interactive

speaker

John McAlister

Head of Marketing and Philanthropy

Outward Bound Canada

speaker

Ryan McCracken

Managing Director, Growth

Accenture Interactive

speaker

Jamie Michaels

Head of Brand Strategy

Twitter Canada

speaker

Rupen Seoni

Chief Revenue Officer

Environics Analytics

speaker

Heidi Wilson

Vice President, Syndicated Research

Ipsos

Agenda

It's time for some #RealTalk, where we will discuss the state of brand behavior on Twitter today, and give you tips for understanding what we believe is coming next. A first-of-its-kind perspective looking back at ten years of brand Tweets, commissioning new consumer surveys across 8 markets, and eliciting direct input from thousands of Twitter users to help understand what it takes to be a beloved brand on Twitter (and beyond Twitter) today and tomorrow. Jamie will provide a new, data-informed look at the foundational questions that inform a brand’s identity: Tone, Topics, and Community. Please join us for this provocative POV on how brands can become worth talking about.

Jamie Michaels
Head of Twitter Next
Twitter Canada

Jamie is the Head of Twitter Next at Twitter Canada, where he helps the world's biggest brands and agencies create human-centric ideas that are worth talking about. He is an award-winning marketer specializing in brand strategy, digital marketing and social media. Prior to Twitter, Jamie held senior leadership roles at Rogers Sports & Media, the Canadian Broadcast Corporation (CBC), and Viacom International. He also led corporate marketing efforts for Toronto’s 2008 Olympic Bid.
 
Jamie is a Program Advisory Committee member at Seneca College’s School of Marketing, keynote speaker on social media, and active industry volunteer. He is an avid concert-goer and guitarist, with a life-long technology obsession. Jamie lives in Toronto with his wife, two young boys and new puppy. He is @jamiemichaels on Twitter.

Actionable insights have always been high on marketers’ wish lists. 2022 will be an important year for progress; this session will show you why. This year will feature more ready-to-go data and tools to learn insights, and greater co-operation with the media world for better targeting. And all of this will happen as cookies disappear and privacy rules change. Now more than ever, it’s important to have made-in-Canada solutions that work in our unique media market.

Attendees Will Learn:

  • How ready-to-go data and tools will allow marketers to gain insights and execute those insights in media tactics in order to respond to frequent changes in the market
  • How better data integration will provide a more complete view of consumers and better targeting opportunities by combining their own and third-party data, and understanding both online and offline behaviours in tandem
  • How these improvements will support measurement
Rupen Seoni
Chief Revenue Officer
Environics Analytics

With over 25 years of experience in marketing and analytics, Rupen understands business needs and how data and analytics can help solve them. A Chartered Marketer, he has worked with organizations of all sizes to unlock the value of information in decision-making and business strategy. He specializes in helping organizations understand population trends, segmentation and performance benchmarking and appears regularly on CTV’s Canadian and U.S. federal election coverage as a commentator on voter demographics in key races.

The past two years of disruption have taken a toll on the systems on which society is run. We see a shift in people’s relationships—with their loved ones, colleagues, society and brands. Companies who respond intelligently to these changes will stay ahead and grow revenue. This is an opportunity to design new systems and news ways of being. Join Accenture's Ryan McCracken and Elina Lawrie to discuss the human behaviors that affect culture and business and how they influence the way consumers will interact with brands. They will explore what trust means in this context and how marketers can design innovative systems to truly connect with customers.

Building trust with data
Marketers are always looking for ways to reach customers, but are we truly listening to them? In this discussion, panelists will explore the ever-evolving needs and wants of today’s consumers and how marketers can use data and insights to better engage in meaningful dialogue to build trust and strengthen relationships.


Heidi Wilson (Panel Moderator)
Vice President, Syndicated Research 
Ipsos

After a decade leading an enterprise-wide, CX program, Heidi shifted to the Ipsos Syndicated Research team, joining as a financial services SME. In this role Heidi leads product development for Digital Wallet & Payment Trends and Canadians & Financial Advice, among other studies. Her team is responsible for gathering data across multiple programs, integrating insights to better understand the financial needs of Canadians. For instance, Heidi provides data-drive insights about how COVID had fundamentally changed the way Canadians communicate with, and trust, their chosen bank.

Heidi is a business and marketing professional with 20+ years experience in business management, product and people development, and strategic planning. Experienced in both digital and traditional marketing disciplines in multiple verticals, her expertise lies in financial services. In addition to syndicated and CX market research, Heidi has led customized market research projects on consumer U&A insights, segmentation, tracking studies, performance measurement and thought leadership.

Originally a native Calgarian, Heidi resides in Toronto and continues to enjoy skiing in Ontario each winter weekend.


Ryan Crawford (Panelist)
Vice President, Client Service
Methodify
 
As VP of Client Service for Methodify, Ryan Crawford has been a critical player in the success of the platform. He has played a pivotal role in the commercialization of the business in an emerging technology market, all while consistently meeting the needs of his clients and developing his team. He is an accomplished sales and product executive with a background in marketing, digital transformation, and change management. Ryan’s passion and dedication to everything he sets his mind to make him a true leader in the research technology space.


John McAlister (Panelist)
Head of Marketing and Philanthropy 
Outward Bound Canada

John McAlister is the Head of Marketing and Philanthropy for Outward Bound Canada, a national outdoor educational charity focused on helping youth develop resilience, social and emotional intelligence, and environmental leadership. With over 25 years of experience in the non-profit sector, John is a Chartered Marketer and a member of the CMA’s Not-for-Profit Council.


Major Sponsors

  • BMO-800x450
  • Canada Post
  • CIBC-800x450
  • Environics Analytics
  • Microsoft
  • -420x120
  • TD-800x450

Featured Member

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