Insights Council
The CMA Insights Council provides thought leadership to Canadian marketers about leveraging data, analytics and consumer insights to improve business decision-making.
Council Members
Recent Articles Authored by Council
Trust isn’t built in marketing anymore — it’s built in the system behind it
In an era of uncertainty, consumer trust is no longer about what brands say — it’s about how they operate.
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AI didn’t replace insight. It changed where it comes from
AI is everywhere in marketing right now. Faster analysis. More outputs. More versions. More predictions.
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Beyond the score: reimagining customer advocacy for the next era of marketing
Customer loyalty looks very different now than it did even a few years ago.
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How insights can shape 2026
In 2025, Canadian marketers had to navigate reluctant consumer spending, cost pressure and evolving consumer expectations.
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Value of data
The concept of assigning financial value to data is not new. Back in 2017, Bill Schmarzo, former CTO of Dell EMC and recognized educator and practitioner of Big Data, authored a paper
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