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
Using customer data responsibly
In 2021, internet users generated 79 zettabytes (79 billion terabytes) of data. In 2025, they are expected to generate a whopping 180 zettabytes of data.
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Diversity and multiculturalism in insights and analytics
The belief at the time was that multicultural marketing would be considered successful only once people no longer felt the need to add the word “multicultural” in front of “marketing.”...
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Utilizing artificial intelligence for customer journeys
COVID-19 completely changed consumer behaviour. As the Fjord Trends 2021 report accurately notes, collective displacement left hundreds of millions of people disconnected from their familiar routines and comforts, with no end in sight.
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Integrating analytics and research
Behind the broad diversity of talent in need lies one trendy fact: data analytics and customer research need to work together to reveal...
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How to build your analytics dream team
The season has come and gone: For the last few weeks, top-level soccer has been everywhere. And while I love the sport, my favourite thing is the commercials. My all-time favourite is
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Leveraging AI for Marketing Insights
AI is a trending buzzword that everyone is talking about. We know it impacts our daily lives, but do we really know what AI is, and are we aware of how we use it can create value? There is great pote...
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