Insights Council
The CMA Insights Council develops thought leadership for Canadian marketers on the latest in data, analytics and consumer insights to enhance and optimize their business decision-making processes.
Council Members
Recent Articles Authored by Council
Inflation trends this holiday season
It’s October. The weather is still in the double digits. Thanksgiving just happened. Halloween is around the corner. So naturally, all marketers are thinking the same thing: Holiday predictions!
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Unveiling the human side of business
B2B marketing has been viewed by some as lacking some of the emotional aspects that are typically known to drive B2C marketing
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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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