Marketing is an art. Marketers create campaigns and drive awareness for their product or service by designing creative visuals and writing concise text. As we transition into a hyperconnected society, however, marketing is starting to blur the line between art and science. Data-driven marketers use valuable insights from consumers’ online activities to more effectively target … Continue reading “How Marketers Are Using Real-time Data As Their Secret Weapon”

If you think that marketing technologies drove disruption for CPG manufacturing and retail in the last five years, you haven’t seen anything yet. Get ready for the next five years! It will be very interesting to measure how many new emerging marketing technologies drive the evolution of consumption behaviors over the next few years. It’s … Continue reading “5 Canadian Marketing Technologies That EVERY CPG and Retail Brand Needs To Start Using In 2016”

Managing a marketing budget is a high-stakes game of chance. Thousands, hundreds of thousands, sometimes even millions of dollars in media budgets rest on a marketer’s tactical choices – decisions that are made by 75% of marketers today without any statistical support. How are these tactical decisions being made, then? The truth is, tactics are … Continue reading “Gambling With Your Digital Marketing Budget? Here’s How to Count Cards Instead”

Stepping out of my house yesterday morning, I observed a scene that could have been the set of a disaster movie. There were two police officers, a fire fighter crew, three people from the hydro company, a moving van driver, and a cat. There were also flashing lights, barricades, pylons and police tape. A quick … Continue reading “3 Steps to Successful Marketing Measurement”