Lloydmedia Inc Marketing Group Media Kit 2015

Marketing Group

2015 Media Kit

2015 Media Kit

NeW FOR

2015

LLOydMedia iNc

Reach elite, data-driven Marketers and top-Level Financial executives

Our magazines are must-reads for key executives in core corporate competencies.

Can you help our readers:

Create � a strong financial structure and healthy economic ecosystem to ensure capital and cash flow keep their engines running?

Determine � who their customers should be, how they can reach them most effectively, and how they can turn data-driven marketing into profitable sales?

Build � efficient and effective financial systems to enhance payments and billings between their companies and their customers and vendors?

Convert � all the data and information they collect from every contact point into tangible benefits that increase revenue and reduce costs?

Equip � their companies with the tools, technology, systems and hardware needed to manage their operations, to create new services or products, and deliver them to their market?

Manage � their customers with smoothly functioning support departments that are properly staffed and equipped to solve problems, foster loyalty and retain customers?

Make any or every step � in that chain better, faster, cheaper, and more profitable?

Tap into the ecosystem at the points that drive your campaigns. Choose markets that engage your best prospects. Select the channels that address your strategy and tactics.

Payables | Receivables | Collections | Data | P-Cards | ECM | Technology

FINANCIALS

Working With Marketing On Customer Data

Best Practices for Fighting Credit Card Theft & Fraud

Here Comes the Year of e-Everything

PREMIER ISSUE

Q1 SPRING 2014 • Canada’s Independent Magazine

7 Reasons To Automate Accounts Payable

a caNadiaN chip & piN primerhow the cPa is Pavingthe way For Pinless debit

the greening of Bill payment

spotlight: mobile Payments

walletwarswhy everyoNe is fightiNg for coNtrol of this maN’s deBit traNsactioNs

the magazine of transactions, cards & eBpp in canada

2015 Media Kit - MaRKetiNG GROup

Editorial contact

Sarah O'ConnorEditor905-201-6600 [email protected]

powerful editorial package with targeting optionsIn Touch With the MarketAn innovator in all forms of information for direct marketers–news, features, research, trends, case studies, industry leader opinions, and connections to best practices and suppliers – Direct Marketing continues to lead the way, stay relevant and get read.

Known for its strong editorial package, Direct Marketing explores areas of response marketing and customer relationship management that other publications only touch upon or ignore. As trends and technologies emerge, Direct Marketing does more than report; it goes in depth to show our readers how the news will affect their business, change their profit potential, or impact their strategies.

Special Supplements & DirectoriesTo zero in on hot topics, Direct Marketing provides a specialty section in each issue. The in-depth supplements offer showcase advertising opportunities in Direct Marketing for segment-specific suppliers in CRM, call centre products and services, eMarketing, research and more.

Readers give our supplements special attention for the depth of information they provide in areas of vital importance to their marketing strategy.

What better time is there to introduce or reinforce the value of your related services than while they’re thinking about how these new ideas might improve their own plans!

Written by The Best & BrightestThe experience of our writers means Direct Marketing stays relevant. Many are senior marketing executives or presidents and vice-presidents of marketing organizations. What they write about comes from their experiences in planning and executing Direct Marketing campaigns. This isn’t theory. It comes from their real day-to-day experience.

These are the voices and opinions that make Direct Marketing a must-read for all Canadian direct marketers, and for many advertising executives in general.

Practical Options With High ReturnsFor monthly exposure in the most-read publication of its kind in Canada, you can choose from a variety of campaign options to provide the mix that gets you in front of your target customers at the right time, in the right place.

Other ways you can engage our readers include....directory advertising... list rental... online advertising...custom inserts... or specialized sponsorships.

diRect MaRKetiNG magazine

2015 editorial ScheduleMonth IssuE

FocussEctor rEport

supplEMEnt rEgIonal rEports

Bonus DIstrIButIon

January LOyaLty (MObiLe) Location-based marketing � Fundraising �

FEBruary pRiNt RespONse Designing the perfect DM package � Dimensional Mail � B.C. �

March eMaiL MaRKetiNG Future of web banners � Content Marketing � MARITIMES �

aprIl data MaNaGeMeNt Writing winning DM copy � Fundraising � Fundraising Day

May RetaiL MaRKetiNG Emerging e-commerce apps � Multi-cultural Marketing � GTA � eTail 2015

JunE sOciaL Media MaRKetiNG

Direct Response TV � Green DM � GOLDEN HORSESHOE �

July MObiLe MaRKetiNG CASL: one year later � Fundraising �

august List busiNess Evolution of the catalogue � Top 10 Women in DM � QUEBEC �

sEptEMBEr LOyaLty Using webinars to engage prospects � Diversity marketing �

octoBEr data aNaLytics Instagram for Marketers � Fundraising � AFP, EA

novEMBEr e-cOMMeRce Advancements in payments �integrations

Mobile marketing � ALBERTA �

DEcEMBEr cRM 2015 Marketing trends (recap) � Top DM agencies of 2015 �

rEgular FEaturEsdiRectives (Op-Ed) Guest columnist every issue.

diRect & peRsONaL Profiles of prominent DM creative and industry leaders

In the MaIl Case studies of successful directmail campaigns.

Our readers take the time to consider every new idea that Direct Marketing brings them. Direct Marketing is published monthly (12x a year) and is mailed individually addressed to 6,200 senior executives who are responsible for creating, managing, supporting and fulfilling more than $51 billion in annual sales generated through a range of direct response channels.

Subscribers also receive two annual directories, the DM Industry Sourcebook and the List of Lists. The Sourcebook is a detailed reference guide to the more than 800 vendors who work with Canada’s direct marketers. The List of Lists is a detailed reference guide to more than 1,000 mailing lists and databases available for rent to direct marketers across the country. (Established in 1988.)

List of ListsCanada’s List Buyers Guide 2013-2014

BETTER DATAFROM CANADA’S LEADER IN

CONTACT DATA SOLUTIONS

Cleanlist helps you acquire, retain and enrich the

contact data you need to target your communication

programs and achieve better results.

1-800-454-0223 / [email protected]

Total National Distribution 6,200British Columbia 426Alberta 167Prairies 394Ontario 4,398Quebec 473Atlantic Provinces 181USA 260

National Readership 17,000(based on 2.3x pass along)

Reader Responsibilities56% Strategic Management 33% Tactical Execution11% Operational Support

Type of Market Served42.3% B2B only 38.5% Consumers only 19.2% Both

readerShip/circulationWhere They Sell85.7% Canada 36.2% United States 26.5% International

Editorial contact



advertising rates and Material requirements

To advertise call:Mark HenryCorporate Sales Manager905-201-6600 [email protected]

advertiSing rateSrateS (All rates include CMYK Colour) Material: press-optimize composite CMYK PDF, to size (no bleeds)

ad Size 1X 3X 6X 9X 12X

Double Page $5,000 For DPS call for frequency discounts

Full $3,720 $3,620 $3,520 $3,420 $3,320

3/4 $3,348 $3,258 $3,168 $3,078 $2,988

1/2 $2,232 $2,172 $2,112 $2,052 $1,992

1/4 $1,116 $1,086 $1,056 $1,026 $996

1/8 $558 $543 $528 $513 $498

coverS

Page 1X (Call for frequency discounts)

OBC $4,500

IFC $4,350

IBC $4,100

Front cover


Front Page Main Banner $4,750

Front Page Button (per unit) $2,000

reSource directory Min. 12 issues

Single Unit (4.325” x 2”) $1,725 / year

Double Unit (4.325” x 3”) $2,025 / year

Triple Unit (4.325” x 4”) $2,525 / year

inSertS (Supplied)

ONE SHEET (2-sided) $2,995/issue (max. 8.5” x 11”) For larger inserts, please call for pricing. SAMPLE SUBJECT TO APPROVAL

Double PageMaximum visual impact, strong reader involvement.

19”x13” + 0.125” bleed

Full Page Maximum visual impact, strong reader involvement.

9.5”x13” + 0.125” bleed

3/4 Page Guaranteed editorial surround, excellent exposure.

6.335” x 11.125”

1/2 Page HorizontalDominates the page, less competition for attention.

8.5” x 5.5”

1/2 Page VerticalRoom for strong copy and graphics, high energy impact.

4.125” x 11.125”

1/4 Page HorizontalFlexible positioning, high value, gets noticed.

8.5” x 2.625”

1/4 Page VerticalGuaranteed editorial proximity, high value.

4.125” x 5.5”

1/8 Page HorizontalExcellent value, repetition potential, practical.

4.125” x 2.625”

1/8 Page VerticalExcellent value, repetition potential, practical.

2.0” x 5.5”

Resource DirectoryYear-long exposure, maximum value.

4.325” x 2” / 3” / 4”

Material requireMentSProvide a High-resolution press optimized, CMYK only PDF. Please ensure all fonts are embedded or converted to outlines. Other acceptable formats : EPS, PDF, TIF or JPEG. Please ensure all images are a minimum of 300dpi at full size and are CMYK. Size changes, re-setting, re-formating and/or corrections will be charged to the advertiser.

Full Page Bleed: please add 0.125” on all sides to trim specs. Full Page Type Safety: please inset all type 0.5” from trim specs.

advertiSing SizeS

visit us at www.dmn.ca | tel: 905-201-6600

diRect MaRKetiNG magazine




reSource directory advertiSing

new & iMproved webSite For 2015

Reserve a full year of advertising—that’s 12 consecutive issues—at an unbeatable rate and you’ll not only give your company more than 130,000 exposures to your best prospects (11,000+ readers per issue x 12 issues).

The Key DetailsThe Resource Directory Section appears in each issue of Direct Marketing magazine. Your ad will be placed in the category of your choice… matching you with information-hungry direct marketers who source new suppliers for their campaigns.

OptionsThree sizes—2” deep, 3” deep or 4” deep. Each runs across two columns of space. You may change your ad material at any time at no charge.

RatesAs low as $152 per issue!!!! Don’t miss out on the best investment you can make to ensure maximum value, maximum exposure and maximum timing.

NOTE:all Files must be submitted in .gif, .jpeg, or Flash 6 formats and cannot exceed 29kb in size. When supplying a Flash 6 file, you must also supply the backup creative in a separate gif or jpeg file (supply two files, each no more than 29kb in size). all online ads must be paid in advance by credit card, payment transfer or cheque.

online rateSad type Size location Cost per month

1 Leaderboard 413px(W) x 75px(H) Top of home page & all secondary pages

$1,000

2 Tower 100px(W) x 550px(H) Right hand side of home page $750

3 Banner 550px(W) x 100px(H) Middle of home page within articles

$750

4 Button 126px(W) x 158px(H) Home page $500

dmn.caIs an extension of the printed publication. The site features unique content, as well as weekly updates on direct marketing news. Highlights include…

• interactive ads appear on every page • thougth leadership articles• Canadian case studies

• insightful blog posts from industry experts• like us on Facebook• follow us on twitter


2015 editorial Schedule

Editorial contact


Contact Management magazine is published quarterly

Contact Management’s readers represent the core of decision makers in the call centre industry in Canada. Our readers lead the key companies in the key vertical industries, and we ensure that everyone who can influence purchasing decisions receives and reads the publication.

Contact Management is mailed to 5,300 individually addressed executive readers from across the country, and includes key executive management in contact centres, IT departments, customer service areas and help desks.

Total National Distribution 5,900

Actual Executive Reader TitlesContact Centre Managers 52%Senior Executive Management 26%Customer Service Management 16%Senior IT Management 6%

readerShip/circulation

visit us at www.contactmanagement.ca | tel: 905-201-6600

IssuE nuMBEr IssuE Focus sEctor rEport vErtIcal Focus

1. FEBruary 2015 cONtact ceNtRe tReNd RepORt

Customer insights �and analytics

Energy & utilities �

2. May uNiFied cOMMuNicatiONs Social service - why social service is rapidly �becoming a mainstream

Retail �Bonus distribution: eTail Canada �

3. august the csR issue Finding the right workforce optimization solution � Travel & tourism �

4. novEMBEr the techNOLOGy issue Contact centre software report � Public sector �

Customer Service, IT & Ful llment via Contact Management

CM is published quarterly and reaches more than 10,000 readers in about 5,000 call centres in Canada which manage all forms of customer interaction and engagement, including outsourcers who conduct those activities on behalf of their clients.

cONtact MaNaGeMeNt magazine

visit us at www.contactmanagement.ca | tel: 905-201-6600

Double PageMaximum visual impact, strong reader involvement.19” x 13” + 0.125” bleed

Full Page Maximum visual impact, strong reader involvement.9.5” x 13” + 0.125” bleed

3/4 Page Guaranteed editorial surround, excellent exposure.6.335” x 11.125”

1/2 Page HorizontalDominates the page, less competition for attention. 8.5” x 5.5”

1/2 Page VerticalRoom for strong copy and graphics, high energy impact.4.125” x 11.125”

1/4 Page HorizontalFlexible positioning, high value, gets noticed.8.5” x 2.625”

1/4 Page VerticalGuaranteed editorial proximity, high value.4.125” x 5.5”

1/8 Page HorizontalExcellent value, repetition potential, practical.4.125” x 2.625”

1/8 Page VerticalExcellent value, repetition potential, practical.2” x 5.5”

advertiSing SizeS


ad Size 1X 4X

Double Page $3,995 $3,465

Full $3,025 $2,865

3/4 $2,725 $2,495

1/2 $2,235 $2,050

1/4 $1,115 $1,015

1/8 $558 $510

coverS

ad Size 1X 4X

OBC $3,855 $3,345

IFC $3,795 $3,295

IBC $3,695 $3,195

inSertS (Supplied)


Material requireMentS

All amounts are quoted and payable in Canadian funds. American advertisers must pay in Canadian funds or provide payments in US Funds at current conversion rates. •All insertion orders for advertising in Contact Management are accepted subject to the terms and provisions of the current advertising rate card. Publication of the •advertisement represents acceptance of the order. No conditions, printed or otherwise appearing on the space order, billing instructions or copy instructions which conflict with the publisher’s stated policies and current rate card will be binding on the publisher.Any insertion of advertising made by the agency or advertiser represents an acceptance by both the agency and the advertiser of all of the terms and conditions of the •rate card applicable to the issue in which such insertion is to be published.The publisher reserves the right to hold the advertiser and/or its advertising agency jointly and severally liable for such monies as are due and payable to the publisher.•Failure (by advertiser) to make the order correspond in price or otherwise with the rate schedule is regarded only as a clerical error, and publication of the advertisement •will be made and charged for upon the terms of the rate schedule then in force without further notice.Uniform rates apply to all advertisers at all times. Conversion to publisher’s requirements will be billed at publisher’s costs.•Advertisements not received by our advertising production department by closing date are not entitled to the privilege of review or revision by the advertiser or agency.•All advertisements for Contact Management, on the representation that both the advertiser and the advertising agency are authorized to publish the entire content •and subject matter thereof. In consideration of publication of an advertisement, the advertiser and the agency, jointly and severally, will indemnify and hold harmless Lloydmedia Inc., its officer, agents and employees, against all expenses (including legal fees) and losses resulting from the publication or the contents of the advertisement, including, without limitation, claims or suits for libel, violation of right of privacy or publicity, plagiarism, copyright or trademark infringement, and any other claims or suits that may arise out of publication of such advertisement.All contents of advertisements are subject to publisher approval. Publisher reserves the right to reject, exclude, or cancel any advertisement, insertion order, space •reservation or position commitment at any time.The publisher will insert the word “advertisement” prominently into any advertisement which simulates editorial content.•All agreements are subject to strikes, accidents, fires, acts of God or other contingencies beyond the publisher’s control. The publisher assumes no liability if for any •reason it becomes necessary to omit or cancel an advertisement.The publisher’s liability for any error will not exceed the charge for the advertisement in question. The publisher assumes no liability for errors in key numbers or type set •by the publisher.As used in this section, the term “publisher” shall refer to Lloydmedia Inc.•

rate policy & contract proviSionS

Provide a High-resolution press optimized, CMYK only PDF. Please ensure all fonts are embedded or converted to outlines. Other acceptable formats : EPS, PDF, TIF or JPEG. Please ensure all images are a minimum of 300dpi at full size and are CMYK. Size changes, re-setting, re-formating and/or corrections will be charged to the advertiser.





Editorial contact



PM40050803

Issue 1 • 2014 • presented by Direct Marketing magazine

GA

RY

TAN

NYA

N

The people factorEmploying psychology to re-humanize a workforce

❱ 10

+ Employee benefits - what finance needs to know

+ Recruitment and retention 101

+ Overlooked solutions to top issues: a VP of Operations contact center survival guide

BARRY POKROY, MA CLINICAL PSYCHOLOGY (SOUTH AFRICA) LEADS THE EMOTIONAL INTELLIGENCE PRACTICE AT FARBER FINANCIAL GROUP.

FROM INSIGHT TO ACTION

LocationAnalysis

360o View ofthe Consumer

MediaPreferences

Data.Analytics.

Best Practices.

environicsanalytics.ca

eTail Canada 2015 Media PartnerShow Issue MAY 2015

To advertise in this issue contact Mark Henry, [email protected]

Brought to you by Direct Marketing magazine, Workforce Management magazine looks at the activities needed to maintain a productive workforce, including payments and benefits, human resources planning, training and development, time-keeping and attendance, recruitment, performance management, and forecasting and scheduling. WFM is all about assigning the right employees with the right skills to the right job at the right time to meet demand while optimising the scheduling of staff. Workforce Management magazine is all about bringing you informative editorial on how Canadian companies are making that happen.

WORKFORce MaNaGeMeNt magazine


ad Size 1X 3X 6X 9X 12X

Double Page $5,000 For DPS call for frequency discounts

Full $3,720 $3,620 $3,520 $3,420 $3,320

3/4 $3,348 $3,258 $3,168 $3,078 $2,988

1/2 $2,232 $2,172 $2,112 $2,052 $1,992

1/4 $1,116 $1,086 $1,056 $1,026 $996

1/8 $558 $543 $528 $513 $498

coverS


OBC $4,500

IFC $4,350

IBC $4,100

Front cover


Front Page Main Banner $4,750

Front Page Button (per unit) $2,000

reSource directory Min. 12 issues

Single Unit (4.325” x 2”) $1,725 / year

Double Unit (4.325” x 3”) $2,025 / year

Triple Unit (4.325” x 4”) $2,525 / year

inSertS (Supplied)


Double PageMaximum visual impact, strong reader involvement.19”x13” + 0.125” bleed

Full Page Maximum visual impact, strong reader involvement.9.5”x13” + 0.125” bleed

3/4 Page Guaranteed editorial surround, excellent exposure.6.335” x 11.125”

1/2 Page HorizontalDominates the page, less competition for attention. 8.5” x 5.5”

1/2 Page VerticalRoom for strong copy and graphics, high energy impact.4.125” x 11.125”

1/4 Page HorizontalFlexible positioning, high value, gets noticed.8.5” x 2.625”

1/4 Page VerticalGuaranteed editorial proximity, high value.4.125” x 5.5”

1/8 Page HorizontalExcellent value, repetition potential, practical.4.125” x 2.625”

1/8 Page VerticalExcellent value, repetition potential, practical.2.0” x 5.5”

Resource DirectoryYear-long exposure, maximum value.4.325” x 2” / 3” / 4”

Material requireMentSProvide a High-resolution press optimized, CMYK only PDF. Please ensure all fonts are embedded or converted to outlines. Other acceptable formats : EPS, PDF, TIF or JPEG. Please ensure all images are a minimum of 300dpi at full size and are CMYK. Size changes, re-setting, re-formating and/or corrections will be charged to the advertiser.


advertiSing SizeS




2015 Media Kit

Lloydmedia provides all our readers, and worldwide audiences, with unique and exclusive Canadian coverage of the latest breaking news, developing trends, industry insights, product announcements, event coverage and informed commentary which helps them keep ahead of the rapidly changing world of marketing and financial services groups in Canada.

Our dedicated websites have full time online news editors who seeks out and deliver specifically Canadian stories to give our growing audience the information they need to stay ahead of their competitors in an increasingly competitive marketplace.

In addition to daily updates, we deliver in depth articles from the print edition of the magazines, as well as providing a full digital version of each edition of the magazine to extend the reach of all print advertising into the online universe at no additional cost.

With readers you want to reach, online visitors you need to pitch, our websites get your message in front of industry players across all sectors of the market, an excellent opportunity to support any print campaigns with online exposure. You can drive our valuable readers to your website, where you can track their viewing, capture their information, provide unique offers, pitch your services, and leverage your brand, and increase response from your investment.

NOTE:all Files must be submitted in .gif, .jpeg, or Flash 6 formats and cannot exceed 29kb in size. When supplying a Flash 6 file, you must also supply the backup creative in a separate gif or jpeg file (supply two files, each no more than 29kb in size). all online ads must be paid in advance by credit card, payment transfer or cheque.

1

2

3

4

rateS

ad type Size location Cost per month

1 Leaderboard 413px(W) x 75px(H) Top of home page & all secondary pages

$1,000

2 Tower 100px(W) x 550px(H)

Right hand side of home page

$750

3 Banner 550px(W) x 100px(H)

Middle of home page within articles

$750

4 Button 126px(W) x 158px(H) Home page $500

For editorial call:Steve LloydPresident905-201-6600 [email protected]



www.canadianequipmentfinance.com

www.dmn.ca

www.contactmanagement.ca

www.canadiantelematics.com

www.paymentsbusiness.ca

www.canadiantreasurer.com

www.financialoperations.ca

Financial services Group

Marketing Group

For exciting advertising opportunities on any of our websites please contact:

Media Kit - eveNts & spONsORship

breakfast briefingShare ideas and meet potential customers over breakfast. Sponsor a Breakfast Briefing and show your guests why your company has risen above the rest. Access to our data base of high-level industry executives means you are assured of a room full of people who want to hear what you have to say. The process is easy - you choose the date and the topic and we take care of the rest. We’ll advertise your event in print, online and through email campaigns. We’ll secure the venue and manage the entire registration process. The session is broken down into a presentation component during which representatives from your organization will speak to your chosen topic. The floor will then be open to questions from the crowd. You may also have a table for any marketing collateral you wish you bring. Following the Breakfast Briefing we’re happy to post links to your presentation on our websites. We’ll also provide you with the names of everyone who attended.

editorial roundtableSponsor an industry roundtable and reinforce your status as an industry thought leader. Readers see how your expertise separates you from competitors. You’ll get business leads and strong, profitable long term relationships.

OUR ROLE We have the power and contacts to bring together the best minds in the industry for a candid, in-depth discussion on critical trends, issues and technologies. We help pick the topics that mean the most to your business strategy. We lead the discussion and publish the results as an in-depth, high-readership, high-value article, with photos of the participants, details of the roundtable sponsor, and more.

YOUR ROLE As exclusive sponsor you get to build new relationships with a hand-picked group of senior executives from the industry. You get to help shape the scope of the discussion. This event can take place right in your boardroom (or a neutral location if you prefer) and is led by our editorial team with your input and participation. You get credible marketing material and promotional exposure to boost marketing and sales.

We take care of all the details. You get the benefits that include:

An exclusive opportunity to tap into the best and • brightest minds in the business to get exclusive valuable insights and ideas.High profile editorial exposure in print when the roundtable is seen and read • by our entire national readership.Unlimited use of reprints of the roundtable. Reprints include your logo, • company information, magazine endorsement, and more. You can use the reprints for promotional purposes in any media channel.Personal time with the participants to build new business relationships.• Opportunity to have your key senior leader as a roundtable participant.•

// 24

❱ DMN.ca

october 2013

// 25

DMN.ca ❰

october 2013

An introduction

Gartner found that by 2015 more than 4.4 million

jobs will be re quired to support big data initiatives.

This Executive Roundtable, sponsored by Boire

Filler Group, will examine the roles of the data

scientist and value architect in arriving at optimal

analytical solutions. Industry experts will discuss

the “marriage” of these two areas and explore some of

the details of how these two areas arrive at analytical

solutions. Finally, they’ll address the myths and

misconceptions about these two roles when it comes

to managing your company’s data.

Now and then: defining the roles

As the ways in which customers use data change,

so has the perception of what data scientists and

value architects do within a company. But according

to Richard Boire, partner at Boire Filler Group

(and a data scientist himself), although companies

have changed how they view these roles, the roles

themselves haven’t changed significantly.

“How has my, or our, roles changed? In a way, it

really hasn’t changed. I think what’s changed is more

the publicity around it. Because there’s so much

data out there in terms of social media, a lot of the

publicity is around how do we use all this social media

occasion-type data to make better decisions?

“It really comes down to the old days, when we

had raw transaction data and were trying to make

sense out of it. The approach, or the critical thinking,

that one is using to take that raw transaction data

and make meaningful information represents the

major challenge when it comes to data science or

data mining. Yet, these same challenges that existed

back then in 1988, still persist today. The only thing

is, today, you’re in this new paradigm or new era of

social media, where I do think we have to embrace

new tools. But the approach or process of involving

the business people, the value architect and data

scientist, helps to ensure that organizations are

obtaining this high level of critical thinking for a

given business problem. Yet, this approach, or that

way of thinking about a problem has not changed.”

Stephen Shaw, Chief Strategy Officer at kenna

has spent time in both roles and feels that today’s

marketers (value architects) strive for insight to

understand what customers want and, more than

that, to anticipate what they want.

“So, when Rich talked earlier about how the real

issue hasn’t changed, he’s right - Big Data is now

raising people’s consciousness about data, but they’re

fixated on the wrong thing. We need to be, and

continue to be, evangelists around customers and

what they need. That’s the real job of the marketer

- not creating advertising programs or campaigns.

Unfortunately, big agencies still think that way. So,

the big question is how do you train companies that

are organized around brands and products to be

thinking about customers? That’s the big leap.”

“It’s so true, absolutely,” says Colin Tener, V.P.

Customer Solutions at CVM Marketing. “But, the

role of the data scientists I don’t think has changed.

Our job is to ask the right questions, assess the facts

in an objective way, help them with implementation

and rigorous testing and measurement and help

demonstrate ROI because, at the end of the day,

they’ve got to go back to their internal management

and get money to fund the programs. And, to Steve’s

point, part of the role I think we’re playing, and I

think the agencies are running to this, is showing

that measurement is becoming increasingly

important. There is more data, but measurement

scares both clients and supplier partners, because

measurement makes it easier for people to point

out what’s wrong and what’s not there. And, our job

I think is to be the arbitrators of truth, to a degree.

That sounds a little flowery, but we are the people

who should be pointing out when the emperor is not

wearing any clothes. We have the ability to do that.

That role hasn’t changed, we just have way more

data, we have more challenges, and we have more

tools. But, our fundamental role is still advisory,

recommendation, training, helping.”

The audience has also changed, says Larry Filler,

partner at Boire Filler Group.

“I would say that it’s a much broader audience

today. If you go back 10 years, potential clients

were not calling you. We needed to call them to

educate them on the need for analytics. Today, most

understand the need, they believe that their data is

an asset, but most are unsure of what to do with the

vast amounts of data that they have. Online data

and a whole new generation of people looking at

this data has changed the landscape. Through this

medium people are exposed to the insight that data

can provide. This is great for our industry, but to a

degree is dangerous if one forgets that this is only one

channel or source of data and that they need to link

this data to other consumer data available to them.

Most organizations are not connecting the dots.”

“I know, for me, what’s changed about my job is I’m

spending more time educating people,” says Emma

Warrilow, Chief DiGGer at Data Insight Group.

“Everybody’s bought in to the fact that we need

analytics, we need data. It used to be that we were

either trying to convince people that they needed

it, or they came to us with a very clear problem - I

need to increase response, and so I want to build

a predictive model to increase my response rates.

People had a very clear idea what the data was going

to do. Now, everybody says we need analytics, and

so I find now that my job is much more about helping

people to understand that analyzing for the sake of

analyzing is going to give them nothing.

“I know, for me, what’s changed about my job is I’m

spending more time educating people,” says Emma

Warrillow, Chief DiGGer at Data Insight Group.

“Everybody’s bought in to the fact that we need

analytics, we need data. It used to be that we were

either trying to convince people that they needed

it, or they came to us with a very clear problem – ‘I

need to increase response, and so I want to build a

predictive model,’ for example.. People had a very

clear idea what they wanted the data to do. Now,

everybody says ‘we need analytics’, and so I find now

that my job is much more about helping people to

understand that analyzing for the sake of analyzing

is going to give them nothing.

“First of all, what does analytics even mean?

Everybody has a different definition and there are

thousands of people who are out there just generating

report after report without adding insight. And, so we

have this challenge around what does it really mean

to analyze something? To change behaviours is the

only way that it has any value to the business. Just

reporting on the click rate doesn’t tell you anything,

it doesn’t do anything. It only does something if you

can understand how do I change that click rate?”

Tom Peters, a partner in the advanced analytics

area at Deloitte Analytics doesn’t think that the

process of taking business decisions using data has

changed. He says they still fall into the big camps of

you collect the data, you do some discovery and you

drive insight.

“You do the interpretation and the modelling and

then you story tell. Storytelling is a new term, but it’s

what we’ve always been doing. Those processes have

not changed. What’s changed is the speed and agility

at which our clients are asking for results.”

Peters cites an example of how Deloitte is adapting

to that need for fast and agile results.

“We work with clients now on things we call “proof

of concept”. The idea is to get really good at small

data first, forget the Big Data stuff. We’ll pull a small

amount of their data into the lab and go through a

series of analytical processes to discover things in the

data that they wouldn’t have seen before. We’re trying

to find patterns using all manner of techniques.

“Really what we’re helping our clients think about

is creating an environment to build intelligence. And,

whether it’s about the customer, whether it’s in their

workforce or whether it’s about fraud and anti-money

laundering, the same process applies. Successful

small scale proofs of concept promote the discussion

about how to execute on a larger scale. It changes the

conversation from “what is analytics and big data” to

“how can I deploy this on an ongoing basis.”

For Tim Trussell, a member of the Solution

Specialist Group at SAS, the idea of data scientists is

elitist.“I don’t agree with such a narrow definition. I think

that it got formed because it gets confused too often

with things that it’s not,” says Tim Trussell, a member

of the Solution Specialist Group at SAS. “And so data

scientists had to come up with a unique definition

that seemed elitist, because it’s not a statistician and

it’s not an analyst.”

So how different is the name ‘data scientist’ than

the old, traditional term ‘data miner’?

“Well, I wonder whether it’s just a fancy title,”

says Trussell, “because when I hear the data science

role being described, I’m thinking, that’s really the

data miner, data mining being the ability to use and

manipulate data, then to use tools to either build a

model or do analytical reports. That’s always been my

notion of what data mining is - using data to solve a

problem. It could be, as I said, just generating reports,

creating a list, doing analysis, building a model. But,

you are using data.”

“Data Scientists, as we are trying to define them,

are a diverse mix of all the traditional skills,” says

Peters, “with new new methodologies and tools to

support visualization and communication of complex

information.”

Technology

Advancements in technology have given companies

more tools and increased capabilities when it comes

to getting the most from their data. According to

Tener, the motivation behind data use hasn’t really

changed, nor has the structure of how you get there.

“It’s the tools and the capabilities that you’re

building to actually do more with what you’ve got,”

he says, “but I actually think that’s a downside.

The technology is great, but I think technology has

advanced too far ahead of where the person using it

has.”“Rich and I get into these philosophicaldiscussions

all the time, ,” says Filler. “ Many organizations can

benefit from things as simple as value segmentation,

especially if they have never done this type of work

before. Organizations really need to assess their

short and long term needs and then align software

and technology to those needs. Many are purchasing

fantastic software that allows them to do advance

analytics and create beautiful executive level

reports only to realize after the fact that they don’t

have budget to hire the experts required to use the

software and in many cases are not ready for advance

analytics anyways. Often companies, especialy those

new to analytics, don’t yet require all these great

tools. They really need pragmatic analysis that will

give them the biggest bang for the buck. Analysis that

The parTicipanTs

Tim TrussellA member of the

Solution Specialist

Group at SAS,

Tim Trussell is the

analyst lead for

Canada. In this

role he talks to

customers about

unstructured data,

text analytics and,

as SAS evolves their

practice around

Big Data, looking

at leveraging

appliances,

visualization, and

unstructured data -

all with the analytical

bent.

Emma Warrillow

Chief DiGGer at Data

Insight Group, or

DiG, a company that

helps companies

bring clarity to their

customer data, and

understand what it

is saying about their

customers. DiG

does a lot of work

with both databases

and analytics to

help clients improve

their marketing

and customer

experience

Richard Boire

A partner with

analytics company

Boire Filler Group,

Richard Boire

has been helping

companies use

their information

to help in making

better decisions for

over 30 years. His

role is more on the

analytics/technical

side with a view

on this to improve

overall business

results.

Stephen ShawAs Chief Strategy

Officer at kenna,

a 200-person

marketing

services company,

Stephen’s role is

to guide clients

on the adoption

of customer

management

strategy. kenna is a

marketing solutions

agency with a

focus on customer

management for

both B2B and B2C

clients.

Colin TenerAs V.P. Customer

Solutions at CVM

Marketing, his role

is primarily helping

clients understand

what their data is

saying.

Larry Filler A partner with

Boire Filler Group,

Larry leverages

his experience in

CRM Marketing

and his knowledge

of data to lead

clients throught the

analytics journey.

Much of his time

is spent with the

clients, making sure

they understand

what they should

be doing with their

data and how they

should be leveraging

it to solve business

problems.

Tom PetersOne of the partners

in the advanced

analytics area at

Deloitte Analytics,

his focus is building

advanced analytics

capabilities,

designing and

executing analytic

methodologies that

put the power of

data-driven insight

into the hands of

decision makers.

A match made in data heavenHow data scientists and value architects

are working together to realize value through

business analytics. By Amy BoSToCk

eXecUTiVe rOUnDTaBLe

eXecUTiVe rOUnDTaBLe

// 16

❱ DMN.CA AUGUST 2013

// 17

DMN.CA ❰AUGUST 2013

BY AMY BOSTOCK

Now that 85 per cent of data can be directly

related to location, the use of location

intelligence can help give legs to direct

mailing pieces and integrate new technologies into

the call to action. Location intelligence is helping

direct marketers to get to know their customers in

a way they never could before and allowing them

to customize who they talk to and what messages

they use. � is Executive Roundtable discussion

brought together LI, creative and marketing

industry leaders to talk about how the “power of

place” fi ts into the rapidly changing marketing

ecosystem and how, by thinking outside of the

box, marketers can boost their campaign ROI.

But before we could get into the nitty-gritty of how location intelligence works for marketers, we fi rst had to defi ne what “place” meant for each of our panellists within their

given channel. “We deal with all kinds of data to try to

target our customer the best way possible,” said Diana Simpson, National Flyer Distribution Manager for Loblaw. “It can be a challenge because in many respects, even though there’s location information that we use, there is an emotional aspect to fl yers that Store Managers have. � ey think that if we just put out as many fl yers as possible as far around the store as possible the customers will come. My job is to try to rein everybody in and say look, this is our intelligence. � is is where we need to go. � ese are our boundaries, and these are the cost effi ciencies. We review the data on all our banners periodically and tweak our patterns where necessary.”

“We’ve got a really diverse range of clients,”

said Robert Burko, President of Elite Email. “� ey’re all interested in the same thing, but they’ll have diff erent conversion points. One of the strategies we have for clients is that we always tell them it’s about the right message at the right place at the right time. � ose are the three ingredients to success across e-mail marketing and mobile marketing. We use a lot of analytics to tell the full story. First we’re going to build the customer a comprehensive psychographic profi le. What do they think, what are their buying habits, what have they done before, what e-mails are they opening, and what are they clicking? � en we try to fi gure out using geographic reports where are they located. How can we make this message more relevant? How can we make sure they get that message at the moment where they can convert for the client? We take all those inputs, and if get the right message, it’s really great. If we get it at the right time, it’s really great. But if we’re not in the right place, then we often fail. � e location part of it actually ends up being important because we need all three things. We need the hat-trick so to speak in order to close the conversation so that ends up being a big part of it.”

“Complementary to what you’re saying, we think of it as relevance. We’re trying to create the right relevance in the right location,” explained Trevor Newell, Co-founder and President of Shop.ca. “Intelligence for us for location is about being relevant, and relevant to not just what device I’m on, but also where I’ve come from. We’re creating a user experience where we’re trying to make the experience relevant to the amount of desktop, the amount of phone, and the amount of tablet as well as what the behaviour analysis

or analyst tells us. We know you’ve been to our site before, you’ve opened our e-mail before, you’ve bought from us, or you’ve navigated certain categories. With us we have 27 diff erent categories of products so marketing baby to my dad doesn’t make sense right now. But at the same time, if we’ve seen someone who has navigated babies and mom stuff , etcetera, creating relevance in knowing where they’ve come from on the site and where they’ve come from on a mobile device or other things really can create a personalized and relevant behaviour. � at’s something that we really focus on.

“In addition to that, we are very well connected to the social graph so a lot of our members, which you can be a member of Shop.ca, have linked their Facebook, Twitter, LinkedIn, and other social graph elements to it. We use some of that information to create relevance so location of did you come from Facebook and if so, what ad did you come from? Or did you come from Facebook because a friend of yours shared a product or wrote a review, those types of things? We’re using a lot of that intelligence to be where you’ve come from, where you’ve been on our site as well as what device you’re on to be local for us.”

In Ryan Prior’s world, it’s very mass-focused. As Media Manager at Loblaw, Ryan works in a very broadcast-focused world where everything is trying to blast out to as many people as possible.

“� e challenge we have with that is we have diff erent banners in diff erent regions and a diff erent message for each region. So how do we target that specifi c area when we’re talking about broadcast media and stuff like that? It becomes a bit of a challenge because the business is so complicated. We need to get a specifi c message to the right target in the right location so we’re always looking for new opportunities to narrow that target. It becomes especially important when we’re talking about things like opening new locations where we’re trying to target a specifi c location. In a mass media environment, this can be diffi cult to do, especially since we don’t want to be competing against ourselves.”

Allison Fraser is in charge of Flyer Distribution and Analytics with Home Depot. She tends to think of location intelligence as linking data sources with a geography.

“‘Location intelligence’ could be various data points (economic, psychographic, demographic, even sales, etcetera), all connected to geography to provide location-specifi c information. � ese data layers give us a deeper understanding of neighbourhoods. � at’s what I’m looking for.”

For John Fisher, CEO of DMTI Spatial, location intelligence is what he does.

“We really believe that location is tied to almost all information,” said Fisher. “Where you live and where you work has a

lot to say about how you’re going to react in your buyer behaviour. We do a lot of work with companies around how do you tease that information out and make use of it? In today’s big data environment, there’s a massive amount of information available, but how do you make sense of that and use location eff ectively?”

At TCP Integrated Marketing, Aris Gouvis is using location intelligence on their not-for-profi t side “where we take a client’s database, we’ll profi le it, and if there are dollars we might even model it. But with just a simple profi le, we’ll fi nd the over-indexing clusters, and from there we’ll go back and target high potentials in their mailbox. We’ve had great success doing that. Where clients keep on coming back and saying it’s working, we’re going to keep on doing that until it stops working.”

“Location intelligence to us is going back, profi ling existing databases where they have habits and patterns. It’s the birds of a feather fl ock together analogy, they still do, and we’ll track them right back down to a physical address. We try to put something in their mailbox and we’ve had great success doing that.”

The evolution of location intelligenceUsing location data for marketing campaigns is not new, but some of the LI technology available – and how marketers use it - is.

“We do a lot of work with people’s existing databases,” said Fisher. “Customers may have 10 or 12 million records so one of the fi rst things we do is map out where all the existing customers are. � en using profi les of those customers, we understand how they’re clustering.

“Traditionally people have used standard boundaries, census boundaries, and postal boundaries, but those develop purpose and are not necessarily granular enough or specifi c enough for the clusters that people are looking at. So we’ve been evolving technologies that will dynamically create boundaries and then do analysis based on

THE PARTICIPANTS

Robert Burko President of Elite Email.com, Canada’s leading email marketing company . Elite has also just launched a suite of mobile marketing tools.

John Fisher CEO of DMTI Spatial. For the last 20 years, DMTI has been providing location-based services for sales, marketing, and other applications.

Allison FraserFlyer Distribution and Analytics with Home Depot responsible for all of the company’s mass targeted products: fl yers, specialty pieces and direct mail.

Aris GouvisPrincipal at TCP Integrated Marketing, a boutique full-service agency in Toronto. Aris wears the hat of a principal and a new business development guy.

Trevor NewellCo-founder and President of Shop.ca, Canada’s largest store as of now with over 15 million products. They have just celebrated their one year anniversary.

Ryan PriorMedia Manager at Loblaw, working on the more mass media programs working side by side with Diana Simpson.

Diana SimpsonNational Flyer Distribution Manager for Loblaw in charge of distributing fl yers right across the country for 23 banners.

� e Power of Place In this roundtable discussion, sponsored by DMTI Spatial, learn how leading edge marketers are embracing location technologies to drive an increase in campaign ROI

EXECUTIVE ROUNDTABLE

EXECUTIVE ROUNDTABLE

5 Ways Location Intelligence Improves Marketing Success

ADDRESS VERIFICATION1. – having an accurate database is detrimental to running effective marketing campaigns. Since 85% of data contains a location component it is vital that address data is always current. By using high quality cleansing tools, you can improve your prospecting database quality by as much as 25% and ensure that you are truly focused on the right location.

ENRICH WITH LOCATION INFORMATION2. – Once you have accurate addressing data, your ability to add location information such demographic, psychographic and property details to each prospect allows you segment your customers into groups based on desired variables such as age, gender, family size, income and more. Such information equips marketers with the ability to customize campaigns based on targeted goals.

PROSPECTING NEW CUSTOMERS3. – identify new prospects you may be missing in your current network of existing customers. This will allow you to grow your business by expanding your market share and targeting new clients you were missing.

CHARACTERIZE4. – by adding additional attributes such as dwelling type and usage you can further tailor your marketing campaigns and easily refi ne your programs to ensure that you are targeting the right person with the right message associated to where they live. For example, if you are marketing new windows or doors, wouldn’t it be great to eliminate anyone living in a condo or apartment?

IMPROVE OPERATIONAL EFFICIENCIES AND 5. REDUCE COSTS – cross-reference and integrate multiple databases for better understanding of customers and creation of new programs. Remove incorrect and duplicate address records and eliminate additional marketing costs.

Courtesy DMTI Spatial

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Lloydmedia Inc Marketing Group Media Kit 2015

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