IGNITE: Meaningful customer connections

Can marketing personalization survive in a privacy-centric and cookieless world?

Personalization of the customer journey has been a hallmark of marketing in the digital era. However, with the disappearance of third-party cookies in 2024, and with privacy laws further reducing the scope of user data tracking, will personalization still be feasible in the near future? As marketers, understanding the importance of working more closely with your first party data is priority.

Join Roger for this presentation as he will share what will and what won’t be possible for marketers going into this new era, strategies and tactics to plan for a cookieless marketing world and how to rethink aspects of your personalization strategy by 2024.

BIO

An expert in analytics and data science in the field of marketing, Roger has led several large-scale projects in Ad/Martech implementation and data management for several large companies. Currently, he leads a team of data scientists at Adviso and oversees research and development in marketing artificial intelligence (AI). Some of his data solutions have been published in the scientific journal, Applied Marketing Analytics.

In 2021 and 2022, Roger was voted one of the top 50 data and analytics professionals in the world by the OnCon Awards in the U.S. He also serves as a member of the Senior Council of Data and Analytics.

From bricks to clicks – and back again: Measuring the new consumer landscape

Innovations in data and software are making it easier for businesses to measure in-store and online visitor traffic. This opens an opportunity to respond to consume behaviour changes as they happen.

Through work with various industry partners, Environics Analytics (EA) has come to identify that understanding relationships between both of these measures can create an even larger impact on the complete customer experience. In this session, discover how organizations are leveraging these tools, combined with demographic and lifestyle data, to track the responsiveness of customers to promotions, the success of campaigns and the impact that competitors have on market share.

BIO

Vito brings an extensive background in marketing, consulting and analytics to his role as Senior Vice-President and Practice Leader. His focus is to help clients get the most from data and analytics and to understand how to leverage strategic insights to meet clients’ marketing objectives.

Brands and values: The new business drivers

Companies that adopt a social purpose see a major shift in the way marketing is integrated and delivered. Over the past decade, consumers around the world have raised their expectations when it comes to the role businesses play in society. They are using their purchasing power to set higher expectations for retailers. This shift has had a huge impact on brand identity.

Social purpose is an emerging trend in business. Companies with such a purpose define their mission in terms of the good they do for people and the planet. This process enables organizations to establish a competitive framework and create opportunities for maximizing profits and building shareholder value. Social purpose companies exist to create a better world, but also to create sustainable branding.

During this session, Sonya will share more about what young millennials and Gen Z want to see and hear from modern brands, how to make your brand more human and customer-centred, what new technologies mean for the branding industry and what the latest trends are in design and branding with purpose.

BIO

Sonya has been involved in the Canadian advertising industry for over 20 years and has worked at top agencies such as Cossette, Sid Lee, TAXI, BOS (now DentsuMcGarryBowen) and Publicis Canada in roles ranging from VP Account Services to VP Brand Strategy and Planning.

Her works spans across many prestigious brands and companies as well as industry sectors including pharmaceutical, telecommunications, packaged goods, food, entertainment, retail and financial services. Sonya is the recipient of several EFFIES for campaigns that have reached and surpassed business objectives for her clients.

Sonya is recognized as a valued and trusted strategic planner to the leaders of the most respected organizations and is an active collaborator in communication industries in Montreal and across Canada. She is also currently a teacher at Concordia and Sherbrooke universities.

INCITER TALKS PANEL DISCUSSION

Creating meaningful customer connections

Today’s customers expect to be treated as people – as humans – rather than personas. Understanding them on an individual level, including their needs and expectations, is pivotal. Where do you start and how do you design experiences that will bond them to your brand? How do you create those positive, emotional connections?

Hear from our panel of experts on some of the ways you can address this shift. We’ll also explore the micro-drivers and concepts that can ignite your thinking and inspire action.

BIO

With his extensive experience in brand, CRM, digital, social media and experiential marketing, Stephen has the experience needed to create, strengthen and grow brands across a wide range of categories. His clients have included CIBC, Hyundai, Canadian Tire, GE, Cashmere and Toronto 2015 Pan Am Games, just to name a few. Stephen's leadership, vision and forward thinking have proven to be key to pushing FUSE – and each of its clients’ businesses – to new heights.

In 2003, Stephen and his partners launched FUSE Create– a creative agency focused on delivering innovative marketing solutions that drive sales and deliver real results. He is active within the marketing industry, being involved with the Canadian Marketing Association (CMA) for several years and taking on the role of Chair of the Board of Directors in 2015.

Trust, but verify: Neuroscience tips on crafting and optimizing marketing campaigns

Trust is at the core of any relationship. Whether you're selling accounting software or backpacks, the only way to win is by building meaningful human relationships. Join Diana, neuromarketing expert, in unpacking the elements of trust and learn how to craft a concise, compelling and clear message.

In this session, Diana will discuss the top marketing challenges, the competition for visual attention and what neuroscience can teach us about human decision making. Using examples from the field, she will explore the relationship between content copy and graphic design to understand the mechanics of a compelling marketing campaign. Learn some quick tips you can use to drive higher conversion rates, improve customer retention and reach higher acquisition levels.

BIO

Diana Lucaci is the Founder and CEO of True Impact, a neuromarketing firm offering solutions for emotion data. True Impact leverages its expertise in the neurological drivers of consumer decision making to drive growth for mid-to-large organizations including Canada Post, General Motors, Colgate-Palmolive, Costco, Miller Coors, and other Fortune 500s. Lucaci holds a degree in Neuroscience and Psychology from the University of Toronto.

A board member of the Canadian Research Insights Council and committee member of the Standards Council of Canada, Diana has also served as Chair of the Neuromarketing Science and Business Association (NMSBA, 2012-2018) and won the Best-in-Class Research Award from the Marketing Research and Intelligence Association (MRIA).

Step up your marketing game without falling into greenwashing or social opportunism

Understanding your environmental and social impact is key to improving your marketing, The key is not falling into greenwashing or social opportunism.

There are many ways to do this. During his presentation, Thomas will explain the basics of B Corp certification, as well as inspire you with examples of other companies that have improved their impact.

Learn the steps you need to take to make your marketing more responsible and improve your brand image, facilitate your recruitment and retention and structure and reduce your environmental and social impact.

BIO

Thomas started his career at one of the biggest tech companies in Montreal where he was tasked with leading the brand in its pursuit of a B Corp certification. While doing so, he realized that the resources available to companies to become a B Corp were very limited. Seeing this as an opportunity to start a business, he co-founded Boite Pac 3 years ago. Since then, over 40 companies have been supported by the Pac team.

Belonging and well-being: The invisible diversity

Belonging is a multidimensional emotion that can elicit positive feelings, but it can also directly impact our well-being and affect emotions, behaviours, interactions and engagement with brands.

Communications, marketing and advertising communities can engage in positive social impact by improving people’s well-being. Revisiting the creative and leadership process can help access the invisible diversity of consumer well-being.

Join My-Linh as she helps you to understand the impacts of belonging on people’s well-being. She’ll provide you with a better understanding and awareness of the social impact that advertising can have.

BIO

My-Linh refers to herself as “the human connector” – always looking for meaningful conversations.

Active in the wellness and consulting realm for almost 20 years, My-Linh focuses on facilitating conversations and actions to create and cultivate inclusive and psychologically safe spaces in the workplaces. Supporting organizations to equip their teams and to understand the intersection of inclusion, belonging and psychological safety.

With lived mental health experience and a self-designated black belt in (her own) panic attack management, it became her mission to spark hopeful conversations and break the isolation. In addition, she is a certified Mental Health Trainer recognized by the Mental Health Commission of Canada, and holds a certification in Leadership and Inclusion.