December 4th, 2012
Me and the infamous Envrionics geek, who “loves data so I don’t have to!”
Lots of great presentations, demonstrations and inspiration at last week’s Environics Analytics User Conference. There largest ever (500+ people I estimate), held at the excellent Arcadian Court, in the Simpson Tower, followed the next day by the Customer Advisory Board meeting, which I was privileged to attend.
This conference gets better and better each year. They invite any and all of their clients. And, since EA’s client list is pretty blue chip, it ends up being a love-in of Big Data users and thinkers.
The event featured Jan Kestle’s state of the nation, a keynote luncheon speech by the always entertaining Mike Lipkin and a handful of impressive sessions on how brands are putting data to work in smart ways. I attended the following:
- GM and Analytics: The Turnaround Story — Bruce Wong, Advanced Network Analytics, GM
- Not Your Father’s CAA: Integrating Marketing Analytics Throughout the Enterprise — Karen Stanley, Director, Marketing and Communications, CAA Atlantic
- Understanding and Addressing the Needs of Diverse Constituents — Dr. Doug Norris, Senior Vice President and Chief Demographer, Environics Analytics
- How Office Depot Harnessed its Data to Solve Site Selection Challenges — Mukund Padmanabhan, Senior Director, Real Estate Research and Competitive Insights, Office Deport & Jan Kestle, President and Founder, Environics Analytics
- May the Odds Be Ever in Your Favour: Ontario Lottery Reengages Lapsed Customers — Clavel Dayot, Charitable Gaming Analyst, Ontario Lottery and Gaming
- Fighting Fire with Marketing Analytics — David Lazenby, Deputy Fire Chief, City of London, Ontario
- What to Expect When Change is the Only Constant — Michael Adams, President, Environics Group & Dr. Doug Norris, Senior Vice President and Chief Demographer, Environics Analytics
Many of the these and other presentations are available at the Environics site
Some key take aways for me:
- Canada is even more diverse than I thought. “Our diversity is diverse,” according to Doug Norris, looking at data from the 2011 Census. We need to pay attention to these trends more and more. It makes me proud to be a Canadian, but our marketing challenges will be great. EA has some interesting tools and data such as a “level of acculturation” of ethnic groups indicator and a names database.
- From Mike Pipkin…I think I’m a SNAG (sensitive new age guy). Ask my wife.
- From David Lazenby, Deputy Fire Chief, City of London, a remarkable story of how the Fire Department is using geo-demographic data to save lives — truly! if you only look at one of these presentations, make it this one. Get it here.
- From Michael Adams, how leadership must evolve from hierarchical to heterarchical. (Look it up.)