2015 Media Kit Marketing Group
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?
the magazine of transactions, cards & eBpp in canada
wallet wars
Determine who their customers should be, how they can reach them most effectively, and how they can turn datadriven marketing into profitable sales?
why everyoNe is fightiNg for coNtrol of this maN’s deBit traNsactioNs
a caNadiaN chip & piN primer how the cPa is Paving the way For Pinless debit the greening of Bill payment
Build efficient and effective financial systems to enhance payments and billings between their companies and their customers and vendors?
spotlight: mobile Payments
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?
PR
Q1 SPRING 2014 • Canada’s Independent Magazine
FINANCIAL S
EM
IE
R
IS
SU
E
Payables | Receivables | Collections | Data | P-Cards | ECM | Technology
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.
7 Reasons To Automate Accounts Payable Working With Marketing On Customer Data
Best Practices for Fighting Credit Card Theft & Fraud
Here Comes the Year of e-Everything
2015 Media Kit - Marketing Group
Powerful editorial package with targeting options In Touch With the Market
An 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 & Directories
To 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 & Brightest
The 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 Returns
For 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.
Editorial contact Sarah O'Connor Editor 905-201-6600 x227 sarah@dmn.ca
Direct Marketing magazine 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.)
Editorial contact Sarah O'Connor Editor 905-201-6600 x227 sarah@dmn.ca
List of Lists Buyers Canada’s List
14
Guide 2013-20
ER DATA BETT ER IN CANADA’S LEAD
FROM S SOLUTION and enrich the CONTACT DATA acquire, retain
you Cleanlist helps your communication need to target contact data you results. achieve better programs and a / sales@cleanlist.c 1-800-454-0223
Readership/Circulation Total National Distribution
6,200
British Columbia Alberta Prairies Ontario Quebec Atlantic Provinces USA
National Readership
(based on 2.3x pass along)
426 167 394 4,398 473 181 260
17,000
Reader Responsibilities 56% Strategic Management 33% Tactical Execution 11% Operational Support
Where They Sell 85.7% Canada 36.2% United States 26.5% International
Type of Market Served 42.3% B2B only 38.5% Consumers only 19.2% Both
2015 editorial Schedule Month
Issue Focus
Sector Report
Supplement
Regional Reports
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
May
Retail Marketing
Emerging e-commerce apps
Multi-cultural Marketing
GTA
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
September
Loyalty
Using webinars to engage prospects
Diversity marketing
October
Data Analytics
Instagram for Marketers
Fundraising
November
E-commerce
Advancements in payments integrations
Mobile marketing
December
CRM
2015 Marketing trends (recap)
Top DM agencies of 2015
Fundraising Day
Direct & Personal Profiles of prominent DM creative and industry leaders
eTail 2015
QUEBEC
AFP, EA ALBERTA
Regular Features Directives (Op-Ed) Guest columnist every issue.
Bonus Distribution
In the Mail Case studies of successful directmail campaigns.
2015 Media Kit - Marketing Group
advertising Sizes
Advertising rates and Material requirements
Double Page Maximum visual impact, strong reader involvement. 19”x13” + 0.125” bleed
1/2 Page Vertical Room for strong copy and graphics, high energy impact. 4.125” x 11.125”
1/4 Page Horizontal Flexible positioning, high value, gets noticed. 8.5” x 2.625”
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 Horizontal Dominates the page, less competition for attention. 8.5” x 5.5”
1/4 Page Vertical Guaranteed editorial proximity, high value. 4.125” x 5.5”
1/8 Page Horizontal Excellent value, repetition potential, practical. 4.125” x 2.625”
1/8 Page Vertical Excellent value, repetition potential, practical. 2.0” x 5.5”
To advertise call: Mark Henry Corporate Sales Manager 905-201-6600 x223 mark@dmn.ca
advertising Rates Rates (All rates include CMYK Colour) Material: press-optimize composite CMYK PDF, to size (no bleeds)
Ad Size
Resource Directory Year-long exposure, maximum value. 4.325” x 2” / 3” / 4”
Material Requirements 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. 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.
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
Front Cover
Covers Page 1X
(Call for frequency discounts)
Page 1X
(Call for frequency discounts)
OBC
$4,500
Front Page Main Banner
$4,750
IFC
$4,350
Front Page Button (per unit)
$2,000
IBC
$4,100
inserts (Supplied)
resource directory Min. 12 issues
ONE SHEET (2-sided) $2,995/issue (max. 8.5” x 11”) For larger inserts, please call for pricing. SAMPLE SUBJECT TO APPROVAL
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
Visit us at www.dmn.ca | tel: 905-201-6600
Direct Marketing magazine
RESOURCE DIRECTORY ADVERTISING 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).
Advertising rates and Material requirements To advertise call: Mark Henry Corporate Sales Manager 905-201-6600 x223 mark@dmn.ca
The Key Details
The 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.
Options
Three 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.
Rates
As 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.
New & Improved website for 2015 dmn.ca
Is 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
ONLINE Rates Ad Type
Size
Location
1 Leaderboard 413px(W) x 75px(H)
Top of home page & all secondary pages
Cost per month $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)
$500
Home page
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.
Visit us at www.dmn.ca | tel: 905-201-6600
2015 Media Kit - Marketing Group
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.
Editorial contact Sarah O'Connor Editor 905-201-6600 x227 sarah@contactmanagement.ca
Readership/Circulation Total National Distribution
5,900
Actual Executive Reader Titles Contact Centre Managers Senior Executive Management Customer Service Management Senior IT Management
52% 26% 16% 6%
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.
2015 editorial Schedule 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
Visit us at www.contactmanagement.ca | tel: 905-201-6600
Contact Management magazine
advertising Sizes
Advertising rates and Material requirements To advertise call: Mark Henry Corporate Sales Manager 905-201-6600 x223 mark@contactmanagement.ca
Double Page Maximum visual impact, strong reader involvement. 19” x 13” + 0.125” bleed
1/2 Page Vertical Room for strong copy and graphics, high energy impact. 4.125” x 11.125”
1/4 Page Horizontal Flexible positioning, high value, gets noticed. 8.5” x 2.625”
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 Horizontal Dominates the page, less competition for attention. 8.5” x 5.5”
1/4 Page Vertical Guaranteed editorial proximity, high value. 4.125” x 5.5”
1/8 Page Horizontal Excellent value, repetition potential, practical. 4.125” x 2.625”
1/8 Page Vertical Excellent value, repetition potential, practical. 2” x 5.5”
advertising Rates
Material Requirements
Rates (All rates include CMYK Colour)
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.
Material: press-optimize composite CMYK PDF, to size (no bleeds)
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
1X
4X
OBC
$3,855
$3,345
IFC
$3,795
$3,295
IBC
$3,695
$3,195
Covers Ad Size
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
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.
Rate Policy & contract Provisions • 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.
Visit us at www.contactmanagement.ca | tel: 905-201-6600
2015 Media Kit - Marketing Group
Issue 1 • 2014 • presented by Direct Marketing magazine PM40050803
The people factor Employing 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
GARY TANNYAN
+
BARRY POKROY, MA CLINICAL PSYCHOLOGY (SOUTH AFRICA) LEADS THE EMOTIONAL INTELLIGENCE PRACTICE AT FARBER FINANCIAL GROUP.
FROM INSIGHT TO ACTION
Location Analysis
360o View of the Consumer
Media Preferences
Data. Analytics. Best Practices. environicsanalytics.ca
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.
eTail Canada 2015 Media Partner Show Issue MAY 2015 To advertise in this issue contact Mark Henry, mark@dmn.ca
Visit us at www.dmn.ca | tel: 905-201-6600
Editorial contact Sarah O'Connor Editor 905-201-6600 x227 sarah@dmn.ca
Workforce Management magazine
advertising Sizes
Advertising rates and Material requirements To advertise call: Mark Henry Corporate Sales Manager 905-201-6600 x223 mark@dmn.ca
Double Page Maximum visual impact, strong reader involvement. 19”x13” + 0.125” bleed
1/2 Page Horizontal Dominates the page, less competition for attention. 8.5” x 5.5”
1/2 Page Vertical Room for strong copy and graphics, high energy impact. 4.125” x 11.125”
1/4 Page Horizontal Flexible positioning, high value, gets noticed. 8.5” x 2.625”
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”
1/4 Page Vertical Guaranteed editorial proximity, high value. 4.125” x 5.5”
1/8 Page Horizontal Excellent value, repetition potential, practical. 4.125” x 2.625”
1/8 Page Vertical Excellent value, repetition potential, practical. 2.0” x 5.5”
Resource Directory Year-long exposure, maximum value. 4.325” x 2” / 3” / 4”
advertising Rates Rates (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
Front Cover
Covers Page 1X
(Call for frequency discounts)
Page 1X
Material Requirements
(Call for frequency discounts)
OBC
$4,500
Front Page Main Banner
$4,750
IFC
$4,350
Front Page Button (per unit)
$2,000
IBC
$4,100
inserts (Supplied)
resource directory Min. 12 issues
ONE SHEET (2-sided) $2,995/issue (max. 8.5” x 11”) For larger inserts, please call for pricing. SAMPLE SUBJECT TO APPROVAL
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
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. 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.
Visit us at www.dmn.ca | tel: 905-201-6600
2015 Media Kit
Marketing Group
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.
www.dmn.ca
www.contactmanagement.ca
www.canadiantelematics.com
Financial Services Group
www.paymentsbusiness.ca
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.
1
4 2 3
Rates Ad Type www.canadianequipmentfinance.com
www.canadiantreasurer.com
www.financialoperations.ca
For exciting advertising opportunities on any of our websites please contact:
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
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.
For editorial call: Steve Lloyd President 905-201-6600 x225 steve@dmn.ca
Sarah O'Connor Editor 905-201-6600 x227 sarah@dmn.ca
To advertise call: Mark Henry Corporate Sales Manager 905-201-6600 x223 mark@dmn.ca
Media Kit - Events & Sponsorship
Breakfast briefing
Call us for rates and to learn more about how to leverage opportunities
Share 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.
For editorial call: Steve Lloyd President 905-201-6600 x225 steve@dmn.ca
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.
Sarah O'Connor Editor 905-201-6600 x227 sarah@dmn.ca
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.
To advertise call: Mark Henry Corporate Sales Manager 905-201-6600 x223 mark@dmn.ca
Editorial roundtable Sponsor 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.
EXECUTIVE ROUNDTABLE
// 16
THE PARTICIPANTS
EXECUTIVE ROUNDTABLE
// 17
lot to say about how you’re going to react in or analyst tells us. We know you’ve been to your buyer behaviour. We do a lot of work our site before, you’ve opened our e-mail with companies around how do you tease before, you’ve bought from us, or you’ve that information out and make use of it? navigated certain categories. With us we In today’s big data environment, there’s a have 27 different categories of products so marketing baby to my dad doesn’t make sense massive amount of information available, 1. ADDRESS VERIFICATION – having an accurate but how do you make sense of that and use right now. But at the same time, if we’ve database is detrimental to running effective location effectively?” seen someone who has navigated babies and marketing campaigns. Since 85% of data contains At TCP Integrated Marketing, Aris mom stuff, etcetera, creating relevance in Gouvis is using location intelligence on their knowing where they’ve come from on the site a location component it is vital that address data not-for-profit side “where we take a client’s and where they’ve come from on a mobile is always current. By using high quality cleansing database, we’ll profi le it, and if there are device or other things really can create a tools, you can improve your prospecting database dollars we might even model it. But with just personalized and relevant behaviour. Th at’s quality by as much as 25% and ensure that you are a simple profi le, we’ll fi nd the over-indexing something that we really focus on. truly focused on the right location. clusters, and from there we’ll go back and “In addition to that, we are very well Diana Simpson Ryan Prior Trevor Newell Aris Gouvis Allison Fraser John Fisher Robert Burko 2. ENRICH WITH LOCATION INFORMATION – Once target high potentials in their mailbox. We’ve connected to the social graph so a lot of our National Flyer Media Manager at Co-founder and Principal at Flyer Distribution CEO of DMTI President of you have accurate addressing data, your ability had great success doing that. Where clients members, which you can be a member of Distribution Loblaw, working President of Shop. TCP Integrated and Analytics Spatial. For the Elite Email.com, to add location information such demographic, keep on coming back and saying it’s working, Shop.ca, have linked their Facebook, Twitter, Manager for on the more mass ca, Canada’s largest Marketing, a with Home Depot last 20 years, DMTI Canada’s leading we’re going to keep on doing that until it stops LinkedIn, and other social graph elements Loblaw in charge media programs boutique full-service store as of now responsible for all of has been providing email marketing psychographic and property details to each prospect working.” to it. We use some of that information to of distributing working side by side with over 15 million the company’s mass agency in Toronto. location-based company . Elite has allows you segment your customers into groups “Location intelligence to us is going back, create relevance so location of did you come with Diana Simpson. flyers right across products. They Aris wears the hat targeted products: services for sales, also just launched based on desired variables such as age, gender, profi ling existing databases where they have from Facebook and if so, what ad did you the country for 23 have just celebrated of a principal and flyers, specialty marketing, and a suite of mobile family size, income and more. Such information habits and patterns. It’s the birds of a feather come from? Or did you come from Facebook banners. their one year a new business pieces and direct other applications. marketing tools. equips marketers with the ability to customize flock together analogy, they still do, and we’ll because a friend of yours shared a product or anniversary. development guy. mail. campaigns based on targeted goals. track them right back down to a physical wrote a review, those types of things? We’re 3. PROSPECTING NEW CUSTOMERS – identify address. We try to put something in their using a lot of that intelligence to be where mailbox and we’ve had great success doing you’ve come from, where you’ve been on our new prospects you may be missing in your current that.” site as well as what device you’re on to be local network of existing customers. This will allow you to for us.” said Robert Burko, President of Elite Email. grow your business by expanding your market share The evolution of location intelligence In Ryan Prior’s world, it’s very mass“They’re all interested in the same thing, but and targeting new clients you were missing. Using location data for marketing campaigns focused. As Media Manager at Loblaw, Ryan they’ll have different conversion points. One 4. CHARACTERIZE – by adding additional attributes is not new, but some of the LI technology works in a very broadcast-focused world of the strategies we have for clients is that we such as dwelling type and usage you can further available – and how marketers use it - is. where everything is trying to blast out to as always tell them it’s about the right message tailor your marketing campaigns and easily refine “We do a lot of work with people’s existing many people as possible. at the right place at the right time. Those are your programs to ensure that you are targeting the databases,” said Fisher. “Customers may the three ingredients to success across e-mail day,“The challenge we have with that is we at the end of the have different banners in different regions have 10 or 12 million records so one of the because, marketing and mobile marketing. We use a right person with the right message associated to demonstrate ROI management to their internal fi rst things we do is map out where all the and a different message for each region. So lot of analytics to tell the full story. First we’re back where they live. For example, if you are marketing they’ve got to go And, to Steve’s the programs. existing customers are. Then using profi les of howI do we target that specific area when going to build the customerget a comprehensive new windows or doors, wouldn’t it be great to money to fund and and playing, those customers, we understand how they’re role I think we’re we’re talking about broadcast media and psychographic profi le. What do they think, eliminate anyone living in a condo or apartment? point, part of the this, is showing are running to clustering. what are their buying habits, what have they lystuff like that? It becomes a bit of a challenge think the agencies increasing 5. IMPROVE OPERATIONAL EFFICIENCIES AND “Traditionally people have used standard because done before, what e-mails aremeasurem they opening, ent is becoming ent the business is so complicated. that but measurem REDUCE COSTS – cross-reference and integrate boundaries, census boundaries, and postal We need to get a specific message to the and what are they clicking? Then we try tois more data, because important. There partners, and supplier multiple databases for better understanding of boundaries, but those develop purpose right figure out using geographic reports where are pointtarget in the right location so we’re scares both clients for people to always and are not necessarily granular enough or looking for new opportunities to customers and creation of new programs. Remove they located. How can we make thisent message it easier And, our job measurem makes there. not and what’s specific enough for the clusters that people narrow that target. It becomes especially more relevant? How can out we make they incorrect and duplicate address records and wrong what’ssure of truth, to a degree. are looking at. So we’ve been evolving the arbitrators important when we’re talking about things get that message at the moment eliminate additional marketing costs. is to bethey I think where are the people we but technologies that will dynamically create like opening little flowery, can convert for the client?That We sounds take allathose not new locations where we’re the emperor is pointing out when boundaries and then do analysis based on trying to target a specific location. In a mass inputs, and if get the rightwho message, Courtesy DMTI Spatial bereally that. shouldit’s the ability to do have We media environment, this can be difficult great. If we get it at the right time, any it’s really clothes. given channel. BY AMY BOSTOCK wearing have way more changed, we just to do, especially since we don’t want to be right then “We deal with all kinds of data to try to ow that 85 per cent of data can be directly hasn’t roleplace, That Tom Peters great. But if we’re not in the and we have more , challenges Filler more competing against ourselves.” we often fail. The location data, part of actually target ourLarry customer the best way possible,” related to location, the use of location weithave One of the partners Tener said Diana Simpson, tal role is still advisory, Allison Fraser is in charge of Flyer ends up being important because we need National Flyer the advanced intelligence can help give legs Colin to direct than our fundamen A partner with tools. But, Stephen Shaw ‘data scientist’ in name helping.” V.P. Customer the As is Group, Boire training, Filler for Loblaw. “It can be areaall Distribution and Analytics with Home Depot. hat-trickdation, so to Richard Distribution Manager mailing pieces and integrate new technologies into at three things. We need the Boire Strategy So how different recommen As Chief analytics says Larry Filler, at CVM so we Emma Warrillow Solutions l term ‘data miner’? leverages She tends to think of location intelligence as adding insight. And, A partner withthe call to action. speak in order to close the conversation so has also changed, a challengeLarry because in many respects, even Analytics, Location intelligence is helping title,” at kenna, the old, traditiona The audience Tim Trussell Officer Deloitte , his role report without DiGGer at Data it’s just a fancy mean after in Chief e Marketing really Group. whether company report it Filler does linking data sources with a geography. around what analytics that ends up being a big partpartner of it.” at Boire though there’s location informationhis that we is building direct marketers to get toon know their customers in his experienc “Well, I wonder data science or A member of the focus a 200-pers broader audience challenge when I hear the s is the Insight Group, Group, is primarily helping have this Marketing that it’s a much saywe “‘Location intelligence’ could be various? To change behaviour “Complementary to what you’re saying, use, there isCRM an emotional aspect to fladvanced yers that analytics could before and allowing them that Boire Filler a way they never says Trussell, “because thinking, that’s really the d “I would Solution Specialist marketing potential clients Just e DiG, a company I’m clients understan to analyze something his knowledg go back 10 years, Richard Boire data trying to create Store They think that if we to customize services who they talk to and what messages and have. company, s, think of it as relevance. We’re If you to (economic, psychographic, value to the business. role being described, s thempoints is Managers today. Group at SAS, ability to use and capabilitie that it has any helps companie what their data We needed to calldemographic, only way mining being the the has been helping etcetera), click rate doesn’t tell you anything, the right relevance in the right location,” of data just put out as manytofllead yers as possibledesigning as far they use. Th isStephen’s Executive Roundtable discussion role is build a most even sales, and not calling you. data miner, data their were Tim Trussell is on the if you the for analytics. Today, to use tools to either bring clarity to use saying. s then need reporting something the throught data, on e for does companie is all connected clients explained Trevor Newell, Co-founder and around the store as possible the customers brought together LI, creative and marketing clients data to geography to provide manipulat and always been my educate them analyst lead to guide executing analytic anything. It only n believe that their reports. That’s customer data, it doesn’t do that click rate?” the need, they that of Shop.ca. “Intelligence their informatio the c information. location-specifi Thesed data analytics solve a President for usd for will come. My job is tojourney. try to rein everybody industry leaders talk about how the “power of adoption it model or do analytical understan Canada. In this how do I change ontothe methodologies - using data to of what to do with understand what analytics can understan of data mining is to help in making of Much but most are unsure layers give location is about being relevant, and relevant in and say look, thisofishis ourtime intelligence.put the power place” fits into of thecustomer rapidly changing marketing in the advanced dataus a deeper understanding notion of what their an asset, role he talks to generating reports, Online for the is saying about Tom Peters, a partner the that they have. neighbourhoods. be, as I said, just But, better decisions Th at’s what I’m looking for.” doesn’t think that ent outside of the not just what device I’m on,vast but also Th is is where is wespent need with to go. These are data-driventoinsight ecosystem and managem how, by thinking at amounts of data problem. It could customers about building a model. of people looking His sure at Deloitte Analytics data has customers. DiG area doing analysis, making is a new generation over 30 years. of I’ve come from. We’re creating clients, decisions using For John Fisher, CEO of DMTI Spatial, where a user this our boundaries, and these are the cost into the hands box, marketers strategy. can boost kenna their campaign ROI. creating a list, and a whole unstructured data, of taking business the landscape. Through d camps of does a lot of work understan role is more on they fall into the big has changed the data location intelligence isprocess what he does. experience where we’re trying this to make efficiencies. We review the data on all our But before we could getsolutions into the nittydatathe that you are using data.” to define them, text analytics and, marketing insight decision makers. He says they still and you with both databases , as we are trying technical changed. should exposed to the are their discovery they Scientists analytics/ a a some what people “We really believe that location is tied evolves to experience relevant to the amount of desktop, do banners periodically and tweak our patterns gritty of how location intelligence works for with “Data but l skills,” says medium as SAS agency the data, you for our industry, and analytics to their view you collect of all the traditiona one side with amarketers, be doing with customer to almost all information,” said Fisher. the amount of phone, and the amount of This is great where necessary.” we focus fi rst had defi ne what “place” on to are a diverse mix this is only can provide. practice around gies and tools to and insight. help clients improve they driveyou if one forgets that how range new new methodolo the modelling and this to improve for and on “with looking data dangerous link ent is tion “Where you live and where work has a tablet as well as what the behaviour analysis to “We’ve got a really diverse of clients,” meant for each of our panellists within their Data, Peters, ation of complex degree Big managem they need but it’s their marketing “You do the interpreta ion and communic of data and that B2C g is a new term, overall business should be leveraging support visualizat channel or source at leveraging both B2B and tell. Storytellin available to them. and customer then you story business processes have consumer data AUGUST 2013 AUGUST 2013 solve ❱ DMN.CA DMN.CA ❰ on.” Those other results. to s, it to doing. dots.” data informati been this appliance g the clients. experience what we’ve always speed and agility ons are not connectin my job is I’m problems. changed is the Most organizati visualization, and about not changed. What’s what’s changed s Technology “I know, for me, are asking for results.” adapting unstructured data given companie people,” says Emma at which our clients in technolog y have Deloitte is time educating Advancements The only thing s when it comes spending more all with the analytical example of how Insight Group. Peters cites an still persist today. increased capabilitie DiGGer at Data more tools and back then in 1988, or new era of According to we need Warrilow, Chief bent. fast and agile results. from their data. in to the fact that to that need for in this new paradigm things we call “proof hasn’t really to getting the most we were to embrace is, today, you’re clients now on “Everybody’s bought used to be that behind data use “We work with I do think we have really good at small there. we need data. It the motivation get get to involving needed Tener, you is of social media, where analytics, they idea how of process that of concept”. The the structure We’ll pull a small the approach or convince people I and data changed, nor has new tools. But that you’re either trying to the Big Data stuff. clear problem a the capabilities the value architect data first, forget to us with a very and go through “It’s the tools and you’ve got,” the business people, it, or they came data into the lab I want to build organizations are do more with what things in the amount of their to ensure that response, and so building to actually scientist, helps processes to discover need to increase thinking for a response rates. think that’s a downside. series of analytical to increase my high level of critical before. We’re trying he says, “but I actually but I think technolog y has obtaining this a predictive model approach, or that wouldn’t have seen the data was going data that they is great, clear idea what problem. Yet, this of techniques. it and The technolog y given business People had a very using all manner the person using has not changed.” says we need analytics, think about to find patterns ahead of where about a problem helping our clients advanced too far way of thinking to do. Now, everybody is much more about helping Officer at kenna e. And, “Really what we’re Chief Strategy my job ent to build intelligenc Stephen Shaw, has.” icaldiscussions so I find now that for the sake of feels that today’s it’s in their is creating an environm into these philosoph d that analyzing in both roles and ons can “Rich and I get customer, whether has spent time the people to understan for insight to organizati y about nothing. strive it’s Many ) “ Filler. whether and anti-mone architects to give them I’m it’s about fraud all the time, ,” says segmentation, marketers (value analyzing is going and, more than about my job is as simple as value workforce or whether Successfu l customers want what’s changed benefit from things “I know, for me, understand what this type of work same process applies. people,” says Emma laundering, the what they want. the discussion have never done time educating especially if they that, to anticipate how the real of concept promote spending more to assess their Insight Group. ions really need small scale proofs It changes the talked earlier about DiGGer at Data “So, when Rich on a larger scale. before. Organizat align software we need Warrillow, Chief Data is now Big execute that then to to fact and right data” how the By Amy BoSToCk he’s to big needs in about and term g Filler Group they’re short and long issue hasn’t changed, “what is analytics “Everybody’s bought partner at Boire Many are purchasin be that we were about data, but companies conversation from to Richard Boire, basis.” to those needs. data. It used to consciousness and technolog y raising people’s himself), although to do advance to be, and this on an ongoing analytics, we need that they needed thing. We need that allows them “how can I deploy (and a data scientist Solution roles, the roles convince people ‘I level fantastic software a member of the fixated on the wrong they view these either trying to An introduction customers and than 4.4 million is clear problem – beautiful executive For Tim Trussell, tly. have changed how evangelists around to us with a very of data scientists that by 2015 more a analytics and create continue to be, changed significan initiatives. it, or they came Gartner found at SAS, the idea of the marketer fact that they don’t I want to build Specialist Group In a way, it to support big data themselves haven’t That’s the real job realize after the response, and so s. the reports only to what they need. our, roles changed? had a very need to increase by Boire jobs will be required required to use is more g programs or campaign “How has my, or elitist. for example.. People hire the experts definition. I think Roundtable, sponsored the data So, I think what’s changed such a narrow have budget to - not creating advertisin predictive model,’ This Executive not ready for advance think that way. data to do. Now, roles of “I don’t agree with so much really hasn’t changed. many cases are big agencies still they wanted the confused too often will examine the software and in it. Because there’s Unfortunately, at optimal s, especialy those because it gets clear idea what companies that Filler Group, and so I find now member Often companie a lot of the that it got formed the publicity around is how do you train architect in arriving ‘we need analytics’, Tim Trussell, a be to great of social media, analytics anyways. the big question everybody says scientist and value that it’s not,” says helping people and products to data experts will discuss require all these media there in terms so yet things about out brands social “And with don’t Industry data more this SAS. around all at of new to analytics, are organized how do we use that my job is much analytical solutions. analysis that will the big leap.” Specialist Group sake of analyzing and explore some of the Solution need pragmatic publicity is around customers? That’s analyzing for the decisions? unique definition of these two areas V.P. Analysis that tools. They really thinking about understand that the “marriage” come up with a data to make better arrive at analytical ,” says Colin Tener, bang for the buck. scientists had to occasion-t ype these two areas a statistician and days, when we them nothing. “It’s so true, absolutely Marketing. “But, the give them the biggest because it’s not is going to give down to the old the details of how even mean? the myths and at CVM “It really comes that seemed elitist, does analytics they’ll address DMN.ca ❰ trying to make “First of all, what Customer Solutions n data and were solutions. Finally, and there are think has changed. roles when it comes it’s not an analyst.” had raw transactio scientists I don’t about these two a different definition the critical thinking, role of the data just generating Everybody has misconceptions , assess the facts The approach, or who are out there sense out of it. the right questions company’s data. transaction data tation Our job is to ask thousands of people to managing your to take that raw with implemen that one is using way, help them represents the in an objective ul information ent and help and measurem science or and make meaningf defining the roles october 2013 it comes to data and rigorous testing Now and then: use data change, challenge when that existed 2013 customers major which october in challenges and As the ways these same of what data scientists data mining. Yet, according so has the perception a company. But within do value architects
5 Ways Location Intelligence Improves Marketing Success
The Power of Place
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In this roundtable discussion, sponsored by DMTI Spatial, learn how leading edge marketers are embracing location technologies to drive an increase in campaign ROI
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architects tists and value How data scien value through ther to realize are working toge . ytics business anal
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