9:00 a.m. – 12:30 p.m.
CMA Member: $295
Regular, Team*: $345
*Three or more registrations must be received at the same time.
250 Yonge Street
The days of ‘one size fits all’ marketing messaging are long gone (or should be). Consumers are demanding relevant content at the right time, in the right place, and in the right media. Yet many marketers continue to struggle with exactly how to locate, quantify, and target consumers, let alone understand how to effectively communicate with them.
The practice of segmentation – that is, dividing a large customer base into groups of individuals that are similar in specific ways relevant to marketing – is critical foundation in delivering an effective customer experience. Segmentation not only enables marketers to tailor creative and content to specific audiences, but also drives more efficient budget allocation by knowing exactly who the consumers are, where they are located, how to reach them, and importantly, how big an opportunity they represent.
Segmentation done right is arguably the single biggest step a marketer can take to enhance their marketing return on investment.
You Will Learn
You will learn the importance of:
- Why segmentation is critical in today’s marketing landscape
- Core data elements of customer segmentation
- Different segmentation approaches and processes
- How to effectively apply and measure segmentation effectiveness
You Will Benefit From:
- How and why segmentation is a ‘must’ in today’s marketing
- Key data elements and sources for proper segmentation
- Case study examples of marketing influenced by segmentation
- Hands-on learning and application of segmentation through an in-seminar exercise
Who Should Attend
- Marketing Directors & Managers
- Customer & Channel Communications Specialists
- Customer Retention & Relationship Managers
- Agency Account Managers
This seminar is intended for junior to mid-level marketers who may or may not have had experience with customer segmentation. The focus of the seminar is on expanding marketers’ knowledge and application of segmentation best practices so that the process/learning can be applied in their respective environments. Context for the various steps and concepts will be provided through a variety of client case studies.
Senior Vice President, Marketing & Custom Services
Evan Wood is a senior executive with 25 years of strategic marketing, advanced analytics, client management and operations experience. In his current role at Environics Analytics, he works across the industry practice areas to ensure the data-driven insights are connected to clients’ strategy and tactical executions.
Previously, he was the founder and president of Pivotal Contact, a Toronto-based firm that used data and analytics to drive customer engagement programs. Pivotal Contact was acquired by Environics Analytics in 2015.
He has held a variety of senior executive positions with Fortune 500 companies, start-up ventures, and non-profit organizations, working with brands such as FedEx, Kraft Foods, Moen, MCAP, CIBC, Dell Canada, and Hewlett-Packard. Evan was also one of the founding principals of Digital Cement, a pioneer in the data-driven relationship marketing space, acquired by Pitney Bowes in 2007.
Evan currently serves on the CMA’s Education Committee, is a former member of the CMA’s Analytics Council, and is an experienced speaker and thought leader in data-driven marketing.