The Number Games: Reconstructing your consumer from multiple data sources.
Multi-Platform Insights from Sochi and FIFA: What the CBC Learned from Unifying TV & Digital Data
Kristin Wozniak, Manager of Television Research at the Canadian Broadcasting Corporation
Using both the Sochi 2014 Winter Olympics and the 2014 FIFA World Cup as the backdrops, we at CBC Audience Research adopted traditional television measurement methodologies to track consumption of online video - using Numeris to track the live streaming of online Olympic and FIFA events. The result was a single source/unified dataset that allowed for concentrated content consumption insights – across multiple platforms. In addition, we used existing digital analytics software (Adobe Analytics) in new and innovative ways. This presentation highlights the findings from these two data sets, with a focus on the differences in results for digital video consumption between census level device measurement (e.g. Adobe Analytics) and personal sample based measurement (e.g. Numeris and PPMs).
Kristin works closely with content managers/producers in developing content strategies based on research and insights, encouraging a cross-platform approach to all strategic decisions. Kristin is engaged with all branches of the CBC (Scripted, Unscripted, Sports, News, Communications/Marketing, and Revenue) turning data into usable and actionable insights. In the past, Kristin has also worked as the Manager of Radio Research. Kristin completed her MA, Communication and Culture, with a focus on Media and Policy at York University and received her BA, in Communications from McMaster University. Kristin will share .
From First to Last Touch: Winning Attribution Modeling
Nick Necsulescu, Senior Manager, Customer Segmentation at the TD Bank Group
Learn about TD Bank’s success with multichannel attribution in understanding the impact of each channel on the ultimate conversion. Hear about why you should use attribution modelling to understand the buying behaviour of website visitors and what happens before they buy.
Nick is responsible for developing customer segmentation models and converting insights into customer-centric solutions aligned with customer profitability & needs. Previously, Nick was in charge of Web Analytics at TD Bank Group which included Display Advertising, SEM, SEO, Social Media, Email Marketing, and Online / Offline Capabilities and Studies. Prior to joining TD Bank Group, Nick worked extensively on the agency side, providing valuable digital and database marketing solutions for brands such as Bank of Montreal, Scotiabank, IBM, General Motors, Ford, Via Rail, Stratford Shakespeare Festival and the Heart and Stroke Foundation.
Jennifer Evans, Co-founder and president of B2BNewsNetwork, inventor of SqueezeCMM and Digital Fieldwork's audience engagement frameworks will moderate a Question and Answer period following the speaker sessions.
Agenda
6:00 p.m. Doors open, registration
6:30 p.m. Speakers, followed by Q&A
8:00 p.m. Community networking
8:45 Draw for raffle prize
Location
Stealth Lounge of The Pilot, 22 Cumberland Street, Toronto.
Light refreshments and hors o'deuvres will be served. A cash bar will also be available.
Registration
DAA Members: Register free here Sign-in required
Non-members: Register here
Registration is required. Space is limited, so register early!
Our DAA chapter events are supported by great sponsors who believe in our community and help us develop our knowledge and networks. Thank you to Adobe Systemsfor sponsoring our June event.
About us
The South Central Ontario Chapter of the Digital Analytics Association provides a great opportunity to hear about the latest developments in digital analytics and to network with business and thought leaders. We encourage both DAA members and non-members to attend and promote our events.
