Marketing Analytics is changing with the advent of cookieless browsing. Many browser’s already do not support 3rd party cookies anymore, which, historically, was key to creating audiences and tracking conversions. In order to combat these changes marketers need to start embracing new strategies for finding their key customers, measuring the performance of their marketing efforts and creating data driven audiences. To combat this, customers have to start owning their first part data and finding new ways to optimize performance, not only online, but in their offline processes, stores and traditional marketing channels such as radio.

This session, presented by Google Cloud’s most senior Data Analytics Expert CE in Canada, is aimed at helping marketers see the value of creating a first party data ecosystems in order to:

• Create an effective measurement strategy to see the performance of their omni channel campaigns
• Use first party data and machine learning to create audiences from first party data, for retargeting and lookalike audiences
• Move toward value based bidding strategies by optimizing campaigns toward high value offline data point

This session also includes a case study, presented by the Director of Digital Marketing at Pattison Media, illustrating how, with the help of Vancouver based Google partner Fastloop, they used first party data and machine learning to create a measurement framework for terrestrial radio.

The ‘walled gardens’ – major platforms such as YouTube, Meta, and TikTok – are so named specifically relating to advertising, sources of great content and unique user experiences that retain much of the key data solely within their own ecosystems. Marketers find themselves needing to access the unparalleled reach of these platforms, but limited in utilizing and understanding the full scope of data that makes up a core value of other digital properties.

This workshop examines ways to address the challenges posed by these limitations, and the importance of creative approaches in how users interact with and experience brand presences.

As marketers, our job is to ensure the customer experience is seamless for our audience. We spend hours designing and developing experiences that ensure they’re impactful and memorable. Unfortunately, most are designed with the dominant culture in mind while accidentally excluding large portions of their audience and requiring them to adapt to you instead.

Great brand experiences are purposeful about who we include and exclude. They’re also intentional about not defaulting to the dominant lens. To be inclusive requires us to look at the experience from an ethnorelative perspective. This means we have to consider the cultures and intersectional identities that make up our audience and how each experience will differ because of people’s unique lenses. Remember too that culture extends far beyond ethnicity, embodying many diverse dimensions of identity.

In our talk, we’ll cover the basics of Inclusive Brand Experiences. We’ll discuss the importance of inclusivity and why brands need to start thinking more ethnorelatively (viewing audiences from a diverse set of lenses, without viewing the dominant culture as natural, right or most important). We’ll have examples to showcase accidental exclusion and how we can avoid unintentionally making these same mistakes ourselves.

Takeaways:
– Foundational understanding of how most brand experiences cause erasure
– Examples of experiences that accidentally exclude and negatively impact the customer experience
– Next steps on how you can start applying inclusive practices in your marketing work immediately

Culture isn’t just about perks and fun. It’s not a buzz word. We’ve all heard the saying “Culture Eats Strategy for Lunch.” But why? Culture is the collective sum of the values and accepted behaviors that drive an employee experience within the business. There are 8 essential principles that are critical to making culture actionable and the mosts desirable experience for your team. Discover in-depth insights for each principal supported by various research studies and proven workplace practices. These 8 keys individually are inconsequential, yet when combined together, will create the culture and business you’ve always wanted.

Takeaways:
– Understand the 8 critical traits and why they are necessary to build a strong, scalable culture: Belief, Purpose, Integrity, Transparency, Ownership, Mentorship, Fun, Measurement
– Recall culture stories that exhibit the power of these traits in action
– Gather reference points for further information to implement the critical traits into your business
– Connect the critical traits to all aspects of life.

Join the BC marketing community for the #BCAMAendofsummer Shindig. This year’s social will take place at our flagship VISION conference to bring you two very happy hours mingling with BC’s marketing community, including VISION conference delegates, speakers and organizers.

If you’re already attending this year’s VISION Conference in person, don’t worry, the Shindig is included as part of your conference access. If you’re not attending the Conference this event is free for members (RSVP required) or $20 for non-members.

Register for access and we’ll see you there.

LINK: https://bcama.com/event/2022-networking-social-september/

Speed Networking (Virtual Only)

Get the chance to connect with other event attendees through five-minute 1:1 speed networking sessions. We’ll provide some fun icebreaker questions to get you started and let the conversation flow.