It's well known that Media Content is Queen and Creative is King. The choice of Content is a hot topic in Media Planning, where finding the right balance of Traditional and Digital Investments helps brands grow in the short- and long-term. This talk covers how Canadian Marketers leverage Analytics and Machine Learning to drive Insights for action. From the boardroom and stakeholder buy-in, to media planning, all the way through to the media Canadian consumers are exposed to daily. Hear from the Director of Paid Media at Canada's own retailer, Home Hardware, is leveraging ML and Analytics to influence media planning decisions, and how this work has translated into meaningful ROI (Return on Insights) for the organization. This talk will highlight a variety of things happening behind the scenes of an ROI, and what Marketers are looking for from Insights Professionals to help support the conversation internally.
CEO, Miix Analytics
Hilary Borndahl is the founder & CEO of Miix Analytics. With an impressive 20+ year career in Marketing Research, Hilary has a strong passion and subject matter expertise in the field of Marketing Analytics and ROI measurement. Hilary has consulted for over 130 brands in North America. In the middle of the pandemic, Hilary decided to launch the Miix Analytics boutique, located in Liberty Village. Hilary has presented at over 20 speaking engagements and is a regular guest lecturer of undergraduate and MBA programs in Canada. Hilary is an established speaker in the Analytics & Insights industries and is a well-known and liked panel moderator, bringing her charm, charisma, and knowledge to deliver engaging conversations across a variety of Marketing, Media, and Career topics. Outside of analytics, Hilary is a strong supporter of the advancement of women in STEM roles.
Director of Paid Media, Home Hardware
Robert Allan is the Director of Paid Media at Home Hardware. Previously, Rob held similar roles at Lowe's Canada and The Toronto Star. He specializes in digital media products, providing invaluable insights into the evolving landscape of digital media and consumer behavior. Before delving into media, Rob spearheaded web development and e-commerce initiatives in the IT sector. His educational background encompasses computer programming and marketing, providing a holistic approach to problem-solving. Rob prides himself on bridging technology and marketing seamlessly, driving tangible results, and fostering continuous innovation in the realm of paid media.