Canada's only marketing conference developed exclusively for the nonprofit and public sectors - May 30-31, 2017 at the Shaw Centre, Ottawa

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Session 9: Integrating Multiple Sources of Data to Enhance Client Insight

All public sector organizations have the same challenge – how do you provide equal access to all Canadians to your information and services, but in a language and manner that fits with their understanding and preferences? Environics Analytics and ESDC are presenting the results of an exercise that identified key segments of the Canadian population using multiple sources of data, including demographics, psychographics and behavioural insights, to develop personas of different Canadians that fall under the priority populations of the department.

You will learn:

  • The value of integrating multiple sources of data
  • The value of looking beyond demographics in audience segmentation
  • The value of analytics in providing deeper insight into audience preferences and behaviours