Insights Blog - Consumer Intelligence Group

Canadian Advertisers: It’s Time to Buy Canadian Media

Arlene Dickinson and many other prominent Canadians are calling on Canadians to buy Canadian consumer goods—because supporting homegrown businesses is critical to our economy and sovereignty. (See her post here: Arlene Dickinson’s LinkedIn post). The same principle applies to Canadian media. The U.S. is imposing tariffs, renaming maps, and reshaping global narratives. The U.S. government […]

March 17, 2025

All Posts Segmentation

Market Segmentation Data 101: What Is It, Types, Use Cases, Examples & More

Marketing teams that consistently outperform their competitors aren’t just working harder—they’re targeting smarter. They’ve discovered that the difference between wasted ad spend and remarkable ROI comes down to understanding exactly who their prospects are and targeting them precisely. This shift—from hoping your message reaches and resonates with the right people to knowing it will—doesn’t happen […]

March 14, 2025

All Posts Data Marketing

The Ins and Outs of Canadian Data-Driven Marketing in 2025

Canadian marketers have a multi-billion-dollar problem: Around ⅓ to ¼ of Canadian media spend is wasted. That works out to about $4 billion of wasted media spend each year. Too many campaigns waste precious dollars targeting the wrong audiences with disjointed efforts across digital, direct, and other channels. Though data-driven marketing is the clear solution, […]

March 3, 2025

All Posts Data intelligentVIEW

What Makes CiG’s Data Methodology One-of-a-Kind? (Q&A with CiG’s CEO, Tim Leys)

Marketers and advertisers expect a lot from their data, and rightly so. Data drive decisions that make or break bottom lines. At CiG, we spend a lot of time talking to marketers and advertisers across Canada about what they value most in terms of data. From the hundreds of conversations we’ve had, it really boils […]

February 18, 2025

All Posts Building Audiences

A Smarter Approach to Audience Prospecting in Canada: Using the Household as a Key Identifier

Fragmented media and rising costs create unprecedented challenges for today’s marketers. To overcome these obstacles, brands must leverage smarter, data-driven strategies to effectively identify and engage their next best customers. At CiG, we believe that smarter decisions come not from just adding more data sources, testing more channels, or adding more tech—too often, this just […]

January 27, 2025

All Posts Geographic Targeting intelligentVIEW Omnichannel Marketing

How Targeting with intelligentVIEW is Different (& Improves) What Is Available in Digital Platforms

A common misconception among marketers is that platforms like Google Ads or Facebook use six-digit postal codes for geographic targeting. This assumption leads many to believe they are achieving the highest level of geographic ad targeting precision when, in fact, they are not. In reality, these platforms typically use Forward Sortation Areas (FSAs), which represent […]