CiG Insights Blog
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Target Market vs Customer Segment: Demystifying the Differences Behind Precision Marketing Terms
Picture this: You’re standing in a crowded Tim Hortons during morning rush hour in downtown Toronto. Around you, a construction worker orders a double-double and a Boston cream donut, a Bay Street executive grabs a dark roast and breakfast wrap, while a university student picks up an iced coffee and an everything bagel with cream […]
The Importance of Market Segmentation (& How Canadian Marketers Can Do It More Effectively)
The difference between a successful campaign and wasted media spend often comes down to one fundamental question: How well do you really know your audience? Market segmentation has long been a cornerstone of effective marketing strategy. Yet despite its importance, many Canadian marketers continue to rely on broad assumptions and generalized targeting that fail to […]
What Is Addressable vs Non-Addressable Media? (& How to Make Non-Addressable Media More Effective)
Picture this: You’re sitting in your post-campaign review meeting, staring at results that tell a familiar story. Your digital channels show detailed attribution data, while your traditional media investments—television, radio, outdoor—sit there like black boxes with little insight into actual impact. Sound familiar? If you’re like most Canadian marketers, you’ve likely responded to this challenge […]
Is Direct Mail Marketing Effective in 2025? New Data on Canada’s Most Underrated Acquisition Channel
“We’ve doubled our digital ad spend, but our customer acquisition costs keep rising.” Sound familiar? You’re not alone. Across Canada, marketers are finding that digital-only campaigns are becoming increasingly expensive and less effective for acquiring new customers. The media landscape has fragmented, consumer attention is scattered, and the promise of efficient digital targeting is eroding […]
Beyond Siloed Channels: The Measurable Omnichannel Marketing Benefits for Canadian Brands
As a Canadian marketer, you’ve likely heard the term “omnichannel marketing” countless times. Your team has probably even implemented what you consider to be omnichannel campaigns. But here’s the truth: most so-called omnichannel strategies are actually multichannel marketing approaches that fail to deliver the full potential of true cross-channel integration. In this article, we’ll explore […]
A Canadian Perspective on Digital Ad Spend Waste
In his latest LinkedIn post, Kevin Goodwin, VP of Strategy at New Engen, highlights a major issue in digital advertising—brands are overspending in ways that don’t drive incremental growth. His audits consistently show that brands spending on Google and Meta tend to waste significant budget because of two factors: Canadian marketers face the same challenge, […]
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 […]
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 […]
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, […]
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 […]