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Marketing Community - Goodbye Segmentation. Hello Data.
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 Export to Your Calendar 2018-08-23
When: Thursday, August 23, 2018
From 6:00 PM to 9:00 PM
Where: ecentricarts
317 Adelaide Street W.
Suite #300
toronto M5V 1P9
Presenter: Laurie Dillon-Schalk, Kevin Keystone, Alfred Whitehead

Online registration is available until: 2018-08-23
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Event Type: Marketing Community


 What's the big deal behind big data? More than just a catchphrase, big data is a broad term to describe large complex data sets. In today's digital age, data is gathered from different mediums. Collecting data is one thing, but what do you do with the data and make it meaningful for your marketing projects?

Join us as we delve into big data and learn how to make sense of it for your next project.

Presentation #1 - Laurie Dillon-Schalk
Social listening is often a brand's first brush with big data. Conversational and inquiry data is extremely powerful in shaping modern brand narratives and stories. Laurie will share the following:
- Social Listening Demystified – what it is, how powerful conversational data is, what social listening is used for.
- Social Listening Deconstructed  – how it is conducted, what data we can collect, the tools we use.
- Case Studies in how conversational data has transformed brand narratives.

Presentation #2 - Kevin Keystone
Big Data is often so complicated that the layperson can’t relate. It can intimidate and overwhelm us, “I don’t know where to start?” “What do I do with the results?” Data doesn’t have to be complicated, in fact, it can be beautiful, accessible, and actionable. In this presentation, Kevin will talk about how VetSuccess uses veterinary practice data to deliver meaningful insights into practice performance. He'll review how they started, the problem they solved, and how they turned a dataset of over a billion records into visualizations that help practices take better care of their patients and pet owners. Kevin will also guide you in thinking about how make best use of the datasets you have access to.

Presenation #3 - Alfred Whitehead
An explosion of new terms has hit business in the last few years. Suddenly we have “data science,” “machine learning,” “artificial intelligence,” “deep learning,” “data engineering” and a zoo of others being applied. We’re going to unpack those terms and cut through the hype to what’s real. Alfred will walk through what some real data science projects look like, and discuss which project management methodologies make sense for each type of project. And we’ll show some fun examples of what you can do with data science today. 


Speaker #1 - Laurie Dillon-Schalk 
Laurie Dillon-Schalk is a Partner and VP of Strategy & Insights at FUSE Marketing Group – an independent Canadian ad agency who services clients worldwide. At FUSE – We are designers of great brand stories. We are experts in humanizing data and extracting insights to inform our creative work. Laurie has helped bring about agency transformation and with it a strong focus on modern brand storytelling. Adept at finding data patterns and the true category, consumer or brand insights within, Laurie has developed agency competencies in humanizing data, visualizing it and ultimately informing brand stories. This work has earned strong trusted advisor relationships with all FUSE 
clients – including Cholula NA, Ricola US/Canada, Pernod Ricard US, CIBC,Canadian Tire, Assurant and more. 

Speaker #2 - Kevin Keystone 
Great software is magic. It takes ideas and transforms them into engaging, delightful, and interactive experiences. Kevin first discovered this while geeking out on a Tandy home computer and Commodore 64. Today, he helps create it as Head of Product for VetSuccess.

Ever curious about people and culture, he graduated from the University of British Columbia with a combined Honors degree in Anthropology, Public Health, and Business Administration. Before joining VetSuccess, Kevin honed his product management skills in various positions he held across a wide range of industries, including community services, public health, finance, education, accounting, food, construction, communications, and more.

Now, he’s honored to be helping veterinary practices take better care of their pets and the people who love them. Although he doesn’t (yet) have his own dog, he is a godparent to many and dedicates his work to the loving memory of Dudley, his childhood Lab.

Speaker #3 - Alfred Whitehead 
As SVP, Data Science, Alf responsible for the delivery of data science and Artificial Intelligence (AI) solutions at Klick Health. He brings over 15 years of experience in software development and high-performance computing to the Klick team, combining his scientific background with an appreciation of the craft of code writing. His team works on solutions for both commercial and clinical problems facing healthcare and life sciences clients.

Previously, he was SVP, Technology Solutions at Klick, overseeing a team of 80 software specialists. His past experience also includes information security and the defense of high-profile targets against active threats. His academic work includes high performance computing simulation of the birth, life, and death of families of stars.

6:00 PM - Doors Open / Registration / Networking 
6:00 PM - 6:50 PM - Warm Dinner / Open Bar 
6:50 PM - 6:55 PM - Opening Remarks and Welcome 
7:00 - 7:25 PM - Presentation -  Laurie Dillon-Schalk
7:30 - 7:55 PM - Presentation - Kevin Keystone
8:00 - 8:25 PM - Presentation - Alfred Whitehead
8:25 PM - 8:30 PM - Closing Remarks and Thank You 
8:35 PM - 9:00 PM - Networking / Dessert / Open Bar

Fees: (subject to HST) 

PMI Toronto Members (login prior to registering) - $30.97
Non-Members and Guests - $39.82 

PDUs: 2 (1.00 Strategic/ 0.5 Leadership/ 0.5 Technical)


Cancellations must be received by 5:00 pm, 5 business days before the event and must be sent in writing by email to There will be a 20% administration fee charged for cancellations, subtracted from the refund. Cancellation/refund requests will not be accepted less than 5 business days before the event. However, substitutions are welcome. Please let us know by 12:00 noon the day before the event of the person you wish to substitute by emailing

Photography & Filming: Photographs, audio, and video are sometimes captured during PMI Toronto events. By registering, attendees hereby grant PMI Toronto and its representatives permission to photograph and/or record them at events, and distribute (both now and in the future) the attendee's image or voice in photographs, videotapes, electronic reproductions, and audiotapes of such events and activities.

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