CMO’s Challenges with A.I.

Join Lorne Solway, co-President of the Response Marketing Association as he takes a deep dive into AI and its impact on marketing with Richard Boire of Boire Analytics.

• What is AI in marketing speak?• How is it different than other targeting tools that marketers use?• How do you measure AI’s benefit relative to other tools• What are the challenges that marketers need to be aware of when using AI.• Do I need to make organizational changes to respond to the use of AI.• How will AI change my role as a marketer?• Who is using AI today as a targeting tool and doing it well?• What additional data elements are required for AI• What’s next in terms of AI innovation and what should we expect next as it relates to personalization and 1 to 1 marketing

Moderator: Lorne Solway, president of RMA

Lorne is presently Managing Director for Upper Post Consulting Group, a boutique Strategy and Marketing Consultancy group. Lorne has 25+ years experience as a Senior Marketing & Loyalty/CRM Executive, having worked with a number of leading brands, including McDonald’s, HBC, Bell Mobility, Superior Propane, LoyaltyOne (Airmiles), Enercare Home Services and Carrot Rewards.

Lorne has an MBA in Marketing & Finance from the Schulich School of Business, a Leadership Designation Certification from The Niagara Institue of Leadership Development Program, and is a registered Chartered Marketer.

Guest: Richard Boire, president of Boire Analytics

Richard Boire’s experience in predictive analytics and data science dates back to 1983, when he received an MBA from Concordia University in Finance and Statistics.

His initial experience at organizations such as Reader’s Digest and American Express allowed him to become a pioneer in the application of predictive modelling technology for all database and CRM type marketing programs. This extended to the introduction of models which targeted the acquisition of new customers based on return on investment.

With this experience, Richard formed his own consulting company back in 1994 which was called the Boire Filler Group, a Canadian leader in offering analytical and database services to companies seeking solutions to their existing predictive analytics or database marketing challenges.

Richard is a recognized authority on predictive analytics and is one of the most experienced practitioners in Canada, with expertise and knowledge that is difficult, if not impossible to replicate in Canada. This expertise has evolved into international speaking assignments and workshop seminars in the U.S. , England, Eastern Europe, and Southeast Asia.

Within Canada, he gives seminars on segmentation and predictive analytics for such organizations as Canadian Marketing Association (CMA), Direct Marketing News, Direct Marketing Association Toronto, Association for Advanced Relationship Marketing(AARM.) and Predictive Analytics World(PAW). His written articles have appeared in numerous publications such as Direct Marketing News, Strategy Magazine, and Marketing Magazine, Predictive Analytics Times, and the Canadian Marketing Association.. He has taught applied statistics,data mining and database marketing at a variety of institutions across Canada which include University of Toronto, Concordia University, George Brown College College,Seneca College, and Centennial College. Richard was Chair at the CMA’s Customer Insight and Analytics Committee and sat on the CMA’s Board of Directors from 2009-2012. . He has chaired numerous full day conferences on behalf of the CMA(the 2000 Database and Technology Seminar as well as the 2002 Database and Technology Seminar and the first-ever Customer Profitability Conference in 2005. He has chaired the Predictive Analytics World conferences in both 2013 and 2014 which were held in Toronto..

He has co-authored white papers on the following topics: ‘Best Practices in Data Mining’ as well as ‘Customer Profitability: The State of Evolution among Canadian Companies’. His publications include:

• Is predictive analytics really that accurate for marketers- Journal of Marketing Analytics-May2013• Artificial intelligence(AI), automation, and its impact on data science-Conference: 2017 IEEE International Conference on Big Data (Big Data)• Understanding AI in a world of big data-Big Data and Information Analytics(American Institute of Mathematical Sciences-Jan.2018)

In Oct. of 2014, his new book on “Data Mining for Managers-How to use Data(Big and Small) to Solve Business Problems” was published by Palgrave Macmillan.

In March of 2016, Boire Filler Group was acquired by Environics Analytics where his role was senior vice-president.

In Sept 2019, he launched his new company: Boire Analytics