The proliferation of media, services and methods of measurement has left many marketers perplexed. Yes, there is more data than ever, but is that data relevant, accurate, complete and, most importantly, comparable. Does it really match the needs of marketers?

With that in mind, ACA has organized an executive forum that will give marketers the opportunity to communicate their needs with leading media measurement companies in Canada.

George Ivie, Managing Director and CEO of the Media Rating Council, will lay the groundwork for the discussion by outlining the standards that the media industry need to meet in order to ensure that data collected is valid, reliable and effective. Subsequently, Comscore, Nielsen, Numeris and Vividata will present their respective approaches and methodologies. Participants will then be able ask their questions and share their needs, including the need for a holistic view of the data.

This will allow presenters to clarify their criteria for evaluating and validating data, to talk about their margins of error, and to explain how expressed needs might prompt them to change their ways of doing things.

We aim to create a collegial atmosphere where we can all examine what is being done now and what we can expect for media measurement in the future.

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Date: 22 novembre 2019
Time: 8:30 – 12:00 HE
Location: Fairmont Queen Elizabeth, Room: Rue Crescent
900 Boulevard René-Lévesque West, Montreal, Quebec

Priority to ACA members

Note: The majority of the event will be held in French.

Registrations are now closed.

Questions about registration? Please contact Davina Wong, Manager, Education & Events, 416-964-3805 ext. 1007.


9:00 – 9:10 a.m.
Introduction from ACA

9:10 – 9:50 a.m.
Presentation and questions with George Ivie, Executive Director & CEO, Media Rating Council
(presentation in English, slides in French)

9:50 – 10:00 a.m.

10:00 – 10:10 a.m.
Presentation by Catherine Malo, Head of Digital and GM Québec, member services, Numeris
(presentation in French)

10:10 – 10:20 a.m.
Presentation by Bryan Segal, Senior Vice President, Comscore
(presentation in English, slides in French)

10:20 – 10:30 a.m.
Presentation by Cynthia Pachovski, VP, Audience Activation & Nielsen Marketing Cloud, Nielsen
(presentation in French)

10:30 – 10:40 a.m.
Presentation by Pat Pellegrini, Ph. D., President & CEO, Vividata
(presentation in English, slides in French)

10:40 – 11:30 a.m.
Panel discussion and question period – moderated by the ACA

11:30 – 11:45 a.m.
Conclusions by the ACA

Note: Agenda is subject to change


George Ivie
George Ivie, Executive Director & CEO, Media Rating Council

The MRC secures audience measurement ensuring that it is valid, reliable, and effective for the media industry. The MRC writes the standards and accredits 3rd party audits across TV and Radio Broadcasting, Cable, Print and Internet.

Ivie was appointed Executive Director and CEO of MRC in January 2000. His background includes over 30 years of experience in auditing, evaluating and consulting for Media Research businesses, with a specialty in information technology. Prior to his appointment to Executive Director, George was Ernst & Young’s lead representative and advisor to the MRC.

catherine malo
Catherine Malo, Chief Digital Officer and General manager, Member services, Numeris

Catherine is a respected executive with over 20 years of media experience, particularly in the fields of digital and TV. She is known for her holistic vision of the media ecosystem and for her leadership.

Over the span of her career, she has held numerous key positions and roles in sales, inventory management, B2B marketing and research, as well as in the development of digital platforms and business strategies.

Catherine is strongly committed to the media industry. She has been, and continues to be, a member of many committees and working groups.

As Chief Digital Officer and General manager, Member services, of Numeris, Catherine works closely with Numeris members and teams on the transition to cross-media measurement.

Cynthia Pachovski
Cynthia Pachovski, Vice President, Nielsen Media & Marketing Cloud Canada Lead

Cynthia Pachovski leads the Nielsen Media & Marketing Cloud Group in Canada, delivering the full range of Digital Products Suite for clients to plan, activate, measure and optimize their digital strategies. Along with her team, she focuses on designing data-driven solutions, tactics and strategies, leveraging Nielsen-owned unprecedented data coverage and powered by next gen software and AI technologies. With always in mind the paramount purpose of making research addressable.

Her 20 years of experience and current position give her continuous exposure to market research gold standards -nationally and globally-, Ad Tech ecosystem, consumer insights and big data opportunities & challenges.

Pat Pellegrini, Vividata
Pat Pellegrini, Ph.D., President & CEO, Vividata

Pat is focused on the transformation of Vividata to the leading consumer research and media audience measurement company in Canada.

Before joining Vividata, Pat was President and Chief Research Officer at Simmons Research. Previously, Pat held senior leadership roles at GfK Custom Research North America, Pelmorex Media (The Weather Network), and comScore, among others.

Prior to his media/consumer research career, Pat spent 3 years at The Ohio State University where he published academic papers and taught multivariate statistics and quantitative methods courses in the Geography/Atmospheric Sciences Department.

Pat is a frequent speaker at research industry conferences around the world, and has presented renowned and award-winning papers, including studies on passive media measurement technology and the future of online measurement.

He earned his Ph.D. in 1996 in Geography from the State University of New York at Buffalo, and a M.Sc. and Honours B.A. in Geography from McMaster University.

Bryan Segal
Bryan Segal, Senior Vice-President, Canada, Comscore

Bryan Segal is a leader within Canada’s fast-growing media and technology sector, and a digital media veteran, having worked with many of the market’s leading broadcasters and marketers to develop advertising solutions within the increasingly complex media marketplace.

Segal brings over 20 years of business development, operational acumen, and client relationship expertise to his role at comScore. Most recently, he was CEO of Engagement Labs, an early-stage technology company that provided data-driven solutions for marketers to drive business results via social media. During his tenure, Segal help launched TotalSocial, the world’s first solution that integrates all consumer conversation both online and offline.

Prior to Engagement Labs, Segal spent the majority of his digital media career at comScore. As Vice President, he helped clients such as Bell Media, Rogers, Corus, Procter and Gamble, Walmart, TD Bank, Yellow Pages Group, Facebook, Google, Yahoo, GroupM, Publicis Groupe, Interpublic Group and Omnicom Media to develop data-based solutions to solve their business challenges and drive results. An industry leader, Segal is a Board Member of the IAB Canada and is a frequent speaker on technology and media across the country.

Patrick HottePatrick Hotte, VP Québec, ACA – MC and moderator

Patrick is responsible for providing ACA’s Quebec members with first-class service, leveraging his proven ability of identifying business opportunities, developing strategies for clients and championing innovation.

In addition to providing member services, Hotte provides key input and expertise to ACA’s growing consulting services around agency search, remuneration and contracts.

Patrick has 20 years of integrated marketing experience nationally and has worked in both the Toronto and Montreal markets. A proven leader with rare national market experience, he has in-depth knowledge of the pressures for change and innovation facing marketers in both the English and French markets.

Most recently, he was Senior Vice President, Brand Strategies and Integration, for Havas Canada, where he provided senior leadership and management support to national brands such as Volkswagen Canada, Couche-Tard, Groupe Média TFO, Molson and Maple Leaf Foods. While at Havas, he oversaw the planning, organizing, staffing and management of all marketing, social and digital initiatives.


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