May 19, 2020

Is Data Turbocharging Your Marketing Efforts?

Adam Groff
3 min
Is Data Turbocharging Your Marketing Efforts?

Data gives your business unparalleled marketing insights, but only if it's integrated and analyzed correctly.

Businesses all across Canada are using data integration tools to take their marketing to all new heights.

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With masterful marketing in mind, here are just a few ways Canadian businesses are using data integration to their advantage:

Successful Marketing in Canada

The key to successful marketing is coming up with a campaign that's based on past and current customer data. Data can help businesses of all kinds easily target their audiences, whether niche or not.

A number of businesses in Canada have had successful marketing runs that have sky-rocketed them into the consumer spotlight.

Among them:

• The Heart and Stroke Foundation of Canada recently released its Make Health Last campaign, which shows Canadians where there health could be in 10 years. The marketing campaign includes an interactive health assessment for visitors, which is helping the foundation gather more information on its audience.

• Labatt Breweries of Canada created a marketing contest where visitors could audition their local bar to be in the next nationwide Labatt Brewery commercial. The marketing campaign was so successful; it received more than 70,000 auditions and tons of social media attention.

• The Ministry of Health, based in Ontario, began a social media campaign that compared "social cigarette smoking" to other habits like nose picking and nail biting. Poking fun at what's socially accepted, this marketing campaign received over 2 million views on YouTube.

Although the marketing examples above are very different, they all have one thing in common: data integration.

Types of Data Integration

As the following article looks at, before you figure out how data integration tools can turbocharge your marketing and business promotions, you must first understand the types of data integration. Manual integration and common user interface require a lot of work on the business's part, which is why they aren't as popular.

Many of today's integration techniques use applications to locate, retrieve, and integrate data automatically.

There's also the data warehousing approach, which extracts data from all the data storage sites your business intends to integrate.

Fortunately, data integration tools make this highly technical process much easier.

Data integration tools can help your business and other businesses in Canada improve the accuracy of their data through validation, anomaly identification, and analytics. With the right data integration tools, data synchronization becomes a breeze.

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Marketing Benefits of Data Integration

As mentioned before, a growing number of Canadian businesses are using data integration to improve their marketing efforts.

Why? Well, for starters, data integration makes tracking marketing revenue much easier by measuring spending and sales data and determining how these numbers affect the overall ROI.

In addition, data integration allows for marketing that's more targeted to consumer groups.

Because data integration tracks behavioral information and other characteristic data, businesses can send marketing campaigns to specific customers based on their interests and purchase histories.

When it comes to turbocharged marketing, your business and other Canadian companies should take full advantage of data integration.

About the Author: Adam Groff is a freelance writer and creator of content. He writes on a variety of topics including online marketing and big data

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Jun 18, 2021

Microsoft: Building a secure foundation to drive NASCAR

3 min
Racing fans can expect the ultimate virtual experience as a result of the partnership with Microsoft and NASCAR

Microsoft is a key partner of The National Association for Stock Car Auto Racing (NASCAR) and together they are driving ahead to create an inclusive and immersive new fan experience (FX).

These long-term partners have not only navigated the challenges posed by the COVID-19 pandemic with the use of Microsoft Teams and Microsoft 365, but are now looking to a future packed with virtual events to enhance the FX, well beyond NASCAR’S famous Daytona racetrack. 

“Together, we've created a secure environment that's allowed for collaboration, but the future is all about the fans”, said Melinda Cook, General Manager for Microsoft South USA Commercial Business, who cited a culture of transparency, passion, adaptiveness, and a growth mindset as to why this alignment is so successful.”

“We've partnered to create a fluid, immersive experience for the users that is supported by a secure foundation with Microsoft in the background. We are focused on empowering and enabling customers and businesses, like NASCAR, to reach their full potential. We do this with our cloud platform which provides data insights and security.”

“Our cloud environment allows NASCAR to move forward with their digital transformation journey while we are in the background,” said Cook who highlights that Microsoft is helping NASCAR

  • Empower employees productivity and collaboration
  • Improve fan engagement and experience
  • Improve environment security and IT productivity
  • Improve racing operations


Microsoft Teams, which is part of the Microsoft 365 suite, enabled employees to work remotely, while staying productive, during the pandemic. “This allowed people to provide the same level of productivity with the use of video conference and instant messaging to collaborate on documents. Increased automation also allows the pit crews, IT, and the business to focus on safety, racing operations, and on the fan experience,” said Cook.

“We have started to innovate to create a more inclusive fanbase, this includes using Xbox to give people the experience of being a virtual racer or even leveraging some of the tools in Microsoft Teams to have a virtual ride along experience.”

“These environments are how we create a more inclusive and immersive experience for the fans. We're working on a virtual fan wall which allows people from new locations to participate in these events,” said Cook, who pointed out Microsoft was also helping bring legacy experiences alive from NASCAR’s archives. 

“At Microsoft we can take it one level further by letting fans know what it's like to see the pit crew experience, the data and all the behind-the-scenes action. We will continue to improve automation with machine learning and artificial intelligence, from marketing to IT operations to finance to racing operations,” said Cook.

Christine Stoffel-Moffett, Vice President of Enterprise Technology at NASCAR, said: “Microsoft is one of our key partners. They have been instrumental in helping the NASCAR enterprise technology team re-architect our Microsoft systems to ensure an advanced level of security across our environment, contribute to our business outcomes, and focus on fan experience.”

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