Financial Statistics/Marketing Seminar

Sponsored by SORA - the Southern Ontario Chapter of the American Statistical Association and the Southern Ontario Regional Association of the Statistical Society of Canada. This seminar is co-sponsored by the Bank of Nova Scotia and is the second in a series.

Everyone is welcome to attend. There is no fee for these seminars, but space is limited so pre-registration is essential.

Speaker:

Tony Lea
Senior Vice President, Compusearch Micromarketing Data & Systems

Topic:

TBA

Date:

Tuesday November 30, 1999

Time:

2:00 - 5:00 p.m.

Location:

The Bank of Nova Scotia,
National Trust Board Room (3rd Floor)
1 Adelaide Street East, Toronto

This is 1 block north of King at the south-east corner of Yonge and Adelaide (King subway station).

Topic

Corporations are continually striving to quantify untapped potential in the marketplace. In the financial industry where data are in abundance, it is easier to identify what one's piece of the pie is. The challenge however, is how does one accurately estimate the total pie, particularly when most Canadians use multiple financial institutions for their financial needs? In this session, Dr Lea will discuss:

Overview of untapped potential
What are the data elements required?
When is it required?
Why market and product specific?
Different methodologies used
Pro's and Con's of methodologies
How it should be applied
Suggested applications by management within financial institutions
Case study

Program

Welcome (5 minutes)
- Peter Macdonald, President-Elect, SORA
Introduction of Speaker (3 minutes)
- Ivan Hon, Chair of Committee for Financial Statistics/Marketing, SORA
Business Topic (60 minutes) - Tony Lea

What is untapped potential? - conceptual framework. Types of untapped potential. How does untapped potential relate to current challenges in the financial industry? Practical application challenges. Discussion of different management objectives and scales of analysis. How can the results of modelling be linked to actionable reports and output?

Break (15 minutes)
Technical Topic (60 minutes) - Tony Lea

Data requirements and issues. What are the alternative methodological approaches to estimating untapped potential including regression, CHAID, geodemographic cluster-based techniques? Pros and cons of the methodologies? Case study.

Questions/Answers (15 minutes)
Introduction of the Next Speaker & Topic (2 minutes) - Ivan Hon

About the Speaker

Anthony C. Lea

Senior Vice President, Compusearch Micromarketing Data & Systems (a division of Polk Canada Marketing Services Incorporated).

Under Dr Lea's direction for many of the past 17 years, Compusearch's "Custom Research and Consulting Group" has built sophisticated site evaluation, geodemographic cluster, market potential and other models for retailers, banks, auto manufacturers, packaged goods and media firms in Canada and the United States.

He has directed thousands of research projects for Compusearch's 1000 clients. He is well-known in the business geographics and market analysis industries as the principal designer/creator of several cluster systems: Lifestyles, Wealthstyles, PSYTE, (for Canada) and most recently PSYTE US (for the US). Dr. Lea has presented over 60 papers on applied spatial analysis, modeling, marketing analysis, database marketing, and geographically-focussed methodology in general at professional conferences, and has published over 25 papers and books. He was coeditor for many years in the 80's of The CAG journal The Operational Geographer. Dr. Lea has been a member of the Steering Committee of the (annual) Business Geographics Conference since it formation and is a columnist with the industry's key magazine Business Geographics. He is a member of the Ontario (Canada) Retail Sector Strategy Advisory Board and sits on several academic advisory boards. He is Associate Member of the Graduate Faculty in the Department of Geography at the University of Toronto. Dr. Lea received his Ph.D. in Geography from the University of Toronto and has previously taught in the geography departments of the University of Minnesota, University of Toronto, Queen's University, and Ryerson Polytechnic University.

Compusearch is Canada's oldest and largest geodemographic data, market analysis, software development, and consulting company. It was recently purchased by The Polk Company, one of America's oldest and best-known data, information and market analysis companies.

Please RSVP

If you plan to attend this seminar, please RSVP to Dr. SiHe Li, Senior Technical Manager, Customer Profitability, The Bank of Nova Scotia, 602-100 Yonge Street, Toronto, Ontario M5H 1H1, telephone (416) 866-4547, e-mail sihe.li@scotiabank.com.

Please contact Ivan Hon, Retail Marketing, The Bank of Nova Scotia, 602-100 Yonge Street, Toronto, Ontario M5H 1H1, telephone (416) 933-1493, if you want more information about the SORA Financial Statistics/Marketing Seminars.