Monday - June 9th, 2014
Concurrent Sessions A

The Impact of Technology on Memory

If the business of life is to acquire memories, then technology the currency. Whether it's capturing an exciting moment or an exceptional dish, we rely on digital cameras and smartphones to help us capture the experience. However, do they help us remember and relive the experience in the future? Could snapping photos come at a cost to our memories?

Yahoo! Canada partnered with True Impact Marketing and Fresh Intelligence to uncover the effect of technology on our minds, memories and emotions. We combined brain-imaging technology with more traditional market research methodologies, in order to analyze the explicit and implicit reactions. The results show there is a clear impact on emotional engagement and attention. These and other findings have deep implications for businesses looking to create mobile or integrated, experiential advertising campaigns. More importantly, the findings establish the importance of being in the moment, for your mind and memories.

Diana Lucaci


Founder, True Impact Marketing, Canadian Chair, Neuromarketing Science and Business Association

Diana Lucaci is the Founder of True Impact Marketing, a Consumer Neuroscience research firm serving marketers, researchers and advertisers. Diana is a Top 30 under Thirty (Marketing Magazine, 2013), and a Chair of the Neuromarketing Science & Business Association (NMSBA), the main global neuromarketing organization.

In addition to specializing in Neuroscience at the University of Toronto, Diana brings a decade of Marketing Communication expertise, translating shopper insights into actionable strategies for Bell Canada, Microsoft VARs, etc. Today, she leads Canada's most established neuromarketing agency in offering its clients a competitive advantage in the marketplace. Learn more at

Nick Drew


Head of Research, Yahoo Canada

As the Head of Research for Canada, Nick's responsible for Yahoo's research programme, building and managing a strategy of insight based on bespoke studies and in-house analytics, among other sources. These insights help Yahoo and its partners understand their audiences, their behaviours and motivations – and ultimately, how better to reach and engage with them. He also represents Yahoo and the wider industry in forums such as the IAB and the CMA, and has presented to events including AdWeek Canada, DX3 and others.

Before joining Yahoo, Nick's research career led him from TNS to the Financial Times, and then to Microsoft Advertising's EMEA research team. In this latter role he was a regular contributor to events such as SMX and SES, and those hosted by the IAB UK and elsewhere.