Tuesday - June 10th, 2014
Concurrent Sessions D

The Big Data Dig: Digging Deep into Gift Card Transactional Data To Deliver Insights


Susan Ince


Principal, Epic Consulting

Susan Ince, Principal, Epic Consulting has over 30 years experience in market research in North America and the U.K., with a statistics background and very strong quantitative and research design skills. For private and public sector clients, Susan has managed many large scale projects which involved harmonizing information collection with existing research and reporting integrated information from several sample populations. She is a specialist in multivariate analysis integrating primary and secondary research with client’s internal sales and marketing data.

Susan holds an B.Sc. Social Sciences; Combined Honours: Economics & Politics, Statistics, University of Southampton, England and holds Professional CMRP (Research) designations.

Sue is an active professional of member of MRIA (Market Research and Intelligence Association) and is currently on the Board of the B2B Division of the MRIA. Sue is speaker on the B2B Education Series for MRIA and was a co-presenter at the MRIA Conferences in Collingwood in 2007 and in Newfoundland in 2012. Sue has been a guest speaker on Market Research at Seneca and George Brown College, presented a paper on Qualimetrics at the QRCA/AQR Conference in Portugal and has been a lecturer on Quantitative Methods in the Federated Press Market Segmentation Courses.

Susan Williams


Senior Director, Strategic Insights at Cadillac Fairview, Cadillac Fairview Corporation

Susan Williams, Senior Director, Strategic Insights at Cadillac Fairview Corporation is a marketing professional with over 30 years of experience in Marketing, Research and Strategy. Susan is currently heading up the Research and Analysis group within the newly formed Strategic Insight Group. Over the past fifteen years at Cadillac Fairview, Susan has lead teams of professionals in the development of a vast databank of market, consumer and retail trend research, created efficiencies and new standards in marketing as well as the development and implementation of digital marketing platforms and an extensive e-marketing strategy. The National Gift Card program, Cadillac Fairview’s shop!card including the new ecommerce platforms to grow the shop!card sales research and preferred customers were launched while Susan was Director, national research and Marketing.

Susan plays an active leadership role in the Retail/Commercial Real Estate and Market Research communities in North America. She is a member of ICSC (International Council of Shopping Centres), MRIA (Marketing Research and Intelligence Association), on the CSCA Advisory Board (Ryersons’ Centre for the study of Commercial Activity), REALpac Research Advisory Committee, AMA (American Marketing Association), AARM (Association for the Advancement of Relationship Marketing), and the Canadian Retail Analysts committee. Susan holds an Honours Bachelor of Commerce Degree from McMaster University in Hamilton, Ontario, Marketing Management qualifications from the Richard Ivey School of Business at the University of Western Ontario and Professional CRM and CMRP (Research) designations.

Susan is an experienced presenter and has been a speaker and discussion panel member at the ICSC conference, at Ryerson and at MRIA National Conferences. Her sessions have included “Shopping Centres-The Secrets to Success”, “Ready, Set, Retail”, “Stretching Boundaries: Research on a Budget” in addition to papers on leveraging opportunities through GIS, e-marketing and online research.