Strategic Marketing Analytics & Decision-Making
Members: $140
Non-Members: $295
Members and Chartered Marketers* preferred pricing will be automatically applied. *Must be in good standing.
Members: $140
Non-Members: $295
Members and Chartered Marketers* preferred pricing will be automatically applied. *Must be in good standing.
Modern marketing teams have access to vast amounts of data, yet many struggle to translate analytics into meaningful strategic decisions. While dashboards and reporting tools provide visibility into performance metrics, interpreting those metrics within the broader context of business objectives remains a critical challenge.
This session focuses on how marketers can use analytics as a strategic tool for decision-making rather than simply as a reporting function. Participants will learn how to interpret marketing data, identify meaningful patterns across the customer lifecycle, and distinguish between short-term fluctuations and structural performance trends.
The session emphasizes how marketers can move from data observation to strategic insight, using analytics to guide resource allocation, refine marketing strategy, and support informed business decisions.
Through real-world examples and applied exercises, participants will gain practical approaches to reading data more effectively and using insights to drive continuous improvement in marketing performance.
Group rates: CMA offers special rates for groups of 6 or more. Please reach out to learning@thecma.ca to take advantage of group rates. Note: for group rates to apply, all registrations must be completed at the same time.
Ali Inam, CM
Marketing Strategy & Growth Leader
Driven by a deep interest in how strategy translates into real-world outcomes, I focus on helping organizations bring clarity to marketing direction while equipping marketers with practical frameworks they can apply immediately.
Over the past 14+ years, my career has spanned both agency and in-house leadership roles, leading cross-functional teams responsible for brand strategy, GTM planning, digital transformation, and full-funnel growth initiatives for organizations operating in complex and fast-evolving markets.
Throughout my career, I have worked at the intersection of strategy and execution, helping organizations connect brand positioning, customer insight, and data-driven decision making to measurable commercial outcomes. My experience includes leading integrated marketing portfolios, translating business objectives into marketing strategy, and aligning teams around clear priorities during periods of growth and transformation.
As a marketing leader, I have been responsible for building and scaling marketing functions, guiding senior stakeholders through strategic decisions, and developing frameworks that enable teams to operate with clarity, focus, and accountability.
As an educator and facilitator, I am passionate about bridging the gap between theory and practice. My approach focuses on simplifying complex marketing concepts and helping marketers think strategically about how their work connects to broader business outcomes. Through case studies, practical frameworks, and real-world examples, I aim to create learning environments that encourage critical thinking, collaboration, and actionable insight.
I believe the most effective marketing education prepares professionals not only to execute campaigns, but to understand how marketing contributes to organizational growth, customer value, and long-term brand development.
Areas of Expertise
Leadership Experience
Marketing Strategy & Growth Leader