Stéphane Courchesne, Vice President Data and Analytics, Crakmedia
- Frequently used expression: “Average”, I use it both positively and negatively but it is very representative of my personality and my stats background: never in the extremes, we tend towards the middle.
- Your hobbies favorites: Tennis and painting. I lost a bet with a friend and ended up accompanying her to a painting class. I discovered a hobby there which allowed me to get away from it and I surprised myself by not just making stick figures!
- What is the best advice anyone has given you? One of my managers often told me “ Manage with the H.E.A.R.T» (manage with your heart: Humble, Empathy, Accountability, Respect, Truth). Be humble, be real and treat people with respect.
- One thing that particularly motivates you: I would say that I am infinitely more motivated by others, my team, my colleagues. I don’t have a personal motivation to do things, but if I’m doing it for my people, I’m willing to do anything.
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With over 20 years of data experience, I am passionate about numbers and statistics. All organizations, regardless of their business domain, generate a monumental amount of data that is of inestimable value. It’s my role to highlight trends and, in some way, give voice and meaning to this data.
My passion for numbers is not new and after a short stint in actuarial science, I branched off into statistics then continued on this path until obtaining a master’s degree in 2002. Moreover, a notable fact, my dissertation served as the basis for article 443.1 of the Highway Safety Code to prohibit the use of cell phones while driving. I demonstrate a clear and unequivocal statistical link between distracted driving and car accidents.
As Vice President of Data and Analytics at Crakmediawith my team I have access to an impressive amount of data which, before my arrival, remained underused. In the field of digital performance marketing, this data is a valuable resource that allows a company that knows how to use it effectively to have a considerable head start over its competitors. We therefore developed an assistant which, drawing on this data, automates the optimization of Crakmedia’s advertising placements.. It thus makes it possible to increase the average return on investment and stabilize revenues, while freeing our account managers and media buyers from a heavy task, allowing them to concentrate on prospecting and developing business.
Our efforts were rewarded last month by winning honors at the Gala des Mercuriades of the Federation of Chambers of Commerce of Quebec, in the category Increased productivity Investment Quebec. Three weeks later, I had the chance to explain in detail our project and the infinite applications of artificial intelligence in digital marketing at WAQ 2024, organized byQuebec Digitalwhich was held at the Port of Quebec cruise terminal at the end of May. I’m not one to like being in the spotlight, but I was happy to be able to showcase my team’s extraordinary expertise.
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