Environics Analytics (EA) has rolled out a series of updates to its data products, with a major refresh of Prizm, a market segmentation system that categorizes Canada into distinct segments based on demographics, lifestyles, values and settlement patterns. Prizm is a registered trademark of Claritas, used by EA with permission.
The latest edition of Prizm, developed after nearly a year of research testing and statistical modeling, reflects shifting Canadian demographics influenced by immigration, internal migration and aging populations, according to EA. With 67 distinct lifestyle segments, the system offers a detailed snapshot of Canadians’ characteristics and locations, down to the postal code and catchment area level.
The company has also updated its DemoStats database with all demographic insights from the 2021 Census, including household income and immigration trends; DaytimePop and NewToCanada, which offer new perspectives on population movement and newcomer integration; AskingCanadians eShopper, social and mobile, with enhanced behavioral data to understand online consumer habits; and SocialValues with a refreshed psychographic view of what Canadians believe, value and aspire to.
EA refreshes its data products following the extension of its partnership with Caddle, one of Canada’s largest and most diverse consumer panels. The partnership enables EA to integrate Caddle’s data (including transaction-level detail through uploaded receipts) into its data collaboration services, providing clients with enhanced options for gaining insights and activating digital campaigns. EA and Caddle have worked together previously to leverage Caddle segment-based panel surveys to inform several of EA’s data products.
Cineplex Digital Media expands in the U.S. with new deal
Cineplex Digital Media (CDM) is banking on a U.S. expansion. The division of Cineplex has secured a 10-year deal with the North Carolina Education Lottery to deploy its digital signage network at retail locations across North Carolina.
CDM will deploy digital menu boards in over 1,500 North Carolina lottery retail outlets and claim centers, with potential for further expansion as part of their long-term deal.
The partnership will enhance the player experience and support retail partners, with CDM’s solution offering flexible marketing and messaging options, according to the company. This will enable the North Carolina Education Lottery to tailor messages to gaming audiences, measure impact and optimize returns for education in the state.
“The agreement with Cineplex Digital Media provides us with a digital platform to reach that audience (players) with messaging tailored specifically to them. That is a major investment in our retail partners that should help us raise more money for the good cause we serve,” said North Carolina Education Lottery chief brand officer Terri Rose.
North Carolina Education Lottery raises more than $1 billion a year for public education programs in the state. In fiscal year 2024, the lottery recorded more than $5.3 billion in sales.
Cineplex, meanwhile, operates 172 movie theaters and entertainment venues in Canada, including The Rec Room, Playdium and Cineplex Junxion, which combines movies, gaming, dining, and live performances. The company also runs businesses in cinema media, digital media, and alternative programming through Cineplex Media, CMD and Cineplex Events.
