---
title: "CMA Seminar Recap: Lead Generation Minus the Guesswork"
date: 2024-12-19
published: 2012-04-16
author: "DAC"
categories:
  - name: "Search optimization"
    url: "/en-gb/insights/blog/search-optimization.md"
lang: en-gb
---

# CMA Seminar Recap: Lead Generation Minus the Guesswork

DAC held a one-day Canadian Marketing Association (CMA) seminar titled “Lead Generation Minus the Guesswork” last week at The *Advocates*‘ *Society* in downtown Toronto. Presenters from DAC included: Ken Dobell, President of Digital, Nasser Sahlool, Vice-President of Client Strategy, Jon Dyer, Vice-President of [Digital Media](/en-gb/services/digital-media/), Phil Britton, Product Manager – [Business Location Based Services](/en-gb/local-marketing-platforms/) and Dan Temby, Vice-President of Digital Platforms.

The subjects discussed included the Canadian digital landscape, the power of scale, strategic planning, digital execution, [local Search Engine Optimisation](/en-gb/local-marketing-platforms/location-pages/) and Google Places optimization, and data harmony in the real world.

Below are some highlights we shared on our [Twitter](https://twitter.com/#!/dac_group) stream:

- 90% of consumers online trust recommendations from people they know \#**DACLGS**
- 40% of mobile searches are local \#**DACLGS**
- Google is far and away the search engine of choice, preferred by 83% of search users \#**DACLGS** \#**googlecanada**
- Searches are getting longer. The average word count per search query is roughly 4-5 words in length \#**DACLGS**
- 71% of consumers say reviews from family or friends influence purchase decisions they make \#**DACLGS**
- Everything you do online should be mirrored in some way offline \#**DACLGS**

Special thanks goes to Andra Thurton and Lauren Drumm from the CMA for helping us plan and execute our seminar, and a big thank you to [Niko Downie](https://plus.google.com/112283355541940060217#112283355541940060217/posts), Agency Lead, Google Canada for joining us as a guest panellist.

Images from the event can be seen below.

Get in [contact with DAC](/en-gb/get-in-touch/) to find out more!