While Canvas Worldwide’s CEO Paul Woolmington avoids participating in the typical agency roundups (citing there are more than enough trend-spotters offering their thoughts), he instead spoke with MediaPost about broader industry shifts and guiding marketers as the landscape evolves post-pandemic.

“Data for data’s sake is insane,” he states as he encourages the industry to re-evaluate their usage of this information. Canvas itself is hoping to shift data into a new phase that will integrate data science with behavioral science more holistically in an effort to reimagine the entire customer journey.

His agency — “coincidentally making this big investment pre-COVID” — has launched a multi-phase, multi-faceted research study across industry verticals to track shopping habits from their initial intent to purchase.

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