Canadian Tire has been rapidly expanding its ecommerce presence, and is in the performance marketing game for the long haul. Greg Shelly, VP of Enterprise Digital Marketing, believes that an unrelenting focus on customer experience and relevancy in advertising has fueled its growth in the space. While he's found there's no “one size fits all” approach to developing the right strategy for success, Shelly will discuss common demand generation issues, spanning strategy, media and ad tech, and share some practical approaches to addressing them.