7 Jun 2017

Data Philanthropy Hub Launch


Montreal, June 7, 2017 – The Institute for Data Valorization and Aimia have officially launched their Data Philanthropy Hub. Its mission is to deliver big data analysis capability to cultural, community, and civil society organizations and make Montreal a truly inclusive big data platform.

The Data Philanthropy Hub will seek to develop close partnerships between non-profit organizations (NPOs), community stakeholders, academia, agencies, and the Montreal and Quebec business world to facilitate the transfer of knowledge and know-how on social issue data analysis and better equip NPOs to draw on the power of big data.

“The Data Philanthropy Hub creates innovative ties between cultural and community actors,” stated Valérie Bécaert, Director of Partnerships and Knowledge Mobilization at IVADO. “We want the entire community to feel the real benefits of Montreal’s vibrant ecosystem of big-data researchers and companies.”

The hub is the result of a collaborative effort between IVADO and Aimia, a Montreal data-driven marketing and loyalty analytics company better known for its Aeroplan program. To mark the city’s 375th anniversary, both organizations want to leave a legacy for Montreal by leveraging their common data-analysis expertise.

“We’re happy to work with IVADO to grow our award-winning data philanthropy model in the academic community,” said Anne-Josée Laquerre, Director of Social Purpose and Corporate Sustainability at Aimia. “We encourage companies to get involved with the Data Philanthropy Hub by urging their staff to volunteer—it can make a positive impact for cultural organizations and educate young people about the challenging work their experts do.”

To promote the hub’s launch, IVADO held data philanthropy days on June 7 and 8 at HEC Montréal. During the two days, fifteen or so master’s level marketing students with the help of two HEC Montreal teachers, Renaud Legoux and Marc Fredette, put the final touches on a data analysis class assignment that saw them advise four non-profit cultural organizations from the Quartier des Spectacles Partnership through data storytelling activities with various experts.

“Data, for all service industries, including culture, represent an enormous potential and members of the Partenariat des Quartier des spectacles feel privileged to benefit from both IVADO and Aimia’s expertise,”

emphasized Éric Lefebvre, Director of Development. “The knowledge provided by the data analysis of customer preferences and habits will allow us to develop cultural product offers that better meet public demand and promote them in an optimal way. ”


Aimia Inc. (TSX: AIM) is a data-driven marketing and loyalty analytics company. With about 2,300 employees across 15 countries, Aimia partners with groups of companies (coalitions) and individual companies to help generate, collect, and analyze customer data and build actionable insights. We do this through our own coalition loyalty programs such as Aeroplan in Canada, Nectar in the U.K., and Air Miles Middle East, and through provision of loyalty strategy, program development, implementation and management services underpinned by leading products and technology platforms such as the Aimia Loyalty Platform—Enterprise and Aimia Loyalty Platform—SaaS, and through our analytics and insights business, including Intelligent Shopper Solutions. In other markets, we own stakes in loyalty programs, such as Club Premier in Mexico and Think Big, a partnership with Air Asia and Tune Group.

For a full list of our partnerships and investments, and more information about Aimia, visit www.aimia.com.


Founded by Université de Montréal, HEC Montréal, and Polytechnique Montréal, IVADO aims to bring together industry professionals and academic researchers to develop cutting-edge expertise in data science, operational research, and artificial intelligence. In essence, IVADO creates opportunities for knowledge exchange and collaboration between the specialists, partners, researchers and students in its network.

IVADO’s objective is to be the link between academic expertise and the business needs of organizations, from international corporations to startups. With over 1,000 affiliated scientists (researchers, post-docs, PhD candidates, and research associates), IVADO is an advanced multidisciplinary center for knowledge in statistics, business intelligence, deep learning, applied mathematics, datamining, and cybersecurity.


Quartier des Spectacles is Montreal’s cultural heart, boasting North America’s most concentrated and diverse group of cultural venues as well as numerous festivals and events. It also hosts innovative urban installations involving cutting-edge lighting design and immersive environments. Quartier des Spectacles has become an international showcase for digital public art.

The Quartier des Spectacles Partnership is a non-profit organization with more than 70 members active in the district. It is responsible for managing and animating public spaces in Montreal’s entertainment quarter, providing distinctive illumination, and promoting the quarter as a must-visit cultural destination. The Partnership is a member of several international networks, including the Connecting Cities Network and the Global Cultural Districts Network.


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Source :


Valérie Bécaert

Director partnerships and knowledge mobilization




Anne-Josée Laquerre,

Director, social purpose and corporate sustainability




Renaud Legoux

Co-director, Data philanthropy hub

HEC Montréal



Information (for media only) :

Mylène Dupéré

Senior Account Director

Hill+Knowlton Stratégies

Cell : 514 833-7880



Maxime Bernard

Director-General, External communications, Americas, Aimia


514 897 6842


Marie Lamoureux

Public relations consultant

Partenariat du Quartier des spectacles