The use of data analytics to build a global audience steered much of the discussion around content discoverability at an event hosted by the CRTC in collaboration with the National Film Board of Canada (NFB). The panel of experts at Tuesday's event in Vancouver, held as part of the lead-up to the CRTC's Discoverability Summit, said industry should look at discoverability from a global perspective rather than focusing only on Canada. “Companies should start reaching out to audiences globally. Don’t just think about driving people into your own flagship store that’s located at the end of the street at a dead end. Think about the mainstream audience,” Ling Lin, head of Google Inc.’s YouTube content partnerships in Canada, said during the discussion. The panelists noted that using data analytics to make the most of content distribution was important, especially in understanding audience demographics and individual and group behaviour. They noted that using analytics can help creators as well as distributors to understand what to look for when searching for content. A similar event to discuss French-language content will be held in Montreal on Thursday. The CRTC confirmed on Twitter that the Discoverability Summitt, scheduled for May, will held in Toronto.