ARTEFACT DATA DIGEST | SEPTEMBER 2021
This new season ushers in exciting developments here at Artefact. With our CEO’s ambition with Ardian, an impressive e-Retail upskilling programme with Pierre Fabre, and the foundation of the Artefact School of Data, we are proud to share these key advancements.
We also share our insights on using machine learning to predict retail sales, how to keep ethics at the heart of Data Science projects, and best practices for scaling AI projects with a
holistic approach.
Enjoy reading,
The Artefact Team
Striking the perfect balance between Art and Fact: “Artefact is a new generation of digital agency with Data and AI at its core.”
This is the essence of our brand name; the alliance of marketing innovation (Art) and data science (Fact). Our strategic marketing support is based on powerful analytical models that allow us to go faster and further. For each digital campaign we run for more than 300 major brands, our teams of media experts collaborate with our data scientists and analysts to streamline their omni-channel media investments.
Read the entire interview
Our co-CEO’s ambition with Ardian: A tremendous opportunity for Artefact to become a world leader in Data & Digital Transformation
The ongoing negotiations between Artefact and world-leading private investment house, Ardian, which could result in Ardian purchasing all of Artefact’s shares and delisting Artefact, would make our plans for growth much more solid, constructive and long-term!
Artefact launches Artefact School of Data
Artefact has acquired VIVADATA, a French pioneer in data science training, to found the Artefact School of Data. Although data science has become a competitive advantage and a significant challenge for companies, the market remains short of experts
. Our first bootcamp starts on October 11th in Paris.
ARTEFACT DATA & DIGITAL EXPERTS’ INSIGHTS
From marketing personas to media activation: from theory to reality, reconciliation can’t be improvised
Reconciliation between theory and reality, or between persona types and their effective targeting via media activation tools, can pose serious issues and lead to a loss of media investment profitability. Thomas Quélin, VP Digital Marketing, in charge of the Digital Activation BU, Artefact, describes how to overcome these issues by employing a combination of strategy and operations.
READ MORE
Including ethics best practices in your Data Science project from day one
In recent years, ethics in machine learning has seen a significant surge in academic research, with major conferences as well as large tech companies putting together dedicated teams to tacle ethical challenges. Karim Si Larbi, Senior Data Scientist at Artefact, provides guidelines for building trustworthy machine learning solutions without falling into ethical pitfalls.
AI Requires a Holistic Framework and Scalable Projects
AI has the potential to drive change in almost every industry. There are big incentives for organizations to start their AI journey now; there is also the risk that if they don’t, playing catch up will be difficult. Ghadi Hobeika, Managing Partner at Artefact USA, explores the delicate balance between carefully but quickly implementing AI, avoiding risks while staying ahead of the curve.
The $2 Trillion Club: how Data x Services are leading to skyrocketing growth in company valuations
Recently, Microsoft joined Apple as the second listed US company as a member of the very select $2 trillion club. The fact that US tech giants are dominating the world is not news, but the pace at which they’re crossing significant valuation milestones is. Ghadi Hobeika, Managing Partner at Artefact USA, analyzes the speed and ramifications of US tech giants’ skyrocketing growth.
Demand forecasting: Using machine learning to predict retail sales
Pascal Coggia, UK Managing Director & Partner at Artefact, and Jérôme Petit, Data-Driven Strategy Partner at Artefact, discuss how machine learning has now evolved to the stage that it can provide accurate predictive models using different signals based on how they influence purchases, and what this means for retailers.
NEW CLIENT CASES
(all our client cases are available on our website)
PIERRE FABRE GROUP: Accelerating online growth with a global e-Retail upselling programme
After performing an e-Retail audit, Artefact launched an upskilling programme composed of eLearning modules, bootcamp sessions, and one-to-one coaching to approximately 600 Pierre Fabre Group employees in 27 markets.
enhances its digital marketing with rapid deployment of a full funnel, cross-device activation strategy
Launched in November 2017, Orange Bank offers banking services designed natively around mobile uses so customers can autonomously perform all operations from their app.
ARTEFACT CORPORATE NEWS
James Kaye joins Artefact MENA as VP of Digital Marketing, based in Dubai
Artefact MENA announces the hiring of James Kaye as VP of Digital Marketing. James will be based in Dubai at Artefact’s headquarters in the region.
READ MORE
Edouard de Mézerac, new integrated leadership of Artefact China and Asia
Celebrated industry leader, Edouard de Mézerac, Managing Partner of Artefact Asia expands his leadership to take charge of the entire business in the region, covering 150 employees throughout China (Shanghai and Hong Kong), Singapore and Malaysia.
READ MORE
Artefact APEC Celebrates Three Key Wins
Artefact Asia took home two Silver Awards at the Top Digital Awards 2021 for:
1. Business Intelligence – Data and Marketing Case (Henkel Adhesives – B2B)
2. Creative Short Video (METRO Commerce Group)
READ MORE
Artefact China won the AI World Innovation Challenge (AIWIN) Prize
READ MORE
ARTEFACT WEBINARS & EVENTS AROUND THE WORLD
Tues 21 September | 16:10-16:35 (UTC+2)
Groupe BPCE x Google x Artefact France
From data management optimization to AI industrialisation
Speakers (*In French*):
Frédéric Burtz, SVP Digital Technology and Business Development, GROUPE BPCE; Alexandra Syrovatski, Head of Financial Services, Google Cloud; Fabrice Henry, Managing Partner, Artefact France
Weds 29 September | 14:00-14:30 (UTC+2)
Carrefour Group x Artefact FRANCE
Pain au chocolat or Chocolatine? Predicting demand and optimising retail supply with AI
Petit, Data-driven strategy Partner, Artefact; Paul Devienne, Senior Data Scientist, Artefact France
REGISTER HERE
Fri 5 October | 12:00-13:00 (UTC+1)
Reckitt x Artefact UK
How to measure true Marketing ROI in the cookieless world
Speakers (*In English*):
Henry Jung, Data Science Product Owner, Reckitt; Bobby Gray
, Head of Data & Analytics, Artefact; Aleksandra Semenenko, Lead Data Scientist, Artefact
REGISTER HERE
Tues 12 October | 11:50 AM-12:20 PM (UTC+2)
Ubisoft x Artefact FRANCE
Data-driven Branding: How Ubisoft uses data to plan, optimize and measure its media campaigns with the help of Artefact
Clément Prevosto, Senior Director, Media & CRM, Ubisoft EMEA; Natacha Kocupyr, VP Digital Marketing, Artefact France
REGISTER HERE
Tues 12 October | 17:00-17:30 (UTC+2)
RED by SFR x Artefact FRANCE
Transforming proprietary data into business value, the example of RED by SFR
REGISTER HERE
DATA CONSULTING | DATA MARKETING | DIGITAL ACTIVATION
