One of the biggest challenges travel marketers face today is measuring the real impact of their ad campaigns. That’s because most travellers book their holidays independently or through online travel agents. At the Egyptian Tourism Authority (ETA), we wanted to gain a clearer understanding of how many visitors actually arrived in Egypt as a result of our marketing campaigns.
Customer Data Platforms (CDPs) are one of the key technological enablers for staying competitive in a rapidly evolving industry landscape. CDPs aggregate, segment, and leverage data from multiple sources to create a 360-degree view of the customer. As a result, organizations can deliver targeted marketing strategies and seamless, loyalty-building user experiences.
The shift away from cookies doesn't need to feel so chaotic. Dive into the new technologies and first-party data strategies that performance marketers are embracing as the cookie apocalypse begins.
The Artefact Singapore data & AI consulting team, with our Tech Partner, Treasure Data, a leading solutions provider of Customer Data Platform (CDP), took part in the Digital Marketing World Forum (DMWF) - Asia. They shed light on the transformative power of AI and Gen AI in marketing practices, and illustrated some concrete CDP use cases for ultra-personalized consumer targeting to maximise ROI of marketing campaign investments.
In this article we explain the challenges of ID reconciliation and demonstrate our approach to create a unified profile ID in Customer Data Platform, specifically Treasure Data. Data was gathered from an offline Data Warehouse and online web site tracking.
Emmanuel Malherbe, Head of Research Center at Artefact, met recently with Sid Mohan, Director Data Science & Global Lead for Causal AI Research & Marketing Mix Modelling at Artefact, to talk about marketing measurement.
Bertrand Brisou, Data & Analytics Director at Artefact, met recently with Emmanuel Malherbe, Head of Research Center at Artefact, to discuss his work as leader and coordinator of Artefact’s global marketing and measurement initiative.
Aleksandra Semenenko, Director of Data Science & Global lead on Marketing Measurement at Artefact, recently sat down with Emmanuel Malherbe, Head of Research Center at Artefact, to discuss the MMM models the company has been developing and the trends emerging with clients today.
Customer Data Platforms (or CDPs for short) have been popular in the market for some time now, but the category truly came to full fruition around 2016-2017. As the category formed, some CDP vendors evolved from other existing business products and others started as pure CDPs, even the marketing clouds took notice of this fast emerging category. Today, the CDP is an established global category recognized by Forrester and Gartner, and has a thriving ecosystem of vendors with varying viewpoints and capabilities.
