The power of data-based marketing

How to win and exceed client expectations with data-based moments marketing

It’s time to data-driven innovate, improve and deliver a better online experience for everyone

While customers’ expectations for value and relevance have changed over the past years, many organizations have failed to change their marketing to meet – let alone exceed – those expectations. By using data-based moments marketing you target your customers at exactly the right moment: when they want and need it. However, from a technology perspective, data-based moments marketing requires martech investments that connect customer understanding with seamless experiences.


During the Artefact Business Event we will provide you with unique insights that will contribute to a competitive advantage for your business. Become inspired by data and digital marketing keynote speakers from Google and Meta, and gain knowledge at the breakout sessions led by our own Artefact specialists.


  • 13.30 – 14.00 Welcome

  • 14.00 – 14.30 Keynote by Mike Bettan (Meta) & Siddharth Mohan

  • 14.30 – 14.55 Breakout sessions 1 – Paid media & CDP

  • 14.55 – 15.15 Break

  • 15.15 – 15.40 Breakout sessions 2 – GA4 & MROI

  • 15.45 – 16.15 Keynote by Ana Carreira Vidal (Google)

  • 16.15 – 18.00 Networking drinks

Description keynote speakers

Mike Bettan – Meta & Siddharth Mohan
The world is moving into a Privacy-first era. This means the future is modelled more than ever, catalysed by augmented computing power at our hands. In order to stay ahead of the competition, companies need to be agile and decisive in their actions, leveraging the depth and width of all their data. Together with Meta, we have collected privacy-centred, comprehensive campaign performance data on Facebook and Instagram for large brands. Using the latest ML techniques ,we have measured the actual performance of these in a privacy-friendly manner going beyond traditional techniques like MMM & Attribution.

Ana Carreira Vidal – Google 
As we enter the age of privacy-friendly measurement, marketers are increasingly faced with data gaps while receiving more pressure to prove the effectiveness of their media investments. In this new ecosystem, there is no methodology that can paint the full picture on its own. In this session we will explain what are the pros and cons of the three most used methodologies in media effectiveness (MMM, experiments, attribution) and share pointers on how to combine them.

Description breakout sessions

Paid media by Sjoerd Lops
8.25 seconds. That is the average attention span of a human. Did you know that this is 10% less compared to a goldfish? Attention is becoming scarce in the online landscape so how do you maintain relevant as a brand? And what is the role of data in this? During this breakout session, Sjoerd will tell you more about the role of attention within the beautiful world of paid marketing.

1p data and CDP by Daniel Ferreira 

With the transition to 1p data, it becomes more difficult to create the full picture of what your customers are doing online. A well set-up Customer Data Platform is the solution to easily integrate identifiable 1p data, as well as 2nd and 3rd party data sources needed to track relevant user interactions to rebuild the customer journey and optimise the customer experience. Daniel will tell you all about 1p data and CDP in this breakout session.

GA4 by Frank ten Kate
Currently, Google is in progress to transition from Universal Analytics (UA) to Google Analytics 4 (GA4) and in 2023 UA will be discontinued altogether. This new version of Google Analytics offers great new functionalities and features that allow companies to tailor Google Analytics to their own business needs. However, the adoption of a new tool also comes with challenges. Teams that rely on GA data will need this migration to go as smooth as possible. How do you make sure your company is prepared and GA4 becomes a succes? During this breakout session we will explain how Artefact has successfully managed the switch from UA to GA4 for several clients.

MROI by Arnold Struik & Siddharth Mohan
When you are spending money on marketing, you would like to see that this money is well spent by an increase in returns. Yet, it can be difficult to calculate what the exact impact of your marketing is, especially for larger companies who use a mix of media. During this session, Arnold will provide some insightful tips to enhance your MROI.


Ana Carreira Vidal

Ana Carreira Vidal, Media Effectiveness Regional Product Lead EMEA


Mike Bettan

Mike Bettan, Marketing Science Agency Partner


Arnold Struik

Arnold Struik, Managing Partner

Artefact Northern Europe

Daniel Ferreira

Daniel Ferreira, Manager Digital & Data consulting bij Artefact


Frank ten Kate

Frank ten Kate, Managing Consultant


Sjoerd Lops

Sjoerd Lops, Manager Client Strategy


Sjoerd has more than 6 years of experience in digital marketing where he works with different clients in travel, and telecommunication but has especially focused on the European fashion industry (e-commerce). He advocates for finding the ultimate combination of brand awareness and performance marketing for short- and long-term sales. He uses attribution modeling and marketing science to achieve the best synergy between different types of customers and online media channels.

Siddharth Mohan

Siddharth Mohan, Director Data Science & Global Lead for Causal Research & Marketing Mix Modeling

Artefact Northern Europe