Last week, Artefact attended Adweek London 2025, held from April 1–3 at 180 Studios. This premier event brought together over 7,000 attendees—including top brands, agencies, and tech partners—creating an exclusive platform for networking and industry collaboration. We focused our time on the Tech Stage, which meant skipping the Innovation and Creative stages.
On the 20th of March, Artefact and Google had the pleasure of co-organizing a special event centered around the launch of Google’s latest innovation in Marketing Mix Modeling (MMM), the open-source model Meridian. This event was a unique opportunity for advertisers and marketers to explore how this cutting-edge tool can revolutionize marketing measurement and optimization.
The rapid adoption of AI agents has major implications for who captures value in consumer transactions—particularly who owns the end customer. In the pre-internet era, the balance of information between retailers and brands was relatively even: Retailers had access to granular, receipt-level data and brands could gather “sell-through” information across the broader market.
Florence and Céline talk about how AI is revolutionizing the workplace, improving productivity, creating new opportunities, and transforming the way employees collaborate.
Digital advertising and measurement are evolving fast, driven by privacy centric measures. These driving forces consist of changing legislation, growing awareness for data ethics, privacy enhancing browsers and hardware, developments such as Google’s Privacy Sandbox and data clean room solutions. Also, there are ‘new kids on the block’ introducing zero-party data technologies such as AI agents, customer questionnaires for data collection, personal data wallets where customers are in control of their data.
Bayesian MMM can transform your company's marketing results, but not all organizations are ready. Understand the criteria for deciding.
Today’s businesses face the challenge of building personalised connections with customers across multiple channels. A Customer Engagement Platform (CEP) is designed to simplify this by centralising and streamlining customer interactions, creating consistency and fostering stronger relationships. By unifying data and facilitating real-time engagement, CEPs enable companies to deliver tailored, impactful experiences that build loyalty and drive growth.
Marketing Mix Modeling (MMM) has long been a valuable tool across industries for data-driven decision-making. Recently, it has gained renewed attention in healthcare and pharmaceuticals as a means of addressing critical questions.
Did you recently make a significant purchase, like a new phone, car, furniture or even jewellery? If yes, then you are probably not buying them again right now, nor will you for quite a while. According to research performed by the Ehrenberg- Bass Institute for Marketing Science (2021) there is a 95-5 rule in marketing, which means that in general 5% is in-market at any given time. In other words, 5% of consumers are ready to buy at this moment.
