Navigating the New Era of Cookieless Advertising
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.
From CDP to GPT: Building Your Future Consumer Engagement Strategy Now
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.
How we handled profile ID reconciliation using Treasure Data Unification and SQL
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.
Pushing the boundaries of experimentation and measurement with innovative new modeling techniques
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.
How savvy marketing management can boost sales and solve sophisticated business questions
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.
Three trends paving the way for the future of marketing mix modeling
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.
Unbundled CDPs, the CDP Market Disruptor
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.
Think with Google – Privacy-ready: 3 agency leaders offer MENA marketers advice on a changing landscape
43% of people say they'd switch from their preferred brand to a second-choice brand if the latter provided a good privacy experience. With that in mind, providing consumers with a privacy-safe shopping journey can no longer be an afterthought. So what are the most effective ways for brands to collect first-party data, deliver relevant ad experiences, and analyse and measure results with minimum gaps — all in a privacy-safe way?
Data privacy today: Why it’s essential for customers – and business success
In this interview between Google and Artefact Benelux, we dive deeper into privacy and how to unlock succesful, durable AI-powered marketing.
