8 February 2021 Collecting user data is easy. However, understanding how to maximise value and respond to real-time behaviour changes is far more challenging. Jenson Jacob, Data & Analytics Manager at Artefact MENA explains why linking Adjust and Google Cloud Platform can improve data-based marketing strategies.

21 January 2020 To implement GA4 successfully, companies first need to implement a dual setup with their current Universal Analytics property and upskill their digital marketing teams accordingly. Cyril Calvet, Senior Data Analyst at Artefact France, explains how.

20 January 2021 Chinese users spend 4.7 hours a day or more on their smartphones, generating massive amounts of data. Xavier Mussard explains how segmentations capturing personas, life stage, and engagement can offer personalisation in the world’s largest internet market.

5 January 2021 Marketing attribution tools, like Facebook Attribution, Google Analytics and Adobe Analytics can help marketers gain unique insights into what their consumers are doing across channels and touchpoints — but only if they set them up correctly. Katharina Zilke, Head of Social Media at Artefact Germany, outlines the five steps marketers can take to give themselves the best chances of success.

14 December 2020 With the introduction of opt-in permissions for apps, iOS 14 will make it harder for brands to target consumers on an individual level and to measure results of marketing activities. Bobby Gray, Head of Analytics and Data Marketing at Artefact, considers the impact and explains how brands can respond using first-party data.

29 October 2020 This summer, big brands boycotted Facebook over allegations it was profiting from hate speech — putting many smaller brands under pressure to follow suit. To avoid such difficult decisions in future, smaller brands should start building more diverse social media strategies says Jack Harrington, Paid Social Manager at Artefact UK.

21 September 2020 As COVID-19 continues to disrupt the customer relationship, TikTok provides an engaging platform to reconnect with a new generation of customers. Arnaud Marro, Head of Social Media Advertising at Artefact, explores the rapid growth of the video sharing app.

15 September 2020 As leads continue to avoid physical meetings and use online tools to interact with brands, sales organisations will need to adapt their processes to take advantage of the data they are collecting. Fabien Cros, Data Consulting Director at Artefact France, explains how they can succeed

10 September 2020 Ensuring data quality is difficult for most companies, regardless of their data maturity, size or industry. Fabien Cros, Data Consulting Director and Marine Sortais, Data Consulting Manager at Artefact, share five ways brands can improve the quality of their data.