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The path to developing a high-performance demand forecasting model – Part 4

The path to developing a high-performance demand forecasting model – Part 4

26 November 2021
Until now we have mainly talked about forecasting regular products that have been on the shelf for quite some time. But what about products that have been very recently launched ?
In this article we will show you how we tackled this issue by proposing an alternative solution to our boosting model based on product look-alikes.
It consists of training a clustering model on old innovations to detect sales pattern similarities, then mapping that to product characteristics with a classification model and then inferring the sales of new innovation with simple statistical methods based on the outputs of model 1 and 2.
Amazon Ads – Golden rules to prepare Q4

Amazon Ads – Golden rules to prepare Q4

26 November 2021
The end-of-year period is ever more strategic and competitive for brands selling their products on Amazon. Both Black Friday and the holiday season are catalysts for sales, increasing buying opportunities for end consumers, but also galvanising competition between brands: on price, product quality and visibility through advertising both on and off Amazon.
It’s essential today to take advantage of all the tools and solutions offered by Amazon. This article highlights our 10 golden rules for harnessing the full power of the American company's advertising ecosystem.
Causation and correlation: a route to smarter marketing

Causation and correlation: a route to smarter marketing

19 November 2021
Data professionals everywhere are scrambling to find a sustainable and effective successor to the third-party cookie. Here, for our Deep Dive on Data, Bobby Gray and Aleksandra Semenenko of Drum Network member agency Artefact tell us to look no further than causation-based approaches.
Friends of Search blog – The value of incrementality testing: why, what and how?

Friends of Search blog – The value of incrementality testing: why, what and how?

16 November 2021
Incrementality is something that is talked about often over the last years in regards to paid search. After seeing the effectiveness of campaigns - especially when using the last click attribution model - budgets increased over the years and more and more companies are using the channel by default. With developments within the online landscape, like the introduction of other attribution models, companies are starting to wonder: are we overspending? Aren't we just burning money? A lot of times these are questions specialists get of C-level executives. By measuring incrementality this can be (dis)proved. That is exactly what Wehkamp did and why they did it. During the Friends of Search event Wehkamp presented their way to measure incrementality, the outcomes and take-aways.
Friends of Search blog – Why you should start using Broad Match

Friends of Search blog – Why you should start using Broad Match

16 November 2021
Google is recently investing a lot of time and resources in the development of Broad Match. As Broad Match together with smart bidding is announced to have a very promising outcome on conversion and conversion value it is worth to enrich one’s account and start testing.
Friends of Search blog – Making PPC measurement easier

Friends of Search blog – Making PPC measurement easier

16 November 2021
Using 3rd party cookies becomes more difficult, as they are set to be phased out in 2023 already. This is also a widespread concern of digital media professionals: 85% says that cookie loss and accurate measurement are in their top 3 of challenges. This complicates tracking as well by making it more challenging: there is so much around, we need to think about the objectives, how we want to track, and the privacy of the consumers. On top of that, modelling also becomes more of a way to measure conversions in your campaigns. Boudewijn Beks takes us (from a PPC perspective) through 4 pillars, on how we can make measurement simple and accurate again in a privacy centric world, and measure more with less data available.
What we have learned measuring our company carbon footprint

What we have learned measuring our company carbon footprint

9 November 2021
8 lessons Artefact’s carbon footprint assessment taught us that could save your company time — and energy
The road ahead: data-driven marketing is critical for the evolving car industry

The road ahead: data-driven marketing is critical for the evolving car industry

2 November 2021
To the casual observer, the motor industry might seem in good health, with electric and hybrid vehicles increasingly appearing on our streets and driverless cars becoming a reality, not to mention people preferring the safety of their car over public transport following the coronavirus pandemic.

But this surface view belies an industry in flux, facing change from several directions.
How to secure your Python software supply chain

How to secure your Python software supply chain

30 October 2021
A guide to being aware of the risks you are exposed to and a few tips to protect against them.
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