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1st party data: Taking control in the cookie-less marketing era

1st party data: Taking control in the cookie-less marketing era

14 April 2021
As we step into the cookie-less marketing era come 2022, the rules of marketing will evolve and it is imminent for marketers to adapt their ways of marketing operations.
Automating the training of ML models with Google Cloud AI Platform

Automating the training of ML models with Google Cloud AI Platform

25 March 2021
How we handled the training and the deployment of our FastAI models using AI Platform — Part I
When data creates a monster, it’s time for bravery

When data creates a monster, it’s time for bravery

24 March 2021
When a business comes to depend on the data silos that are hurting it, it’s time for brave leadership and a comprehensive strategy for data, writes Hannes Weissensteiner, Managing Director DACH at Artefact.
Second-party data partnerships: when your basic data is gold for someone else

Second-party data partnerships: when your basic data is gold for someone else

16 March 2021
The concept of data monetisation has been used everywhere and by everyone But other than the GAFA, very few companies have successfully monetised their data and created a real income stream from it. Of course, data has been a key driver for the most recent business successes, but it seems that the big promises of data monetisation never really bore fruit for most. That’s because most companies didn’t yet explore second-party data partnerships, says Fabien Cros, Data Consulting Director at Artefact France.
How can data enhance search strategies and boost ROI?

How can data enhance search strategies and boost ROI?

12 March 2021
By definition, search is one of the major levers of digital marketing. In this article, Vincent Laquerriere, Account Executive at Artefact, explains how to optimise your Google positioning strategy to stay ahead of your competitors, and how to maximise your use of Google campaign management tools by integrating data that’s important to your company.
How far are we from delivering truly personalised advertising at scale?

How far are we from delivering truly personalised advertising at scale?

26 February 2021
While audiences are becoming increasingly receptive to personalised advertising, many are still sceptical of its execution and implementation. So, how far are we from delivering truly personalised advertising at scale? Tristan Sanders, Head of Performance Marketing at Artefact, considers how advertisers can move forward.
Data Analysts: Feeding creatives with contextual Data

Data Analysts: Feeding creatives with contextual Data

23 February 2021
Where data was once used only to measure performance, revenue goals and conversion rates, today, companies with solid historical data can also use it as input for content creation. Daniel de Vos, Manager Data & Analytics at Artefact Netherlands explains how.
Introducing NLPretext, a unified framework to facilitate text preprocessing.

Introducing NLPretext, a unified framework to facilitate text preprocessing.

23 February 2021
Working on NLP projects? Tired of always looking for the same silly preprocessing functions on the web, such as removing accents from French posts? Tired of spending hours on Regex to efficiently extract email addresses from a corpus? Amale El Hamri will show you how NLPretext got you covered!
Boosting online retail activity by upskilling sales and marketing teams.

Boosting online retail activity by upskilling sales and marketing teams.

23 February 2021
Ecommerce is more than an opportunity for brands: it’s a necessity, say Thomas Faure, Senior Consulting Manager – E-Retail Lead and Guillaume BAROIN, e-Retail Consultant at Artefact. They explain how upskilling programmes can accelerate overall business growth.
Interview: How Nissan is transforming in the digital world

Interview: How Nissan is transforming in the digital world

17 February 2021
In this Q+A, Dév Rishi Sahani, Nissan’s Global Head of Customer Experience Data Analytics & Reporting, chats with Pascal Coggia, Artefact Partner and UK Managing Director, to explain how the Japanese car giant has accelerated its digital transformation over the last few years and is now using data and BI Hubs to drive operational efficiencies and sales around the world.
The real impact of the iOS 14 update on Facebook Advertising (and how advertisers should respond)

The real impact of the iOS 14 update on Facebook Advertising (and how advertisers should respond)

10 February 2021
Many articles have been written about Apple’s latest iOS 14 update, and the ad restrictions it introduces. Arnaud Marro, Head of Social Media at Artefact, and Cecile Megens, Sr. Paid Media Consultant, analyse the impact on marketing performance and explain how advertisers can respond.
Why linking Adjust and Google Cloud Platform can improve data-based marketing strategies

Why linking Adjust and Google Cloud Platform can improve data-based marketing strategies

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.
Sales forecasting in retail: what we learned from the M5 competition

Sales forecasting in retail: what we learned from the M5 competition

5 February 2021
In this article, Data Scientist Maxime Lutel sums up his learnings from the M5 sales forecasting competition, which consisted in predicting future sales in several Walmart stores. He will walk you through our solution and discuss what machine learning model worked the best for this task.
How did we use computer vision to help medical experts diagnose Follicular Lymphoma?

How did we use computer vision to help medical experts diagnose Follicular Lymphoma?

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.
From idea to implementation: Becoming an AI Factory

From idea to implementation: Becoming an AI Factory

29 January 2021
Formulating a coherent AI strategy, and deploying value-adding and efficient use cases is a struggle for many businesses. Alexandre Thion de la Chaume, Partner, Data Consulting at Artefact, explains how these processes can be streamlined through the AI Factory model.
Cracking personalisation in China.

Cracking personalisation in China.

28 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.
Welcome to the Google Analytics 4 revolution

Welcome to the Google Analytics 4 revolution

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.
Causal Intelligence: The Key to boosting AI Performance in Business

Causal Intelligence: The Key to boosting AI Performance in Business

7 January 2021
To see real returns on AI and Machine Learning investments, business leaders first need to understand the cause-and-effect relationships impacting performance. Siddharth Mohan, Senior Data Scientist at Artefact Netherlands & France, explains how Causal Intelligence can boost performance.
How to master the basics of people-based media attribution

How to master the basics of people-based media attribution

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.
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