When OpenAI announced Atlas, its new ChatGPT-powered browser, it didn’t just launch another product. It opened a door, one that leads into the next era of human-computer interaction, and, inevitably, into a new frontier for advertising.
Most companies are not ready to replace a dashboard era data stack with an AI stack. Salesforce's latest State of Data & Analytics indicates that 84% of data and analytics leaders say their strategies require a complete overhaul before AI ambitions can succeed. Leaders estimate that 26% of their data is untrustworthy, only 43% report formal data governance frameworks, and around 50% are not confident in their ability to generate and deliver timely insights. At the same time 70% believe the most valuable insights are locked in unstructured data. The conclusion is straightforward: the obstacle is not enthusiasm but foundation, and that foundation must change before agentic systems can scale.
Assortment optimization is a critical process in retail that involves curating the ideal mix of products to meet consumer demand while taking into account the many logistics constraints involved. The retailers need to make sure that they offer the right products, in the right quantities, at the right time. By leveraging data and consumer insights, retailers can make informed decisions on which items to stock, how to manage inventory, and what products to prioritize based on customer preferences, seasonal trends, and sales patterns.
MotherDuck extends DuckDB's analytical performance to the cloud with collaborative features, delivering 4x faster performance than BigQuery and cost savings over traditional data warehouses through serverless, pay-per-use pricing. Following the announcement of MotherDuck’s new European cloud region, we were impressed by its performance and attractive pricing. MotherDuck can already be integrated into your gold layers in order to accelerate the serving of data use cases while saving costs at the same time. See performance benchmark.
AI is transforming search, shifting it from ranking and retrieval towards reasoning and synthesis. This whitepaper charts this evolution, explains the mechanics of large language models (LLMs), and sets out the implications for marketers and brands. At the center of the new measurement landscape is the golden triangle of MROI: Marketing mix modeling (MMM) provides the strategic view, quantifying the impact of marketing on sales and offering optimizers and simulators to guide budget allocation. Incrementality testing validates whether campaigns truly drive additional outcomes, using test-versus-control experiments to establish causality. It also calibrates both MMM and attribution models. Attribution informs in-flight optimization by assigning credit across customer journeys. In 2025, advanced models use deep learning and attention mechanisms to capture channel interactions more effectively. These methodologies are most powerful when used together: MMM for long-term planning, incrementality for ground truth, and attribution for real-time agility. Companies also face the decision of in-housing vs. SaaS solutions. In-housing brings customization and control but requires talent and investment, while SaaS offers speed and expertise. The right choice depends on resources and data maturity. Real-world examples highlight best practices: Google’s Meridian introduces an open-source MMM toolkit to improve calibration, upper-funnel measurement, and bias correction. Accor uses incrementality testing to question assumptions and optimize budget allocation. Nike demonstrates the power of persistence and cultural change, embedding measurement into processes and democratizing insights. Artefact stresses the 95-5 rule, showing how brand equity measurement links long-term growth with short-term performance efficiency. Looking forward, five trends will shape measurement: improved data quality, new frameworks for retail media and connected TV, in-housed MMM with testing, privacy-first approaches, and attention-based metrics. The conclusion is clear: marketing measurement is now a strategic enabler. By integrating methodologies, embedding them in culture, and focusing on both performance and brand, CMOs can defend their budgets and unlock sustainable growth.
In 2025, marketing measurement has become a top priority for the C-suite. While generative AI is transforming campaign execution, measurement is what proves value and secures budgets. Yet maturity remains low: most CMOs still struggle to dynamically adjust spend based on performance. The challenge lies in balancing brand and performance marketing, coping with fragmented data, and aligning decisions across strategic and operational levels. At the center of the new measurement landscape is the golden triangle of MROI: Marketing mix modeling (MMM) provides the strategic view, quantifying the impact of marketing on sales and offering optimizers and simulators to guide budget allocation. Incrementality testing validates whether campaigns truly drive additional outcomes, using test-versus-control experiments to establish causality. It also calibrates both MMM and attribution models. Attribution informs in-flight optimization by assigning credit across customer journeys. In 2025, advanced models use deep learning and attention mechanisms to capture channel interactions more effectively. These methodologies are most powerful when used together: MMM for long-term planning, incrementality for ground truth, and attribution for real-time agility. Companies also face the decision of in-housing vs. SaaS solutions. In-housing brings customization and control but requires talent and investment, while SaaS offers speed and expertise. The right choice depends on resources and data maturity. Real-world examples highlight best practices: Google’s Meridian introduces an open-source MMM toolkit to improve calibration, upper-funnel measurement, and bias correction. Accor uses incrementality testing to question assumptions and optimize budget allocation. Nike demonstrates the power of persistence and cultural change, embedding measurement into processes and democratizing insights. Artefact stresses the 95-5 rule, showing how brand equity measurement links long-term growth with short-term performance efficiency. Looking forward, five trends will shape measurement: improved data quality, new frameworks for retail media and connected TV, in-housed MMM with testing, privacy-first approaches, and attention-based metrics. The conclusion is clear: marketing measurement is now a strategic enabler. By integrating methodologies, embedding them in culture, and focusing on both performance and brand, CMOs can defend their budgets and unlock sustainable growth.
Margin leakage often hides in complex pricing, promotions, and multi-channel strategies, where list prices rarely match the final pocket price. Promotions can cannibalize sales, and inconsistent channel discounts create arbitrage risks, silently eroding margins. Companies that define clear pricing architectures, analyze demand deeply, and govern execution with real-time monitoring turn pricing into a strategic lever. The result: higher profitability, smarter commercial decisions, and sustainable value capture.
AI Agents are revolutionizing commercial operations by automating tasks, enhancing customer relationships, and providing actionable insights. From boosting salesforce efficiency to optimizing pricing strategies, these intelligent systems help businesses achieve measurable growth and competitive advantage.
Artefact, in partnership with Societe Generale and Sorbonne University, presents a new AI approach to identify atypical customer profiles. Tested on real banking data, this open-source algorithm improves scoring accuracy while ensuring interpretability and practical applicability.
