Global Blog
Get inspired by our latest blog articles.
In netlinking, what is a natural pace?
Netlinking is one of the most used and most effective SEO practices to have a better ranking on Google.
28 November 2022
Data Mesh: Principles, promises and realities of a decentralized data management model
Justine Nerce and Killian Gaumont (Artefact) along with Amine Mokhtari (Google Cloud) conducted a Data Mesh Workshop.
24 November 2022
Consumer attention and its importance for paid media
Our attention spans are rapidly diminishing. In a little over a decade, the average human attention span dropped from 12 to eight seconds (Microsoft, 2015). Even goldfish have longer attention spans: they can concentrate for an average of nine seconds! And these are results from a seven-year-old study; the situation’s probably even worse today.
15 November 2022
Industrializing carbon footprint measurement to achieve neutrality
To achieve carbon neutrality and faced the climate emergency, the challenge for large companies is first to track the carbon footprint.
2 November 2022
Unlocking the Future: How financial institutions can prepare to scale AI
Athena Sharma speaks about the proliferation of AI projects in the banking and insurance industries, the difficulties some financial institutions are facing with regard to their realisation, and the ways these barriers can be overcome.
27 October 2022
dbt coalesce 2022 recap
The edition of dbt coalesce was taking place in New Orleans. And we learned a ton about the analytics engineering landscape.
26 October 2022
Unleash the power of first-party data with a Customer Data Platform
The digital media landscape is changing and requires a new approach. Read how a CDP can help you turn first-party data into relevant actions in this article.
19 October 2022
CDPs and the Business of Data in Sports and Entertainment
In the sports and entertainment industry, data is collected from thousands of different consumer touchpoints 24 hours a day, every day.
17 October 2022
Snowflake access control at scale
Snowflake | How we automated the management of an account with more than 50 users while complying with data governance standards
10 October 2022
Interview of Vincent Luciani in the magazine Global Banking & Finance Review | Enterprise governance in the data age
How can the company’s decision-making body and governance be adapted to take better advantage of the data age?
3 October 2022
Forecasting something that never happened: how we estimated past promotions profitability
A guide on how to use counterfactual forecasting to estimate the cost-effectiveness of past in-store promotions in retail.
3 October 2022
Revitalise your Marketing Measurement in the era of Privacy (or) for better decision making
Causality Models are the future of marketing. Register for our event to learn how to implemend such a model and to see how Artefact implemented these models for clients.
26 September 2022
Treasure Data Spotlight | How Artefact Helps Clients Build Their Customer Data Platform Strategy
Treasure Data interviewed Artefact to get a better understanding of how Artefact partners with TD to help businesses leverage data for tangible impact across the entire value chain.
12 September 2022
Bayesian Media Mix Modeling with limited data
How to estimate the impact of channels between Sales and Marketing? The Media Mix Modeling is the solution, Statistics are the main resource.
30 August 2022
Measuring the CO2eq impact of your Python Notebook (Azure ML)
After my 1st story on code optimisation to reduce my computing time by 90%, I was interested in knowing the CO2eq impact saved by my changes.
20 July 2022
Personalised marketing in the cookieless era
The technological advancements and GDPR regulations are pushing companies to think of new ways to offer personalised marketing.
19 July 2022
From vision to execution: A five-step plan for companies undergoing data transformation
Data transformation has been a hot topic in the business world for almost a decade, but it’s gained even more importance since COVID-19.
18 July 2022
Why Facebook’s Conversions API integration should not be a question of IF but HOW to implement
Organisations are forced to comply with new standards and adjust the way they operate continuously (Facebook’s Conversions API)
11 July 2022
The five most pressing challenges Chief Data Officers currently face
The role of Chief Data Officers continues to grow and CDOs move up in hierarchy across companies’ leadership boards.
21 June 2022
Retail media, a fast-growing channel, but still in its infancy
Retail media is a fast-growing channel that is establishing itself in the media mix, but has specificities that require expertise.
17 June 2022
What does the end of cookies mean for Customer Data Platforms?
Today’s rapidly-changing regulatory and technological climate makes DMPs obsolete as they were designed around third party data (cookies).
15 June 2022
Data maturity: Climbing the scale in financial institutions
Athena Sharma, Director & Global Financial Services Lead at Artefact, and Chris Bannocks, Group CDO at QBE Insurance discuss data maturity.
8 June 2022
A manifesto to include ML Engineers in your data science projects from day 1
Jeffrey Kane, Senior Data Scientist, explains why ML Engineer should be in your data science projects from day one.
24 May 2022
Data Governance, a prerequisite for AI project success
An interview by the Hub Institute, about Data Governance, with Justine Nerce, Partner at Artefact
23 May 2022
Use data to measure and reduce your environmental impact with Artefact
It's challenging for companies to consistently measure their environmental impact and prioritize the actions to reduce it.
18 May 2022
What does the future of data engineering look like?
The field and future of data engineering is evolving quickly. Discover 3 major trends I see become prominent in the coming years.
16 May 2022
Interview by The Drum – Podcast: The rise and rise of digital advertising
6 May 2022 UK managing director, Pascal Coggia, took part in The Drum Deep Dive podcast, ‘The rise and rise of digital advertising’.
5 May 2022
SEO & SEA synergy: myth or reality?
SEO & SEA synergy are two similar levers: they respond to a single user request and often dealt with separately by agencies.
27 April 2022
Data Mesh: the path to data decentralization
In this article, Chris explains what Data Mesh is and what it isn’t, why it’s as much a mindset as an approach, its benefits and challenges.
27 April 2022
Learning Curve of Data Governance
At Artefact, we want to address Curve of Data governance from an operational standpoint with our article series, “Insights from the field”.
19 April 2022
Cookies are dead, long live the Customer Data Platforms (CDPs)!
To make a difference today, Customer Data Platforms (CDPs) have become the preferred solution for advertisers and content providers.
6 April 2022
Is Facebook Prophet suited for doing good predictions in a real-world project?
This guide will help you figure whether Facebook Prophet is appropriate or not for your forecasting project.
28 March 2022
String filters in pandas: you’re doing it wrong
String filters in Pandas is something you should avoid as the scalar_compare operator leads to performance bottlenecks.
14 March 2022
Building your own Audience Engine
How Building your own Audience Engine: Turning the Google ecosystem into a cookieless customer data platform
7 March 2022
Server-side tracking – the route to data privacy, security and quality, and a better user experience
Server-side tracking | Increased data protection is coming more and more into the limelight, companies have interest in high data quality.
25 February 2022
How AI is improving the patient care journey
AI has the potential to transform the healthcare industry with digital solutions. So how AI is improving the patient care journey?
14 February 2022
Artefact Talent Development Model: A template for continuous career growth
Artefact Talent Development Model: we thrive on transparency and innovation. We’re committed to sharing our best practices with others.
4 February 2022
How to scale personalization efforts with data-driven marketing
To succeed in today's environment, marketers need to scale personalization efforts with data-driven strategies.
2 February 2022
Data & ML challenges for 2022
Key 2021 data & ML trends… and what they mean for 2022
31 January 2022
Data & Analytics Trends 2022 Podcast with Artefact CEO, Vincent Luciani
2021 was a year of transition marked by a strong increase in data maturity. This podcast explores trends to be expected in the months to come in regards to accelerating 1P data collection, expanding brands' CDPs and increasingly probabilistic approaches to performance measurement.
25 January 2022
How to quickly compare two datasets using a generic & powerful SQL query
A step-by-step guide to ease datasets comparison via a ready-to-use Structured Query Language template
18 January 2022
Out of cookies? Fuel an AI-based Audience Engine with first-party data for accurate targeting!
The transformation of the technical and regulatory environment around collecting and processing personal data is profoundly impacting the ability of marketers to precisely target and measure their audiences. Brands need to review their data strategies if they are to continue to accurately reach their audiences and optimise their media budgets.
14 December 2021
Scoring Customer Propensity using Machine Learning Models on Google Analytics Data
A deep-dive on how we built state of the art custom machine learning models to estimate customer propensity to buy a product using Google Analytics data.
13 December 2021
The path to developing a high-performance demand forecasting model – Part 4
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 ?
26 November 2021
Amazon Ads – Golden rules to prepare Q4
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.
26 November 2021
The road ahead: data-driven marketing is critical for the evolving car industry
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.
2 November 2021
How to secure your Python software supply chain
A guide to being aware of the risks you are exposed to and a few tips to protect against them.
29 October 2021
Ad sequencing: how to generate storytelling on YouTube
Nowadays, advertising saturation on all channels causes the message we want to transmit to be too repetitive and does not inspire interest for the user. In this sense, the option of generating coherent Storytelling for the user can be a complicated task.
If we have a brief where video actions and storytelling are proposed, I think that the YouTube Ad sequence could be an option to value.
Using this type of strategy, we have seen increases in frequency up to 2.4x and Brand Awareness up to 4x through YouTube Brand lift measurements.
28 October 2021
7 pandemic-driven business lessons learned for the long-term
For over a year and a half, organizations have undertaken a continuous cycle of innovation and adaptation to meet the changing environment as the pandemic continues to play out. Ghadi Hobeika, CEO of Artefact in the US, provides an overview of seven learnings from the pandemic for the long-term.
27 October 2021
Serving ML models at scale using Mlflow on Kubernetes – Part 3
This article is the third part of a series in which we go through the process of logging models using Mlflow, serving them on Kubernetes engine and finally scaling them up according to our application needs. Although this article could be used independently to test any API response, we recommend reading our two previous articles (part1 and part2) on how to deploy a tracking instance and serve a model as an API with Mlflow. In the following, we will be interested in the scalability issue and address it with few experiments to understand k8s cluster behavior and give recommendations on how to handle high loads.
26 October 2021
Serving ML models at scale using Mlflow on Kubernetes – Part 2
25 October 2021 This article is the second part of a series in which we go through the process of logging models using Mlflow, serving them as an API endpoint, and finally scaling them up according to our application needs. We encourage you to read our previous article in which we show how to deploy a tracking instance on k8s and check the hands-on prerequisites (secrets, environment variables…) as we will continue to build upon them here. In the following, we show how to serve a machine learning model that is already registered in Mlflow and expose it as an API endpoint on k8s.
25 October 2021
Serving ML models at scale using Mlflow on Kubernetes – Part 1
22 October 2021 MLflow is a commonly used tool for machine learning experiments tracking, models versioning, and serving. In our first article of the series “Serving ML models at scale”, we explain how to deploy the tracking instance on Kubernetes and use it to log experiments and store models.
22 October 2021
Visual time series forecasting with Streamlit Prophet
22 september 2021 You need a baseline for your latest time series forecasting project? You want to explain the decision-making process of a predictive model to a business audience? You would like to understand if car prices are seasonal before buying a new one? We might have something for you! This article introduces Streamlit Prophet, a web app to help data scientists train, evaluate and optimize forecasting models in a visual way. Forecasts are made with Prophet, a fast and easily interpretable model.
22 September 2021
The path to developing a high-performance demand forecasting model — Part 3
10 september 2021 How to choose the right visualizations and implement them in Streamlit to better debug your forecasting models
10 September 2021
Demand forecasting: Using machine learning to predict retail sales
24 August 2021 All industries aim to manufacture just the right number of products at the right time, but for retailers this issue is particularly critical as they also need to manage perishable inventory efficiently
24 August 2021
The $2 Trillion Club: how Data x Services are leading to skyrocketing growth in company valuations
5 August 2021 Recently, Microsoft joined Apple as the second listed US company (and third in the world, alongside Saudi oil giant Aramco) as a member of the very select $2 trillion club. The fact that US tech giants are dominating the world is not news, but the pace at which they’re crossing significant valuation milestones is. It took less than 18 months for them to move up from $1 trillion to $2 trillion. How is this even possible? What can “legacy” companies take away from this unparalleled economic success?
5 August 2021
AI Requires a Holistic Framework and Scalable Projects
28 July 2021 Artificial intelligence and digital transformation projects have a low success rate, but best practices help.
28 July 2021
Including ethics best practices in your Data Science project from day one
27 July 2021 Here are some guidelines to build trustworthy machine learning solutions without falling into ethical pitfalls.
27 July 2021
Walkthrough Amazon’s new attribution tool (still in beta)
11 July 2021 A really promising tool for manufacturers with a strong Amazon product presence that aims at improving media performance and increasing revenue through holistic ROI measurement.
12 July 2021
From marketing personas to media activation: from theory to reality, reconciliation can’t be improvised
7 July 2021 Reconciliation between theory and reality, or between persona types and their effective targeting via media activation tools such as Google Ads or Facebook Ads, can pose serious issues and lead to a loss of media investment profitability.
7 July 2021


































































