Global Blog
Get inspired by our latest blog articles.
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.
5 January 2021
How Apple’s iOS 14 will change how brands target consumers
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.
14 December 2020
The time is now for people-based attribution
25 November 2020 Marketers have longed to be able to track when, where and how their consumers are interacting with their brands — online and offline. Tools like Facebook Attribution can help brands take a critical step forward in their understanding, says Arnaud Marro, Head of Social Media at Artefact France.
25 November 2020
Reducing product stock-outs in hypermarkets with Time Series modelling
25 November 2020 In this article, Artefact’s Senior Data Scientists Kasra Mansouri and Camille Le Gonidec explain how to create a data science product with limited data and high business constraints. Find out how they were able to reduce product stock outs in hypermarkets with Time Series modelling.
25 November 2020
How to train a language model from scratch without any linguistic knowledge
25 November 2020 In this article, Amale El Hamri, Senior Data Scientist at Artefact France explains how to train a language model without having understanding the language yourself. The article includes tips on where to get training data from, how much data you need, how to preprocess your data and how to find an architecture and a set of hyperparameters that best suit your model.
25 November 2020
How did we put our sales forecasting solution for croissants into production?
25 november 2020 At Artefact, we are so French that we have decided to apply Machine Learning to croissants. This first article out of two explains how we have decided to use Catboost to predict the sales of “viennoiseries”. The most important features driving sales were the last weekly sales, whether the product is in promotion or not and its price. We will present to you some nice feature engineering including cannibalisation and why you sometimes need to update your target variable.
25 November 2020
NLU benchmarks for intent detection and named-entity recognition in call centre conversations
25 November 2020 Call centers advisors are starting to see NLU emerging in their day to day lives, helping them answering customers’ requests more easily. For a tool to do that, it must be able to recognize at the same time the customer request and its characteristics, in other words, an intent and named-entities.
24 November 2020
Interview: Helping HomeServe better respond to home emergencies with AI
24 November 2020 This October, Artefact hosted a webinar with home insurance company HomeServe to discuss how speech analytics is helping the company improve its customer experience and boost business performance. In these extracts, Mickael Loreau, Innovation and Products Director at HomeServe, chats with Artefact Data Consulting Director Matthieu Myszak and Hanan Ouazan, Director – Data Science VP, about the progress they have made so far.
23 November 2020
Why brands need to build more diverse social media strategies
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.
28 October 2020
Data platform 2.0: accelerating development with data governance as code
28 October 2020 Data platforms have revolutionised how brands store, analyse and use data — but to use them more efficiently they need to start embedding data governance as code, writes Justine Nerce, Data Consulting Director, and Jean-Baptiste Charruey, Manager Data Engineering, at Artefact.
28 October 2020
How AI can help brands discover consumer microtrends
16 October 2020 Lockdowns have strengthened the influence of online prosumers – people who consume but also produce their own products. To stay ahead of these ‘microbrands’, marketers can use AI to predict the next craze, says Cyril Fekete, Consulting Partner at Artefact.
16 October 2020
How brands can finally put an end to ‘dirty data’
12 October 2020 Too many marketers are still relying on inaccurate first-party data. In this article, Joachim Sontag, Consulting Director at Artefact Germany, explains how brands can clean up their dirty data’’, build a connected data loop, and future-proof their data architecture.
14 October 2020
Why TikTok has come of age during the COVID crisis
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.
22 September 2020
How sales organisations can survive in a socially-distanced world
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
15 September 2020
Five simple steps to finally tackle data quality issues
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.
10 September 2020
Why you should be using DV360 and Google Display Ads simultaneously
28 July 2020 Programmatic display is one of the fastest growing online marketing channels. Sjoerd Lops, Senior Display Programmatic Consultant at Artefact, explains which tools to choose for your display advertising.
28 July 2020
How to get started with A/B testing
26 June 2020 In the post-pandemic world, A/B testing can give you precious insights into your customers’ changing preferences, says Helena Heno, Data and Analytics Consultant at Artefact Benelux.
26 June 2020
How to win on Google in the age of zero clicks
22 June 2020 These days, half of Google searches don’t result in website clicks. Naguib Toihiri, Head of SEO & Growth at Artefact MENA, explains how brands can turn these new challenges into opportunities.
22 June 2020
Social CRM: The key to driving sales and loyalty after COVID-19
19 June 2020 In the aftermath of COVID-19, Social CRM, an end-to-end data marketing solution, will allow businesses to harness data and leverage them to drive conversion and loyalty, says Serene Tan, Regional Business Director at Artefact.
19 June 2020
SEO in Zeiten von COVID-19: Veränderungen, Chancen und Empfehlungen.
1 Juni 2020 Ein Artikel von Lisa Stellberg, Search Engine Optimization Consultant bei Artefact, über SEO in Zeiten von COVID-19: Veränderungen, Chancen und Empfehlungen
1 June 2020
Fulfilling the promise of media in-housing
28 May 2020 Moving media in-house was supposed to help brands drive agility and efficiency. Fabien Cros, Consulting Director at Artefact France, assesses the real impact.
28 May 2020
Reasons to keep investing in media during the COVID-19 Pandemic
19 May 2020 While it’s tempting to cut media budgets during a crisis, this isn’t always the best decision, says Florian Thiebaut, Consulting Director at Artefact France
19 May 2020
The 7-step roadmap for emerging from COVID-19 successfully
18 May 2020 As the COVID-19 situation continues, Vincent Luciani, Global COO at Artefact, shares key advice for brands and strategies for immediate in-crisis reactions and long-term planning
18 May 2020
Google Analytics 360: The secret weapon for use cases
14 May 2020 Rather than investing in expensive tools to develop data-driven marketing use cases, brands can use Google Analytics 360 to start small, drive value and scale first, says Fabien Cros, Consulting Director and Charles Lucas, Consulting Manager at Artefact France.
14 May 2020
How the pandemic is reshaping digital media costs
29 April 2020 COVID-19 has had a huge impact on the media industry. Guillaume Balloy, Managing Director at Artefact France, assesses the cost implications on social ads, paid search and programmatic advertising.
29 April 2020
Why the time is now for behavioural pricing
28 April 2020 In the post-corona world, refining your pricing strategies will be just as important as developing your data-driven marketing, says Fabien Cros, Consulting Director at AI and data-driven consulting firm Artefact.
28 April 2020
CD²O study: The profiles, challenges and enablers of Digital and Data Leaders
16 April 2020 As more companies appoint Chief Digital and Data Officers, a new study from Artefact defines their profiles, the challenges they face, and their evolution within organisations.
16 April 2020
Fashion Forward: how and why machine must meet couture
8 April 2020 In the fashion business, trend spotting is essential. Artefact UK MD Sarah De Martin explains how brands can use data to spot what’s next.
8 April 2020
6 ways advertising will change after the coronavirus crisis
1 April 2020 The coronavirus crisis is changing consumer behaviours — potentially, forever. Hannes Weissensteiner, MP, Artefact DACH, predicts how this will impact the advertising industry.
1 April 2020
How to invest your marketing budget wisely during times of crisis
30 March 2020 As the coronavirus crisis continues to dominate headlines, brands are increasingly reassessing their marketing budgets. Ron Szigetti, Senior Programmatic Consultant at Artefact Benelux, considers how to balance short-term sales with long-term gains.
30 March 2020
AI Factory: The business model that will change everything
9 March 2020 Having a dedicated ‘AI Factory’ will accelerate your business, says Vincent Luciani, Co-founder and Global COO of Artefact
9 March 2020
How facial recognition is transforming our lives
3 March 2020 From unlocking smartphones to accessing services online, facial recognition is already impacting our everyday lives. Philippe Rolet, Co-founder and CTO at Artefact outlines the best examples.
4 March 2020
The Future of Search with Artificial Intelligence
3 March 2020 Nowadays, search engines are no longer a simple index of websites: they are improving at understanding what users are looking for. That’s where AI is helping, says Naguib Toihiri, Head of SEO & Growth at Artefact MENA
3 March 2020
Life after the cookie monster: what you need to know
18 February 2020 Google’s decision to drop support for third-part cookies puts advertisers in a challenging situation, but not an insurmountable one, says Bobby Gray, Head of Analytics at Artefact UK
18 February 2020
How will Google’s cookieless world impact brands?
22 Jan 2020 Google’s decision to phase out third-party cookies in Chrome will change how brands target consumers. Florian Thiebaut, Consulting Director at Artefact Paris, assesses the impact.
13 February 2020
Artefact launches new Amazon Scheduler tool
Increasing Sponsored Ads performance by 41% through hourly campaign management
26 November 2019
Turning Fashion Shows into Consumer Insight Generators
19 November 2019 Pascal Coggia, Artefact UK’s Managing Partner of Data and Consulting, explains how brands can use AI and data to forecast the popularity of their products and inform their marketing and operations.
22 November 2019
TUI: How Search and Display campaigns are fuelling performance
Artefact’s Natacha Kocupyr, asks TUI France’s Audrey Durousseau, Head of Paid Traffic, and Loïc Davrinche, Director of Digital Operations, how the “brand with a smile” is riding on the crest of a performance wave.
14 November 2019
How Artificial Intelligence Can Restore Prestige to The Press
Often perceived as a menace, AI can, on the contrary, enable the media to dedicate themselves to what comprises their true added value: investigation, perspective-taking, analysis…
28 October 2019
The old transparency battle Vs the new world of digital media agencies
It is astonishing to see that transparency in media trading remains a major issue that still continues to hamper trust between advertisers and their media partners.
22 October 2019
Incorporating AI for 2020 and Beyond in Business
Artefact UK’s VP of Data Ryo Katsuki sits down for a fireside discussion on the importance of incorporating AI into your business in 2020. He also advises on the most efficient way to do so.
4 October 2019
Large Nordic companies miss potential on Google
Search engine optimization does not top the list of sexy marketing disciplines.
30 September 2019
Performance is dependent on power quality
Artefact’s three things to remember about the reality of AI:
15 July 2019
Guidelines for a First-Time Data Strategy
Some dread it; some delight in it; either way, the construction of a data infrastructure requires perfect understanding of data and its resulting use cases.
15 July 2019
Governments make AI an economic priority
The world is becoming ever more aware of AI’s potential. There is real momentum, evidenced by the race for global leadership in artificial intelligence.
12 July 2019
Data Marketing : breaking the silos
It’s no secret that data marketing is huge.
11 July 2019
Are Cloud and AI inseparable?
With the cloud, users are offered abstract Infrastructure as a Service (IaaS*) rather than finite resources they can buy, known as on-premise infrastructure. The cloud can also offer an application (PaaS*: Platform as a Service) or a function (FaaS*: Function As A Service).
11 July 2019
3 tips to optimise your Amazon product pages from Artefact
Creating quality content on Amazon is critical to a brand’s success and will influence two aspects of your activity.
7 July 2019
Do not use “offline eyes” in an online world!
This is especially true when it comes to knowing which data is most important in order to understand consumers. It is less about WHO they are, WHAT they did, and much more about HOW they behaved. The way consumers behave on an online platform will tell you more about their propensity to spend than other factors. Brands need to capture this data, and many do not.
7 July 2019
Breaking the BAT Silos through SCRM
Needless to say, China’s internet ecosystem is now dominated by 3 giants: Baidu, Alibaba, and Tencent, or what we call the “BAT” – i.e. the “GAF (Google / Amazon / Facebook)” of the Middle Kingdom. These 3 giants collect billions of consumer data on a daily basis and they are all trying to monetize the data within their own independent ecosystems.
6 July 2019
Artefact’s 5-step plan for an effective Amazon media strategy
Launching a media campaign on Amazon is a must if you want to raise awareness and increase activity, but it’s also a complex step which requires perfect understanding of this ecosystem.
26 June 2019
Artificial Intelligence: Four Areas Where You Have the Advantage
“Will machines replace humans?” The year was 1940, and Franklin D. Roosevelt, in a debate with the president of MIT, was worrying about the impact of machines on the unemployment rate. Sixteen years later, at the Dartmouth conference, Artificial Intelligence (AI) officially enters the pantheon of scientific disciplines.
22 June 2019
Media Agencies and Consultancies in an Area of Conflict
With the advance of automation, the field of digital marketing is changing in profound ways. While advertisers used to outsource their campaigns to external partners in the past, many are now increasingly shifting to carrying them out in-house due to the increasing accessibility of technological resources. Although this may seem simple at first glance, it proves to be much more complicated when faced with the harsh reality of onboarding a variety of tools. Advertisers need consulting, which presents itself as an opportunity for a growing number of IT consultancies on the market. Will they eventually eliminate established media agencies?
20 June 2019
Artefact’s five tips for success on Amazon
In 2016, e-commerce accounted for 8.5% of total global sales. From now until 2021, this figure is set to double, reaching almost 18%. It has become crucial for a brand to include this channel within their strategy and get to grips with how it works.
18 June 2019
How better demand prediction can cure inventory headaches
In an ideal world, businesses would know exactly how much they can sell, when and where. But building an effective demand prediction model is easier said than done, especially when the retail sector is getting increasingly fragmented.
15 June 2019
Lean AI’s response to the “seven wastes” in Artificial Intelligence projects
Artefact has adapted Lean Manufacturing methodologies in order to remedy the seven sources of waste traditionally encountered in artificial intelligence projects.
14 June 2019
Global copied – CogX Day Three
It’s a Wrap! It has been an inspiring and exhilarating last three days at CogX 2019. We’ve thoroughly enjoyed being at the global epicenter of AI and Data, speaking to future and current industry titans at our stand and taking in an immense depth of knowledge on both highly exciting prospects and deeply pressing issues that are associated with our collective future.
13 June 2019
Global copied – CogX Day Two: Data Deluge
Data deluge Day two of CogEx (or #SogEx as some wag has christened the event on Twitter in the aftermath of yesterday’s downpours), thankfully the skies have remained clear and positivity has shone through. This was apparent in today’s opening session on the main stage, ‘Transformation in the age of machines’ from Salim Ismail of OpenEXO.
12 June 2019
The seven “wastes” in Artificial Intelligence projects
Inspired by the seven « wastes » popularised in lean manufacturing, Artefact has adapted this concept to the field of artificial intelligence. This study is based on more than 30 artificial intelligence projects over the last three years.
7 June 2019
The benefits of an In-House AI Factory
The increasing understanding of and experience with artificial intelligence by organisations might seem contradictory given the lack of significant AI implementation within most enterprises.
3 June 2019
