DATA MARKETING: DOING MORE WITH LESS
In the face of financial uncertainty, marketers are focusing on “doing more with less” by relying on data and Artificial Intelligence for their ability to define the most cost-effective strategies for companies.
🔹 By 2025, Gartner predicts organizations that use AI across the marketing function will shift 75% of their operational activities from production to analytics.
Data and analytics skills are a priority: 64% of marketers reported that they will increase investments on data and insight capabilities in 2023.
By using AI and predictive analytics, UPS reduced their carbon footprint, delivered more reliably, coped better with shifting demand, and saved $300 million in costs.
“The three tech themes of 2023? Optimize, scale and pioneer. They can help organizations “optimize resilience, operations or trust, scale vertical solutions and product delivery, and pioneer with new forms of engagement, accelerated responses or opportunity.”
Frances Karamouzis, Distinguished VP Analyst, Gartner
MROI: A new data-driven approach to measuring on and offline campaigns
Florian Thiébaut, Partner and Data Marketing Practice lead at Artefact, discusses why Marketing Mix Modeling (MMM), attribution, or geographic experiments are no longer enough to meet the needs of advertisers in our changing economic context.
Artefact’s MROI solution uses cloud and data visualization technologies, as well as cross-channel data to help marketers answer questions such as:
🔹 What’s the optimal media-mix for a given audience and period, like Christmas?
🔹 How much budget should I allocate to various video channels to meet my brand awareness goal?
🔹 What value and increment do new campaigns and ad formats bring to my media-mix?
ORANGE BANK enhances its data marketing with rapid deployment of a full funnel, cross-device activation strategy
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Challenge: Orange Bank needed to enable omnichannel measurement and precisely segment their audiences. Above all, they needed to enrich their proprietary data with third-party data or data partnerships to take their digital campaigns a step further.
Solution: By migrating analytics, Artefact was able to optimize Orange Bank’s data collection and reliability. Their marketing teams can now autonomously analyze and activate campaigns. What’s more, media tracking is now automated; acquisition levers can be monitored from end to end.
Results: Acquisition costs on data-activated levers fell by 25%, and the share of premium subscriptions among online subscriptions has doubled.
How Artefact helped UBISOFT build a powerful media campaign with data for its key video game launch
The video game industry is one of the most competitve online markets, with many major players and titles that need to capture the attention of gamers year-round, not just at launch.
Game publishers recognize that the games business is now more global, complex, and saturated than ever before, making robust strategic processes throughout development and publishing even more crucial. Actionable data and metrics are key to plan, optimize and measure media campaigns.
“It is about relying both on Ubisoft customer knowledge and data from advertising tools offered by platforms,”
says Natacha Kocupyr, VP Digital Marketing at Artefact.
Customer Data Platforms (CDP) used for data centralization and audience segmentation, become the norm
In this interview, Florian Thiébaut, Partner at Artefact, explains how CDPs have become the norm, replacing DMPs (Data Management Platfroms), integrating online and offline user data on a single platfrom.
“Due to international regulatory changes, we must now have explicit consent to use the personal data of users, and must explain our reasons for collecting their data,” emphasizes Florian.
The result is less data available for evaluation; by mid-2024, the aims is to end all collection of third-party cookies on all browsers. Less data means potentially reduced revenue for brands. To continue to create precise, targeted audiences based on their browsing habits, and measure their marketing actions, advertises must adapt quickly.
CDPs and the Business of Data in Sports and Entertainments
In this article, Wayne Campbell, Partner at Artefact USA, talks about how data in sports and entertainement industries collected from thousands of different consumer touchpoints enables data-driven decisions that deliver concrete benefits to athletes, fans and consumers.
“Today’s companies need winning teams as well as powerful analytical tools. Customer Data Platforms (CDPs) have become the preferred solution for many brands,” says Wayne.
The rise of the Customer Data Platform in a cookieless world
You’ll read case studies that concretely illustrate how you can:
DATA CONSULTING | DATA & DIGITAL MARKETING | DIGITAL COMMERCE
