25 January 2021 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.
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.
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.
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.
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.
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.
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.
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?
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.
