Our perspective
on what matters the most in data science and AI.
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A well-conducted data strategy can improve several performance metrics of an organization, says Olivier Kuziner, Managing Director APAC of Ekimetrics. Data science sometimes seems abstract, but its business impact is significant, as demonstrated by an example in the Chinese luxury industry.
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It seems the code in Silicon Valley has changed. Of course, one event alone is not enough to bring about structural change, but a few of them ecosystem-wide can truly shake things up.
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The excitement surrounding the new generation of widely-available generative AI tools – with ChatGPT the poster boy – has reached fever pitch. Bill Gates has declared that “the age of AI has begun”, claiming that “Artificial Intelligence is as revolutionary as mobile phones and the internet”. Meantime, some of the more enthusiastic members of the tech bloggerati are calling ChatGPT “another Gutenberg moment”, likening the advent of mass availability generative AI to the invention of the printing press in the 15th century.
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It’s only a few months since the new generation of generative AI tools have become widely available, with OpenAI’s ChatGPT in the vanguard. Because of their potential, they’ve attracted big investment from established players in Big Tech. This includes US$11bn invested by Microsoft in ChatGPT, helping the platform to become the fastest-adopted in software history. It took just five days for ChatGPT to reach a million subscribers, and today it has more than 100 million active daily users.
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Although artificial intelligence is dominating many conversations in business today, it’s important to remember quite how recent an innovation open access AI still is. The conversational robot ChatGPT – the Generative Pre-Trained Transformer from OpenAI – has only been widely available since the end of November 2022, with the updated GPT-4 accessible since just the middle of March this year.
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Because we believe that the sustainable transformation of organizations is the revolution of the next 10 years — in the same way that digital technology was for the past decade — we want to re-imagine a Marketing Mix Optimization capability to accompany a change that is profoundly shaking up our clients.
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Because we believe that the sustainable transformation of organizations is the revolution of the next 10 years — in the same way that digital technology was for the past decade — we want to re-imagine a Marketing Mix Optimization capability to accompany a change that is profoundly shaking up our clients.
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Because we believe that the sustainable transformation of organizations is the revolution of the next 10 years — in the same way that digital technology was for the past decade — we want to re-imagine a Marketing Mix Optimization capability to accompany a change that is profoundly shaking up our clients.
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Given the imperative for private equity firms to steer portfolio businesses to optimal value during a typical three-to-five-year ownership window, data science transformation has become increasingly necessary in recent years. It is one of the most sustainable, impactful ways to accelerate portfolio value creation.
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It is often (though not always) the case that, the bigger the business, the greater the data science maturity and the more advanced the data science capability within the organization.
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As we enter 2023, brands are constantly having to tweak their digital and data strategies when it comes to engaging with consumers. So, for those of us in APAC who are looking to unlock invaluable consumer data and drive better experiences, here are five data trends we should pay close attention to this year.
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Data science transformation empowers business leaders to make smarter decisions, quicker, and more often. It does this by widening a company’s data lens well beyond an individual or team’s ability to analyze and act upon all of the data sources that matter.
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As the advertising landscape evolves, with brands using several creatives at once and with more and better data, it has become increasingly important to understand the impact of creativity... Here is an executive summary that highlights the important features and the most efficient ones regarding creative execution & marketing effectiveness by sector.
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Ekimetrics conducted a study providing a technical Marketing Mix Modelling (MMM) approach (object detection algorithms and multi-stage econometric modelling) that demonstrates an objective approach to creative measurement. Here is a list of pitfalls to avoid vs key paths to complete the project successfully.
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Measuring the efficiency of creativity in advertising has historically been challenging. It is hard to isolate the impact of creativity from other factors that impact performance, such as execution tactics or brand health. As the advertising landscape evolves, with brands using several creatives at once and with more and better data, it has become increasingly important to understand the impact of creativity...
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In a world where issues and behaviours are changing very fast, performance - especially marketing performance - takes many factors into account and tends to become plural and increasingly complex.
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Understanding the role and value of measurement is critically linked to what we do with the information! What impact can I have? Is what I am doing enough to influence a return? Can I create lasting competitive advantage? It is often the case that marketing teams use micro measurements to manage the day to day, such as for tweaking digital campaign performance.
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Marketers across the world have been facing a rapidly changing digital tracking landscape as leading advertisers and publishers take a stance on privacy matters. Increasingly, access is being blocked to the digital footprints that have driven both our targeting and understanding of digital marketing performance in recent years. But with the end of third-party cookies, these footprints are washing away…
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In this second of two articles on the role that industry can play in tackling the climate emergency, Ekimetrics’ Théo Alves da Costa and Laurent Félix detail the ways in which businesses can make the best use of AI and data science to transform industry towards sustainability.
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In the first of two connected articles, Ekimetrics’ Théo Alves da Costa and Laurent Félix consider the role that industry can play in tackling the climate emergency. By measuring their environmental impact today, by deciding where they can make the biggest impact fastest, and by optimizing their business models across complex, global supply chains, companies have the opportunity to harness the power of AI and data science to change the paradigm on sustainability.
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To mark the launch of our new white paper, “Tackling industry’s most pressing, burning platform”, Ekimetrics held a webinar featuring with Forrester. Below is an executive summary of the event.
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Internalizing MMO provides companies with control of and direct access to all of the marketing performance data that matters. In this the third and final of a series of articles looking at specific aspects of this challenge, three Ekimetrics’ partners consider the benefits of in-housing some or most aspects of MMO.
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Managing growth and optimizing marketing investment by internalizing MMO is a journey, not a destination. It’s a long-term strategy that aims to drive lasting change – and not a quick-fix. In this the second of a series of articles looking at specific aspects of this challenge, three Ekimetrics’ partners consider what’s involved in-housing some or most aspects of MMO.
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Ekimetrics, a global leader in data science, has recently published a white paper on in-housing Marketing Measurement & Optimization (MMO). In this the first of a series of articles looking at specific aspects of this challenge, three Ekimetrics’ partners consider where companies should start on the journey to scaling their businesses through marketing data and analytics. They also discuss why now might be a good time for brands to consider in-housing some or most aspects of MMO.
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Executive summary report on a recent Ekimetrics webinar, run in partnership with Forrester
To mark the launch of its new white paper titled “Marketing Measurement & Optimization: in-house, outsourced, or hybrid?”, Ekimetrics, a global leader in data science held a webinar featuring global market research company, Forrester. The presenters were Ekimetrics’ Founder & CEO, Jean-Baptise Bouzige, and guest speaker Tina Moffett, Principal Analyst, B2C Marketing, at Forrester. This article summarizes their joint discussion.
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[Part.3] The COVID-19 pandemic created profound shifts in consumer behavior. Some trends accelerated, while others reversed. Either way, retail businesses had to make major operational changes to survive the volatility — leaving brands and marketers with significant questions on how best to engage customers in the new world.
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[Part.2] The COVID-19 pandemic created profound shifts in consumer behavior. Some trends accelerated, while others reversed. Either way, retail businesses had to make major operational changes to survive the volatility — leaving brands and marketers with significant questions on how best to engage customers in the new world.
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Earlier this month, Ekimetrics’ UK MD, Matt Andrew, spoke to ISBA, alongside Ekimetrics’ global subject matter expert, Maximilien Variot, about the practicalities of the pursuit of real-time analytics in marketing measurement. Here, we summarise the key points.
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[Part.1] The COVID-19 pandemic created profound shifts in consumer behavior. Some trends accelerated, while others reversed. Either way, retail businesses had to make major operational changes to survive the volatility leaving brands and marketers with significant questions on how best to engage customers in the new world.
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On 21st October 2021, the Q3 2021 IPA Bellwether report was released, with marketing budget growth at its strongest in four years.
With many recognising ‘the need to drive forward with marketing activity in the third quarter’ to respond to the bounceback in demand, yet others ‘wary of lingering uncertainties’, what does it mean for UK marketers? Ekimetrics’ UK MD and Partner Matt Andrew gives his view.
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“Get closer than ever to your customers. So close that you tell them what they need well before they realize it themselves.”
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In July, Ekimetrics’ UK MD and Partner, Matt Andrew, chatted with Jack Collier, CMO of new bank Mettle, and Bobi Carley, Head of Media and Diversity & Inclusion lead at industry body ISBA about how to keep the best aspects of the agile approach to marketing everyone has been forced to employ, while supporting confident decision making through data.
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In all markets without exception, digital transformation has shaken - sometimes even shattered - the certainties of the largest corporations. The intensity of the disruption varies between industries, but traditional business models everywhere are threatened by the arrival of new players who are able to produce and handle data with agility. This being said, legacy players are not without resources: they have understood the value of “asset data”, and are working tirelessly to incorporate this new culture into their business fundamentals.
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In June 2021, Google indicated it will delay its deprecation of third-party cookies until mid 2023. But it will happen nonetheless, and brands still need to prepare.
Here, Matt Andrew outlines how this will impact marketing measurement, why now is the time to act, and the alternative solutions brands can employ.
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An end to end business case from data collection to personalized marketing communications in the automotive industry, using streaming connected data.
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Earlier this month, Ekimetrics UK MD & Partner, Matt Andrew was joined by Peter Laflin, Head of Data & Insight at Morrisons, Alaric James, Marketing Lead Data Scientist at Heineken and Matt Betés, Corporate Marketing Director at loyalty company tcc global, to talk about how grocery and FMCG brands can optimise their marketing using advanced data methods. Here we summarise the key talking points from the conversation.
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For decades, financial firms have been able to maintain a competitive edge with platforms that provide live data feeds and the ability to trade with a single click. We are in a second data revolution where speed is not the only requirement to keep pace with the market, harnessing the power of alternative data is the way forward to gaining alpha.
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A sustainable mindset has become a pre-requisite rather than a differentiator in the fashion industry. Whilst companies work towards a longer-term materials revolution, there are quick wins to be had by leveraging the power of data across a wider scope of business operations.
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Personalization done right has the potential to unlock new ways of engaging with customers and improving overall marketing efficiency. However if not carefully carried out, it can lead to huge costs for marginal added value. To be efficient, it requires real commitment and collaborative organizational and cultural change.
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At the time of writing this article, in the world of brand managers and retailers in China, the big debate is not over global events such as the outcome of US presidential election, but live-streaming. In the recent years no marketing topic has been so vibrant and so controversial at the same time. In this article, we will break down its dynamics, potential threats and provide perspectives on how data analytics can help develop a winning strategy.
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The economic recovery post COVID-19 is blurry for everyone. Leverage data & analytics frameworks to navigate and steer your business.
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Financial fraud has always been a game of cat & mouse between companies and fraudsters. Today, the mice are arguably winning. Our experience shows that the single greatest opportunity for organizations to fight back is by leveraging advanced analytics.
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Data & analytics constitute key enablers for value creation in the luxury sector. In the post pandemic context where luxury brands are challenged with new market conditions and the rise of new generations of customers, data & analytics are at the core to further develop the luxury experience, and ultimately boost the business performance.
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When evolving in a fiercely competitive landscape, B2B firms squeezed by tight profit margins and dwindling cash flow as they battle to keep a consistent portfolio of customers?
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The world has changed. Technology, data, mobility, and digital capabilities are evolving, driving consumer demand upward and reshaping the competitive landscape.
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Artificial Intelligence and the benefits it can bring, will revolutionize how demand forecasting is used to drive value for businesses around the Globe.
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Econometrics or Attribution: using the core tools of marketing analytics to take brighter decisions.
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A holistic approach to fully understand customer journeys.
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Although the role of the brick & mortar store is transforming, it still remains at the heart of a retailer's strategy.
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Recent research in the UK shows that 61% of marketers measure the success of their marketing activity solely in the period during the campaign or in the first three months afterwards with just 13% measuring the success ‘over a year post campaign’
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How marketing effectiveness can hold the key to the survival of your business.
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The COVID-19 pandemic has sparked a global economic downturn greater than anything seen since the 2008 financial crisis, but for certain businesses it has driven an exceptional boost in demand.
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Today, all companies want more personalised customer relations. However, during this transformation period there is a risk that the customer relationship will focus solely on the technological promise i.e. taking precedence over the relational promise.
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Today, artificial intelligence and big data are on everyone’s lips. However, the proportion of companies that truly use the advantages & insights big data can confer to inform their strategic planning is still relatively small.
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It is sometimes difficult to create a link between highly sophisticated statistical approaches and business reality. The transformation of data into value is an art that needs to combine three different pillars: business understanding, advanced statistics and technology. This triangular approach needs to be adopted by all machine learning projects.
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Digital is changing the automotive industry. How is the customer journey being disrupted in this new age?
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161 years of history. 29 brands. 6 products sold every second around the world. The Seb Group is using digital technology to seize growth opportunities and adapt to new consumer trends.
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To increase their Return on Investment and identify new growth drivers, marketing managers should not hesitate to make greater use of data analysis.
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2003. The French energy market is starting to open up. Direct Energie is disrupting the two traditional providers i.e. EDF and Engie (formerly GDF Suez).
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Big Data from buzz Word to key interest
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