Perspectives
sur ce qui compte vraiment en data science et IA.
Blog
The Olympics once again brought into sharp relief the large sums brands spend on sponsorship. But do they have the desired impact? Often, brands just don’t know.
Blog
In today's data-driven world, addressing causal questions is crucial for decision-making. However, it is highly challenging when dealing with biased data or unmeasured quantities. This article explores these complexities and the opportunity to use Deep Generative Models to answer causal questions.
Blog
Why Data Governance Matters? In this evolving world of artificial intelligence, the models built by Gen AI are new celebrities. You may be familiar with Gen AI and its power to transform every business in any industry it is applied. But in every successful application of Gen AI, there is a silent hero named Data Governance.
Blog
After months of impatience and doubts within part of the ecosystem— “the hype is here, the revenue is not” had even become the catchphrase of financial analysts during the earnings presentations of listed American companies— Big Tech has finally managed to generate revenue through Artificial Intelligence.
Blog
Understanding what people know and care about climate change is critical to inform communications and outreach efforts.
Blog
Countries and corporations are incorporating environmental goals into their strategic plans and visions. Yet, a significant 59% of global executives worldwide admit to potential greenwashing due to inadequate measurement tools.
Blog
The evolution of Chinese consumers’ preference and inclination towards Chinese brands is one of the foundations of the shift to competition with global brands.
Blog
Seeking control and transparency, brands adopt in-house Marketing Mix Modeling (MMM). Yet, the journey from expectations to reality proves complex. This analysis uncovers stark disparities, execution gaps, and scalability challenges hindering in-house MMM success.
Blog
In the ever-evolving landscape of consumer insights, APAC businesses must stay attuned to the prominent data trends shaping the year 2024.
Blog
In the chip sector, the dominance of non-European technology giants is jeopardizing European sovereignty in artificial intelligence. Against this backdrop, Europe needs to find and promote alternative solutions to meet both technological and environmental challenges.
Blog
In difficult economic times, brands need to maintain desirability among their customers and not stop their marketing efforts abruptly. By making use of their available data, they will reap the benefits when the economic situation improves.
Blog
Companies are constantly looking for innovative solutions to harness the power of their data. With the ability to guarantee confidentiality and compliance, data clean rooms are emerging as a promising way of accelerating decision-making.
Blog
Discover why CMOs need to take action and appeal to their CFOs by taking them on the journey to incrementality.
Blog
In this third and final article in a series looking at customer data strategy in APAC, we will further delve into how Artificial Intelligence (AI) and analytics can help unlock the value of your customer data.
Blog
The Covid-19 pandemic has boosted e-commerce and digital behaviours, a trend that is also being observed in the pharmaceutical industry. To succeed in its marketing transformation, pharma needs to overhaul both its digital and retail strategies. This is where data science comes in, revealing all the potential avenues for reinventing the industry’s marketing performance.
Blog
In this second article in a series looking at customer data strategy in APAC, we explore the power of first-party data in segmenting customers with insights that accelerate the business expansion.
Blog
In this first article in a series looking at customer data strategy in APAC, we explore how brands need to adapt and re-define their customer engagement strategy in the post-COVID era.
Blog
Beauty is a $42.9B dollar market in the United States. And Gifts with Purchase (GWPs) are considered an essential component of the promotional cycle by many beauty companies. But they come with an ugly cost.
Here, we explore the environmental impact of GWPs and how to reduce waste with Data Science.
Blog
As organizations strive to extract valuable insights from vast data while upholding privacy and compliance, data clean rooms have emerged as a sophisticated solution. How do technical, strategic and human factors impact the successful implementation and operation. Insights and recommendations.
Blog
Having reached double digits, inflation is reaching records not seen since the 1980s and breaking a cycle of many years that resulted in price stability. How can brands use data science to build a sustainable, successful business while avoiding bribing the market with discounts?
Blog
Implementing ad hoc policies to ensure sustainable development will not be uniform across the globe. Technology can help companies meet an urgent challenge.
Blog
In recent years, artificial intelligence algorithms have become more efficient and complex. It is becoming increasingly difficult, if not impossible, to understand how an algorithm makes a decision, such as classifying a text in a category...
Blog
The past few years have truly tested the resilience of organizations. Regardless of the effort that has been put into adapting businesses to continually changing external conditions, rampant inflation still greatly threatens organizations and their performance.
Blog
Beyond the hype of Generative AI, this article offers our perspective on the challenges that will arise when we try to integrate these new methodologies into information systems.
Blog
Several IT players, including Apple and Google, have announced the end of third-party cookies. Is this programmed end of third-party cookies synonymous with an ‘apocalypse’? Or is it a blessing?
Blog
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.
Blog
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.
Blog
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.
Blog
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.
Blog
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.
Blog
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.
Blog
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.
Blog
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.
Blog
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.
Blog
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.
Blog
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.
Blog
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.
Blog
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.
Blog
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.
Blog
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...
Blog
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.
Blog
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.
Blog
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…
Blog
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.
Blog
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.
Blog
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.
Blog
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.
Blog
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.
Blog
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.
Blog
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.
Blog
[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.
Blog
[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.
Blog
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.
Blog
[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.
Blog
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.
Blog
“Get closer than ever to your customers. So close that you tell them what they need well before they realize it themselves.”
Blog
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.
Blog
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.
Blog
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.
Blog
An end to end business case from data collection to personalized marketing communications in the automotive industry, using streaming connected data.
Blog
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.
Blog
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.
Blog
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.
Blog
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.
Blog
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.
Blog
The economic recovery post COVID-19 is blurry for everyone. Leverage data & analytics frameworks to navigate and steer your business.
Blog
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.
Blog
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.
Blog
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?
Blog
The world has changed. Technology, data, mobility, and digital capabilities are evolving, driving consumer demand upward and reshaping the competitive landscape.
Blog
Artificial Intelligence and the benefits it can bring, will revolutionize how demand forecasting is used to drive value for businesses around the Globe.
Blog
Econometrics or Attribution: using the core tools of marketing analytics to take brighter decisions.
Blog
A holistic approach to fully understand customer journeys.
Blog
Although the role of the brick & mortar store is transforming, it still remains at the heart of a retailer's strategy.
Blog
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’
Blog
How marketing effectiveness can hold the key to the survival of your business.
Blog
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.
Blog
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.
Blog
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.
Blog
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.
Blog
Digital is changing the automotive industry. How is the customer journey being disrupted in this new age?
Blog
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.
Blog
To increase their Return on Investment and identify new growth drivers, marketing managers should not hesitate to make greater use of data analysis.
Blog
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).
Blog
Big Data from buzz Word to key interest
Merci de l'intérêt que vous portez à Ekimetrics. Veuillez remplir le formulaire pour nous transmettre votre question.