Perspectives
sur ce qui compte vraiment en data science et IA.
Business cases
Build in-house media optimization capabilities and create data-powered performance across restaurant brands
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.
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This white paper has been written by the "Marketing Performance Hub" Think Tank. AXA, Nestlé, Pernod Ricard, and Ekimetrics, as leaders and pioneers, have gathered best practices on how to measure long-term marketing and brand equity.
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.
Business cases
A global consumer health company wanted to improve decision-making by implementing quarterly cadence and global standards for marketing mix models. Ekimetrics developed a scaled measurement solution enabling more agile decisions and consistent quarter-to-quarter results across brands and markets.
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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.
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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.
Business cases
To maximize the efficiency of the marketing budget and adapt to evolving market conditions, this client sought to measure the impact of marketing tactics across the customer journey. Ekimetrics deployed the first full-scale measurement of media within the organization.
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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.
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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.
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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.
Business cases
In response to a decade-long revenue decline and environmental concerns, a media group aimed to address both economic and ecological responsibilities. Ekimetrics used sales forecasting to optimize distribution, improve profits, and reduce the media group's carbon impact.
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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?
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Ekimetrics is recognized as a "Leader" in The Forrester WaveTM: Marketing Measurement and Optimization, Q3 2023. The report evaluated the Nine Providers That Matter Most And How They Stack Uptop service providers in the market (across 38 criteria). This evaluation also reaffirms the current challenges B2C marketing decision-makers are facing as well as what marketers need to do today to drive growth and keep grabbing customers’ attentions tomorrow.
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Implementing ad hoc policies to ensure sustainable development will not be uniform across the globe. Technology can help companies meet an urgent challenge.
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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...
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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.
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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.
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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?
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The COVID-19 pandemic had a profound impact on the beauty industry. As the industry looks to the future, it's important for marketers to leverage past lessons to adapt to the new normal and impact consumer behavior now.
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How can brands develop their measurement to support both the granularity and immediacy of attribution, alongside the whole, long-term picture needed to steer marketing budgets to best effect?
Follow our winning strategy to deliver a holistic and consistent platform, with a multitude of levers for optimal performance.
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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. What are the limitations, watch-outs of generative AI, and what are the main areas where companies will find it useful ?
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Can marketing reconcile business performance and sustainability goals?
Our answer is "Yes."
Sustainability becomes a full business strategy, and Marketing Mix Modeling becomes an invaluable lever.
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In the wake of COVID-19, marketers must adapt their strategies to the new normal. This is particularly the case in the FMCG sector in which we focus on in this report.
Business cases
Generate more revenue by rethinking store layout? Our data science teams helped a major retail player optimize performance of its points of sales in France.
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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.
Étude
Le développement durable est-il une priorité dans l’agenda des entreprises françaises ? Croient-elles au potentiel de l’intelligence artificielle pour répondre à leurs enjeux de durabilité ? Comment s’emparent-elles de cette technologie en 2023 ?
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If COVID taught us anything it is that we need to think and act differently than we did in the past. For us marketers, this has never been a more accurate statement than now.
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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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Brands are seeing price and promotion in a new light, as a true lever of resilience. They need to dissect, analyze, and twist them to establish a clear strategy that will allow them to enhance on their attractiveness while managing rising costs.
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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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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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This whitepaper reveals the most efficient ad features from a landmark study in association with Meta, with sector insights too.
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Building brand resilience and agility is critical to succeed in today's volatile environment. Find out how to respond to market disruptions by building a next-generation marketing measurement capability.
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Data science transformation is one of the most sustainable, impactful ways to accelerate portfolio value creation.
It enables businesses to make smarter, quicker decisions more often and at scale, outperform the market, and so grow quickly and also sustainably. Indeed, data science transformation is today one of the leading routes to optimizing value and enhancing ROI.
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Third-party cookies and identifiers have been in decline for years, accelerated by Apple’s changes in 2021 and with Google set to deprecate third-party cookies in 2023. While there are alternatives for targeting, measurement is more tricky. But then multi-touch attribution never was the only answer. Find out how to use multiple methods in a single framework and get back to the craft of marketing.
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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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The cumulative and increasingly serious negative impacts of human industrial activity on the planet are well-established. The issue of whether to incorporate sustainability into your business strategy is no longer an option. But many organizations don't know how or where to begin their sustainable transformation journeys. AI and data science can be the catalyst and driver of change, enabling businesses to optimize today and take corrective action for tomorrow.
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Businesses like to have certainty, to reduce performance down to individual metrics and figures that can be easily shared and instantly assessed to be able to judge success. The same is true of understanding marketing performance, especially with return on investment. However, this desire to create a single number is difficult when it comes to ROI in the marketing performance space.
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When facing a mountain, a climber can perceive it in one of two ways: A daunting challenge fraught with risk and adversity — or an exhilarating adventure with the promise of a magnificent view. The experienced climber knows that with careful preparation, an informed strategy, and the right tools and conditions, every mountain challenge can be that exhilarating adventure.
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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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An in-house Marketing Mix Optimization (MMO) model can be a powerful way to achieve always-on measurement, increase agility, and improve data management and transparency. But is in-house the right model for your unique business?
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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.”
Business cases
Matching Quality standards means increased Customer satisfaction and higher retention at your point of sales and service. But how to measure the matching ratio in real-time to stretch the overall performance in the physical store ? We developed our F.I.L.D. solution (Fast Intelligent Local Data) for a global car maker.
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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 May 2021, Ekimetrics hosted a talk featuring leading global market research company Forrester that unveiled concrete ways for firms to initiate and conduct their Customer Centricity transformation.
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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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How to successfully deliver a holistic, end-to-end customer experience that drives satisfaction, loyalty, engagement, and, ultimately, performance? Discover how companies are adapting to this digital transformation to improve customer experience.
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The automotive industry is a very competitive sector which has always been driven by product-focused development strategies. Discover how the automotive sector has adapted to the digital revolution, moving from a totally-product-centric to a much more customer-centric strategy.
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As a global leader in data science, Ekimetrics is dedicated to sharing the best data science practices with the widest possible audience. In that context, we invited eight experts from the luxury products sector in late November 2020 to share their visions on data and discuss their experiences during the “Luxury products: data science to enhance customer experience” round table.
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Customer experience, upstream challenges, industrialization... This white paper will focus on the elements we see as being key to the success of a data science project.
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Essential advice for brands on building agile and responsive plans to free marketers from the paralysis of uncertainty.
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In this short report we shed new light on the Marketing Mix Modelling approach, providing insight that can guide your future marketing strategies. We believe MMM is the key to successful media orchestration. Here is our take on past and future marketing trends we’ve identified in the market.
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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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Essential advice for PE Funds to move the data-driven decisioning upstream so that it is integrated into the investment cycle.
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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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Today, we unveil the "Deepfakes & Algorithms: Threat or Opportunity?" report, a project supervised by Emilie Rannou, Senior Manager at Ekimetrics, in collaboration with the Franco American think tank Club Praxis. Download the executive summary now!
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Advertising on Facebook platforms provides brands with a unique challenge through the number of execution decisions available to them. Whilst these decisions are important in defining the look and feel of ads, there is a lack of understanding about their impact on the results brands see and their ROI.
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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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Essential advice on putting data and customer centricity at the heart of recovery.
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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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Essential advice for grocery brands: how striking the right balance between responding to short-term changes in demand and a renewed focus on the long-term marketing mix will help determine success.
Download the report now.
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We are excited to announce the "Facebook for Business" Whitepaper that showcases actionable ways to update models and measurement routines when unexpected events affect consumer behavior, and how industry leaders are pivoting in response to the Covid-19 outbreak.
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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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We are excited to announce the I-COM Attribution Council Whitepaper that explores and explains some of the most pressing issues in attribution today.
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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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Ekimetrics has been named a Strong Performer in "The Forrester Wave™: Marketing Measurement and Optimization Solutions, Q1 2020" report by Forrester Research.
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How should brands, analytics teams, researchers and agencies incorporate Facebook into their holistic measurement capabilities including Marketing Mix Modeling?
Business cases
Cloud data lake, data governance, industrialization for BI & data science
Business cases
Marketing performance, unified measurement, Marketing mix modeling, Marketing mix Optimisation
Business cases
AI/ML, analytics capabilities, data science solutions, industrialization
Business cases
Data organization & roadmap, precision marketing, risk management
Business cases
AI strategic plan, analytics capabilities, data science solution, industrialization
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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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