Marketing Analytics

Unlock actionable insights from your marketing data to enhance campaign performance, optimize spending, and drive ROI.

We help companies measure, automate repetitive tasks and launch advanced use cases.

In the fast-paced digital landscape, businesses must leverage data to stay competitive. Artefact’s Marketing Analytics services help brands harness the power of data to optimize marketing performance, improve customer engagement, and increase return on investment (ROI).

We use data, technology and artificial intelligence to improve brands’ marketing measurement, automate repetitive tasks and launch advanced data-science use cases.

From advanced customer segmentation to predictive analytics, we enable marketing teams to make informed, data-driven decisions that fuel growth. Whether you want to streamline campaigns, optimize budget allocation, or improve personalization, our analytics solutions are tailored to your specific business needs.

Marketing ROI Measurement

Using the latest developments in machine learning technologies (CausalNex), our marketing measurement tool goes further than all existing solutions.
Artefact MROI provides a single source of truth which accurately measures the incrementality of all marketing activities and other factors impacting business goals, for the first time.

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Dashboarding & Automation

We use data, technology and AI to automate repetitive tasks and focus on business value.
Our services include:

Dashboarding.
Transforming data into insights.
Media plan building and forecasting.
Tool API connection.
Audience building.
Optimisation recommendations.
Adserver Trafficking.
Data monitoring.

Bid 0ptimisation

Using media buying tools, raw data and AI, we are experts in helping brands optimise their media bidding strategies.

Measurement & Attribution Strategy

We help brands define and implement their marketing measurement strategies in order to answer key business question with data. This includes (but is not limited to):

Tracking online/offline sales attributing them to marketing activities.
Analysing the contribution of each touchpoint with multi-touch attribution tools (e.g. Google, Facebook) and custom data-driven attribution.
Marketing Mix modelling.
Defining campaign optimisation methodology through control groups.

Algorithmic Segmentation (scoring, CLV, recos)

We use data and AI to algorithmically segment customers and prospects in order to:

Find high-value segments.
Build RFM segmentation and look-alike audiences.
Recommend the next best product.
Recommend the best creative/channels.
Increase customer lifetime value.

Feed & Business Data Integration

We leverage data feeds (related to product information and price, for example) and business data to make the most of media partner technology and algorithms. We work across Google Marketing Platform (GMP — including Google Ads), Facebook and Demand Side Platforms (DSPs).

Our expert content about Data Marketing

Marketing Mix Modeling in Pharmaceuticals: challenges and solutions

Marketing Mix Modeling (MMM) has long been a valuable tool across industries for data-driven decision-making. Recently, it has gained renewed attention in healthcare and pharmaceuticals...

Demystifying brand and long term effect measurement in Marketing Mix Modelling

Did you recently make a significant purchase, like a new phone, car, furniture or even jewellery? If yes, then you are probably not buying them...

The holistic measurement puzzle: Navigating the complex landscape of Marketing ROI

Measuring and optimizing marketing ROI is a challenge for many companies, with 70% of marketing executives struggling to do so effectively.

How does generative AI create more personalized marketing?

Generative AI personalizes and optimizes marketing strategies, signifying a decisive turning point in customer engagement and campaign performance. Here's a look back at what Hanan...

Think with Google – How the Egyptian tourism authority used AI to measure the real impact of their ad campaigns

One of the biggest challenges travel marketers face today is measuring the real impact of their ad campaigns. That’s because most travellers book their holidays...

Unlocking growth and efficiency: Leveraging Customer Data Platforms in financial organizations

Customer Data Platforms (CDPs) are one of the key technological enablers for staying competitive in a rapidly evolving industry landscape. CDPs aggregate, segment, and leverage...

Navigating the New Era of Cookieless Advertising

The shift away from cookies doesn't need to feel so chaotic. Dive into the new technologies and first-party data strategies that performance marketers are embracing...

From CDP to GPT: Building Your Future Consumer Engagement Strategy Now

The Artefact Singapore data & AI consulting team, with our Tech Partner, Treasure Data, a leading solutions provider of Customer Data Platform (CDP), took part...

How we handled profile ID reconciliation using Treasure Data Unification and SQL

In this article we explain the challenges of ID reconciliation and demonstrate our approach to create a unified profile ID in Customer Data Platform, specifically...

Pushing the boundaries of experimentation and measurement with innovative new modeling techniques

Emmanuel Malherbe, Head of Research Center at Artefact, met recently with Sid Mohan, Director Data Science & Global Lead for Causal AI Research & Marketing...

How savvy marketing management can boost sales and solve sophisticated business questions

Bertrand Brisou, Data & Analytics Director at Artefact, met recently with Emmanuel Malherbe, Head of Research Center at Artefact, to discuss his work as leader...

Three trends paving the way for the future of marketing mix modeling

Aleksandra Semenenko, Director of Data Science & Global lead on Marketing Measurement at Artefact, recently sat down with Emmanuel Malherbe, Head of Research Center at...