MARCH | Data & ML challenges for 2022 | Scale personalization efforts with data-driven marketing| Carrefour reduces food waste thanks to AI

Key 2021 Data & ML trends…and what they mean for 2022. The year 2021 has been quite rich in data & AI-related news. And what’s next?

In this article, we have selected a few stories and blog posts that we found insightful, took a step back, and tried to infer what to expect from those early “signs” for 2022, focusing on:
1 — Taming the indecency of foundation models
2 — Making AI sustainable
3 — Adding a touch of Zen to your MLOPs
4 — Making data more a product than a simple input 

Read more 

The dichotomy between the increasing awareness and concerns about customers' data privacy and the rising need for personalized content and ads is forcing companies to rethink their personalization and segmentation strategies.

The arguments for personalization are strong:

• First-party data ownership is becoming an increasingly significant source of competitive advantage
• CDP platforms are flourishing as off-the-shelf solutions for companies to quickly lift and shift their first-party data maturity
• Limitations of relying solely on IDs, would they be cookies, emails, IPs or other forms of personal identification

Gone are the days of assumption-based marketing. To succeed in today’s environment, marketers need data-driven strategies.

This article explores how brands can combine audience management platforms with data-driven marketing strategies and operations to deliver personalized experiences and improve campaign efficiency. 

“Typical strategic marketing teams are focused on assumption-based marketing. So, essentially building media campaigns and personalization based on external factors such as consumer surveys, brand knowledge, demographic data, national demographic data, statistical data, and consumption data,” Tristan said in his presentation at the MarTech conference. Read more

Predicting demand as accurately as possible is one of the foundations of the retail business. However, this challenge is becoming more complex as consumer habits evolve. From now on, it is necessary to take into account the combined use of different sales channels (from e-commerce, to local stores, to supermarkets) and the increasing demand for social and environmental responsibility. At the top of the list of CSR issues linked to mass retailing: food waste.

The results are convincing: in the last 5 months of 2021, approximately 100 tons of pastries and baked goods were saved from being wasted, while serving consumers in the most efficient way possible. Read more

Artefact France organised a plenary presentation with Unilever at the Hubday Future of Retail & E-commerce on the topic "How Artefact supports UNILEVER on Retail Media use cases to increase its sales." 

On the agenda:
- How Artefact enabled Unilever to establish a "win-win" 2nd party data-sharing partnership with a retailer to identify growth opportunities.
- Definition of 6 potential use cases and deployment according to an iterative and virtuous methodology of Artefact in 3 phases: Insights, Audience & Media Activation, Increment Measurement and Use Case Optimisation.
- Description of the technological stack put in place to accelerate this implementation.

Watch the replay with captioning in your Native Language: Activate Closed Captioning ​​​​​→ go to Settings → Subtitles → Auto-translate → Choose your Language → Enjoy