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Event's Recap

Data and Marketing, what CEOs and CMOs think

news and insights

Last Friday 19 October 2018, we held another insightful talk on the topic of “How Much of Your Marketing Decisions are Powered by Data?” in our Shanghai office. We had the honor of inviting more than 20 executives from retail, luxury, food and game industries to the event.

Pascal Duriez, CEO of Artefact APAC welcomed our guests and did a quick introduction of who Artefact is and its expertise in the area of Data Marketing.

Edouard de Mezerac, Senior Partner, Head of Data and Consulting APAC, set the pace of the talk by explaining the data revolution that is happening in China, which he referred to as “The Perfect Storm”. He highlighted the gap between the ideal and the reality of using data to make marketing and business decisions in China, and that the challenges faced by companies making the big step of embracing data transformation are real and quite consistent.

In a live poll conducted during the event it was interesting to get the following findings:

1. Majority of the executives know that marketing decisions have to be powered by data but consider themselves not being there yet.

2. Top 1 challenge in making marketing decisions based on data is that “data are in silos or of low quality”.

The event was followed by showcasing 3 real case studies demonstrating how we have helped our clients make data-centric decisions in various areas of marketing.

Serene Tan, Managing Director, presented a case study related to Social Media and SCRM;

Kevin Cheung, Manager, Consultant APAC, presented an end-to-end Media driven case with an emphasis on personalization, while Edouard de Mezerac presented an interesting case on doing sales prediction for a big brand using 1st, 2nd and 3rd party data.

The event ended with an interactive discussion and Q&A and Artefact giving a special thanks to our guests and who took time with their busy schedules to attend and share their insights with us.

For those who missed the event but would like to know more about this topic, we are happy to chat with you. Leave us a message in Contact Us or email us at