Offline to Online: First step to understanding ROPO with the probabilistic approach

Digital marketers today are haunted by one preoccupation: being able to tell their CFO “this is how much we’ve spent on digital advertising, and here’s exactly what it represents in sales”. But how does one prove the existence and measure the link between digital investments and in-store sales, between online and offline worlds?

Machine learning in a nutshell

The principle goal of machine learning is to automate common tasks, with the help of computers. To do so, machine learning algorithms try to mimic human learning based on a mathematical model. What is common to humans (e.g. recognising a face, lacing one’s shoes) is in fact a set of highly complex tasks for a machine.

OK Google! ...What happened in marketing and advertising in 2017?

Is it safe to say that 2017 was a pivotal year for the world of marketing and advertising? We’ve outlined six trends that marked the past year that you’ll likely be hearing more about in 2018. As the year begins, it’s a good time to think about current concerns in the industry, and to fully understand new trends!

The mysteries of advertising on Amazon, revealed

Though Amazon's range of advertising products is increasingly sophisticated, few media agencies have developed the expertise needed for these new targeting capabilities and ad inventories. We met with fifty-five’s Global Director Media, Hugo Loriot, who lifts the veil to reveal the mysteries behind advertising on Amazon.

How we predicted the box-office revenue of "The Dark Tower”

Netflix is well-known for its data-driven approach to content creation, as seen with by the success of the $100m production “House of Cards” and Oscar-winning documentary “The Square”. This video-on-demand service provider, which disrupted the market in recent years, can rely on the data its 104 million subscribers generate. But who says you need 104 million subscribers to predict the success of a movie?

Cybersecurity Law: China builds its new Great Wall

In June 2017, China’s newly-established cybersecurity law came into effect. The law refines rules about personal information protection and related sanctions, and defines rules about cross-border data transmission. The establishment of the law standardises network operators’ rights and duties in Chinese cyberspace, and sets forth clear guidelines regarding data use both for local companies and international brands operating in China. Should these new laws be cause for concern for Western multinational brands and tech companies?

Connected cars: could data reconcile consumers’ expectations with manufacturers’ reality?

There are some seriously crazy figures being thrown around about the connected car market. The biggest consulting firms and financial analysts estimate that it will be worth $500 billion by 2025 (compared to an automotive industry valued at $2,000 billion in 2016)* – an enormous ratio. What does “connected cars” actually mean? There are many different types of applications, including everything from a simple GPS and infotainment to extending one’s house with a new living room space, and even personalised smart driving.

BrandTalk by fifty-five: facing the tech revolution, the automotive industry is reinventing itself

On May 11, fifty-five hosted an informal discussion about technology and the automotive industry, the first instalment of its “BrandTalk” series. The series, which takes the form of an open conversation club, is piloted by fifty-five and seeks to bring together players in a given industry with diverse backgrounds, so that everyone might benefit from different points of view on subjects relating to digital media and data.

Is in-housing media buying a miracle cure? Part 2

It is no secret that the digital revolution is completely transforming the role of media agencies, since Search or programmatic campaigns are not managed the same way as TV or print budgets were in the past. This shift also affects media buying!
Faced with this new order, in-housing has emerged as a fitting solution for a growing number of advertisers – integrated first by pure players. As their business models are changed by the digital transformation, more and more advertisers are taking this step, with varying stakes.
Despite being an established trend, in-housing somehow remains little-discussed. fifty-five’s Pierre Harand, Managing Director France, volunteered to share some tips for responding to the most frequently asked questions for advertisers.

 

What does media buying in-housing mean for the future of agencies? Part 1

It is no secret that the digital revolution is completely transforming the role of media agencies, since Search or programmatic campaigns are not managed the same way as TV or print budgets were in the past. This shift also affects media buying!
Faced with this new order, in-housing has emerged as a fitting solution for a growing number of advertisers and despite being an established trend, it remains little-discussed. fifty-five’s Pierre Harand, Managing Director France, volunteered to share some tips for responding to the most frequently asked questions for advertisers.

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Publication

Lan Anh Vu Hong

Crédits photo

Mats Carduner, Adobe Stock & Unsplash

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