"Each industry and each client will have different
Posted: Tue Jan 07, 2025 9:08 am
During this year's edition of I-COM Global 2019 , Málaga has witnessed not only the expertise of the dozens of speakers specializing in data marketing, but also the talent that students and companies demonstrated during the development of the hackathons.
Among these "challenges", the one organized by Google and Carrefour stood out, renowned companies that encouraged the competing teams to analyze the impact of Carrefour's physical catalogs on the company's business.
After a day full of inspiring projects, Baptiste Tougeron , Ad Effectiveness Specialist Southern Europe at Google, gave MarketingDirecto.com an interview in which he reviews the company's participation in hackathons, as well as the importance of data and artificial intelligence in today's industry.
Baptise Tougeron works within Google’s Ad Effectiveness team , dedicated to measuring belarus phone number the impact of digital media on clients’ sales, including, of course, Google and its different platforms such as YouTube, Google Display Network and Paid Search.
At I-COM, Baptise Tougeron says that the advertising industry has changed a lot thanks to big data and adds that, in the last year, there has been a great change thanks to the fact that regulations “are growing at another speed” . “It is becoming more difficult to work at the same level of granularity that we were starting to experience,” he explains. With this situation, the expert points out: “We are returning to old methodologies that no longer work so much on personal data and focus more on statistical methodologies to assume the impact of the media on clients’ sales.”
problems and it will be necessary to find the methodology that best responds to each one ," he continues.
Regarding the motivations that led Google to organize the hackathon , Baptiste Tougeron points out that, as a company, they want to help their clients “better measure their resources and innovate.” For them, “the hackathon was the best ecosystem to be able to have partners who begin to reflect on these new methodologies.” From Carrefour ’s point of view , he explains that it was about presenting the company’s problems in order to, despite the growth of e-commerce, maintain the flow in hypermarkets . A traffic that comes largely from physical catalogs . The challenge for the teams was, he says, to answer a series of questions thanks to an immense amount of information. Questions that can be summed up as where, how and why they should reduce these catalogs and replace them, or not, with digital ones.
Among these "challenges", the one organized by Google and Carrefour stood out, renowned companies that encouraged the competing teams to analyze the impact of Carrefour's physical catalogs on the company's business.
After a day full of inspiring projects, Baptiste Tougeron , Ad Effectiveness Specialist Southern Europe at Google, gave MarketingDirecto.com an interview in which he reviews the company's participation in hackathons, as well as the importance of data and artificial intelligence in today's industry.
Baptise Tougeron works within Google’s Ad Effectiveness team , dedicated to measuring belarus phone number the impact of digital media on clients’ sales, including, of course, Google and its different platforms such as YouTube, Google Display Network and Paid Search.
At I-COM, Baptise Tougeron says that the advertising industry has changed a lot thanks to big data and adds that, in the last year, there has been a great change thanks to the fact that regulations “are growing at another speed” . “It is becoming more difficult to work at the same level of granularity that we were starting to experience,” he explains. With this situation, the expert points out: “We are returning to old methodologies that no longer work so much on personal data and focus more on statistical methodologies to assume the impact of the media on clients’ sales.”
problems and it will be necessary to find the methodology that best responds to each one ," he continues.
Regarding the motivations that led Google to organize the hackathon , Baptiste Tougeron points out that, as a company, they want to help their clients “better measure their resources and innovate.” For them, “the hackathon was the best ecosystem to be able to have partners who begin to reflect on these new methodologies.” From Carrefour ’s point of view , he explains that it was about presenting the company’s problems in order to, despite the growth of e-commerce, maintain the flow in hypermarkets . A traffic that comes largely from physical catalogs . The challenge for the teams was, he says, to answer a series of questions thanks to an immense amount of information. Questions that can be summed up as where, how and why they should reduce these catalogs and replace them, or not, with digital ones.