Thinking Our analyses, no shortcuts Search articles Search “” ↵ Topics Marketing Mix Modeling 10 Lifetime value and retention 8 Data science 6 Tracking and data collection 8 Data protection 2 Performance management 19 Search and Google Ads 11 Social media 6 Media and programmatic 6 Artificial intelligence 8 Creativity and performance 3 CRM and segmentation 2 Agency life 7 Awards 5 Series Profit, marginal ROI and lifetime value 8 Google Ads, from Performance Max to AI Max 4 MMM explained in three chapters 3 Perspective, bright's annual evening 5 No series or topic by that name: press enter to search the articles. See all our articles September 24, 2026Damien Magnenat appointed Head of CX & Attribution. September 16, 2026ChatGPT Ads arrives in Switzerland: what to know before you start August 26, 2026Google Marketing Live 2026: sorting real features from announcement effects July 8, 2026Google AI Max: how to open this new black box and adapt your Google Ads structures June 16, 2026How to scale on Meta in 2026: why creativity has become a lever of performance June 8, 2026Google showed us the future of Search June 4, 2026Perspective 5 — Agentic marketing, creativity, hyper-personalisation April 30, 2026TikTok in 2026: when the platform redefines the user journey, from discovery to conversion January 8, 2026Answer Engine Optimisation (AEO): optimising your website to be cited by LLMs like ChatGPT October 30, 2025Google Premier Partner Summit 2025 in Dublin: when AI redraws the future of Search October 20, 2025Building a marketing data warehouse October 1, 2025Cas d’Or 2025: bright takes three prizes and lands the Grand Cas d’Or September 15, 2025Decoupling through AI June 12, 2025Perspective 4 – Awareness vs. performance December 16, 2024Oddity joins Bright: a strategic alliance for the future of marketing. November 21, 2024Meilleur du web 2024 – bright wins the Marketing & Business Performance category for the Everlife project. September 20, 2024What server-side GTM brings June 6, 2024Perspective 3 – Hypergrowth March 18, 2024How do you open the black box of Google’s Performance Max campaigns? January 19, 2024How should you structure your Meta account to maximise performance? December 7, 2023TikTok in Switzerland: a lever your media mix cannot ignore November 24, 2023Meilleur du web 2023 – bright wins the Marketing & Business Performance category for the Neho project. November 22, 2023Marketing Mix Modeling: decoding a tool for allocating the advertising budget optimally November 22, 2023Marketing Mix Modeling: a technical comparison of two solutions (advanced) October 13, 2023Native channels: the key to quality traffic September 6, 2023ChatGPT in Bing — an opportunity for digital marketing? August 4, 2023How to get indicators useful to your marketing strategy, by looking at revenue from different angles June 10, 2023Lifetime value (LTV) targeted per customer June 6, 2023Perspective 2 – Methods & strategies for generating growth May 30, 2023Machine learning to the rescue of campaign performance April 21, 2023Being replaced by ChatGPT in digital marketing — a legitimate worry? March 9, 2023Ten best practices for improving your conversion funnel March 2, 2023Google Premier Badge February 16, 2023How to choose your DSP for buying display programmatically January 26, 2023K-means clustering, algorithmic segmentation in the service of CRM strategy January 18, 2023Nathalie Szkup and Elodie Lapaque promoted to manager. November 22, 2022The mathematical method for calculating a sound conversion rate. November 1, 2022Netflix Video Ads launches, and with it new opportunities. October 13, 2022What data protection means in Switzerland. Our strategy for meeting the major challenges of the nFADP. August 26, 2022A masterclass on AI and customer behaviour. June 6, 2022Perspective 1 – Acquisition and customer retention marketing through the use of data science. April 28, 2022bright and Adnatus are merging. April 12, 2022Bright has decided to invest 10,000 euros in Team for the Planet. It is a start. March 22, 2022Launching our happy.customer algorithm. February 25, 2022Introducing our omnichannel reattribution algorithm for measuring the impact of media campaigns — MMM October 5, 2021Predicting attrition. How do you anticipate a customer’s churn risk? January 25, 2021A shared history and a shared vision, to build a new digital adventure. Peak digital and deus ex digital become Bright. November 2, 2020Second-level optimisation: how to optimise your campaigns taking different lead qualities into account October 2, 2020Computing the Average Customer Lifetime Value (considering many cohorts) March 2, 2020How and why to bring referral into the way you build marketing campaigns February 2, 2020Stop setting ROI objectives! January 2, 2020Four good reasons to use Bing Ads. December 2, 2019Average position is gone — what does it change for Google Ads campaigns? November 2, 2019Five tips to lift your Search campaigns. October 2, 2019Multiply the profit of your PPC campaigns by using marginal ROI. September 2, 2019How to calibrate marketing campaigns to maximise profit. August 26, 2026Google Marketing Live 2026: sorting real features from announcement effects July 8, 2026Google AI Max: how to open this new black box and adapt your Google Ads structures June 16, 2026How to scale on Meta in 2026: why creativity has become a lever of performance Perspective,our annual evening Ask for an invitation June 4, 2026Perspective 5 — Agentic marketing, creativity, hyper-personalisation June 12, 2025Perspective 4 – Awareness vs. performance June 6, 2024Perspective 3 – Hypergrowth June 6, 2023Perspective 2 – Methods & strategies for generating growth June 6, 2022Perspective 1 – Acquisition and customer retention marketing through the use of data science. September 24, 2026Damien Magnenat appointed Head of CX & Attribution.A dedicated practice brings together two kinds of expertise at the heart of our craft: the customer experience and attribution models.Read more Few announcements, but they count See all our news NewsGoogle Premier Partner Summit 2025 in Dublin: when AI redraws the future of SearchNewsCas d’Or 2025: bright takes three prizes and lands the Grand Cas d’OrNewsOddity joins Bright: a strategic alliance for the future of marketing.NewsMeilleur du web 2024 – bright wins the Marketing & Business Performance category for the Everlife project.NewsMeilleur du web 2023 – bright wins the Marketing & Business Performance category for the Neho project.NewsGoogle Premier BadgeNewsNathalie Szkup and Elodie Lapaque promoted to manager.NewsA masterclass on AI and customer behaviour.Newsbright and Adnatus are merging.NewsBright has decided to invest 10,000 euros in Team for the Planet. It is a start.
