What are the Potential Advancements in Marketing Analytics?

CIO Applications| Tuesday, January 21, 2020

Wave after wave of disruptions is propelling marketing analytics into a future full of opportunities.

FREMONT, CA: The demand for marketing analytics offerings is at an all-time high. Every marketing team now understands the value that an advanced analytics tool adds to a marketing project. The transforming landscape has made marketing analytics highly dynamic in nature. With the rapid advancement in technologies, there are new trends in marketing analytics every now and then. Some expected developments that are about to be impactful in marketing analytics are discussed here. With the progress of digitalization, these trends will bring about innovative advancements in the field of marketing analytics.

Insight-Driven Marketing

The role of marketing analytics solutions in offering insights will expand significantly with the growing prowess of artificial intelligence and machine learning. AI-backed tools will find their way into marketing and provide users with multi-dimensional insights. Perceiving the market and customer demands is central to marketing. With analytics models becoming better, marketers will have access to accurate information that will boost marketing outcomes.

Transparent and Timely Interventions

In today's fast-paced world, just having access to insights is not enough; insights should be real-time. Users expect a marketing analytics tool to have excellent processing speeds so that vast volumes of data is analyzed with minimum periods of lag. This empowers marketers to improve decision-making and arrive at improved marketing models. The value of actionable insights can be leveraged when marketing analytics solutions are fast enough.

A Mixed Approach

Marketing has become challenging, owing to the diversification of marketing channels. Both offline and online channels require different sets of approaches from marketing perspectives. However, marketers expect marketing analytics solutions to be comprehensive enough to deliver goods across both categories. Thus, the demand for versatile marketing analytics solutions will be a major factor.

The influence of technological advancements and growing demands from clients will together influence the transformation of marketing analytics solutions.

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