Happy New Year everyone!
Paul Bruce, Lead Analytics Consultant, has taken a look at what key themes he thinks will be prevalent throughout 2014 in around 200 words. No “top ten” or “greatest shake ups” here, just an honest opinion of an industry professional. Let us know what you think in the comments or chat to us on Twitter!
The lean start-up movement is making its way out of the backroom and into mainstream digital marketing. Using analytics to empower your holistic marketing campaigns will allow for agile optimisation, staying focused on what matters by using data to drive success.
Big data is simply data
Companies will begin to realise that to enable enhanced decision making, insight discovery and process optimisation from big data takes experience and will turn increasingly to specialist firms (such as Yard) to analyse their existing data before embarking on a big data project.
Cross device measurement
Releases in analytics platforms will assist marketers in measurement of people not clicks to their websites. Analysis of how visitors use multiple devices from second screening to purchase will become critical for effective campaign measurement.
Marketing without boundaries
The challenge will come from measuring marketing performance over new technology set for release in 2014. Including Facial scanning billboards, Google Glass and new games consoles and television sets with built in motion sensors for customer interaction. Gone are the days of entering a keyword and instead we have intelligent systems guessing our marketing desires. The measurement challenges are clear, as are the business opportunities for those at the forefront.
Paul Bruce has 15+ years of digital marketing experience, stories of log file analysis and how it was “back in the old days” are not unusual. Paul uses his extensive mix of analytics and marketing experience to enable effective measurement and optimisation of marketing campaigns through analytics strategy development.