6 months ago,
We consulted our analytics oracles at Datisan for their 2019 Data & Analytics Predictions. Today we’re checking back in to see how accurate they were!
“Data and Technology will break Marketing Silos” – Chris Rozic, CEO
Broader use of Machine Learning (ML) and better management of customer data will mean that rather than siloing the customers, marketers can use this data to experiment and have an overall aggregated understanding of their customer data across the whole business. This in turn will deliver better, more personalised CX and drive brand success.
Chris’s crystal ball was working back in January. We’ve definitely seen broader use of machine learning to deliver better customer experiences across the board in the past 6 months. This year both Amazon and Google have released and are currently working on recommendations engines as services. And as of last week Google has released open source machine learning models for marketing use cases (see here).
“Martech connectivity is King” – Anrich Brummer, Senior Data Analyst
In 2019 connectivity between tools in the marketing stack will become key; all the way from web analytics, to livechat systems, CRMs, ad platforms, and marketing data warehouses (e.g. Bigquery)/ Marketers want self-service analytics dashboards and are moving away from tools that don’t talk to each other anymore, or analytics & ad platforms that don’t share a cookie space / can’t identify a user consistently.
Anrich was on the money with this prediction, which has certainly proven true so far in 2019. Enterprises continue to seek out tools that better communicate with one another as well as the best platforms to achieve and enable integrated marketing outcomes.
“The Emergence of VR and AR Analytics” – Matt Daniels, CTO
Augmented Reality (AR) and Virtual Reality (VR) will mature as platforms for marketing. Through the use of mobile devices like smartphones as well as VR headsets and glasses, content and traditional advertising platforms (like billboards) will become interactive. Metrics like eye tracking, head tracking, gaze-through, VR engagement, session time and earned media mean that we will be able to track the data and analyse its performance.
Matt may have been a little ahead of the game on this one. While it looks as though eye and body motion tracking is on the increase, we haven’t yet seen the full force of these metrics being used for marketing and advertising just yet. (But keep an eye out!)
“The Rise of Data Ethics and Privacy” – Matt Forman, Founder
It’s no secret that currently the bad actors of data privacy are being exposed, and will continue to be next year. Customers are aware of their right to privacy, especially when it comes to their data collection and its usage. The recent ACCC investigation into digital platforms has resulted in recommendations for change to be finalised next year (an Aussie GDPR* anyone?). The installation of a regulatory committee and changes to the privacy act are on the cards and are pretty clear indicators are going to be big topics of conversation in the coming 12 months.
(*General Data Protection Regulation – standardised data protection and privacy law for all individuals within the European Union and the European Economic Area.)
Matt F was right – privacy and data ethics have well and truly dominated the tech news headlines over the past 6 months. The most notable being Facebook’s recent announcements for stronger end-to-end encryption across their Facebook, WhatsApp, Messenger and Instagram products. Google too has changed gears, focusing in on privacy as their core design principle whereby if a product cannot provide a solution in a privacy complicit way, then the product or feature will not be built. (More on this in our Google Marketing Live recap here.)