It’s that time of year…
when we start to look back and reflect on the past 12 months, and wonder what next year will hold.. which is why we consulted our analytics oracles at Datisan for their 2019 Data & Analytics Predictions!
“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.
“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.
“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.
“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 – standardized data protection and privacy law for all individuals within the European Union and the European Economic Area.)