As the world of marketing continues to evolve, so too must the tactics used to promote and measure a campaign’s success. Analytics is a relatively young field of study right now, but it’s expected to grow and change to meet the needs of the current marketing landscape.
As successful business leaders, the members of Business Journals Leadership Trust understand how important it is to keep up with ever-changing marketing technology, trends and practices. Below, they share their predictions for the next game-changers in the field of marketing analytics.
1. Analytics that support a one-to-one relationship
I believe we are in the middle of a client revolution where everything will be client-centric. Behavior, sentiment, experience and product usage will play into marketing analytics in a much bigger proportion, and it will be more about a one-to-one relationship. It’s getting harder to surprise clients, but I believe we are headed toward experiential brand marketing on much smaller micro levels than we have seen before. – Suzanne Reed, LBMC
2. Customer behavioral analytics
Customer behavioral analytics will be the next game-changer for marketers, and I’ve already seen them drastically change businesses that have adopted early. As we emerge from Covid-19 shutdowns, it will be especially important for marketers to understand customers’ day-to-day behavior, not just in their store or on their site. This will help them better tailor messages and experiences for the “new normal.” – Jolene Wiggins, Gravy Analytics