News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
How analytics will change 2014
Each year advertising and customer data becomes more important. The same will be true in 2014, especially as the online space becomes more fragmented between online, mobile and social sectors.
Kristina: Each year the metrics part of advertising seems to grow in importance. How will analytics change and grow in 2014?
Steve Kearns, Director of Product Management, DataGravity: I expect that 2014 will mark a shift in the amount and nature of information advertisers want from their advertising platforms. Dashboards and summary statistics have been and will continue to be important tools, but the increasingly sophisticated marketing professional is going to stop asking "what happened" and start digging into *why* a potential customer did or did not respond. The relevant supporting information may be different for each individual advertiser, so I would not be surprised to see an explosion of new metrics and tools to support drilling from the dashboard to these new supporting metrics.
Kristina: For the most part, medium to large businesses have done the most with analysis, but are you seeing more SMBs move into analysis?
Steve: I believe that SMBs that aren't using analytics are missing out on a great opportunity. In many ways, SMBs are in an ideal position to make the most of what analytics have to offer. They are typically more agile and can respond quickly to changing market conditions. By including analytics in the planning and decision making process, I expect to see savvy SMBs outmaneuver many medium to large businesses.
Kristina: What can businesses do now to get themselves ready for 2014 in regard to marketing and analytics?
Steve: Stay practical. Analytics shouldn't be a goal in and of itself - it's a means to deliver increased business insight and improve decision making. Start the process by identifying a real business problem and assess what relevant data you already have or could easily collect, and then focus on using it. It's easier to build a clear ROI if you start by tackling an existing, measurable problem or process.
More from Steve and DataGravity on Monday, including trends that may help businesses make more from data.
Image via Shutterstock
- "Fat" ads slowing down publishers' websites
- IoT making impact on business but barriers remain
- CPG brands spending more on digital ads than traditional
- Mobile video content more effective on publishers' website than social
- Email open rate in UK higher on tablets than US
- IAB: No YoY rise in UK ad-blocking
- Report: Over half of Millennials have or will use Bots
- Report: Finances key to engaging Boomers
Featured White Papers
- Learn Why 83% of Advertisers Are Reporting Superior Outcomes With People-Based Ads
Traditional digital display advertising doesn't work. The information in this report is based on an online survey of 350 senior...
- 2016 Email Marketing Metrics Benchmark Study
To build a world-class marketing program, it's crucial to compare yourself to the best performers - but competitor data can...
- 10 Ways to Use Customer Lifetime Value to Reinvent Your Marketing Strategy
CLV insights can help you to attract high-margin customers, target clusters of customers with untapped value, and retain high-value customers...
- 16 Innovative Loyalty Programs of 2016
Engaging customers in a loyalty program is no easy feat. Read how 16 brands grabbed headlines in 2016 by launching...