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BizReport : Advertising archives : December 18, 2014

How data will influence 2015

Cultivating and assessing data from online campaigns has become a huge focus for many businesses. New divisions have been created and more and more targeting is used to help find those lucrative shoppers. One expert offers his take on data for the New Year.

by Kristina Knight

First, 2015 will be the year data become meaningful.

"Marketers don't need to be data scientists - they need to be marketers, focused on connecting with customers. In 2015, experience platforms will harness data as a means for marketers to more easily engage customers in creative, meaningful ways. The art and science of marketing will be rebalanced, restoring humanity to this storied craft," said Darren Guarnaccia, Chief Strategy Officer, Sitecore.

Second, 2015 will be the Internet of the Things year. The systems that collect the massive data output from connected devices will finally sync with customer experience management platforms. For example, says Guarnaccia, see smart devices in the home trigger and personalize the delivery of mobile coupons to users.

Third, 2015 will be the year that experience rules.

"Predictive analytics have had a "black box" reputation, to be tinkered with only by extreme data geeks. In 2015, Marketers can use powerful technologies such as Microsoft Azure Machine Learning (ML) and predictive, technology-driven data to create a unique, personalized customer experiences," said Guarnaccia. "Customer experience will become the competitive differentiator in 2015. Marketers will focus on forging lifelong customers, not just first-time, or even repeat, buyers. Optimizing on experience and service and getting creative with loyalty programs will be key to hooking customers for life."

Fourth, brick-and-mortar stores and mobile will come together. According to Guarnaccia the experience between in-store and mobile will merge, creating a more seamless customer experience that includes location based targeting, interactive content and on-site offers.

"Content marketing will become key, with merchandisers working to provide everything a customer needs to know to make a purchasing decision. Successful merchandisers must become expert content marketers in 2015," said Guarnaccia.

Image via Shutterstock

Tags: advertising, data, data analysis, data trends, Sitecore

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