What trends can we expect to see in the digital analytics world this year? Automation, profiling, attribution, DMP, TV-to-Web… here, 10 experts from all corners of the digital sphere share their visions for the coming year.
Automation will serve prediction
I believe that Digital Analytics will play an ever-important role within digital marketing teams. The message has finally been heard. Talking about ‘analytics culture’ or data-driven organisations is still, however, presumptuous for the vast majority of companies. But we are on the right path. I also believe that in the next few years, we will witness the spectacular growth of marketing automation platforms, which will have profound consequences on the role of analytics. I think analytics will become a function of automation, and will therefore be more about predictive optimisation of business rules to be implemented, rather than diagnostic analyses. The analyst will himself become more and more of a marketer, with a large part of his current work becoming automated.
Jacques Warren, CEO – Kwantyx
TV-to-Web interactions will be strengthened
The links between traditional TV media and digital have become tighter and tighter, and they will be strengthened in 2015. Now, the publication of news content directly impacts our online presence. For example, we produced a TV show with President François Hollande, for which we put into place an online component as a continuation from TV. With this type of project, there is a real need to measure TV-to-Web impact.
Fabien Le Brusq, Product Manager – E-TF1
2015 will (or should) be the year of digital data governance
After 2014, a year marked with the challenges of multi-platform and cross-channel measurement, big data, attribution, and privacy, I think 2015 will be the year of digital data governance. Now that the different digital channels have been clearly distinguished, now that integrations with third-party systems like CRMs have been created, and now that dashboards have been implemented, the focus will shift to the management and communication of digital data within companies. If a company does not put into place healthy governance with long-term vision, all previous efforts run the risk of being undermined by internal politics in the short term.
Nicolas Malo, CEO – Optimal Ways
Think Big, Start Small, Go Fast
The World Wide Web is now experiencing the same movement as ‘Gondwana’, the supercontinent that structured the Earth’s surface before splitting up when the continents were formed. We can imagine these continents today as ‘clouds’. Within these clouds, technological solutions (analytics, retargeting, emailing, merchandising, customisation, affiliation…) are essential for marketing teams to execute their digital strategies. In this new context, their challenge is to select and assemble the best solutions, including when these solutions belong to competing clouds, and even when certain closed clouds attempt to impose their entire suite when CMOs would prefer to freely build a portfolio of technology assets, independent of the constraints introduced by each publisher. For me, 2015 will be the Year of Smart Data, the year where marketing teams will build their own clouds by assembling mixed solutions, by circulating their data between solutions with a triple objective: Add value to the company’s existing data capital; optimise their job processes with pragmatic quick wins; improve user experience. It’s in this context that tag management will play an ever-important role, being the pivotal point of digital strategies.
Michael Froment, CEO – TagCommander
Last-click analysis will no longer suffice
With the multiplication of traffic sources, the paths to purchase are becoming increasingly diverse. Internet users are very often exposed to several marketing channels (display, search, email, etc.) before making a purchase. That’s why last-click performance analysis does not suffice. Since the last few years, web advertisers are progressively shifting to a contributive analytical logic: marketing attribution. This method allows us to take into account all traffic sources having directly or indirectly impacted sales. I think this trend will become even more pronounced in 2015.
Fabien Dutrieux, Head of Marketing – Mazeberry
2015: toward the emergence of data collection hubs
The same events (page views and clicks) are measured several times by different marketing solutions (digital analytics, retargeting, DMPs…). In 2015, we’ll see the emergence of the notion of data collection hubs to respond to the growing need for performance optimisation of digital platforms (web and mobile), as well as the need to compare, integrate and correlate several data sources. Integrated into your analytics solution or your tag management system, these hubs will allow you to measure a single event a single time on the client side (fewer tags to roll out) and to push it to several solutions on the server side. The foundations of digital marketing hubs will thus be laid to facilitate implementation of automated marketing strategies.
Alexandre Métier, Senior Manager Consumer & Advertiser Analytics – Yellow Pages Group
Focus on the users
To be successful in 2015, businesses need to better understand their users. That means gathering insights into the users’ intentions, their actions and their motivations. The tools are already there: customer journey, cohort, retention and engagement analyses have already been used by successful companies to grow their businesses in 2014. To make them even more impactful, the ability to use segmentation based on data from any available source determines the success of the analysis.
Ole Bahlman, Digital Analytics Consultant & Public Speaker
Profiling: breathing new life into segmentation
In 2015, the new ad targeting possibilities offered by big data will win over more and more companies. This will breathe new life into segmentation with web analytics tools. Thanks to fine-grain tagging of ad campaigns, it will be possible to segment audience data based on socio-demographic criteria and thus clarify particular behaviours on websites according to age, gender or socio-professional category.
Tracking the user across diverse platforms
Today, the user has access to multiple platforms to access the content and services offered by a company (computer, smartphone, tablet, applications, software, etc.). The current challenge is collecting all this data issued from diverse sources (data center, web analytics, online marketing) in order to reconcile it and be able to analyse a unique user across the various available platforms. This will allow us to better understand the role and function of each platform, and also to segment users according to the platforms used – and thus better understand the process of conversion and creation of loyalty.
Morgan Bellouguet, Online Analytics Specialist – Blizzard Entertainment
The 10th and final prediction is… yours! What trends do you envision taking shape for 2015? Let us know in the comments!