From Data to Insight: The Outlook for Marketing Analytics

Marketing analytics play a crucial role in helping marketers understand their target audience, reach them effectively, and evaluate the success of their marketing efforts.

The history of marketing analytics has shown a steady evolution and improvement through iteration, but we are now experiencing a revolution driven by multiple factors, such as seismic shifts in privacy, rapid changes in storage and processing power, and access to data infrastructure technologies that allow structured and unstructured data to be integrated. Additionally, analytical techniques have advanced to include machine learning, deep learning, and advanced AI. These developments have enabled marketers to harness the full benefits of more advanced analytics to enhance multiple areas of activity. There are significant obstacles to growth, however, as the loss of data identifiers, privacy regulation, and entrenched organizational cultures force marketers to innovate in understanding what drives value. These challenges will be overcome, and result in more widespread use of analytics to innovate how companies identify, understand, and engage with prospects and customers.

In this live class we will share current and emerging marketing analytics use cases, industry challenges, and factors for success as demonstrated by companies that are utilizing analytics most effectively.