Marketing Analytics: 5 Trends

Marketing Analytics

5 Trends

Mass Consumption

• More people are consuming analytics and BI in the organization

• The demand will drive better data, metrics and reporting systems

• The sales team should be the first to benefit from the insights that data throws up

Train of thought• Analysis needs to be

quick, visual• Carried out by end

consumers as far as possible

• Quick enough to allow train-of-thought analysis

• And flexible enough to build and sustain analytical momentum

Creative Approaches

• Analysis and data visualization are a highly creative field

• Expertise in this field is to be identified and nurtured

• Those that possess the skills shall soon become the super-heroes in organizations

Complexity Agnostic

• Complexity only where needed

• Mangers are avoiding complex statistical “black box” models in favor of simpler one that are usually as effective

• Don’t use a spaceship to get you across the street

Business Focus• Analysis that has

bottomline impact survives

• Everybody needs to straddle business and analytical thinking

• Analysts need to adapt to business needs while marketers adapt to a more analytical way of working

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smittal@cartesianconsulting.com

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