David Booth says, “Last year at this time, an impressive group of data and analytics industry specialists answered a single question in preparation for the year to come:

“What gets you out of bed in the morning when you think forward to data and analytics in 2016?”

Their answers did not disappoint, so here’s an update to what industry advocates, colleagues, friends, and even my close competitors in digital analytics are thinking about as we move into the new year.

Jim Sterne

Founder, eMetrics Summit & Digital Analytics Association

There are two exciting things on the horizon in 2017, one technical and the other human. On the software side of things, we see the very beginnings of machine learning in marketing. More companies are giving it a try. By the end of the year, we’ll have some solid use cases and best practices. We’ll also have some funny, some embarrassing and some brand-tarnishing examples of how not to leverage this new capability.

On the human side, I see the marketing department as a whole relying on analytics more as a matter of course, rather than a curiosity. I see product marketing managers, campaign managers and merchandisers tackling analytics concepts on a deeper level in order to leverage the digital analytics talent already in place”.

Digital analytics industry veteran roundup: What’s in store for 2017

Marketing Land

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