What’s up with marketing analytics in 2018
Data is at the core of any business and marketing is not an exception. In marketing, data analysis and interpretation help us stay focused on the efforts we should put in.
Econsultancy columnist Jeff Rajeck has shared three trends that are driving the marketing analytics in 2018.
On ‘Marketing analysts will need to use many new data sources’, Rajeck says, ”
Traditionally, business decisions in many organisations were powered by marketing analytics which relied on big, centralized-managed data servers or data warehouses. According to David, though, things have been changing recently and now companies find that analysts also need to ferret out data stored in many ‘mini’ data warehouses.
In addition to the usual internal data repositories, marketing analysts also need to pull data from dozens of separate systems including:
- Google Analytics
- SEO platform
- Salesforce or other CRM
- Email service provider
- Major media platforms: Facebook, Twitter, AdWords
- Chat applications”.
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