For our last blog post of 2013, we thought it would be interesting to take a look back at a couple major themes over the past year in digital marketing analytics and to look at a couple that might emerge in 2014.
New digital marketing analytics offerings. There were a lot of announcements in 2013 about new, or updated, analytics offerings from digital marketing service providers – Facebook updated their Page Insights tool; Twitter opened up their tweet performance analytics; Pinterest came out with Pinterest Web Analytics; and the list goes on. As we have mentioned a lot over the past year, we feel this is a good news/bad news situation. The good news is there is value in the capabilities that are being provided. The bad news is that there are now so many different data silos that have to be monitored by digital marketers in order to keep track of what’s happening.
Data-driven marketers are hot. 2013 will be known as the year when data geeks became hot and Don Draper-types cooled down. In one week alone, the Wall Street Journal ran two articles with that theme. At Origami Logic, we feel that the need for creative types will never go away but as more and more of the marketing budget is spent on digital channels, the greater the importance will be on using data to improve the effectiveness of marketing activities.
Cross-channel activities will force the “linking” of data silos. The percentage of marketing activities that are integrated across different channels is already significant, according to the data below provided by Econsultancy and Responsys in August 2013, and this trend will continue to grow.
This will force digital marketers to address the data silo issue head on since data across the various digital marketing services will have to be brought together in order to measure the effectiveness of the different activities.
Marketing decisions will accelerate. This is one of the key digital marketing trends for 2014, according to eMarketer. They feel that the emergence of the everywhere, always-connected consumer places demands on marketers to respond quickly to expressions of interest across the entire customer journey. And, at Origami Logic, we feel that this type of decision making will be enabled by a new generation of analytic solutions – like the one we are developing – that are focused on the marketing domain.
So that’s it for 2013. Have a great holiday season and you will hear from us again in 2014.
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