Will 2017 be the year of digital analytics?


2016 has been the year of data democratization.

No one can deny that companies are finally more concerned about having useful information that can help them make better decisions and understand what their customers really want.

The much-used term "Digital Transformation" has finally caught on even in the most sceptical environments where it was believed that "internet" was not for them. Today they have understood that they must be up to date or they will stay behind in the race towards knowledge.

Much remains to be done in this "transformation" since taking advantage of the resources that companies have within their reach and improve their internal processes and customer services is a logical evolution, but we are on the right track.

You can foresee a very demanding 2017 for the Digital Analytics professionals. Companies not only want to have information but demand it to be useful, actionable and understandable for all departments.

That is the point at which all of us must make an effort and encourage our partners and customers to integrate the "culture of data" in their business as usual workflow so its use is not just a one-timer but a concurrent tool.

Since our American colleagues are very keen to make predictions about tools and services that promise to be the most demanded in the coming years, we leave you some of the best articles for 2017 here:

36 Analytics Predictions for 2017 - Effinamazing

Five predictions for conversion rate optimisation (CRO) in 2017 - Econsultancy

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

In addition, here at Improving Metrics we also want to make our own predictions of what we believe will be a great year for our industry.

Within the broad spectrum of digital analytics we dare to highlight the following services:

  • Integration of data: As we said, companies have begun to collect information in a more or less suitable way, but from different departments and environments so it will become essential to weave a good communication network among them to make the information really useful. From connecting web analytics or mobile data with a CRM to identifying customers within a social network in order to better profile audiences and optimize marketing campaigns. There is still a long way to go so that companies can have a global vision without data duplications and with proper users/customers identification.
  • Data Quality: QA has been sort of under the radar, but we will start to hear about it more and more. QA Data projects will increase inside companies that are concerned about the accuracy of their information. Without quality data, there will be neither Big, nor Small, nor Smart data. You cannot even trust the reports you receive from your agency. The monitoring of pixels, tags, APIs, events and other elements implemented to accurately collect the data will become essential.
  • Data communication: Throughout 2016 we have been able to see how digital analysts, campaign managers, agencies and CMOs began to understand each other. We use the same terms and understand the problems that measurement involves in digital environments sometimes. During 2017 we will go a step further and we will talk about visualization, storytelling and new ways of communicating by taking advantage of the available information. Do not miss this Future of StoryTelling video about the potential to communicate with stories.
  • The CRO explosion: Much has been said and read about Conversion Rate Optimization, but not in its right depth. Today we start to see how companies gradually incorporate specialized profiles or contract the services of expert agencies to perform these types of tasks that gather multiple disciplines of analytics, usability, customer knowledge, psychology, etc. The launch of Google Optimize will help more companies to "test" their processes and begin to see the great benefits of optimization.
  • Artificial Intelligence and Machine Learning: We could not finish without mentioning the services related to the analysis of large data volumes or Big Data. Without a doubt, the algorithms that will allow machines to "learn and act" will be more fashionable than ever. Calm down, we will still have to work and machines will not leave us unemployed ... at least for now ...

No doubt these are great times for the sector and companies that think about exploiting their data will be greatly reinforced.