Digital Analytics Expert Insights on the Digital Analytics Industry

Digital Analytics Experts respond to questions specific to the Digital Analytics category.

On what major criteria should a buyer assess digital analytics solutions?

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John Fernandez
Senior Director, Analytics and Operations at Jibe
A buyer should be looking for 3 things in a digital analytics solutions: - Insight. We need to distinguish between reporting and insight. Many solutions give you reporting, but can you actually use that data to make actionable decisions that are going to help your business? - User Experience. Unless the buyer is a Statistics Ph.D., the usability of the system is very important, otherwise the end users simply won't use the solution. - Ability to View Multiple Data Sources. Nowadays we like to think of the entire buyer journey, which is in multiple systems, from the advertising data... Read more
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Marshall Sponder
FT Lecturer at Baruch College, Adjunct Instructor, Rutgers University, CEO of WebMetricsGuru INC
Complicated question - price, obviously, but its way more involved than that - you need to know how your going use the analytics system before you can decide weather it will meet your needs or not. Read more
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Judith Pascual
Principal Business Consultant, Consultant at comScore, Inc.
There are many necessary criteria based on the strategy and needs of the business. However, the items that seem to be relevant regardless of industry, time and place are scalability, adaptability and flexibility in the technology, costs, ingest, visualization and future expansion capability. Read more
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Jay Baer
Founder, Convince & Convert
Customization, the ability to combine online and offline data, ability to view data easily on a mobile device, predictive analytics and real-time capabilities, attribution and data modeling opportunities Read more

What major trends do you see in the digital analytics space right now?

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John Fernandez
Senior Director, Analytics and Operations at Jibe
The biggest issue right now for analytics is that there's an enormous amount of tools and data, producing a huge amount of reporting, but marketers are drowning in data. We need insight, desperately. The difference between the two is that reporting tends to be backwards-facing, but insight wants to look forward, not just "What happened?" but "How can we do better?" I think that the areas of predictive analytics are very interesting and we'll see a lot more. Read more
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Marshall Sponder
FT Lecturer at Baruch College, Adjunct Instructor, Rutgers University, CEO of WebMetricsGuru INC
Extensible design, merging web analytics data with profile data, better tools and tracking for geo-coded data, and some merging of social media tracking with web analytics, which in the past, only looked at the data on a website, not so much around it, or around the brand. Read more
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Judith Pascual
Principal Business Consultant, Consultant at comScore, Inc.
Data integration cross channel and devices. Hence the consolidation of the Data Management Platform (DMP) industry. This falls in line with expanding tag management capabilities and the leaders in that realm to develop new products and services. It's an exciting time for us all where we can evolve and turn 'too much' data to extracting value to improve financial returns in addition to any other business goals. Read more
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Jay Baer
Founder, Convince & Convert
Predictive analytics are blowing up, especially in the content marketing space. And of course, attribution modeling and tracking the impact of different touchpoints remains the holy grail. Third would be real-time analytics. Read more

How do these trends and the direction the industry is moving toward affect companies using and evaluating analytics solutions now?

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John Fernandez
Senior Director, Analytics and Operations at Jibe
A lot of companies are going to be asking more from their analytics solutions. Executives aren't interested in Excel spreadsheets and PowerPoint presentations that can be manipulated either intentionally or inadvertently to skew data. Dashboards which are pulling directly from the source are the go-to for users and executives alike - just look at any Sales bullpen and the dashboards pulling direct from CRM. Again, this is where usability is key, not just for the analytics professionals, but managers and executives want access to the data too! Read more
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Marshall Sponder
FT Lecturer at Baruch College, Adjunct Instructor, Rutgers University, CEO of WebMetricsGuru INC
It puts Web Analytics squarely in the marketing and pr department when it used to be mainly for the IT people. Read more
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Judith Pascual
Principal Business Consultant, Consultant at comScore, Inc.
Overall, we are finally in a position to move towards a unified look of what really matters and placing corporations in a position to provide what this consumer market wants and demands we give them. Read more
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Jay Baer
Founder, Convince & Convert
dark social, dark search, and untrackable behaviors are going to revolutionize analytics due to mobile visits and other factors. newer players in the field came of age in this era, and may be better suited going forward to capture behavior and intent in this murky new world. Read more