by Bernardo Donkor
I've seen quite a few social media management tools merging with others and/or beefing up their offering to provide a more comprehensive suite of marketing tools. Is this the end of specialist analytics tools? Certainly not, but we’re definitely going to see a rise in all-in-one digital tools.
More intelligent tools and smarter analytics to start with. This will move more tools to take a holistic approach to digital analytics. After all, if you’re advised to adopt a 360° view of marketing and a multi-channel approach, there’s no reason why the tool you’re relying on shouldn’t do the same. That won’t result in more data: that just means data will be collected and processed in smarter ways, giving you better insights. Same data + smarter approach = better insights