Future of Digital Analytics

Digital Analytics is the collecting of data through the use of technologically operated devices with the purpose of viewing historical and present trends also to plan for the future. The Digital Analytics Association states that Digital Analytics is. “The science of analysis using data to understand historical patterns with an eye to improving performance and predicting the future. The analysis of digital data refers to information collected in interactive channels (online, mobile, social, etc.). Digital Analytics has become an integral part of core business strategies and maintaining a competitive edge.”  http://www.digitalanalyticsassociation.org/ . It is important to have an objective or goal in mind to ensure that we are able to measure a desired outcome.
According to Receptional (smarter digital marketing).  “Digital analytics should run in parallel with other marketing activities providing business with real-time information. Our analytics cycle consists of four steps: measure, analyze, report and test.” http://www.receptional.com/blog/what-is-digital-analytics. From a business perspective this is important for future planning and development and ways to improve customer service. The result of any business relies on the analysis on performance and the pattern that people use to make product consumption.

 Digital Analytics is fairly new to many organizations however with the growth and development of new technology we have to be thinking about the future. We may be forced to ask the question; “what will be the trend for businesses with regards to marketing in the future.”  If we look in the past maybe 10-15 years ago this development of gathering data in this format barely or never existed. Now this new innovation has everyone moving towards this advancement in managing data through the use of technology.
The future of Digital Analytics will depend highly on the on technological advancement.  Because technology is always changing with new ideas coming to the forefront, the ways things are done now may change in a few years to come. If we take for example, data was tracked through online web traffic however now organizations are using Wi-Fi access to track customer foot traffic from their smart devices. Organizations utilize the services of large technological giants like Google to track consumer trends and their shopping patterns they are responsible for keeping this data safe and private.
If we look at the future of Digital Analytics from a marketing standpoint we realize that organizations will need to develop the skill set of these individuals, giving them the ability to analyze the different data collected.  To analyze the data collected online and offline requires a special skill set to determine the significance of the information. Analyzing the information for making strategic decisions has the potential of making o breaking an organization. With the demand for Digital Marketers/Analyst set to rise, educational institutions have to be proactive in incorporating aspects of these areas in their curriculum.
We live in a competitive marketplace where access to different products is easily accessible and because of this fact organizations rely on keeping customer satisfaction their number one priority. With this in mind the future of Data Analytics may change for the main reason that technology will advance from where it presently is and companies will try to find more economical ways to operate. We have seen many changes in the world which are impacted by the growth and popularity of the use of the internet.
The future of Digital Analytics will see the collection of vast amount of data due to the fact that companies have multiple technological devices in which they can use to gather data. Analysis of the data gathered and using it to make the right decision is also important: We live in a competitive environment and remaining competitive means that companies will need to act fast and keep abreast of current trends, while pre-planning for the future.  




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