Five hot trends in analytics from DMA 2010 -
Posted by S Swaminathan on Sun, Nov 07, 2010
1-to-1media.com covered an article by Elizabeth Glagowski who has identified key areas where analytics seems to moving to. Here's the what that is being seen as the future trends:
Last week I attended the Direct Marketing Association's annual conference in San Francisco. You can always count on the show to be a mix of old school and new, but this year the new media had a much larger presence than traditional direct marketing strategies. Of particular note was the prominence of analytics discussions among just about everyone. I took note of some of the hot trends in analytics being discussed at the show.
Blaine Mathieu, chief marketing officer of Lyris, took notice as well. He told me that as he walked around the show floor, he saw analytics tools everywhere, even from traditional printing and direct mail companies that had never before even mentioned the term.
The level of analytics maturity among marketers ran the gamut. Jeff Nicholson, vice president of product marketing of Portrait Software, for example, mentioned that in some cases, it's not just a question of if marketers should embrace analytics, but how can they advance the analytics they already have in place. He says companies are looking to move beyond propensity models to identify how likely a customer is to be influenced by marketing messages. And, as the demand for analytics increases while staff and resources decrease, more marketers look to automation and optimization.