Share with your friends










Submit

Analytics Magazine

Gartner: Four forces driving a data-centric future for marketers

The convergence of marketing technology (Martech) and advertising technology (Adtech), event-triggered and real-time marketing techniques, personalization and the use of contextual clues are the four key forces that point to a data-centric future for marketers, according to a recent report from Gartner.

“As marketers embrace data-driven marketing strategies to improve customer experience through coherent content and messaging, and advertising adopts programmatic practices and real-time bidding markets, customers will increasingly expect consistency and coordination from all branded communications,” says Mike McGuire, research vice president at Gartner. “Real-time and event-triggered marketing are a key focus for marketers and advertisers alike. As all forms of marketing look for greater efficiency and effectiveness, predictive analytics are rapidly gaining the attention of advanced marketers.”

Key technology forces:

  1. The convergence of Martech and Adtech: Both have a growing dependence on data-driven strategies and tactics. At the strategic level, this convergence is the result of a continuing focus on delivering compelling and valued customer experiences, regardless of the market or the product or service. Product categories such as data management platforms, marketing analytics, marketing automation and predictive analytics are increasingly shared in Martech and Adtech stacks.
  2. Event-triggered and real-time marketing techniques: The drive to be able to react in the moment and move the customer or prospect along the path to purchase and advocacy puts the focus on mobile marketing and predictive analytics.
  3. Personalization: Personalization and “personification” technology profiles are maturing at a rapid rate, as marketers look to create that one-to-one opportunity while balancing consumer concerns about privacy and security.
  4. Contextual clues: The use of the contextual cues signaled by consumer and prospect usage of mobile devices – cues such as the local weather, their presence near a mall or retail district – is driving marketers’ overall interest in proximity marketing, the Internet of Things and wearables.

Related Posts

  • 60
    Account-based marketing (ABM) – and the related technology of predictive lead scoring – is dramatically changing the face of sales and marketing. The difference is like spearfishing when all you’ve known before is dragging a net. It’s much more precise and uses analytical processes to ensure that your efforts are…
    Tags: marketing, data, predictive, analytics
  • 58
    Averages lie to you. One of our publishing clients looked at the average sell-through rate of its online advertising inventory and noted it was 70 percent. “We can launch a metered paywall, and as long as we do not lose more than 30 percent of our inventory, the lost advertising…
    Tags: advertising, data, customer, analytics, marketing
  • 57
    Eric Siegel, founder of Predictive Analytics World (PAW, a series of conferences held throughout the year in major U.S. and European cites) and the author of the new book, “Predictive Analytics: The Power to Predict who will Click, Buy, Lie or Die,” is without question a key player in the…
    Tags: analytics, predictive, data
  • 54
    Does advertising work? Few will deny that advertising plays an important role in building awareness. The idiom, “out of sight, out of mind,” speaks to the importance of being seen in order to even be thought of. Looking back over the years, however, there’s a strong case to be made…
    Tags: advertising, analytics, marketing
  • 54
    Companies across industries admit to the growing importance of data analytics to improve sales and marketing effectiveness and decision-making. However, many struggle to piece together siloed data, properly define the problem or design the solution. As a result, they often fail to realize widespread business impact from their efforts, according…
    Tags: analytics, marketing, data

Analytics Blog

Electoral College put to the math test


With the campaign two months behind us and the inauguration of Donald Trump two days away, isn’t it time to put the 2016 U.S. presidential election to bed and focus on issues that have yet to be decided? Of course not.


Save



Headlines

Study: Salaries for early career data scientists decrease for first time

Salaries for early career data scientists decreased year over year for the first time in four years as did the percentage of early career data scientists with a Ph.D. while demand for data scientists continued to increase, according to a recently released Burtch Works’ 2017 salary study of data scientists. Salaries for more experienced data scientists generally held steady or increased slightly depending on an individual’s focus area, responsibility and geographic base, according to the report. Read more →

Generous health insurance plans encourage overtreatment, but may not improve health

Offering comprehensive health insurance plans with low deductibles and co-pay in exchange for higher annual premiums seems like a good value for the risk averse, and a profitable product for insurance companies. But according to a forthcoming study in a leading scholarly marketing journal, the INFORMS journal Marketing Science, such plans can encourage individuals with chronic conditions to turn to needlessly expensive treatments that have little impact on their health outcomes. This in turn raises costs for the insurer and future prices for the insured. Read more →

UPCOMING ANALYTICS EVENTS

INFORMS-SPONSORED EVENTS

CONFERENCES

2017 INFORMS Healthcare Conference
July 26-28, 2017, Rotterdam, the Netherlands

CAP® EXAM SCHEDULE

CAP® Exam computer-based testing sites are available in 700 locations worldwide. Take the exam close to home and on your schedule:


 
For more information, go to 
https://www.certifiedanalytics.org.