Article: 4 Marketing Analytics Trends That Are Shifting Power Back To Brands

  1. An expanding Internet of things which embeds sensors almost anywhere to generate smart data on customer preferences and trigger actions and offers by marketers.
  2. A shift from active engagement to “automated engagement” where technology takes over tasks that buyers once performed themselves, from information gathering to actual buying.
  3. Improved predictive or “anticipatory” analytics technology that can accurately anticipate what you want or need before you even know it – based not just on past behavior but on real time information and availability of alternatives that could alter your choices.
  4. The availability of faster and more powerful software that crunches petabytes of data, filters it through super-sophisticated models and helps marketers gain previously unheard of efficiencies and make highly targeted offers.