Digital Analytics – Top Predictions for 2015


What trends can we expect to see in the digital analytics world this year? Automation, profiling, attribution, DMP, TV-to-Web… here, we share our digital sphere visions for the year 2015.

Automation will serve prediction

We believe that Digital Analytics will play an ever-important role within digital marketing teams. The message has finally been heard. Talking about ‘analytics culture’ or data-driven organisations is still, however, presumptuous for the vast majority of companies. But we are on the right path. I also believe that in the next few years, we will witness the spectacular growth of marketing automation platforms, which will have profound consequences on the role of analytics. I think analytics will become a function of automation, and will therefore be more about predictive optimisation of business rules to be implemented, rather than diagnostic analyses. The analyst will himself become more and more of a marketer, with a large part of his current work becoming automated.

TV-to-Web interactions will be strengthened

The links between traditional TV media and digital have become tighter and tighter, and they will be strengthened in 2015. Now, the publication of news content directly impacts our online presence. For example, production of a TV show with President François Hollande, for which an online component was put into place as a continuation from TV. With this type of project, there is a real need to measure TV-to-Web impact.

2015 will (or should) be the year of digital data governance

After 2014, a year marked with the challenges of multi-platform and cross-channel measurement, big data, attribution, and privacy, we think 2015 will be the year of digital data governance. Now that the different digital channels have been clearly distinguished, now that integrations with third-party systems like CRMs have been created, and now that dashboards have been implemented, the focus will shift to the management and communication of digital data within companies. If a company does not put into place healthy governance with long-term vision, all previous efforts run the risk of being undermined by internal politics in the short-term.

Think Big, Start Small, Go Fast

The World Wide Web is now experiencing the same movement as ‘Gondwana’, the supercontinent that structured the Earth’s surface before splitting up when the continents were formed. We can imagine these continents today as ‘clouds’. Within these clouds, technological solutions (analytics, retargeting, emailing, merchandising, customisation, affiliation…) are essential for marketing teams to execute their digital strategies. In this new context, their challenge is to select and assemble the best solutions, including when these solutions belong to competing clouds, and even when certain closed clouds attempt to impose their entire suite when CMOs would prefer to freely build a portfolio of technology assets, independent of the constraints introduced by each publisher.  For us, 2015 will be the Year of Smart Data, the year where marketing teams will build their own clouds by assembling mixed solutions, by circulating their data between solutions with a triple objective: Add value to the company’s existing data capital; optimise their job processes with pragmatic quick wins; improve user experience. It’s in this context that tag management will play an ever-important role, being the pivotal point of digital strategies.

Last-click analysis will no longer suffice

With the multiplication of traffic sources, the paths to purchase are becoming increasingly diverse. Internet users are very often exposed to several marketing channels (display, search, email, etc.) before making a purchase. That’s why last-click performance analysis does not suffice. Since the last few years, web advertisers are progressively shifting to a contributive analytical logic: marketing attribution. This method allows us to take into account all traffic sources having directly or indirectly impacted sales. We think this trend will become even more pronounced in 2015.

2015: Towards the emergence of data collection hubs

The same events (page views and clicks) are measured several times by different marketing solutions (digital analytics, retargeting, DMPs…). In 2015, we’ll see the emergence of the notion of data collection hubs to respond to the growing need for performance optimisation of digital platforms (web and mobile), as well as the need to compare, integrate and correlate several data sources. Integrated into your analytics solution or your tag management system, these hubs will allow you to measure a single event a single time on the client side (fewer tags to roll out) and to push it to several solutions on the server side. The foundations of digital marketing hubs will thus be laid to facilitate implementation of automated marketing strategies.

Focus on the users

To be successful in 2015, businesses need to better understand their users. That means gathering insights into the users’ intentions, their actions and their motivations. The tools are already there: customer journey, cohort, retention and engagement analyses have already been used by successful companies to grow their businesses in 2014. To make them even more impactful, the ability to use segmentation based on data from any available source determines the success of the analysis.

Profiling: breathing new life into segmentation

In 2015, the new ad targeting possibilities offered by big data will win over more and more companies. This will breathe new life into segmentation with web analytics tools. Thanks to fine-grain tagging of ad campaigns, it will be possible to segment audience data based on socio-demographic criteria and thus clarify particular behaviours on websites according to age, gender or socio-professional category.

Tracking the user across diverse platforms

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