HOME» SEO»The next wave of web analytics – Marketing Analytics – Customer Intelligence
»

The next wave of web analytics – Marketing Analytics – Customer Intelligence

Web analytics has reshaped how marketing professionals thought about the role of data in decision making.

The next major wave for our industry was the shift to an expanded example of digital analytics.

Companies continued to measure the effectiveness of the web, but also started to analyze email, advertising, video, social and offline marketing channels.

Sophisticated nurturing and content marketing strategies emerged as the norm, and enterprises pushed to understand their 「digital」 customers holistically. This includes social, PR and of course, offline brand interactions.

Today, most organizations are thinking about marketing analytics - marketing interactions with customers and prospective customers.

This broader view is to make sense of big data, which lead marketers into machine learning, predictive algorithms and the beginnings of a lights-out marketing automation movement.

The analysis is beyond intelligent — incorporating artificial intelligence and data science.

In a marketing analytics worldview, companies must have an accounting of and insight into all of their marketing programs in all of their channels, including web/browser, mobile apps, TV/video, social, paid media, field, print, outdoor and others.

As we move beyond marketing analytics, I believe the next wave is customer intelligence.

This moves the focus beyond the organization to analytics for the entire enterprise.

In the customer intelligence example, sales, product development, customer care and other customer-facing teams will begin to leverage the marketing analytics insights and tools to gain insights to shape their job functions.

This will require us to make it even easier to find insights that can be acted upon. Organizations must have a 360-degree view of their customers to effectively deliver rich experiences to them.

 Thenextwaveofwebanalytics–MarketingAnalytics–CustomerIntelligence

#offline marketing channels#content marketing strategies emerged

相似文章

非政府機構對數碼化的需求

香港與很多國際大都會一樣,雖然是彈丸之地,卻聚集了很多非政府機構(Non-Governmental Organizations,簡稱「NGO」),這些機構的運作,往往帶著社會目的,例如救助貧困、促進教...

監察品牌消息工作趨全球化

在全球化影響下,同一品牌於不同地區的新聞和公關事件會互相影響,正所謂牽一髮動全身,品牌於任何國家的相關資訊也不容忽視。在發佈任何廣告和消息前,應先留意自己品牌在其他地區的最新消息,否則踩着地雷,公關便...

全新「數碼策略模型」,助你提升競爭力

要實現數碼行銷領域的「量度」,必然離不開全新的數碼策略模型。筆者身為策略師,曾向不少大中型企業制訂數碼策略(Digital Strategy),並以多年教學及顧問經驗,整合了一個全新的「數碼策略模型」...

善用CPA讓你的行銷最大化

早前有幸受Google邀請,參加了他們跟香港大學合辦的「Understand Digital Marketing & Analytics in a Day」講座,跟聽眾分享一下我在香港做過的一...

公司團體活動

【YouFind 日常 | YouFind Team Building X Annual Dinner 2019】

快樂不知時日過,話咁快又一年啦!上星期五又舉行咗 #YouFinders 嘅年度盛事 — YouFind Team Building X Annual Dinner 2019!隨住公司嘅「昇華」,各部門之間都需要更多溝通同接觸嘅機會,於是老闆今年再次邀請咗專業導師團隊精心設計Team Buildin...

【YouFind 日常 | #YouFinders 的快樂聖誕】

【YouFind 日常 | #YouFinders 的快樂聖誕】#MerryChristmas! 話咁快又一年,憑住大家嘅努力,搬office後嘅第二個聖誕party已經人強馬壯、迫爆You Cafe,睇嚟好快又要搵新office啦??!交換完聖誕禮物、品嚐過聖誕到會、大玩Group game,當然...

【YouFind Recap | 「FB or IG?」免費講座】

多謝大家嘅支持!再一次嘅座無虛席,證明除咗search之外,Social media亦係另一個商家必爭之地。相信大家聽完我哋嘅案例分享,都會更了解FB同IG各自嘅特點,而對於品牌選擇FB定IG平台亦會有更深入嘅想法。唔想錯過我哋更多精彩嘅seminar?記得Like實我哋FB,緊貼Digital市場...

【YouFind Recap | Like 定 嬲嬲?利用大數據分析,令品牌轉危為機!】

多謝大家踴躍支持!今次YouFind x SocialMind嘅免費講座吸引到好多PR同企業傳訊嘅業內人士出席,相信大家都更了解Social Listening(社媒聆聽)嘅重要性,幫品牌防範公關災難於未然,更精準同有策略去配合推廣。再次感謝出席參與嘅每一位,希望大家活用Listening、Refl...