The application of scientific methods to guide marketing efforts is undergoing significant changes.
Today’s Marketing Analytics should blend in newly available non-traditional sources of data with enterprise data, and adapt to the rapidly evolving digital delivery channels.
A very micro-level view of the target audience is becoming feasible with increased digital activity. The ability to connect online and offline footprint is giving the new age marketer a 360-degree view of their prospects – including their demographics, attitudes, and behaviors.
Technology, data, and analytics are driving omnichannel marketing, throughout the prospect lifecycle, with personalization at the core. This is allowing marketers to identify value propositions and the best targeting options.