Question for the Expert:
What are the biggest opportunities in marketing analytics consulting?
Answer from the Expert:
The biggest opportunity in marketing analytics is simplification. More and more, marketing platforms are being built to find new ways to analyze data, trends, and to help find out what is working and what is not. With all of these different platforms, there becomes an issue- how to present the data.
My suggestion- use a simplified client facing dashboard.
Some platforms allow for clients to log in to see the data, while others allow for an easy export of data into a spreadsheet or PDF. This is great for reporting on a few platforms, but when it comes to multiple platforms, reporting time can increase greatly as well as the chance for items to be incorrect. For example, the report interface might change and an analyst could pull the data incorrectly. Also, the new format could make reports difficult to parse through. Either way, the plethora of platforms out there opens up a great possibility for mistakes to be made that can cost you and your client time and resources.
I would say that in the future, there will be dashboards that showcase top line data from multiple sources, but also have the option to drill down into the nitty-gritty data if desired. This API would allow data to be pulled consistently and accurately while the dashboard keeps itself up-to-date with the latest information you wish to show your clients.
In addition to helping automate the reporting process, it will also help marketers pare down oceans of data and present only what they want to have up front. This is a far superior option to massive, bulky reports that could lose your client’s attention. Telling a story with data, while also making your reports “sticky” and easy to read, will show that you are willing to be transparent with the client. A win-win for both parties involved.