How analytics tools are evolving
Posted: Mon Dec 23, 2024 9:48 am
Content
Where are we now
Where are we heading?
Technologies of the future
So where is end-to-end analytics heading?
Some call end-to-end analytics the main magic of Internet marketing, allowing to increase advertising efficiency several times. The global trend of doing business based on data has led to the active use of this marketing tool. Advanced companies no longer focus only on website positions or traffic volume, but operate with such indicators as ROI, LTV, ARPU, etc.
End-to-end analytics continues to grow rapidly. Where are telegram deutsch group we now, and what does the future hold?
Where are we now
Technologies and the world are constantly becoming more complex. Having realized the need to build marketing strategies not blindly, but based on data, companies began to collect and study the already accumulated information. But not everyone is still able to process and use it 100%.
The inability to competently process and use the received information is associated with a lack of competencies in the companies themselves and the complexity of the data analysis solutions available on the market. Specialists continue to learn how to work with data; statistical and mathematical knowledge of employees is becoming in demand in marketing. At the same time, different industries require different approaches to building end-to-end analytics .
At CoMagic, we continue to actively develop the analytics direction, focusing primarily on our clients and their needs. 2017 was dedicated to integrations with key players in the Russian CRM systems segment. We built a full-fledged basis for end-to-end analytics, including two-way communication (in CRM - requests, from CRM - deals).
Each integration is created and developed not according to a template, but taking into account the specifics of users of a particular CRM. For example, the integration with amoCRM was recently improved: it became possible to transfer transactions at arbitrary stages.
Where are we heading?
More transparency
Our service makes the entire customer journey transparent, from the first interaction with advertising to the moment of the transaction. In the near future, we predict even more thorough work with the audience: focus on needs, hypersegmentation, automation of targeting to a specific segment. All this will increase the effectiveness of advertising and, of course, such work is impossible without analytics.
More data
Companies will collect even more data from even more sources. For example, statistics across different categories of products or services: in medicine, these are tests, primary examinations, therapeutic services, etc. Thus, each service will have its own sales funnel. Monitoring the movement of leads through each funnel will help understand how to improve interaction with the client and ultimately increase the company's profit.
New metrics
Generating more data will inevitably lead to the emergence of new metrics. Today, there are already more than two dozen metrics for tracking marketing effectiveness, and their number will only grow. They will be born based on the specifics of the business or the needs of a particular company. This could be the coefficient of returning customers, the coefficient of loyalty of regular customers, etc.
Tool as a Service
Collecting and processing all the necessary data is a rather complex and extensive task. Therefore, advertising agencies increasingly offer their clients not only the management of advertising channels, but also the complete construction of analytics systems. This is beneficial both for clients - this way they see the real return on advertising costs, and for agencies - the list of services they provide expands. Thus, the interaction between the customer and the agency becomes more transparent, and the trust between them increases.
Agencies will increase their expertise in this area. And we, in turn, will continue to be a reliable partner for cooperation.
Don't waste your advertising budget
The call tracking and end-to-end analytics service will show the effectiveness of each source in terms of “from click to sale”.
Get a consultation
Technologies of the future
Machine learning, robots, artificial intelligence. All this no longer seems like a plot from a science fiction movie. New technologies are gradually being introduced into all areas of business, and it seems time to admit: we are already living in the world of the future. How does widespread technologization affect marketing data research?
Machine learning
The amount of data is constantly growing and its processing takes more and more time and effort. Machine learning is already taking on some of this work, but not without human participation or human-built logic.
In small companies, technologies replace some of the missing competencies. For example, services are already appearing that use machine learning to provide recommendations on advertising optimization. In larger companies, the marketer will most likely have to dig deeper and set up end-to-end analytics processes using new technologies.
An example of using machine learning for analytics is SmartTag technology. The speech analytics module listens, analyzes, tags, and improves as it works: it learns new terminology and becomes more accurate. As a result, the work of listening to and classifying calls is automated, and end-to-end analytics is supplemented with new call characteristics.
One of the areas of machine learning, which is also already successfully applied in marketing, is predictive analytics.
Predictive Analytics
If the description of events that have already occurred shows descriptive analysis, then forecasting future data is predictive or prognostic. Analyzing retrospective data, it determines potential risks and opportunities. As a result, the assessment and forecasting of future results are clearer and more reliable.
Based on the analysis of the buyer's activity, a forecast of his future behavior is formed. Based on this forecast, specific marketing actions are taken: personal retargeting, individual mailing, adaptive content on the site, etc.
Technologies already exist that allow successful application of a predictive model, and they will continue to gain popularity in the future. Predictive models will be able to recommend investment channels based on an analysis of the profitability of past investments, as well as build detailed forecasts of the performance of these channels.
Marketing automation
Few Russian marketers know about this approach yet, and even fewer can implement it in a running business. However, automation is the next significant step in the development of marketing.
In the West, automation is successfully used to solve such problems as: tracking a client’s movements on a website (Site tracking), automatic scoring for target actions (Lead scoring), personalization of email marketing, creation of trigger chains of letters and their automatic sending, etc.
How will automation impact analytics tools? Accelerated data loading from one system to another, bidding, optimization of analysis processes, etc. New features with Lead scoring will complement data analytics reports, and email automation will make the Lead Nurturing process continuous and effective.
So where is end-to-end analytics heading?
Svyatoslav Vasiliev, Head of Product Development at CoMagic
The development of end-to-end analytics will move in two directions: on the one hand, existing advertising analytics tools will develop – using the capabilities of machine learning, working with big data will become more convenient. On the other hand, CRM systems will enter the market, shifting the focus of end-to-end analytics from marketing to business as a whole.
Thanks to new technologies, analytics capabilities are constantly growing. Machine learning comes to the rescue when working with big data. Descriptive analytics is complemented by predictive analytics. Analytics services will provide conclusions, forecasts, and recommendations for action instead of presenting data. Automation plays an important role in the evolution of end-to-end analytics as one of the key marketing tools.
Companies will continue to collect and learn to process information. The specialists managing these processes will develop, the services themselves will develop. Their number will continue to grow, they will compete with agencies, and in the near future - with CRM systems that have already begun to develop and implement marketing modules. Companies that can offer a turnkey analytics system will win. As well as companies that actively use this service.
What conclusion can be drawn from all of the above? End-to-end analytics is not just changing, but is actively developing towards an even more functional and useful tool. We are expecting a lot of interesting things - keep your finger on the pulse!
Where are we now
Where are we heading?
Technologies of the future
So where is end-to-end analytics heading?
Some call end-to-end analytics the main magic of Internet marketing, allowing to increase advertising efficiency several times. The global trend of doing business based on data has led to the active use of this marketing tool. Advanced companies no longer focus only on website positions or traffic volume, but operate with such indicators as ROI, LTV, ARPU, etc.
End-to-end analytics continues to grow rapidly. Where are telegram deutsch group we now, and what does the future hold?
Where are we now
Technologies and the world are constantly becoming more complex. Having realized the need to build marketing strategies not blindly, but based on data, companies began to collect and study the already accumulated information. But not everyone is still able to process and use it 100%.
The inability to competently process and use the received information is associated with a lack of competencies in the companies themselves and the complexity of the data analysis solutions available on the market. Specialists continue to learn how to work with data; statistical and mathematical knowledge of employees is becoming in demand in marketing. At the same time, different industries require different approaches to building end-to-end analytics .
At CoMagic, we continue to actively develop the analytics direction, focusing primarily on our clients and their needs. 2017 was dedicated to integrations with key players in the Russian CRM systems segment. We built a full-fledged basis for end-to-end analytics, including two-way communication (in CRM - requests, from CRM - deals).
Each integration is created and developed not according to a template, but taking into account the specifics of users of a particular CRM. For example, the integration with amoCRM was recently improved: it became possible to transfer transactions at arbitrary stages.
Where are we heading?
More transparency
Our service makes the entire customer journey transparent, from the first interaction with advertising to the moment of the transaction. In the near future, we predict even more thorough work with the audience: focus on needs, hypersegmentation, automation of targeting to a specific segment. All this will increase the effectiveness of advertising and, of course, such work is impossible without analytics.
More data
Companies will collect even more data from even more sources. For example, statistics across different categories of products or services: in medicine, these are tests, primary examinations, therapeutic services, etc. Thus, each service will have its own sales funnel. Monitoring the movement of leads through each funnel will help understand how to improve interaction with the client and ultimately increase the company's profit.
New metrics
Generating more data will inevitably lead to the emergence of new metrics. Today, there are already more than two dozen metrics for tracking marketing effectiveness, and their number will only grow. They will be born based on the specifics of the business or the needs of a particular company. This could be the coefficient of returning customers, the coefficient of loyalty of regular customers, etc.
Tool as a Service
Collecting and processing all the necessary data is a rather complex and extensive task. Therefore, advertising agencies increasingly offer their clients not only the management of advertising channels, but also the complete construction of analytics systems. This is beneficial both for clients - this way they see the real return on advertising costs, and for agencies - the list of services they provide expands. Thus, the interaction between the customer and the agency becomes more transparent, and the trust between them increases.
Agencies will increase their expertise in this area. And we, in turn, will continue to be a reliable partner for cooperation.
Don't waste your advertising budget
The call tracking and end-to-end analytics service will show the effectiveness of each source in terms of “from click to sale”.
Get a consultation
Technologies of the future
Machine learning, robots, artificial intelligence. All this no longer seems like a plot from a science fiction movie. New technologies are gradually being introduced into all areas of business, and it seems time to admit: we are already living in the world of the future. How does widespread technologization affect marketing data research?
Machine learning
The amount of data is constantly growing and its processing takes more and more time and effort. Machine learning is already taking on some of this work, but not without human participation or human-built logic.
In small companies, technologies replace some of the missing competencies. For example, services are already appearing that use machine learning to provide recommendations on advertising optimization. In larger companies, the marketer will most likely have to dig deeper and set up end-to-end analytics processes using new technologies.
An example of using machine learning for analytics is SmartTag technology. The speech analytics module listens, analyzes, tags, and improves as it works: it learns new terminology and becomes more accurate. As a result, the work of listening to and classifying calls is automated, and end-to-end analytics is supplemented with new call characteristics.
One of the areas of machine learning, which is also already successfully applied in marketing, is predictive analytics.
Predictive Analytics
If the description of events that have already occurred shows descriptive analysis, then forecasting future data is predictive or prognostic. Analyzing retrospective data, it determines potential risks and opportunities. As a result, the assessment and forecasting of future results are clearer and more reliable.
Based on the analysis of the buyer's activity, a forecast of his future behavior is formed. Based on this forecast, specific marketing actions are taken: personal retargeting, individual mailing, adaptive content on the site, etc.
Technologies already exist that allow successful application of a predictive model, and they will continue to gain popularity in the future. Predictive models will be able to recommend investment channels based on an analysis of the profitability of past investments, as well as build detailed forecasts of the performance of these channels.
Marketing automation
Few Russian marketers know about this approach yet, and even fewer can implement it in a running business. However, automation is the next significant step in the development of marketing.
In the West, automation is successfully used to solve such problems as: tracking a client’s movements on a website (Site tracking), automatic scoring for target actions (Lead scoring), personalization of email marketing, creation of trigger chains of letters and their automatic sending, etc.
How will automation impact analytics tools? Accelerated data loading from one system to another, bidding, optimization of analysis processes, etc. New features with Lead scoring will complement data analytics reports, and email automation will make the Lead Nurturing process continuous and effective.
So where is end-to-end analytics heading?
Svyatoslav Vasiliev, Head of Product Development at CoMagic
The development of end-to-end analytics will move in two directions: on the one hand, existing advertising analytics tools will develop – using the capabilities of machine learning, working with big data will become more convenient. On the other hand, CRM systems will enter the market, shifting the focus of end-to-end analytics from marketing to business as a whole.
Thanks to new technologies, analytics capabilities are constantly growing. Machine learning comes to the rescue when working with big data. Descriptive analytics is complemented by predictive analytics. Analytics services will provide conclusions, forecasts, and recommendations for action instead of presenting data. Automation plays an important role in the evolution of end-to-end analytics as one of the key marketing tools.
Companies will continue to collect and learn to process information. The specialists managing these processes will develop, the services themselves will develop. Their number will continue to grow, they will compete with agencies, and in the near future - with CRM systems that have already begun to develop and implement marketing modules. Companies that can offer a turnkey analytics system will win. As well as companies that actively use this service.
What conclusion can be drawn from all of the above? End-to-end analytics is not just changing, but is actively developing towards an even more functional and useful tool. We are expecting a lot of interesting things - keep your finger on the pulse!