Future of Analytics Software: Big Data & Machine Learning
As Marketers, being data-driven has become part of the job. It’s part of the revolution that has been happening for the last few years.
At the center of this process, Analytics measure conversions and attribute sales. To help them, Attribution Models tie together conversions and traffic sources by attributing credit to the latter.
The consumer’s buying journey has evolved in the last few decades. Analytics struggle to understand the flow between all touch-points and fail to consider all the factors involved in a conversion.
As a result, budget is invested where it shouldn’t be, because data is flawed by current Attribution Models. Your marketing plan is not as effective as it could be.
What does the future hold? What do you need to improve your marketing activities? What about Big Data and Machine Learning? Can they help?