Five Hot Trends in Analytics at DMA2010
Last week I attended the Direct Marketing Association's annual conference in San Francisco. You can always count on the show to be a mix of old school and new, but this year the new media had a much larger presence than traditional direct marketing strategies. Of particular note was the prominence of analytics discussions among just about everyone. I took note of some of the hot trends in analytics being discussed at the show.
Blaine Mathieu, chief marketing officer of Lyris, took notice as well. He told me that as he walked around the show floor, he saw analytics tools everywhere, even from traditional printing and direct mail companies that had never before even mentioned the term.
The level of analytics maturity among marketers ran the gamut. Jeff Nicholson, vice president of product marketing of Portrait Software, for example, mentioned that in some cases, it's not just a question of if marketers should embrace analytics, but how can they advance the analytics they already have in place. He says companies are looking to move beyond propensity models to identify how likely a customer is to be influenced by marketing messages. And, as the demand for analytics increases while staff and resources decrease, more marketers look to automation and optimization.
I compiled a list of five analytics trends that resonated the most on the DMA show floor and in the sessions. They are detailed in the 1to1 Magazine article, Marketing and Analytics Come Together at DMA2010.
What sort of analytics challenges and opportunities do you think marketers face currently? And what's on the horizon?
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