Cristina Dominguez ,Multimedia journalist passionate about new Internet trends.
Master in Digital Marketing Management – UPF-BSM, Acquire specialized knowledge to manage the digital marketing of your organization. ACL Direct Promo · We know about Relationship Marketing
We are experts in loyalty and incentives · We like to create unique experiences If there was a time when great business decisions were made by intuition, that is behind us. With increasingly easy access to a greater variety of data sources, few are the companies that renounce the potential of data analysis, something transversal to all company departments: from the product manager who wants to know how to improve an article, even the marketer looking in the results of a promotional campaign for the keys to the next.
To discover what role analytics is playing in business Kazakhstan Email List, Amplitude conducted a comprehensive survey whose main conclusion is that companies are already very clear that the use of analytics is essential. Thus, 86% of companies say that analytics have a great influence when making strategic decisions, which shows a broad consensus. Just 3% said that data was not important for making business decisions. In addition, analytics are used for both big and small decisions. The use of data management tools is not limited to specialist employees (such as analysts or data scientists), but practically all workers in managerial and middle management positions used some type of analytics in their daily work, especially in departments such as product and marketing.
Considering the importance of data today, it is understandable that most companies use a variety of external analytical tools (in addition to each company’s own). Thus, 60% of companies use more than two different tools at the same time, which reveals that the data is arriving in silos (the data is divided across the multiple platforms used, which does not favor a holistic view of the buyer ) and that there is no single tool to understand consumer behavior. In general, the majority of respondents (90%) prioritized external tools over others created by the company itself, and Google Analytics was one of the favorites to understand online behavior.
The analytical tools industry will continue to grow until 2021, Considering the growing importance of data analytics in the corporate environment, it is not surprising how quickly this industry is growing, which is expected to grow 27% by 2020, according to data from Markets and Markets. Thus, if last year only the analytics of social networks moved 1,600 million dollars, it is estimated that within four years the figure may rise to 5,400 million. It is also expected that the popularization of cloud services or the progressive percentage of adoption of analytical tools by small and medium-sized companies will shape the future of the industry. On the contrary, there are many challenges that are also holding back the adoption of analytical tools by companies, especially the lack of technical skills, which complicate the management of an increasingly multiple and complex data flow.