DATA MARKETING: THE 5 TRENDS FOR 2016

In 2015, data remained at the centre of marketing managers’ interests with the explosion of Data Management Platform. We looked at the Data trends to be expected this year: from data visualisation for decision making to monetisation of data.

1- Data visualisation to simplify the decision making process

Most data analysis results are still displayed in a form of exhausting listings and numerous pages, filled with all sorts of metrics that are not really useful to most marketing managers. In 2016, the use of data visualisation should enable to synthesise information so it puts forward results in a pertinent, interactive and visual fashion. As an example, through the use of customer satisfaction simulators. It is therefore necessary to re-invent data visualisation tools to simplify and accelerate the decision making process.

2- Data to link the online and offline user experience

If most brands manage to collect an important volume of data to follow and analyse consumers’ behaviours on the Internet, it is still difficult to do the same in a non-virtual environment. In 2016, democratisation of data should enable marketers to draw a parallel between offline and online user experience. Numerical laws in favour to opening public data to companies goes in the same direction. Geolocalisation of mobile phones enable to analyse customer journey before and after visiting the store, while beacon or Wi-Fi hotspot enable to reproduce the customer journey within the store itself as precisely as the online customer journey.

Source: IntelliPaat

3- Artificial intelligence to assist humans to go from predictive to prescriptive

When speaking about data marketing, recommendations are mainly a human thing. Whereas artificial intelligence, through the creation and the application of complex mathematical algorithms, can bring precious insight in strategical recommendations. Notably, a specific branch of artificial intelligence called Operation Research, enables to identify the optimal action plan taking into consideration all business constraints. In 2016, the use of artificial intelligence (and Operation Research) as complementary to human decision making process will enable to go from predictive marketing to prescriptive marketing.

4- Big data at the service of human resources

According to a Monster/Ifop study published in December 2015, more than half of recruiters acknowledge that big data tools play an essential or important role. These results show the growing interest in data by Human Resources managers. Optimising the recruitment of new talents but also predicting absenteeism or anticipating staff turnover by correlating social indicators and HR data, can be very useful for a company. In 2016, human resources should meet their big data revolution by combining 1st party data and open data, using predictive models tailored for the company. The end of your classical resume?

5- Data monetisation

Web giants such as Facebook, Google or the media industry, and more particularly Real Time Bidding (RTB), have made data monetisation their business model. Data sharing or data monetisation will represent a major card for companies to play in 2016 as they appreciate the value of data; which is today the second immaterial asset after the name of the brand. It is only a matter of time before other industries (banking, transportation) make their move in respect with regulation and the confidentiality of their customers’ data to generate additional income.

Published by Thibault Lagorce, Consulting Director for NP6 Group
As a specialist in big data intelligence and SaaS digital marketing solutions, NP6 group provides you with unique knowledge, combining the most advanced data mining techniques with a tried and tested digital marketing culture.
– first published on 23rd December 2015
– updated on 30th December 2015