Rising Tides

They say that the rising tide will lift all boats and that has definitely been a trend in the industry as of late. We obviously live in a very competitive and young industry. As such, new innovations continue to pop up all over the place. Some of them are in response to a growing need from the business while others simply look to create paths where they don't currently exist. 

I wanted to touch on a few things that I've seen as of late that have really caught my eye and I'd love to turn this into a discussion offline with you to hear about anything new and exciting that you've seen. Feel free to reach out to me directly or via our contact form.


Mobile Analytics
Mobile has been a topic of discussion in the industry for years, and the world of mobile apps has resulted in a whole new marketplace and channel that needs to be tracked by our clients. As a result, we are seeing a considerable amount of development coming from the analytics vendors in the space. While all of the vendors have been making strides in this area, I have been most impressed to date with Adobe's enhancements in SiteCatalyst 14.9.  A few of the features to make note of include:

  • Geo-location and carrier identification
  • Offline mobile measurement technology that will store the tracking data until the phone is back online
  • Improved visitor identification

There are a variety of other enhancements as well, but I felt that the above were worth calling out. Geo-location will allow clients to optimize their mobile marketing campaigns and takes us a step closer to behavioral targeting in a mobile environment.  Also, the ability to "queue" the data while a phone is offline will help fill in the gaps that existed in prior situations, which makes for a more complete dataset for analysis. Overall, I'm very intrigued by all of the advances that Adobe and the other vendors have made in this area and can't wait to see what comes next.

Customer Intelligence
We have all heard of Business Intelligence, but I don't think that necessarily fits into what we are trying to do with the different data silos as an industry. Speed-Trap , a partner of Stratigent's, coined the term Customer Intelligence for what their platform provides and that really rang true to me. At the end of the day, as analysts, we are trying to learn more and more about the customers so we can deliver personalized and effective content.  Tying together different data silos to complete the picture is the goal for any organization looking to get their arms around the customer lifecycle. The more you learn about your customers, the more effective your marketing, and ultimately your business, will be.  This is a topic that Stratigent is very passionate about, and I welcome any conversations you'd like to have with me on this.

Tag Management
Well, there sure has been quite an uproar around this as of late hasn't there?  Eric Peterson and Web Analytics Demystified wrote a white paper on this topic that has really shed light on the need and value prop for this space, which you can find here. There is a growing need, tying back to Customer Intelligence, to manage multiple tags on a website and to make those tags play nicely with each other. Furthermore, our industry is moving so fast, and marketing initiatives are moving even faster.  Reducing the IT time to move tagging to production simply allows for timely data which in turn leads to timely decisions. As you're looking at the holiday season, you need to be considering Tag Management.

Predictive Analytics
I plan on writing an entire newsletter on this topic in the coming months, as I firmly believe this will continue to become more and more prominent in our industry. Seeing major warehousing vendors like Oracle and Teradata making waves, and combining that with folks like SAS with their Customer Intelligence offerings, has really gotten our attention at Stratigent. Once you have integrated your different data silos you have control over an enormously valuable dataset. The next logical step is to plug into that data with a solution that can help you deduce insights and ultimately help you better understand your business and customers. If you'd like to learn about the teams we have in place here at Stratigent as well as those we are building in this area, I'm happy to fill you in.   

These are just a few of the areas catching my attention these days as I look towards 2011 for our clients.  I'd love to hear any feedback from all of you on this and am happy to delve further into these topics if you desire. 



By Bill Bruno
About the Author:

Bill Bruno is the CEO - North America, Ebiquity.

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