Do you ever look up at a night sky teeming with stars and feel lost with wonder? Throughout time, various civilizations and cultures have looked up into the night sky to see the constellations. As humans, we are wired to look at objects and see faces, designs, and patterns. Curiosity leads to knowledge, insights & meaningful discoveries. As marketers, with enormous amount of data around us, one of the biggest discoveries we can make is ‘Exciting New Constellations which leads to Great Business Results’.

Marketers’ top data decision hinges on right analytics tools. In the age of marketing automation, brands need to drive real value of data. Organisations need to know their target audience well in order to deliver them real-time experiences they are looking for.

Many brands are gaining a competitive advantage when it comes to using data to create compelling customer experiences.

As businesses realize the power that data can improve outcomes, and as they approach data analysis with strategic questions and goals, they are putting their data to work. Analytics play a key role when we move from data collection and reporting to insight discovery.

According to Forrester, by 2021 firms that excel at leveraging data and analytics to drive insights at scale will earn total global annual revenues of $1.8 trillion.

By 2022, over half of major new business systems will incorporate continuous intelligence that uses real-time context data to improve decisions.

As per Gartner, customer analytics is the No 1 planned technology investment to transform the customer experience. Data and analytics leaders must understand how real-time responses and continuous intelligence, customer journey analytics will shape the future of customer experience in digital business.

Through the use and application of advanced analytics, an organisation can realise substantial material gains in customer lifetime value.

Outdated analytics technology limits the ability to discover useful insights and deliver compelling customer experiences, ultimately hurting an organisation’s revenue.

Modernising an organisation’s analytics arsenal is essential for success in today’s fragmented, omni-channel environment.

“It’s wonderful that we can put out all of this new content quickly, but what makes it really special is that we can see exactly how customers respond and refine experiences accordingly.”
Joost van Dun, Com Manager, Corporate Experience, Philips

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