Lisa Collins reviewed the state of analytics in 2015 and what to expect in 2016. In 2015, there was a focus on tag management, mobile app analytics, integrating second and third party data, and testing and personalization. Major trends to watch for in 2016 include increased attention to privacy regulations, development of algorithmic attribution models, and data management platforms to integrate first, second, and third party data. Data science and analytics functions are also expected to increasingly merge, relying more on machine learning.

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STATE OF THE UNION:
& WHAT TO EXPECT IN 2016
Lisa Collins
AnalyticsConsultant@Adobe
(butviews my own)

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IT’S ANNUAL REVIEW TIME
Where have we come from?
What happenedthis year?
What’s next for 2016?

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YOU’VE COME A LONG WAY
My mum knows what I do now
BABY

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Birth of
Launched
log files
Web-counter,
first hosted
hit counters Launch of
Google
buys
Creation of
Accrue,
Are founded
Web
Analytics
Association
founded
Piwik
launches
Launch of
Google
Analytics
IBM acquires
Comscore
acquires
Nedstat
acquires
Rapid market
growth
Market consolidation& product
standardisation
Javascript
tagging
Integration

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WHAT WE DID THIS YEAR
in SEA

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1. Tag management
2. Mobile app analytics
instrumentation
3. 2nd & 3rd party data

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4. Getting started with testing &
personalisation
5. Heuristic attribution

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BIG IN 2016
still SEA

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PRIVACY

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Lawyer up:
PDPA policy in SG
Safe Harbour
EU Cookie Law
I pity
the tool
Watch
your PII

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ALGORITHMIC ATTRIBUTION

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more Google searches take place on mobile
devices than on computers in 10 countries
including the US and Japan.
Rules-based
Algorithmic
Cross-device

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Is sophisticated modelling of attribution
mostly a waste of time?

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DATA MANAGEMENT PLATFORMS

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1st party
data
2nd party
data
3rd party
data

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DATA SCIENCE AND ANALYTICS MERGING
Interest over time

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Heavy reliance on machine learning
Blended data science/business/IT teams
Customerprofiles Billing Marketing Contracts/orders Shipping Claims CallCentre Customerservice
Purchase history Segmentation Customervalue Purchasing behaviour Recommendations
Sentiment analysisTarget marketing Satisfaction Customerexperience Service tiers
Mobile devices Social feeds Device sensors SpatialGPS Images Email
Text messages Website activity Internet of Things

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IN SHORT
Watch out for attribution,DMP’s and
data science / analyticsmerging in 2016