The future of marketing analytics: Upcoming trends and technologies

Murray Picton

Written by Murray Picton

Category: Data and analytics

The future of marketing analytics is rapidly evolving, and is reshaping how businesses understand and engage with their customers. As technology advances and new trends emerge, there are now unprecedented insights and capabilities on offer.

But what does that mean for your marketing?

This article explores the cutting-edge developments in marketing analytics, highlighting how these innovations are transforming the industry, and how you can take advantage of them in your marketing efforts.

What’s new in marketing analytics?

The marketing analytics space is undergoing transformation in several areas. One example is a rise in advanced attribution models to track and analyse your campaigns, and another, is the expanding field of Artificial Intelligence (AI) to deliver AI-driven insights.

With marketing analytics expanding its capabilities at an unprecedented rate, it’s more important than ever to have the right platforms that offer the features and insights you need. Mediahawk is a great example of this, pushing the boundaries of marketing analytics with AI-powered features, predictive analytics, multi-touch attribution, and more.

Here are some of the key trends and areas that are redefining marketing strategies and customer engagement:

Use of automation

Call tracking report from Mediahawk.Automation is at the forefront of marketing analytics trends, and is vastly changing how marketers process, utilise, and action data. Advanced automation software is playing a key role in streamlining processes, increasing speed, and improving accuracy and scalability in data analysis.

Platforms like Mediahawk not only gather data automatically, but conduct analysis and provide insights in real-time. This takes efficiency to another level, giving you the immediate insights you need to take advantage of emerging trends, evolving customer behaviours, and fluctuating campaign performance.

Automated reporting provides instant data, facilitating quicker and more informed decision-making for your strategies. This is particularly useful for coordinating activity across your multi-channel marketing campaigns.

Generative AI and machine learning

Another core area that’s shaping the future of marketing analytics is generative AI and machine learning. These systems will take your analytics approach from simply reviewing historical data and past performance, to predicting and interpreting future trends and outcomes.

AI-powered Speech Insights from Mediahawk.AI and machine learning algorithms are becoming increasingly sophisticated in the context of marketing analytics, enabling more accurate customer segmentation, improved predictive modelling, and advanced speech insights.

AI in speech analytics, lets you analyse call conversations in real-time, providing immediate insights into purchase intent, lead scoring, and the success of call outcomes. This technology not only improves customer service, but also offers valuable data to adjust your campaigns and create more personalised messages to boost conversions.

Multi-touch attribution

Multi-touch attribution is also gaining significant traction regarding the future of marketing analytics. Customer journeys are increasingly complex, spanning multiple channels and touchpoints, and traditional single-touch attribution models are no longer sufficient for the most accurate insights.

A multi-touch attribution platform offers a more comprehensive view of your customer journeys, attributing the correct value to each touchpoint that leads to a conversion. This includes both online and offline campaigns. It also involves detailed metrics that reveal hidden value in your activities – such as visitor to call ratios to measure the number of phone calls a campaign generates compared to website visits to analyse user intent.

Mediahawk visitor journey graphic visualisation.

 

This evolution in attribution modelling allows you to optimise your marketing budgets more effectively, focusing resources on the most impactful touchpoints in the customer journey.

Predictive analytics

Predictive analytics is another key aspect in the future of marketing analytics. This technology uses historical data, statistical algorithms, and machine learning techniques to reveal the likelihood of future outcomes.

What this means for your marketing is a competitive edge when it comes to customer behaviours and trends. You’ll gain predictive insights from your campaign performance, speech analytics, and purchases, to help you identify emerging needs and preferences in your target audience.

These actionable insights will help you readjust your campaigns to reach your audience as effectively as possible, and take advantage of any opportunities as they arise – such as creating a new audience segment or launching a new campaign.

Emotional analytics

Emotional analytics represents a fascinating frontier in the future of marketing analytics. This emerging field focuses on understanding the reasons behind customer behaviours, and factoring in customer feelings and attitudes when creating marketing strategies.

Many businesses rely on Net Promoter Scores (NPS) and satisfaction surveys to gauge customer sentiment. If you want a more concrete and in-depth look at customer behaviours, a call tracking platform could be what you’re missing.

Call tracking technology thoroughly analyses customer interactions to gauge preferences and needs from various data. For example, you’ll discover the main campaigns that are driving your phone calls, indicating the shifting preferences of what customers are looking for. Also, AI-driven speech analytics will reveal which campaigns are generating customers with the highest intent to purchase, and therefore, the best outcomes from your marketing efforts.

As emotional analytics evolves, it will become an integral part of marketing analytics trends, offering key insights into the emotional drivers behind consumer behaviour.

First-party data

The future of marketing analytics is also looking to include a focus on first-party data. This data is collected directly from your audience, providing accurate and invaluable insights into customer preferences and behaviours.

To make more informed decisions in your marketing, it’s important to use software that gathers and leverages first-party data. This comes with a range of benefits:

  1. Increased data privacy regulations, to support compliance and build trust with your customers and target audience.
  2. Less reliance on third-party cookies, so if this is ever phased out, you still have endless opportunities to optimise your campaigns with your first-party data.
  3. Meeting the growing consumer demand for personalised experiences, which will lead to increased conversions and greater brand loyalty.
  4. Data that’s unique to your business, providing an edge that your competitors won’t have.
  5. Data that’s more accurate and relevant than third-party data, for you to adjust your strategies based on insights directly from the customer

For instance, Mediahawk, uses first-party data as audience signals in GA4 to improve personalisation. You can tailor your pay-per-click (PPC) ad placement and delivery based on actual customer interactions and behaviours, which will result in greater engagement and conversions.

Data privacy

As we navigate the future of marketing analytics, data privacy remains a critical concern. With the introduction of new technologies and data collection methods, customers are more aware of how their data and personal information is being protected.

Recent years have seen significant changes in data privacy regulations, such as the General Data Protection Regulation (GDPR) in Europe. Looking ahead, we can expect more stringent data protection laws and the need for increased transparency in data collection and usage practices.

You need a platform with a delicate balance between leveraging data for insights and respecting consumer privacy. This involves:

  • Implementing privacy-by-design principles in analytics tools and processes
  • Using accurate and reliable first-party data platforms
  • Regularly auditing data collection and storage processes
  • Providing customers with more control over their data
  • Investing in secure and compliant analytics platforms

As we embrace new technologies and marketing analytics trends, it’s essential to remember that consumer trust is paramount. A platform like Mediahawk is not only reliable and secure, but also able to automate many of these data collection tasks to support compliance.

Staying ahead: Embracing marketing analytics trends

The future of marketing analytics is bright and full of potential. From the rise of automation and AI-powered insights to the growing importance of multi-touch attribution and first-party data, the field is evolving rapidly.

These trends are not just reshaping how we analyse data, but fundamentally changing how we understand and interact with customers. In order to stay on top of these changes, and most importantly, take full advantage of them, you need to embrace technologically advanced platforms like Mediahawk’s call tracking software.

Springup PR realised this when looking to improve the way they track PPC campaigns for their care homes. They implemented call tracking to gain a clearer view of which PPC activities were generating valuable enquiries that resulted in admissions. The platform provided them with the comprehensive tracking they needed to see the ads and keywords that were driving conversions. Not only that, but they also had the evidence to back up their decisions to their care homes when adjusting strategies.

Similarly, the future of your business will depend on how well you embrace and adapt to the trends in marketing analytics technology. Request a demo from Mediahawk today, and start moving towards a stronger marketing analytics strategy.

Take the next step

The future of your business will depend on how well you embrace and adapt to the trends in marketing analytics technology. Request a demo from Mediahawk today, and start moving towards a stronger marketing analytics strategy.

Murray Picton

Written by

Murray Picton

Head of Development

Murray is the Head of Development at Mediahawk, where he is a key member of the senior strategic leadership team overseeing product strategy, feature development, and the infrastructure and maintenance of Mediahawk's call tracking and marketing analytics software.

See all posts from Murray Picton

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