From within the whirlwind of working day to day in one of the fastest-moving industries around, it can often be hard to step back and take a good look at where we might be going over the long term.
But catching our breath and thinking about how to navigate a path into the future is exactly what’s needed to guide the most successful organizations forward with respect to data-driven marketing.
For this year’s Advertising Week, my colleague, Alex Langshur, moderated a panel, “Masters of Data,” that asked where data and marketing analytics solutions are headed — specifically when and how we’ll move past the “Wild West” and “Frankenmetrics” of the current state of digital measurement.
In preparation for this, I was fortunate enough to be a part of the discussion that preceded the panel. Those conversations forced a push of the pause button and provided the opportunity to really think through that strategic, long-term view of just where data-driven marketing can take us.
Among the results of this exercise were three big predictions for the long haul. And years from now, we can look back (maybe from the connected mini-fridge in our self-driving hovercrafts) and see just how close we came.
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