Page 19 - index
P. 19
RESEARCH, ANALYSIS & TRENDS
spondents to choose the top three technologies that
they believe will be most important in supporting their
efforts to achieve value from data in the future.
In addition to predictive analytics, 40.6% of respondents
said that cross-channel measurement and channel at-
tribution is helpful for getting more value out of data,
and more than a third named campaign measurement
as an important technology, which includes segmenta-
tion and audience selection.
Nearly a third of marketing and media executives be-
lieve data management platforms (DMPs), tools that
help businesses aggregate marketing information from
across a variety of channels, will be most important in
supporting future data use efforts.
More considering Predictive Analytics implementa-
tion
Research from Deloitte revealed that although last year
nearly half of US executives said their company was in
the deployment phase of production for predictive ana-
lytics, their efforts haven’t translated to successful de-
ployments today.
In 2016, just 25.1% of US executives said their compa-
ny’s current use of predicative analytics could be de- of production didn’t work out for them, and some had to
scribed as mature, meaning they’ve had successful de- go back to the drawing board: In this case, the investi-
ployments. But given that a large percentage of re- gating and experimenting phases, both of which gained
spondents (41.5%) said their company was in the de- in share since last year.
ployment phase of production last year, more respond-
ents might have expected successful deployments a Predictive analytics may be gaining plenty of traction
year later, but that hasn’t happened. with many marketers, but even so, many continue to
hold back due to factors like a lack of budget, siloed
This year, nearly a third of US execs said their company teams and a lack of internal knowledge or lack of budg-
was in the building phase for predictive analytics—down ets.◊
from last year. But it’s likely that the deployment phase
By MediaBUZZ
MediaBUZZ Pte Ltd - Independant ePublisher for Asia
spondents to choose the top three technologies that
they believe will be most important in supporting their
efforts to achieve value from data in the future.
In addition to predictive analytics, 40.6% of respondents
said that cross-channel measurement and channel at-
tribution is helpful for getting more value out of data,
and more than a third named campaign measurement
as an important technology, which includes segmenta-
tion and audience selection.
Nearly a third of marketing and media executives be-
lieve data management platforms (DMPs), tools that
help businesses aggregate marketing information from
across a variety of channels, will be most important in
supporting future data use efforts.
More considering Predictive Analytics implementa-
tion
Research from Deloitte revealed that although last year
nearly half of US executives said their company was in
the deployment phase of production for predictive ana-
lytics, their efforts haven’t translated to successful de-
ployments today.
In 2016, just 25.1% of US executives said their compa-
ny’s current use of predicative analytics could be de- of production didn’t work out for them, and some had to
scribed as mature, meaning they’ve had successful de- go back to the drawing board: In this case, the investi-
ployments. But given that a large percentage of re- gating and experimenting phases, both of which gained
spondents (41.5%) said their company was in the de- in share since last year.
ployment phase of production last year, more respond-
ents might have expected successful deployments a Predictive analytics may be gaining plenty of traction
year later, but that hasn’t happened. with many marketers, but even so, many continue to
hold back due to factors like a lack of budget, siloed
This year, nearly a third of US execs said their company teams and a lack of internal knowledge or lack of budg-
was in the building phase for predictive analytics—down ets.◊
from last year. But it’s likely that the deployment phase
By MediaBUZZ
MediaBUZZ Pte Ltd - Independant ePublisher for Asia
