The importance of value for money in marketing analytics will rise, new and better ways of evaluating the online customer experience will emerge and digital-first brands will focus in on market mix modelling.

The phasing out of third party cookies will drive a need for a different approach for tracking users online journeys, market mix modelling can fill that void. 2020’s lockdowns has driven various online behaviours and they are likely to remain in play, therefore online customer experiences will come into focus and data will be needed to inform that and as market research budgets were cut in 2020 the focus on best value for money from the budgets that remain may drive the use of smaller more boutique operations who have lower cost overheads.

Three predictions for marketing analytics in 2021

Analytics Predictions