The future of digital intelligence is bright and busy, and there are a number of trends savvy marketers should keep an eye out for:
As data privacy grows in importance and necessity, digital intelligence specialists must make sure that we are not only compliant now, but also proactively compliant in the future. To do this, marketers and businesses must ensure that any DI methodology used is future-proof, guaranteeing opt-out options for the wary consumer. While DI will continue to focus on the collection of granular data, that data must be voluntarily given and always collected in the interest of the consumer.
Bringing data into one “giant container,” or one big database, will allow DI specialists to better identify trends across the board. Such “data warehouses” will also help to build better predictive models for both profit-driven marketing and predictive analysis. While predicting LTV will remain critical to digital intelligence, what businesses and brands really look for is the ability to predict trends before we see them. Data warehousing allows marketers to build into the next trend.
Machine Learning & Predictive AI
Machine learning and predictive AI are the future of DI and smart digital marketing for forward-thinking advertisers and brands. AI shows amazing promise in sifting through enormous data warehouses to detect trends before the human eye can see them, allowing your business to be the first to market.
Machines and machine learning will be the future of finding anomalies and better understanding how we can forecast upcoming shifts in the market. Machine learning and predictive AI will more accurately predict Ecommerce trends and what they’ll look like, using that information to drive investment and change how businesses build their budgets.
Carefully planned incremental experiments will be another focus of DI as specialists and marketers seek to discover the net impact of different initiatives, like online to offline. Iterated incremental experiments will continually develop and fine-tune DI’s living models, helping marketers discover the answer to questions such as: how can we drive people to stores while being privacy compliant? In which critical areas are we missing opportunity or over-investing?