5 Facts You Need to Know About Convergence Analytics
If current trends continue, marketing will be less and less about driving engagement, and more and more about proving ROI for the entire company.
If current trends continue, marketing will be less and less about driving engagement, and more and more about proving ROI for the entire company.
In 2012 I suggested that digital analytics had changed in such a way as to merit a new name more reflective of the emerging mix of multi-channel analytics in the digital marketing domain. I called it “convergence analytics.”
Since that time, convergence analytics has taken on a life of its own. Here are the top five facts you should know about it right now:
New Imperatives
We are witnessing the early phases of an important new set of imperatives for marketers: they will have more ownership, more data, more responsibility, more influence, and more accountability. It’s a time where marketing, driven by measurement, becomes much more central to the organization itself. If current trends continue, marketing will be less and less about driving engagement, and more and more about proving ROI for the entire company.
Organizations may or may not accept this; and may elect to create new roles and responsibilities (or reorganize existing roles) to get ahead of the curve. But convergence analytics will, in all likelihood, prove a disruptive force and everyone involved with digital marketing (and beyond) will find themselves needing to adapt.
Incisive Media (the publisher of ClickZ) is publishing my co-authored report on the convergence analytics industry this March, and there will be a panel session at SES New York called “The Dawn of Convergence Analytics.” It promises to be a lively session. Register here.
Convergence image on home page via Shutterstock.