From the DMA: Mar-Tech Future Merges Data and Humanity
When it comes to the future of marketing analytics, research shows a great deal of growth is in store—the kind of growth that enables digital innovations and conveniences that seemed like science fiction not so long ago. IDC predicts the market for analytics and big data will reach $125 billion this year, while spending on cloud-based analytical solutions will grow three times faster than for on-premise solutions over the next five years. Futurist Deborah Schultz has predictions of her own, and she shared her insights with a packed house of marketing professionals during her opening keynote this morning at DMA's 2015 Marketing Analytics Conference (MAC) in Chicago, which runs through March 11.
Schultz envisions a world where data, analytics, and the physical world are all connected, to the great benefit and convenience of consumers. More than anything, marketers must ensure that the data they use is helpful to the consumer. "If you have data on me, make sure that using it matters to me and creates value for me," she said. As an example, Schultz described a world in which a GPS app Waze in a car is linked to the driver's connected home, which in turn is outfitted with networked, smart appliances. The next time the driver is stuck in traffic, the car's app signals the coffee machine to wait 15 minutes before turning on. The result? The coffee is nice and fresh when the driver gets home. "That is helpful—and human," Schultz said.
Peppering her remarks with humor, Schultz urged attendees to get in touch with their own humanness and to remember the people behind the data they are collecting. "I'm not the speaker to give you a how to, I'm here to remind you of your humanity," Schultz said. "Why is it when we enter our cubes we forget how to be people? I blame the lighting!" The human factor, she pointed out, is what endures, while technological innovation is constantly shifting. "Technology changes, humans don't," she said.