Blessed are the number crunchers as they will inherit the earth. Or something like that.
The trend towards better use of analytics for driving decision-making within organisations is now front and centre, as they say in the US. In fact, any form of career as an analytics and data guru is a sure-fire winner in the next ten years.
As organisations are run even more by the numbers, the beancounters claim they need to allocate resources and spend as efficiently as possible. In fairness, in the current economic climate, there is a greater need to understand where the sources of ROI are coming, which will fuel further investment in the industry.
Indeed, the oceans of data available are rapidly becoming a key divider, as products are more commoditised. In the future, ‘knowing the numbers’ will mean being able to optimise and Automate all online marketing activities – not just search engine optimisation, but also paid search marketing, e-mail marketing (automating touch strategy and triggers), web landing pages and allocation of budget within all online advertising.