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STATE OF THE UNION: & WHAT TO EXPECT IN 2016

Lisa CollinsAnalytics Consultant @Adobe

(but views my own)

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IT’S ANNUAL REVIEW TIMEWhere have we come from?What happened this year?What’s next for 2016?

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YOU’VE COME A LONG WAY

My mum knows what I do now

BABY

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Birth of

Launched log files

Web-counter, first hosted hit counters Launch of

Google buys

Creation of Accrue,

Are founded

Web Analytics Association founded

Piwiklaunches

Launch of Google

Analytics

IBM acquires

Comscoreacquires Nedstat

acquires

Rapid market growth

Market consolidation & product standardisation

Javascripttagging

Integration

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#DAWSG @lisawomersley

WHAT WE DID THIS YEAR

in SEA

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1. Tag management2. Mobile app analytics

instrumentation3. 2nd & 3rd party data

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4. Getting started with testing & personalisation

5. Heuristic attribution

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BIG IN 2016

still SEA

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PRIVACY

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Lawyer up:PDPA policy in SGSafe HarbourEU Cookie Law

I pity the tool

Watch your PII

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ALGORITHMIC ATTRIBUTION

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more Google searches take place on mobile devices than on computers in 10 countries including the US and Japan.

Rules-based

Algorithmic

Cross-device

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Is sophisticated modelling of attribution mostly a waste of time?

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DATA MANAGEMENT PLATFORMS

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1st party data

2nd party data

3rd party data

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DATA SCIENCE AND ANALYTICS MERGINGInterest over time

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Heavy reliance on machine learningBlended data science/business/IT teams

Customer profiles Billing Marketing Contracts/orders Shipping Claims Call Centre Customer service

Purchase history Segmentation Customer value Purchasing behaviour Recommendations

Sentiment analysisTarget marketing Satisfaction Customer experience Service tiers

Mobile devices Social feeds Device sensors Spatial GPS Images Email

Text messages Website activity Internet of Things

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#DAWSG @lisawomersley

IN SHORT

Watch out for attribution, DMP’s and data science / analytics merging in 2016