executive
The world of analytics is going through the most profound transformation in its entire existence. Like any shift, the actual change seems to move very slowly at first, but once we get the hang of it, the shift accelerates. Within a very short time everything you know will change.
This transformation has just begun. We are currently at 3%. Even with new amazing tools like Universal Analytics, we are still just trying to get to grips with what to do in the future.
This phase of experimentation is going to accelerate over the next three years. Five years from now, everything you know today about analytics will have become obsolete.
I mean that literally. Everything you know today, will have changed. Every metric, every dashboard, every path, and every tool that you use today will look archaic in 2020 (which is only 5 and a half years from now).
If you are a person who is afraid of change, this probably sounds very scary. But if you are a person like me who likes change (which I think you are), this transformation is going the be a very exciting thing to be a part of.
In this report, we will specifically explore the future of analytics in relation to how web shoppers convert.
Of course, this article is only a part of a much longer series of Plus articles exploring the future of analytics. Other notable (and recent) reports that I recommend you read are:
Each report covers different aspects of this shift. For instance, take the last report about customer attribution.
Back in 2004, this was how we valued where people were coming from:
We soon learned how wrong this was, so we stepped it up a notch, and in 2011 we introduced multi-funnel analytics.
This Baekdal/Executive article can only accessed bysubscribing to Baekdal/Executive (which also gives you full access to our full archieve of executive reports)
Baekdal is a magazine for media professionals, focusing on media analysis, trends, patterns, strategy, journalistic focus, and newsroom optimization. Since 2010, it has helped publishers in more than 40 countries, including big and small publishers like Condé Nast, Bonnier, Schibsted, NRC, and others, as well as companies like Google and Microsoft.
Baekdal comes in three tiers:
Free weekly newsletters for media professionals, focusing on news, trends, and quick insights.
Weekly media insights and analysis for journalists, editors, and business managers, helping you focus and optimize your newsroom and audience engagement.
In-depth media reports for editors-in-chief, executives, and other decision makers, helping you understand the future of media, trends, patterns, monetization, data, and strategies.
Founder, media analyst, author, and publisher. Follow on Twitter
"Thomas Baekdal is one of Scandinavia's most sought-after experts in the digitization of media companies. He has made himself known for his analysis of how digitization has changed the way we consume media."
Swedish business magazine, Resumé
executive
free
executive
executive
executive
free