November 20176CIOReview's circulation is audited and certified by BPA International (Audit Pending). Copyright © 2017 ValleyMedia, Inc. All rights reserved. Reproduction in whole or part of any text, photography or illustrations without written permission from the publisher is prohibited. The publisher assumes no responsibility for unsolicited manuscripts, photographs or illustrations. Views and opinions expressed in this publication are not necessarily those of the magazine and accordingly, no liability is assumed by the publisher thereof.NOVEMBER - 2017Mailing AddressValleyMedia, Inc.44790 S. Grimmer Blvd Suite 202, Fremont, CA 94538T:510-230-0396, F:510-894-8405 November - 2017, volume 03 - 06 Published by ValleyMedia, Inc. To subscribe to Marketing Tech OutlookVisit www.marketingtechoutlook.com Managing EditorDebra MorganEditorial StaffSalesAaron PierceAva GarciaAlvina RegoJoshua ParkerNiko AltonRussel ThomasVisualizerS NityaDebra MorganDigital Marketing Analytics SpecialRichard Watsonrichard@marketingtechoutlook.com510-230-0395EditorialDebra MorganManaging Editordmorgan@marketingtechoutlook.comAs per Google Trends, the number of searches for the term `digital marketing analytics' has witnessed a sharp rise in the last few years, indicating the void being filled between digital marketing and analytics. In essence, digital practitioners and leaders are taking their marketing initiatives well beyond the bounds of their website. Gone are the days when marketers used to spend hours and hours slicing and dicing data in web analytics tools, which eventually fell short in delivering a comprehensive understanding of the performance of their marketing initiatives. However, it would be an overstatement to say that digital marketing analytics is already a norm in the realm of marketing where there's almost nothing (arguably) one can't measure. What organizations need is an ideal solution: an all-in-one technology platform that caters to the marketing and reporting requirements and offers end-to-end visibility into diverse marketing activities, providing a single control point to measure everything in one place. Evidently, this demand has boosted the investments in analytics software platforms coupled with sophisticated dashboards that can understand business objectives and perform standard analytics reporting. While cloud-based, mobile and smart tools are gaining traction, companies are also deploying social media tools for measuring the performance of their social media initiatives. The ecosystem is also dominated by the trending prescriptive analytics that goes a step beyond predictive analytics by recommending optimal action to probable scenarios. Adding to this is the next level of innovation that aims to automate the data-driving decision process instead of mere reporting of data. In doing so, companies can leverage machine learning and provide the solution with services from IBM's Watson Analytics, Google Prediction API, Microsoft's Azure ML Studio, and Amazon Machine Learning. Another key trend is strategizing an attribution model for analyzing the multiple channels used by consumers for online shopping.One thing is sure: digital marketing analytics has evolved as the right practice to determine the true ROI of marketing activities, and understand how well the business goals are being accomplished.We believe this edition on digital marketing analytics will help you to kickstart your analytics initiatives by choosing the perfect vendor. Entrenching More within the Analytical Web*Some of the Insights are based on the interviews with respective CMOs and CXOs to our editorial staff
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