We caught up with\u00a0analytics specialist, Matthias\u00a0Bettag\u00a0to\u00a0get his take\u00a0on\u00a0the\u00a0world of\u00a0digital analytics. He is also the founder of the Digital Analytics Hub, a series of upcoming\u00a0virtual\u00a0events sponsored by AT Internet.\u00a0<\/p>\n
1. What\u2019s\u00a0your vision of today\u2019s digital analytics market?<\/strong>\u00a0<\/h2>\nI believe the digital analytics market is at an\u00a0important\u00a0crossroads. The distinction between digital analytics and other data sources is\u00a0fast disappearing. Rather than a standalone data source, digital data is becoming \u2018just\u2019 another data feed. Consequently, the need for digital analytics\u00a0expertise\u00a0will continue to increase\u00a0\u2013\u00a0however, and somewhat counterintuitively for some, the role of the digital analyst will change forever.\u00a0<\/p>\n
We\u2019ll\u00a0end up with\u00a0essentially\u00a0two types of \u2018digital analyst\u2019. The technical implementation specialist and the data analyst\/consultant. The former\u00a0role\u00a0will\u00a0be reduced\u00a0to that of a\u00a0necessary\u00a0commodity,\u00a0while\u00a0the latter will be in high demand as they will be\u00a0able to\u00a0generate\u00a0significant value\u00a0for\u00a0their organisations.\u00a0\u00a0<\/p>\n
To become that data analyst\/consultant\u00a0of the future, candidates\u00a0will need to\u00a0significantly improve\u00a0their knowledge and acquire\u00a0a\u00a0new skillset\u00a0\u2013\u00a0Python and R on the technical side\u00a0\u2013\u00a0\u00a0storytelling\u00a0and communication on the other.\u00a0<\/p>\n
Similarly,\u00a0in terms of\u00a0the vendor landscape, solutions that offer data integration options and\u00a0flexible analysis capabilities<\/a>\u00a0\u2013\u00a0that empower analysts and organisations to make better use of their data\u00a0\u2013\u00a0will be able to attract new clients and\u00a0demand\u00a0higher product fees.\u00a0<\/p>\nBoth analysts and vendors\u00a0must continue investing in their skills and products respectively to remain relevant.\u00a0It will continue to be critical to listen to their stakeholders and clients as well as having a good understanding of current market use-cases.\u00a0\u00a0<\/p>\n
2. What\u00a0analytics challenges do companies face?<\/strong>\u00a0<\/h2>\nWhile\u00a0technology has improved\u00a0considerably,\u00a0and the ability to process data quickly and efficiently is greater than ever before, most organisations face the same three key challenges. Namely, the absence of:\u00a0<\/p>\n
\n- A clear vision about their data and what it can do for them\u00a0<\/li>\n
- The right analytical resource and structure to make great use of the available data\u00a0<\/li>\n
- A clear path from insights to action (both in terms of the two points above but also from a technical execution point of view)\u00a0<\/li>\n<\/ul>\n
\u00a0
Often analytics managers lack\u00a0an\u00a0understanding of how to overcome these challenges. It is through education and knowledge exchange with peers in other organisations that they can start presenting the right arguments to their\u00a0direction\u00a0in order to solve the three\u00a0above\u00a0challenges.\u00a0<\/p>\n
3. Web Analytics became Digital Analytics around 10 years ago, now Digital Analytics is increasingly moving towards Data Engineering and Data Science \u2013 will Data Science now take over Digital Analytics?<\/strong>\u00a0<\/h2>\nWeb- or Digital Analytics was never simply a technical profession. The term \u201cWeb\u00a0Analytics\u201d\u00a0wasn\u2019t\u00a0changed because\u00a0the concept disappeared,\u00a0but rather because the label was no\u00a0longer\u00a0describing all\u00a0the\u00a0areas\u00a0of the industry\u00a0involved. The main reason for the rise of this\u00a0profession\u00a0is the connection between business goals and the respective measurement\u00a0of success\u00a0on digital platforms and channels, which involves\u00a0a range of\u00a0disciplines\u00a0\u2013 and in turn optimisation and lifetime cycles that run at a faster pace and level of accuracy.\u00a0\u00a0In the future,\u00a0many\u00a0more\u00a0aspects\u00a0will become automated, and tools will continue\u00a0to offer\u00a0more complex\u00a0out-of-the-box\u00a0functions, as well as tech-stacks\u00a0\u2013\u00a0and\u00a0the\u00a0different professional skills will evolve. But at the same time the operational processes around\u00a0them\u00a0will\u00a0have to be aligned and optimised. The ongoing digital evolution\u00a0constantly\u00a0demands new approaches and methods. Humans\u00a0will always be needed to tie business requirements to measurement and\u00a0use technology to drive\u00a0intelligent\u00a0and data-driven decisions. The label \u201cDigital Analytics\u201d might become a bit too narrow for its current focus, but it\u00a0won\u2019t\u00a0disappear\u00a0as long\u00a0as\u00a0online marketing and digital platforms exist.\u00a0\u00a0\u00a0<\/p>\n
4. Where does analytics go from here?<\/strong>\u00a0<\/h2>\nTwo key trends\u00a0will appear in the future. Firstly, more organisations\u00a0will\u00a0start to realise the\u00a0full\u00a0power of data. Secondly, analytics will be further embedded into the cultural fabric\u00a0\u2013\u00a0especially as data-savvy managers increasingly\u00a0attain\u00a0C-level\u00a0positions. Both these trends are accelerated by data science and greater automation,\u00a0which will make\u00a0various\u00a0traditional analytics\/BI tasks obsolete (e.g. reporting).\u00a0<\/p>\n
It is also worth noting that\u00a0privacy legislation\u00a0isn\u2019t\u00a0restricting\u00a0the industry as some\u00a0had\u00a0initially predicted. Instead,\u00a0it is\u00a0changing\u00a0the\u00a0game\u00a0in\u00a0several\u00a0ways\u00a0\u2013\u00a0by ensuring that data collection is privacy-driven and GDPR-compliant\u00a0from the outset, companies\u00a0can\u00a0add significant value to their offer by\u00a0guaranteeing\u00a0that their ongoing data processing\u00a0is\u00a0both\u00a0legally\u00a0transparent and of the highest quality.\u00a0This involves\u00a0a range of\u00a0departments\u00a0that\u00a0must\u00a0align on\u00a0a\u00a0best\u00a0practice\u00a0basis\u00a0\u2013\u00a0resulting\u00a0in\u00a0a broader conversation across the different stakeholders\u00a0to\u00a0develop a\u00a0smart and precise\u00a0data\u00a0management, as well as specific\u00a0analytics\u00a0approaches\u00a0for different\u00a0organisational\u00a0needs.\u00a0\u00a0<\/p>\n
The key\u00a0to driving value and\u00a0forging consumer relationships based on trust is\u00a0to work with a\u00a0privacy-driven\u00a0ethical\u00a0analytics provider<\/a>.\u00a0<\/p>\n5. Can you tell us about\u00a0the\u00a0Digital Analytics\u00a0Hub\u00a0and\u00a0this year\u2019s\u00a0virtual\u00a0events in\u00a0Berlin\u00a0and Atlanta?<\/strong>\u00a0<\/h2>\nSponsored by\u00a0AT Internet, the\u00a0Digital Analytics Hub<\/a>\u00a0(DA Hub) is an internationally renowned series of events that gather leading data experts and executive decision makers from major companies across the globe.\u00a0For\u00a0obvious\u00a0reasons, this year\u2019s\u00a0DA Hub\u00a0events are being held\u00a0online.\u00a0The format\u00a0will involve\u00a040+ roundtable discussions led by client-side analytics leaders\u00a0and will be based on analytics leadership peer-to-peer knowledge exchange. From strategic to tactical, from data management to people management and everything in between\u00a0\u2013\u00a0it is a\u00a0valuable\u00a0opportunity\u00a0for participants to\u00a0discuss\u00a0their\u00a0challenges openly and honestly with\u00a0professionals that are in the optimum position to offer guidance\u00a0\u2013\u00a0the analytics\u00a0peer group.\u00a0<\/p>\nBoth events\u00a0\u2013\u00a0Berlin<\/a>,\u00a0June 15th<\/sup>-17th<\/sup>\u00a0and\u00a0Atlanta<\/a>,\u00a0Oct 5th<\/sup>-7th<\/sup>\u00a0will be organised\u00a0and held virtually.<\/p>\n
Both analysts and vendors\u00a0must continue investing in their skills and products respectively to remain relevant.\u00a0It will continue to be critical to listen to their stakeholders and clients as well as having a good understanding of current market use-cases.\u00a0\u00a0<\/p>\n
2. What\u00a0analytics challenges do companies face?<\/strong>\u00a0<\/h2>\nWhile\u00a0technology has improved\u00a0considerably,\u00a0and the ability to process data quickly and efficiently is greater than ever before, most organisations face the same three key challenges. Namely, the absence of:\u00a0<\/p>\n
\n- A clear vision about their data and what it can do for them\u00a0<\/li>\n
- The right analytical resource and structure to make great use of the available data\u00a0<\/li>\n
- A clear path from insights to action (both in terms of the two points above but also from a technical execution point of view)\u00a0<\/li>\n<\/ul>\n
\u00a0
Often analytics managers lack\u00a0an\u00a0understanding of how to overcome these challenges. It is through education and knowledge exchange with peers in other organisations that they can start presenting the right arguments to their\u00a0direction\u00a0in order to solve the three\u00a0above\u00a0challenges.\u00a0<\/p>\n
3. Web Analytics became Digital Analytics around 10 years ago, now Digital Analytics is increasingly moving towards Data Engineering and Data Science \u2013 will Data Science now take over Digital Analytics?<\/strong>\u00a0<\/h2>\nWeb- or Digital Analytics was never simply a technical profession. The term \u201cWeb\u00a0Analytics\u201d\u00a0wasn\u2019t\u00a0changed because\u00a0the concept disappeared,\u00a0but rather because the label was no\u00a0longer\u00a0describing all\u00a0the\u00a0areas\u00a0of the industry\u00a0involved. The main reason for the rise of this\u00a0profession\u00a0is the connection between business goals and the respective measurement\u00a0of success\u00a0on digital platforms and channels, which involves\u00a0a range of\u00a0disciplines\u00a0\u2013 and in turn optimisation and lifetime cycles that run at a faster pace and level of accuracy.\u00a0\u00a0In the future,\u00a0many\u00a0more\u00a0aspects\u00a0will become automated, and tools will continue\u00a0to offer\u00a0more complex\u00a0out-of-the-box\u00a0functions, as well as tech-stacks\u00a0\u2013\u00a0and\u00a0the\u00a0different professional skills will evolve. But at the same time the operational processes around\u00a0them\u00a0will\u00a0have to be aligned and optimised. The ongoing digital evolution\u00a0constantly\u00a0demands new approaches and methods. Humans\u00a0will always be needed to tie business requirements to measurement and\u00a0use technology to drive\u00a0intelligent\u00a0and data-driven decisions. The label \u201cDigital Analytics\u201d might become a bit too narrow for its current focus, but it\u00a0won\u2019t\u00a0disappear\u00a0as long\u00a0as\u00a0online marketing and digital platforms exist.\u00a0\u00a0\u00a0<\/p>\n
4. Where does analytics go from here?<\/strong>\u00a0<\/h2>\nTwo key trends\u00a0will appear in the future. Firstly, more organisations\u00a0will\u00a0start to realise the\u00a0full\u00a0power of data. Secondly, analytics will be further embedded into the cultural fabric\u00a0\u2013\u00a0especially as data-savvy managers increasingly\u00a0attain\u00a0C-level\u00a0positions. Both these trends are accelerated by data science and greater automation,\u00a0which will make\u00a0various\u00a0traditional analytics\/BI tasks obsolete (e.g. reporting).\u00a0<\/p>\n
It is also worth noting that\u00a0privacy legislation\u00a0isn\u2019t\u00a0restricting\u00a0the industry as some\u00a0had\u00a0initially predicted. Instead,\u00a0it is\u00a0changing\u00a0the\u00a0game\u00a0in\u00a0several\u00a0ways\u00a0\u2013\u00a0by ensuring that data collection is privacy-driven and GDPR-compliant\u00a0from the outset, companies\u00a0can\u00a0add significant value to their offer by\u00a0guaranteeing\u00a0that their ongoing data processing\u00a0is\u00a0both\u00a0legally\u00a0transparent and of the highest quality.\u00a0This involves\u00a0a range of\u00a0departments\u00a0that\u00a0must\u00a0align on\u00a0a\u00a0best\u00a0practice\u00a0basis\u00a0\u2013\u00a0resulting\u00a0in\u00a0a broader conversation across the different stakeholders\u00a0to\u00a0develop a\u00a0smart and precise\u00a0data\u00a0management, as well as specific\u00a0analytics\u00a0approaches\u00a0for different\u00a0organisational\u00a0needs.\u00a0\u00a0<\/p>\n
The key\u00a0to driving value and\u00a0forging consumer relationships based on trust is\u00a0to work with a\u00a0privacy-driven\u00a0ethical\u00a0analytics provider<\/a>.\u00a0<\/p>\n5. Can you tell us about\u00a0the\u00a0Digital Analytics\u00a0Hub\u00a0and\u00a0this year\u2019s\u00a0virtual\u00a0events in\u00a0Berlin\u00a0and Atlanta?<\/strong>\u00a0<\/h2>\nSponsored by\u00a0AT Internet, the\u00a0Digital Analytics Hub<\/a>\u00a0(DA Hub) is an internationally renowned series of events that gather leading data experts and executive decision makers from major companies across the globe.\u00a0For\u00a0obvious\u00a0reasons, this year\u2019s\u00a0DA Hub\u00a0events are being held\u00a0online.\u00a0The format\u00a0will involve\u00a040+ roundtable discussions led by client-side analytics leaders\u00a0and will be based on analytics leadership peer-to-peer knowledge exchange. From strategic to tactical, from data management to people management and everything in between\u00a0\u2013\u00a0it is a\u00a0valuable\u00a0opportunity\u00a0for participants to\u00a0discuss\u00a0their\u00a0challenges openly and honestly with\u00a0professionals that are in the optimum position to offer guidance\u00a0\u2013\u00a0the analytics\u00a0peer group.\u00a0<\/p>\nBoth events\u00a0\u2013\u00a0Berlin<\/a>,\u00a0June 15th<\/sup>-17th<\/sup>\u00a0and\u00a0Atlanta<\/a>,\u00a0Oct 5th<\/sup>-7th<\/sup>\u00a0will be organised\u00a0and held virtually.<\/p>\n
\u00a0
Often analytics managers lack\u00a0an\u00a0understanding of how to overcome these challenges. It is through education and knowledge exchange with peers in other organisations that they can start presenting the right arguments to their\u00a0direction\u00a0in order to solve the three\u00a0above\u00a0challenges.\u00a0<\/p>\n
3. Web Analytics became Digital Analytics around 10 years ago, now Digital Analytics is increasingly moving towards Data Engineering and Data Science \u2013 will Data Science now take over Digital Analytics?<\/strong>\u00a0<\/h2>\nWeb- or Digital Analytics was never simply a technical profession. The term \u201cWeb\u00a0Analytics\u201d\u00a0wasn\u2019t\u00a0changed because\u00a0the concept disappeared,\u00a0but rather because the label was no\u00a0longer\u00a0describing all\u00a0the\u00a0areas\u00a0of the industry\u00a0involved. The main reason for the rise of this\u00a0profession\u00a0is the connection between business goals and the respective measurement\u00a0of success\u00a0on digital platforms and channels, which involves\u00a0a range of\u00a0disciplines\u00a0\u2013 and in turn optimisation and lifetime cycles that run at a faster pace and level of accuracy.\u00a0\u00a0In the future,\u00a0many\u00a0more\u00a0aspects\u00a0will become automated, and tools will continue\u00a0to offer\u00a0more complex\u00a0out-of-the-box\u00a0functions, as well as tech-stacks\u00a0\u2013\u00a0and\u00a0the\u00a0different professional skills will evolve. But at the same time the operational processes around\u00a0them\u00a0will\u00a0have to be aligned and optimised. The ongoing digital evolution\u00a0constantly\u00a0demands new approaches and methods. Humans\u00a0will always be needed to tie business requirements to measurement and\u00a0use technology to drive\u00a0intelligent\u00a0and data-driven decisions. The label \u201cDigital Analytics\u201d might become a bit too narrow for its current focus, but it\u00a0won\u2019t\u00a0disappear\u00a0as long\u00a0as\u00a0online marketing and digital platforms exist.\u00a0\u00a0\u00a0<\/p>\n
4. Where does analytics go from here?<\/strong>\u00a0<\/h2>\nTwo key trends\u00a0will appear in the future. Firstly, more organisations\u00a0will\u00a0start to realise the\u00a0full\u00a0power of data. Secondly, analytics will be further embedded into the cultural fabric\u00a0\u2013\u00a0especially as data-savvy managers increasingly\u00a0attain\u00a0C-level\u00a0positions. Both these trends are accelerated by data science and greater automation,\u00a0which will make\u00a0various\u00a0traditional analytics\/BI tasks obsolete (e.g. reporting).\u00a0<\/p>\n
It is also worth noting that\u00a0privacy legislation\u00a0isn\u2019t\u00a0restricting\u00a0the industry as some\u00a0had\u00a0initially predicted. Instead,\u00a0it is\u00a0changing\u00a0the\u00a0game\u00a0in\u00a0several\u00a0ways\u00a0\u2013\u00a0by ensuring that data collection is privacy-driven and GDPR-compliant\u00a0from the outset, companies\u00a0can\u00a0add significant value to their offer by\u00a0guaranteeing\u00a0that their ongoing data processing\u00a0is\u00a0both\u00a0legally\u00a0transparent and of the highest quality.\u00a0This involves\u00a0a range of\u00a0departments\u00a0that\u00a0must\u00a0align on\u00a0a\u00a0best\u00a0practice\u00a0basis\u00a0\u2013\u00a0resulting\u00a0in\u00a0a broader conversation across the different stakeholders\u00a0to\u00a0develop a\u00a0smart and precise\u00a0data\u00a0management, as well as specific\u00a0analytics\u00a0approaches\u00a0for different\u00a0organisational\u00a0needs.\u00a0\u00a0<\/p>\n
The key\u00a0to driving value and\u00a0forging consumer relationships based on trust is\u00a0to work with a\u00a0privacy-driven\u00a0ethical\u00a0analytics provider<\/a>.\u00a0<\/p>\n5. Can you tell us about\u00a0the\u00a0Digital Analytics\u00a0Hub\u00a0and\u00a0this year\u2019s\u00a0virtual\u00a0events in\u00a0Berlin\u00a0and Atlanta?<\/strong>\u00a0<\/h2>\nSponsored by\u00a0AT Internet, the\u00a0Digital Analytics Hub<\/a>\u00a0(DA Hub) is an internationally renowned series of events that gather leading data experts and executive decision makers from major companies across the globe.\u00a0For\u00a0obvious\u00a0reasons, this year\u2019s\u00a0DA Hub\u00a0events are being held\u00a0online.\u00a0The format\u00a0will involve\u00a040+ roundtable discussions led by client-side analytics leaders\u00a0and will be based on analytics leadership peer-to-peer knowledge exchange. From strategic to tactical, from data management to people management and everything in between\u00a0\u2013\u00a0it is a\u00a0valuable\u00a0opportunity\u00a0for participants to\u00a0discuss\u00a0their\u00a0challenges openly and honestly with\u00a0professionals that are in the optimum position to offer guidance\u00a0\u2013\u00a0the analytics\u00a0peer group.\u00a0<\/p>\nBoth events\u00a0\u2013\u00a0Berlin<\/a>,\u00a0June 15th<\/sup>-17th<\/sup>\u00a0and\u00a0Atlanta<\/a>,\u00a0Oct 5th<\/sup>-7th<\/sup>\u00a0will be organised\u00a0and held virtually.<\/p>\n
Two key trends\u00a0will appear in the future. Firstly, more organisations\u00a0will\u00a0start to realise the\u00a0full\u00a0power of data. Secondly, analytics will be further embedded into the cultural fabric\u00a0\u2013\u00a0especially as data-savvy managers increasingly\u00a0attain\u00a0C-level\u00a0positions. Both these trends are accelerated by data science and greater automation,\u00a0which will make\u00a0various\u00a0traditional analytics\/BI tasks obsolete (e.g. reporting).\u00a0<\/p>\n
It is also worth noting that\u00a0privacy legislation\u00a0isn\u2019t\u00a0restricting\u00a0the industry as some\u00a0had\u00a0initially predicted. Instead,\u00a0it is\u00a0changing\u00a0the\u00a0game\u00a0in\u00a0several\u00a0ways\u00a0\u2013\u00a0by ensuring that data collection is privacy-driven and GDPR-compliant\u00a0from the outset, companies\u00a0can\u00a0add significant value to their offer by\u00a0guaranteeing\u00a0that their ongoing data processing\u00a0is\u00a0both\u00a0legally\u00a0transparent and of the highest quality.\u00a0This involves\u00a0a range of\u00a0departments\u00a0that\u00a0must\u00a0align on\u00a0a\u00a0best\u00a0practice\u00a0basis\u00a0\u2013\u00a0resulting\u00a0in\u00a0a broader conversation across the different stakeholders\u00a0to\u00a0develop a\u00a0smart and precise\u00a0data\u00a0management, as well as specific\u00a0analytics\u00a0approaches\u00a0for different\u00a0organisational\u00a0needs.\u00a0\u00a0<\/p>\n
The key\u00a0to driving value and\u00a0forging consumer relationships based on trust is\u00a0to work with a\u00a0privacy-driven\u00a0ethical\u00a0analytics provider<\/a>.\u00a0<\/p>\n Sponsored by\u00a0AT Internet, the\u00a0Digital Analytics Hub<\/a>\u00a0(DA Hub) is an internationally renowned series of events that gather leading data experts and executive decision makers from major companies across the globe.\u00a0For\u00a0obvious\u00a0reasons, this year\u2019s\u00a0DA Hub\u00a0events are being held\u00a0online.\u00a0The format\u00a0will involve\u00a040+ roundtable discussions led by client-side analytics leaders\u00a0and will be based on analytics leadership peer-to-peer knowledge exchange. From strategic to tactical, from data management to people management and everything in between\u00a0\u2013\u00a0it is a\u00a0valuable\u00a0opportunity\u00a0for participants to\u00a0discuss\u00a0their\u00a0challenges openly and honestly with\u00a0professionals that are in the optimum position to offer guidance\u00a0\u2013\u00a0the analytics\u00a0peer group.\u00a0<\/p>\n Both events\u00a0\u2013\u00a0Berlin<\/a>,\u00a0June 15th<\/sup>-17th<\/sup>\u00a0and\u00a0Atlanta<\/a>,\u00a0Oct 5th<\/sup>-7th<\/sup>\u00a0will be organised\u00a0and held virtually.<\/p>\n5. Can you tell us about\u00a0the\u00a0Digital Analytics\u00a0Hub\u00a0and\u00a0this year\u2019s\u00a0virtual\u00a0events in\u00a0Berlin\u00a0and Atlanta?<\/strong>\u00a0<\/h2>\n
![\"Matthias](\"https:\/\/blog.atinternet.com\/wp-content\/uploads\/2020\/06\/image-4.png\")
<\/figure>\n<\/div>\n