{"id":71057,"date":"2025-02-06T07:38:35","date_gmt":"2025-02-06T07:38:35","guid":{"rendered":"https:\/\/peraltafinancing.com\/analytics\/where-next-for-the-data-and-digital-analytics-sector\/"},"modified":"2025-02-06T07:38:35","modified_gmt":"2025-02-06T07:38:35","slug":"where-next-for-the-data-and-digital-analytics-sector","status":"publish","type":"post","link":"https:\/\/fivemor.com\/?p=71057","title":{"rendered":"where next for the data and digital analytics sector?"},"content":{"rendered":"


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AT Internet got in touch with some of the top international data and digital experts for their 2020 predictions. With ethics and privacy topping the bill, there\u2019s plenty in store for the coming months. Read on to get the full lowdown\u2026\u00a0<\/p>\n

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Ad contextualization is likely to be strengthened<\/h2>\n<\/blockquote>\n

Advertisers will have to strengthen the integration of data at the heart of their communication systems in order to meet the demands of Internet users on the adaptation of the messages they send. In 2020, the contextualisation of advertising\u00a0will likely\u00a0be reinforced thanks to the combination of internal data from analytics, CRM and e-mailing solutions as well as external data related to factors such as weather, sports results, schedules, location, etc. Performance measurement will also be\u00a0one of the main\u00a0priorities for\u00a0advertisers looking for common indicators across channels to effectively measure and interpret the impact Online & Offline!<\/p>\n

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Mikael Witwer<\/strong>
Country Manager Kamp\u2019n<\/a> <\/p>\n

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A new era of competition on the subject of data protection<\/h2>\n<\/blockquote>\n

Enforcement of the\u00a0GDPR\u00a0and the CCPA will be high on the agenda in 2020, with a particular focus on the Irish Data Protection Commission and the Californian Attorney General. This will play a major role in the way businesses using data perceive risk. While the effect of the CCPA will only be felt in the second half of the year (albeit retroactively), the challenge in Europe will be how countries work together (in the face of the one-stop shop) and how regulators can support each other effectively across the region: the tech giants have now invested to defend themselves legally on these issues. The European Court of Justice will also increasingly influence the permissible use of data and international data transfers, as well as the definition of the roles played in the digital ecosystem \u2013 data controllers and processors \u2013 for the\u00a0GDPR, and companies\/service providers and third parties for the CCPA. Regarding the use of cookies, be aware of technical developments related to server-to-server data integrations with\u00a0ETP\u00a0and ITP systems. With the principle of accountability enshrined in the\u00a0GDPR, companies should focus on being responsible for their use of the data, rather than trying to circumvent the system. The ePrivacy Regulation will also be put forward this year, in particular as regards consent and joint responsibility for processing, which already fall within the scope of the\u00a0GDPR. Let us hope that the new decade will usher in an era of competition on privacy, beyond competition on analytics, by highlighting the false economy of so-called free tools and redirecting the attention of the digital ecosystem towards good data protection practices.<\/p>\n

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Aur\u00e9lie Pols<\/strong>
Data Governance & Privacy Engineer<\/p>\n

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Activating real-time intention data to trigger actions<\/h2>\n<\/blockquote>\n

Brands are becoming\u00a0increasingly\u00a0mature on the subject of personalisation and want to offer individualised digital experiences to visitors to increase engagement and ultimately boost conversion rates.\u00a0\u00a0<\/p>\n

On the other hand, the strategies deployed to achieve this are still too often based on the exclusive analysis of cold data decorrelated from real time, such as customer data stored in CRMs. However, it is the hot data, the data directly linked to the visit behaviour at time t, that has more value for targeting the right marketing actions because it allows to predict the conversion intention of each visitor and its evolution.\u00a0\u00a0<\/p>\n

In 2020, the challenge for brands will therefore be to activate this intention data in real time to trigger the most relevant personalised actions with the ideal target. We should see this shift from segmented marketing to predictive and real-time marketing.\u00a0<\/p>\n

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Anne-Claire\u00a0Bellec<\/strong>
Chief Marketing Officer,\u00a0Kamleoon<\/a> <\/p>\n

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A high level of awareness and trust is needed in an increasingly complex data ecosystem<\/h2>\n<\/blockquote>\n

The data and marketing ecosystem has entered a complex era, characterised by a double dynamic: a multiplication of contact points for data collection, but an increasing restriction of data exploitation for organisations. Indeed, it is now possible to collect data, regardless of the means used, in real time and on both physical and digital channels. To regulate this growing exploitation, strong initiatives have emerged in recent years, including three main ones: the blocking of third-party cookies with ITP (Safari) and ETP (Firefox), the\u00a0GDPR, as well as new directives to come from the CNIL in connection with the ePrivacy regulation. This has led to some confusion in the minds of employees who use the\u00a0data, whether for operational and\/or strategic purposes. As a consulting firm specialising in data, we must therefore strengthen our support, including training and education. Above all, we need to be able to\u00a0remove the\u00a0barriers\u00a0on the use of data in the minds of employees<\/strong>. This is a very strong challenge as an expert, in a context where professions are increasingly demanding training at all levels of the company: product owners, e-commerce managers, acquisition managers and C-Levels. <\/p>\n

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J\u00e9r\u00e9mie Le\u00a0Tarnec<\/strong>
E&I Senior Analytics,\u00a0fifty-five.com\u00a0<\/a> <\/p>\n

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AI algorithms that are understandable and ethical<\/h2>\n<\/blockquote>\n

In recent years most companies have developed decision support algorithms to improve their performance in almost every area. At the same time, more complex (but also more powerful) algorithms such as neural networks have become more widespread. But how can we trust these black boxes, how can we make them more transparent? In 2020, AI algorithms will have to be as powerful as ever, but above all they will have to be interpretable (this is called XAI). Interpretability is a gold mine for Data Scientists and business teams. Personally I am 100% for a more transparent and ethical Data Science and let\u2019s not forget that algorithms are tools: it is our decisions and actions that will make the difference.<\/p>\n

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Marie-Jeanne\u00a0Vieille<\/strong>
Data Scientist at\u00a0Eulidia\u00a0and author of\u00a0lovelyanalytics<\/a>\u00a0<\/p>\n

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The CNIL will probably\u00a0adopt a tougher stance<\/h2>\n<\/blockquote>\n

At the beginning of 2020, the CNIL will present a series of operational recommendations concerning the practical procedures for collecting user consent (a public consultation has just been launched and will close on\u00a0the\u00a025th<\/sup>\u00a0February). In line with the directives of July 2019 which banned implicit consent (a simple continuation of navigation on a site can no longer be considered a valid expression of consent), the CNIL will probably take a firm and definitive position to \u201cprohibit\u201d all the tricks used to force the deposit of cookies: implicit consent, refusal buttons that are absent or hidden, difficulties in customising preferences, systematic opt-outs\u2026<\/p>\n

Numerous\u00a0studies<\/a>\u00a0in the UK or France have confirmed this: few sites comply with the main principles of the GDPR (collection of informed consent, transparency on the purpose of processing, etc.).<\/p>\n

If these recommendations are implemented, they offer a new avenue for analytical solutions that are exempt from consent. For the others, the data may become even scarcer, as it is already seriously compromised by adblockers\u00a0and changes in browsers (Safari, Firefox and now Chrome) that will eventually kill off third-party cookies. From then on, the quest for the grail, which consists of reconstructing the journey of a single Internet user, will become increasingly complex, knowing that it is in any case extremely complicated with the cross-device phenomenon.\u00a0Except for the players who would succeed in\u00a0rapidly\u00a0\u201cbogging down\u201d their users (but still need to bring a customer benefit),\u00a0the analysis will have to be limited to the analysis of micro-journeys\u00a0and rely on AI to reconstruct cross-channel\u00a0journeys\u00a0(but\u00a0that\u2019s more of a\u00a02025 prediction!).<\/p>\n

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Lionel\u00a0Cherpin<\/strong>
Consulting Director \u2013 CEO of\u00a0Empirik<\/a> <\/p>\n

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UX must meet the challenges facing society through an ethical and responsible vision<\/h2>\n<\/blockquote>\n

In recent years, more and more brands have understood the importance of taking care of the user experience. Both for their customers and for their employees, UX projects have been launched using in-house design centres or the know-how of UX experts.\u00a0\u00a0<\/p>\n

Creating meaningful and sustainable experiences requires first and foremost a mindset at all levels of the organisation, and then working across the board, breaking down silos and focusing on the human being. Once this foundation has been established, we identify two major trends to provide a seamless experience for users:\u00a0<\/p>\n