MegaTrends in Analytics

Gartner recently hosted a webinar on the Top 10 Megatrends in Analytics that contains information and insights that B2B marketers should incorporate into their go to market strategy and plans.

Below are the key trends Gartner identified for analytics:

MegaTrends in Analytics – Artificial Intelligence (AI)

  • Deep content, deeper insights and enables big analytics
  • Data learning enables data fusion and that allows organizations to synthesize all of these data streams to generate coherent insights
  • Data elements (weather, microeconomics, macroeconomics, social, transactions, interactions, traffic) will provide context about what happens and why it happens

MegaTrends-in-Analytics-AIMegaTrends in Analytics – AI Deep Learning Enables Change in Medium

  • AI allows organization to automatically, continually and intelligently recalibrate to any type of output
  • Inputs: tabular, text, audio, image and video
  • Processes (change one input and change it to another format as an output): natural language generation, voice analysis, real-time translation, image capturing, lip reading
  • Outputs: tabular, text, audio and image
  • AI deep learning enables organizations to take a wide array on inputs and calibrate them into any output format needed or required

MegaTrends in Analytics – The Power of Intuitive Interfaces

  • The ability to use and interact with technology that is natural or the user – does not require training or relearning things
  • The paradigm of learning changes from users learning how to adapt to systems to systems learning how to adapt to humans
  • The learning curve is shortened and the requirement to change human behavior is reduced.  This provides a whole new meaning to easy to use and intuitive.
  • Now organizations can turn everyone into a knowledge worker – for real


MegaTrends in Analytics – Intuitive Interfaces Are Not Just Audio Keyboards

  • Augmented insights, Data Visualization, Augmented Reality
  • The ability to understand what you are seeing and the ability to interpret what you are seeing and your environment
  • This technology should help strengthen customer and employee relationships

MegaTrends in Analytics – Data Story Telling

  • How do you make analytics relevant across the organization
  • People that make decisions often times want to know how things work and why things work or why they don’t.
  • The key is how to enable visualization (representation or image) of the data to develop and communicate a compelling story
  • Sometimes it is most effective to use the words or the data – natural language generation
  • Empower story tellers with the technology

MegaTrends in Analytics – Augmented Analysis

  • The goal is better, faster insights
  • Basically, the goal is to find the needle in the hay stack.
  • We have more data than we have ever had before but most of the data is noise or not relevant
  • Bit somewhere is the gem and that is where Augmented Analysis excels within and organization
  • Augmented analytics solves the big data problem for small problems
  • Traditional Business Intelligence (BI)) is great when we know the question and what data will answer that question
  • Most organizations now focus on Data Discovery (better access to data, more data sets, more flexibility to ask questions, self service, iterative analysis)
  • The problem is that when dealing with huge data sets, humans can not manage the problem efficiently, effectively or completely and are prone to mistakes – human error
  • Augmented Analytics enables organizations to allow it’s employees (power and casual users) and customers to continually ask and answer spontaneous questions against huge volumes of data in real time to determine what is truly significant

MegaTrends in Analytics – Context to Make Decisions

  • Putting Analysis in It’s Place
  • Where, when, how, what, who and why – based on the individual
  • Location – more than understanding a macro sense (maps).  Focus on the micro location, where are they in the store and what are they looking at now
  • Micro location data can be used to engage with the customer
  • The physical retail experience has to be different than the online experience to coexist

MegaTrends in Analytics Context – Understanding the Customer’s Journey

  • Where is the customer in the purchase process and the vendor’s role in that journey to support a purchase and create a net promoter.
  • The best customer journey analysis does not only look at the sales process but it also incorporates the customer’s buying process (physically and mentally)
  • IoT and IoT devices only complicates the issue as there will be even more data on more topics on more people – the permutations of data and devices will be mind boggling and that requires AI

MegaTrends in Analytics – IoT Data & Digital Twins

  • The basic premise of IoT is that everything is now connected and that will drive new types of analysis
  • Digital twins could be: people, things, systems or places observation, optimization and and operational efficiency
  • In some cases, the digital twin could be a pure proxy to run and manage a “lights out” operation (self-managing, repairing, monitoring and tuning)
  • Balance the technology aspect from an organizational and regulatory point of view

MegaTrends in Analytics – Continuous Intelligence From the Data Stream

How will we capture the data

  • Typically, the data continuously pours into a data lake and an organization captures it, cleans it and stores it.
  • The other scenario is that organization’s are trying to tap into the data lake or lakes and users are trying to harness the power of the data to make a real-time decision
  • Continuous Intelligence applies to both use cases and is centered on the value of streaming continuous data (very granular data) and analyzing it in real-time

How we use the data as will vary

  • Sometimes users will just want to display the information – pure reporting to a self-driving car
  • It covers descriptive through prescriptive analysis

MegaTrends in Analytics – Recommendations

Recommendation is to take an incremental approach to adopting technology.  It’s premature and maybe unethical to jump to the end state.  Not to mention that all technologies are not “plug and play” s of today.  That is not to say that there are not technologies that are available that could benefit an organization if acquired and implemented in moderation.

  • Assign responsibility to someone in the organization fro trend spotting
  • Know and understand the desired business outcomes for the organization and seek technologies that align to goals and objectives
  • Initiate strategic discussions about technology between IT and LOB at the executive levels
  • Document internal and external stores of how technology has or how it could incrementally improve the business

DOWNLOAD the PMA Buyer’s Checklist >>

Additional Go to Market Resources From Four Quadrant Include:

Three Predictive Marketing Use Cases >>

The Predictive Marketing Analytics Checklist >>

B2C & B2B Emerging Technologies >>

Sales Guide to Predictive Analytics >>

Demand Generation Planning Process >>

Go to Market - Marketing Templates


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