In anticipation of his presentation at eMetrics Summit in Chicago, June 20-23, 2016, we asked Dave Norton, Ph.D., Founder and Principal at Stone Mantel & the Digital Collaboratives, a few questions about digital marketing analytics. Check out Dave Norton’s interview in relation to his eMetrics Summit presentation entitled, The loT Changes Omni-Channel to Digital Context.
Q: What’s the most important goal/trend for digital analysts to keep in mind for 2016?
Dave: Digital analysts should be focused on data analysis that clarifies what job the consumer is trying to get done and to help consumers do things they want to do. Too much time and energy is put into targeting consumers with content. More time and thought leadership should be put into how to use the data that consumers share to help them accomplish their goals.
Q: What’s the latest analytics method/process/tool set that you have implemented and what advice would you give others?
Dave: Stone Mantel applies design thinking techniques to data experience design. The goal is to go beyond extracting data from an experience to putting data back into the experience. Consumers want access to and greater capacity to track their own activities.
Q: Sneak preview: Please tell us a take-away that you will provide during your talk at the eMetrics Summit.
Dave: The future of channel strategy is Digital Context. Consumers want tools and solutions that help them to anticipate, curate, and do more. Digital Context, or the personal data ecosphere that supports consumers, is what many consumers want—not tomorrow!—today.