What is coming down the road?
A little while ago I wrote an article on things I'd like to see more visible in marketing analytics.
1. Integrate survey and other syndicated data with house and prospect files. This type of augmentation takes the concept of overlay into lightly-chartered territory.
2. Merge marketing mix modeling with database marketing to get an end-to-end allocation of resources and people.
3. Shorten the path between analysis / reporting to campaign execution by developing truly integrated tools.
4. Continue focusing and measuring the influence of marketing spend on specific individual customer behaviors.