What does the future of data analytics look like in your industry?

I think the trends toward the cloud and machine learning are going to continue. They're not stopping in any sense, they're actually just accelerating more. More either data moving into the Cloud or people are trying to access data from more different places. Or you might have just seen a company called Starburst that's commercializing Presto. It is about bridging the gap of how to access data that is in a data Lake versus data warehouse, or sometimes maybe it's on-prem. I think bridging that gap and making sure data is ubiquitous and accessible everywhere is the eventual goal.

Anonymous Author
I think the trends toward the cloud and machine learning are going to continue. They're not stopping in any sense, they're actually just accelerating more. More either data moving into the Cloud or people are trying to access data from more different places. Or you might have just seen a company called Starburst that's commercializing Presto. It is about bridging the gap of how to access data that is in a data Lake versus data warehouse, or sometimes maybe it's on-prem. I think bridging that gap and making sure data is ubiquitous and accessible everywhere is the eventual goal.
1 upvotes
Anonymous Author
There are many different angles to consider in terms of analytics within sales and marketing teams today. Not the least of which is the overarching question of how does work from home play out? How do companies create a new playbook that works for inside salespeople in a remote or hybrid environment? Inside sales is an extremely metrics driven role where the teams are used to having engagement mechanisms like giant dashboards on the wall in front of them and having challenges and feedback from their peers going on in real time. There has historically been a great deal of focus and energy around things like gamification, rewards and incentives for inside sales teams. The coaching and mentoring process there is also impacted. The new environment we are all working in is putting a lot of pressure not just on systems, but also on people.  I think we are going to see some really interesting coaching, training and education, employee engagement, motivation, and metrics, applications across that whole sales marketing ecosystem. One company in our portfolio, Allocadia, had an interesting unexpected positive impact from COVID. Allocadia sits at the intersection between the plethora of marketing automation tools that companies use today and and their ERP system. When COVID hit, most CMO were asked to cut their budgets. Some of them by 50% or 70%, and the lucky ones by perhaps only 20 or 30%. Making those decisions is really difficult if you don't have a good handle on where your ROI is really coming from or how these hundreds of systems that you have in place interact with one another. That's really what Allocadia is designed to do. It's ROI management, it's planning and budgeting, and it's attribution of performance. Additionally, marketers have come to realize that you can't plan a marketing budget for much more than 1 quarter without making revisions based on actual performance and ever-changing needs. There are really interesting data analytics and best practices that can come out of a world where the pace of change has accelerated dramatically. There is no going back!
3 upvotes