MARKETING ANALYTICS SUMMIT
The Evolution of
Marketing Analytics
From inventing a profession to reimagining the future of data-driven marketing through 25 years of collective wisdom, experimentation, and transformation
MARKETING ANALYTICS SUMMIT
The Evolution of
Marketing Analytics
The Six Eras of Digital Analytics
The Genesis: Building a Profession
The revolutionary necessity of inventing a new profession. From server logs to page tagging, establishing the validity of digital data and moving beyond “hit” counters to business-relevant metrics.
Multiplicity Framework
Platform Agnosticism
PathLoss Metrics
Optimization & Search Marketing
The pivot to Marketing Optimization, integrating analytics with SEO and PPC. The analyst emerges as a “judicious mediator,” shaping data into compelling narratives that incite management action.
Conversion Attribution
Multivariate Testing
Website Optimization
Big Data & the Social-Mobile Wave
The Great Analytics Migration. Brands touch customers everywhere—stores, call centers, websites, mobile apps. The challenge shifts from collection to making vast data useful through cloud-based automation.
Big Data in the Cloud
Mobile-First Strategy
Automated Governance
The AI Revolution & Predictive Maturity
A fundamental shift as impactful as the internet itself. Transition from historical reporting to predictive and prescriptive modeling. “Culture eats strategy for breakfast.”
Behavioral Scoring
Automated Decisioning
Data Literacy
Privacy & Post-Pandemic Transformation
Navigating the “ever-shifting nightmare” of privacy regulations. GA4 revolution, first-party data infrastructure, and the rise of data storytelling as analysts become change-makers.
Marketing Semantic Layer
Data Storytelling
First-Party Data
Generative AI & The Great Rupture
The period where AI and those who command it dismantle and rebuild marketing. Analytics assistants handle data modeling while humans focus on architecting optimization teams and asking better questions.
Semantic Data Layers
Context Registry
Biometric Resonance
Timeless Marketing Principles
Data Trumps Intuition
Performance data replaces internal arguments and executive opinion. Automated systems allocate resources based on real-time experimentation and measurable returns.
Customer Journey Focus
View business through the lens of the complete customer journey rather than individual marketing silos. From PathLoss to sophisticated journey mapping.
Culture of Experimentation
The best analytical models fail without an organizational culture of testing and experimentation. Culture eats strategy for breakfast.
Community as Asset
Founded on mutual respect and support. Collective wisdom provides the fastest path to answers and a stronger professional network.
Analytics as Impact
Move from simple reporting to driving measurable business impact. Translate clicks and impressions into terms that prove ROI and prevent budget cuts.
Analyst as Storyteller
Technical skills alone aren’t enough. Analysts must creatively shape data into compelling narratives that inspire stakeholder action.
Looking Forward:
The Next Decade
The Great AI Rupture (2026–2036): A period where AI and those who command it will dismantle and rebuild marketing from the ground up, centered on the creative economy and powered by those who treat AI as a colleague.
Synthetic Psychodynamics
Using AI to model and predict human psychological responses, enabling highly personalized creative content generated in real-time.
Identity Decoupling
Separating user interaction data from persistent personal identifiers to achieve high-level personalization in a post-privacy world.
Biometric Resonance
Measuring physiological signals to optimize digital experiences with adaptive interfaces that respond to user emotion.
Cortex Rituals
Systematized use of AI to enhance human cognitive decision-making, integrating AI into daily operational workflows.