Over the last two years, digital trends have been anything but static. According to the 12th annual Digital Trends report from Adobe and eConsultancy, 87% of surveyed senior executives agreed that the events of 2020 and 2021 have rewired customers to be digital-first. But customers don’t just expect rich digital experiences. To make a lasting impression, businesses need to provide personalized content that creates a unified journey across channels.
New technology and market changes are constantly pushing the envelope on digital experiences. Businesses can’t simply configure their data analytics once and forget about it. Instead, they need to be adaptable and turn to real-time data and insights to keep pace.
The right technology acts as a foundation. Adobe Analytics already helps thousands of businesses unlock data in real time for immediate, actionable insights. Businesses that use Adobe Real-Time Customer Data Platform can pull the right data from the most relevant sources to create personalized experiences in real time across any channel at scale.
A strong digital foundation needs to be met with a digital-first strategy. Start building yours by understanding the latest data analytics trends for 2022. To gain a competitive edge, you’ll need to:
1. Unify data for agile operations
Storing clean and reliable data is not enough — it needs to be usable. Because data is often gathered from disparate channels, platforms, and systems, businesses need to centralize and standardize it. That way, data can quickly be queried, accessed, and activated in ways that will support real-time decision-making.
Customer data platforms like Adobe Real-Time CDP can help unify customer data into a single actionable profile. These profiles are refreshed in real time and are ready to be activated by different teams as customers’ needs change. Using this approach, one Adobe customer was able to reduce their data refresh cycle from 72 hours down to just 14 seconds.
2. Prepare to test, learn, and manage uncertainty
Agile practices encourage teams to test in small, quick iterations. A business that has relevant and accessible data is going to be better equipped to determine the causes and effects of an experiment. Today, customer engagement is inherently omnichannel. Being able to analyze content and strategies across channels is critical for understanding relationships and impacts across customer experiences. Acting on this trend will be especially crucial in managing changing customer expectations, but few businesses are currently well-positioned to do so. According to Adobe and Econsultancy, only 33% of practitioners consider their organization’s ability to build experiments to test in the field as strong or very strong.