According to Forbes.com, 2022 is the year that business’ across the globe will focus on progressing the customer user experience with optimization and personalization as the key themes. With optimizing to deliver personalized customer experience as the overarching theme of 2022, I believe that CX/UX teams will be thrust into the primetime spotlight. C-suite will demand of them to deliver tangible guidance in order to deliver business results from this year’s post-pandemic evolved multi-screen, multi-platform customer. So where does this place focus for the digital analyst in 2022?
The Perfect Union to Deliver Personalization and Optimization
Years past CX/UX was married to either the web design/developers or their focus group facilitator to deliver experiences. While the intellect who sat down the hall that was sworn to your “just a work acquaintance because I don’t really know what she/he/they do” zone is now the sexy savant on the block – swipe right – meet digital analytics. Partnership with digital analytics is the 2022 answer to navigating the torrid relationship challenge companies are about to face as we truly come out of the worldwide COVID daze in the name of executing optimized marketing programs to deliver exceptional personalized customer experiences.
Digital analytics teams it’s time to court the CX/UX team. And I don’t mean the same way you may have tried in the past with simply letting the CX/UX team know that you are here if they need a sounding board for an A/B or multivariant optimization test – yes, that will keep you in the friend zone. I’m talking about pulling out the flowers, wooing with the digital analytics reporting picture of a happy future, a happy marriage. Because a marriage between digital analytics and user experience will have in the pews, supporting this union, all of their “friends” – digital advertisers, digital marketing specialists, privacy legislators, GA4 , data lake vendors, data governance mavens, CTO’s and CEO’s. Friends, this union is not your grandma’s wedding. The result is a twist on the “classic” multivariant/A/B testing, “classic” analytics reporting, and “classic” personalization techniques.
The 3 Digital Analytics Keys to Evolving Optimization and Personalization
With the vow’s out of the way, with user experience by our side, as the new savant on the block here are the top 3 digital analytics trends for 2022 so this happy marriage may begin to produce an office full of profit – I can hear those little executive feet running around in glee now!
#1 – Attribution Intelligence
This year you will see digital analysts sitting closely with the UX designer. The sharing of the business driving purpose behind the buttons, clicks, colours and design for in-store, mobile experience vs late night shopping provides a level of context for the digital analyst to design reports that simultaneously deliver operational and marketing performance that guides marketers to track the right data.
What we have noticed in the past is that the marketer brings in the digital analyst too late which often constrains the digital data tracking opportunities unknowingly. B2C shoppers and B2B clients alike are consuming between mobile, app and web – on-premise, off premise. Using digital analytics as foundational data invites attribution opportunities otherwise missed. Allowing digital analytics team to structure the data correctly and focus on the “right data” which is foundational to deliver more relevant analysis.
#2 – Conversion Allocation
This year you will see an update to reporting metrics. Digital analytics teams will be focused on working with marketers to ladder up measurement plans in order to track and report on the post-COVID evolved customer journey experience. Stemming from these new evolved measurement plans will reveal the bigger picture. From a business perspective, digital analysts will focus on blending the corporate goals, customer experience goals and marketing department goals into one master plan. On the technical side, these evolved measurement plans will be the groundwork to uncovering all the Martech platforms that would be placed together. For example, Google has “worked on” the merging of offline and online data in their Big Query cloud storage platform. 2022 digital analytics reports can leverage the right data much faster and identify conversion points closer to real time, allowing marketers to adjust campaigns and establish credible conversations with supporting financial and IT departments.
#3 – Privacy & Compliance Management
So with this trend, the digital analyst leaves the user experience partner to return to frolic with friends of old (omg is that a research panel they could not miss) and the digital analyst takes a visit with the risk and compliance, data governance folks. GDPR (General Data Protection Regulation) and various other data protection regulations were released across the globe last year and it’s widely anticipated even country specific regulations to become law this year. Digital analyst, risk and compliance, and data governance folks will need to find the happy space where they are compliant to all regulations and collect valuable analytics. This dynamic working relationship is expected to be stressful and at times might cause a rift within this “friend” circle. Hands down in 2022 we will see an imminent adoption of privacy and compliance automation program usage to personalize analytics configuration.
Like a patient suitor awaiting their perfect mate, digital analytics teams must get ready to buy the fresh flowers, get a fresh hair cut and put on a fervent smile – it’s time to court the CX/UX teams in 2022 and woo their marketing, privacy and growth insights friends because together you can conquer the customer user experience, leveraging optimization and personalization for the year ahead.