Anunay Gupta, COO of startup analytics firm Marketelligent, contributed a great article to American Banker (pw reqd) recently, in which he predicts:
As the globalization of software-related services grows and matures, companies will look for the next area where they can improve their productivity. I predict that will mean adopting the globalization model in analytics operations. [This will require] selective access to sensitive customer information as well as tight data security. In addition, a significant part of analytics involves understanding the local economy and its consumer mindset.
My take: Marketelligent may very well be on the vanguard of a trend towards the globalization of analytics. And Mr. Gupta is certainly right that security and local knowledge is critical for this to happen. But there’s another factor that will determine the extent to which global analytics succeeds: How well it integrates back into core marketing processes.
In many firms today, key analytic functions like planning, sizing, list selection, and auditing account for half the time it takes to execute marketing campaigns. On top of that, post-campaign performance reporting is often an after-thought, and is conducted by people who had little to no involvement in the upfront campaign planning and analysis.
For global analytics — or domestically-performed analytics, for that matter — to succeed in improving productivity, analytic functions need to be better integrated with broader marketing processes.