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Knowledge is a vital resource within companies. And because of this, Marketing Intelligence became a source of several competitive advantages. It is even considered by many specialists to be the single most valuable commodity organizations can have.
The more technology develops, the greater and more varied data-collecting alternatives become. In fact, countless terabytes are produced daily which are not always taken into account.
However, data by itself could be a more useful resource. It is necessary to analyze and understand to be able to create practical applications.
In this sense, Marketing Intelligence is a strategy that collects data and information to be analyzed later, allowing managers to make decisions with higher success rates.
Marketing Intelligence is the link between theory and practice, to put it shortly. Thus, there is analysis and preparation of an action plan with the definition of strategies to achieve the most varied objectives.
In this way, the digital transformation provided extracting knowledge with the collection and analysis of data. And, it is an essential resource for organizations to expand in the market.
With that in mind, find out the Marketing Intelligence trends to keep an eye on in 2023
Hyperautomation in Marketing Intelligence
Let’s start with a trend that started to be highlighted in previous years, and continues strong for 2023.
Hyperautomation favors Marketing Intelligence by automatically collecting data. In this way, automation should be considered broadly and employed in different types of business processes.
In fact, hyperautomation should be understood as a fundamental tool for data management. After all, it combines artificial intelligence, machine learning, and process automation.
Thus, industrial activities become even more agile, allowing managers to identify bottlenecks and adjust them to increase process performance, making them more assertive, and reducing costs and expenses.
In addition, these technological resources enable the creation of customized and automated panels to capture relevant data about your business objectives.
Decision Intelligence
Decision Intelligence is another trend to watch out for in 2023. In fact, it is capable of changing the way people make their decisions, regardless of the function they perform.
Basically, this method applies artificial intelligence in the decision-making process of all areas of a company.
By doing so, it brings together a set of tools that aims to design, model, align, execute, monitor, and adjust decision processes. In addition, the focus is always on results and meeting commercial objectives.
In this sense, Decision Intelligence expands the information processing capacity required by strategic decision-making. And, as in hyperautomation, it also features a combination of artificial intelligence and machine learning.
In addition to improving business performance, this tool allows you to optimize departments.
Gartner warns that 33% of large organizations will be using Decision Intelligence for decision making by 2023. However, it is worth mentioning that Decision Intelligence is transformative for strategies in companies of the most diverse sizes.
Big Data Analytics
It is not new that Big Data tools are important for organizations. And it continues to be a trend for 2023 as it provides better strategic decisions, better operational process control, breadth of knowledge about customers, and cost reduction.
Just like Marketing Intelligence, Big Data Analytics enables an analytical culture where decisions are made based on real and pertinent data and information.
In fact, this is a tool where the more data generated, the greater the opportunities to understand and take advantage of the consumer public dynamics.
Big Data Analytics allows companies to anticipate changes that will occur in the market in which they operate.
This is especially true when considering a Data-Driven culture, where management is data-oriented. This means management is guided based on analyzed and concrete information obtained by monitoring the market in real-time.
Decentralized data management
In fact, the world will become increasingly globalized. Companies are present in several locations, even more so with the increase in home office activities.
This is why decentralized data management is another great Marketing Intelligence trend for 2023. If, previously, all data was stored and maintained by the IT department – a very costly information gathering process -, today, we have data decentralization.
Access to data and information becomes much easier and widely available, favoring all sectors and departments.
In this way, demands are answered more quickly, providing each process with essential information and data for its particularities.
In addition, digital transformation allows companies to adopt low code tools, which can be customized according to each business’ requirements.
This ensures autonomy and flexibility for professionals to analyze data according to the specific objectives of each department, considering the business’ strategic objectives.
Data governance
This Marketing Intelligence topic relates to the people, processes, and technologies used in data acquisition, archiving, and usage.
With the legal requirements arising from Data Protection regulations such as the LGPD, data governance is not just a trend, but a requirement. The use of data must follow a series of enforced rules so that your business is not penalized.
Because of that, data governance refers to the implementation of rules and structures to manage, monitor, and protect information, providing greater control and organization over business strategies.
Among the main advantages of data governance are reliability, risk management, organization of information, and better decision-making.
Real-Time Analytics
As everything changes very quickly, Real-Time Analytics is undoubtedly a strong trend in Marketing Intelligence, and not only in 2023 but for years to come.
In fact, the growing and rapid changes brought about by technology, and especially by social networks, have made analytics not only a way to take advantage of opportunities, but also a resource for developing preventive measures.
In this sense, the use of customized dashboards provides much more agile and assertive response actions.
Undoubtedly, digital transformation has brought with it this high speed of access to the necessary data and information.
Currently, it is basically unthinkable – and frustrating -, to have to wait more than an hour to get an answer to a question, for instance.
Other technology trends
Undoubtedly, technology as a resource is present everywhere in our daily lives. Therefore, we will be making increasingly more use of the internet of things, virtual and augmented reality, blockchain and 5G, among other resources.
Likewise, there will be more focus on immersive customer experiences with the use of the metaverse, tokens, NFTs, and dCommerce.
Another issue pointed out by Gartner is sustainable technology. This trend uses traceability, analytics, management software, and artificial intelligence to monitor a company’s sustainability.
Here at Neomind, we are always attentive to trends and Marketing intelligence to better serve our customers. What about your business, is it ready for the future?
Here at Neomind, we walk along your business as true partners. So, if you have any questions or would like to contribute with previous experiences, let us know in the comments!
