The world has changed in the last two years like never before and to stay relevant companies should explore old and new ways. Amongst others, the field of analytics can offer support in various ways. We have put together the 5 most important trends to come or stay relevant in 2022. Find out now which topics are worth taking a closer look at this year.

#1 Data Potential

Time and again we find that companies don’t make use of their data potential. One reason is data silos. Data is typically stored in different servers or clouds depending on the software. Connecting different data sources is the way to go. Companies can for example connect their CRM and web/app analytics data to create more personalized and more relevant CRM and online marketing campaigns. A personalized customer experience leads to higher customer satisfaction and is even more important in times in which buying external data in walled gardens like LinkedIn, Meta etc. gets more and more expensive. When using first-party data, automation and relevant content is key. Companies can for example introduce new product updates to customers who own their product for a specific amount of time and thus increase customer lifetime value.

#2 Google Analytics 4

In 2021, Google officially enrolled their new Analytics product “Google Analytics 4”. We believe the new product will still be trending in 2022. Why? Google Analytics 4 is a big step forward for web and app tracking and provides many new metrics and features (e. g. engagement rate, first-time buyer conversion, purchase probability). For companies that still measure app and website analytics data separately, Google Analytics 4 is a tempting option to get a holistic view on its users. If your company still uses Universal Analytics the question is not “if” but rather “when” your company transfers to Google Analytics 4.

#3 Artificial Intelligence (AI)

AI has been a hot topic for a few years and it’s not cooling down. More and more companies include AI and machine learning techniques in their products and software, for example some of Google Analytics 4’s previously mentioned new metrics. In E-Commerce, AI is used to choose the most relevant products for product recommendations or to show the right content based on a user’s profile. Use cases for AI are endless. The basis for a successful AI implementation is a solid database that is big enough.

#4 Server-side Tracking

Most companies still rely on client-side tracking, but server-side tracking is on the move. A company’s server sends data to the target server instead of the user’s browser. Advantages of server-side tracking include more control and more accuracy of your data. Issues like interrupted connections, interferences with ad blockers and consumption of processing power on users’ devices are typically associated with client-side tracking. Server-side tracking overcomes all these drawbacks. Tag Management providers such as Tealium, Google or Ensighten provide server-side tracking solutions to ease the implementation.

#5 User Privacy

Privacy will also accompany us in 2022. Tech providers work on solutions to generate more user privacy. For example, Google is still working on alternatives to replace third-party cookies within its so called “Privacy Sandbox”. In the meantime, browser providers still behave very differently in terms of blocking or not blocking third-party cookies in their default setting. The European Union also keeps on working on their “ePrivacy Regulation”. In conclusion: The industry is changing and continues to do so in 2022. Companies need to keep an eye on these changes.

Photo by Carl Heyerdahl on Unsplash

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