Analytics
News, events, thought leadership and more.
Gartner published a blog by Martin Kihn on The Rise of Predictive Analytics focusing on how predictive analytics is going to become more important to digital marketers. Over the past 15 years I have experienced this rise of predictive analytics with the adoption of predictive analytics by data scientist throughout organizations. We (at Alteryx) say that Advanced Analytics, including predictive, has been a key category in the industry for at least another 15 years before me – really it is about 30 years old. This was the start of companies asking not what is going on now, but about finding out what is going to happen.
Before, business intelligence and analytics always had been combined, but now that big data analytics has evolved well past the legacy BI market that it came from, more and more companies are recognizing it as its own category. Also over the past few years more and more departments within these organizations need to know what “will or likely will” happen, so they’ve turned their attention to predictive analytics. This need is what is driving vendors like Alteryx to make predictive analytics something that is more accessible to analysts in the line of business, such as marketing, finance, real estate, etc..
As more departments need to implement predictive analytics and there are less data scientists’, it is necessary to make something as complex as predictive analytics, not so complex. Giving an analyst in the line of business the ability to make future business decisions or improve outcomes is going to be critical to the success of that department and business. It is exciting to be a part of this rise and transformation of predictive analytics, and it is even more exciting to have Alteryx, be acknowledged as a Visionary for advanced analytics in the market according to the Gartner Magic Quadrant for Advanced Analytics Platforms.
The one thing I would want everyone to remember is that predictive analytics can be utilized across industries and for a wide array of use cases- it is not just for marketing. Tell me how your organization is leveraging analytics across the business. I’d love to hear from you on that or hear what you think.
