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The world of analytics is going through the most profound transformation in its entire existence. Like any shift, the actual change seems to move very slowly at first, but once we get the hang of it, the shift accelerates. Within a very short time everything you know will change.
This transformation has just begun. We are currently at 3%. Even with new amazing tools like Universal Analytics, we are still just trying to get to grips with what to do in the future.
This phase of experimentation is going to accelerate over the next three years. Five years from now, everything you know today about analytics will have become obsolete.
I mean that literally. Everything you know today, will have changed. Every metric, every dashboard, every path, and every tool that you use today will look archaic in 2020 (which is only 5 and a half years from now).
If you are a person who is afraid of change, this probably sounds very scary. But if you are a person like me who likes change (which I think you are), this transformation is going the be a very exciting thing to be a part of.
In this report, we will specifically explore the future of analytics in relation to how web shoppers convert.
Of course, this article is only a part of a much longer series of Plus articles exploring the future of analytics. Other notable (and recent) reports that I recommend you read are:
Each report covers different aspects of this shift. For instance, take the last report about customer attribution.
Back in 2004, this was how we valued where people were coming from:
We soon learned how wrong this was, so we stepped it up a notch, and in 2011 we introduced multi-funnel analytics.
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It is not about creating a shop in a tab. It is about turning communication into sale.
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