I am bombarded by thought leaders, business owners, and analysts asking for the biggest and the best of analytics. I’m talking Machine Learning, Customer 360 Experience, Attribution Modeling, Predictive Content, and on and on and on. What they DON’T ask for is “Marketing Analytics” because it’s apparently SO five years ago. I’m here to prove to you, it’s not. It’s very much alive and we have to make sure we build all these basics before we get to the AIs of the digital space.

The Curse of Being Trendy

Yes, we’re all in marketing. Yes, we are trendy. But good data and solid processes are NOT trendy. They aren’t sexy; they’re useful. And so because we get so bored with the basics, we blast through to the new and trendy. I’ve had clients tell me not to even mention the term “marketing analytics.” Yes, I’m serious.

But I’m here to pull back the curtain on what we’re all doing when we aren’t talking to each other about Machine Learning and the Customer 360: We’re googling “marketing analytics.” A LOT. Still.

In fact, we have been googling “marketing analytics” more over time, steadily increasing since 5 years ago.

Yes, We’re All Searching for the Basics

And it’s not just the biggest states doing all these searches. It’s Massachusetts. It’s Oregon. It’s (understandably) D.C. – especially in the past 90 days.

OK, So What?

This blog post won’t change the CEO’s mind about how cool Customer Journey Mapping is, but it can provide a little context on why basics are just as important. We’re all looking to improve the data we’re getting, and how to analyze it. That’s exactly what we do here, and that’s why we’ll continue talking about “Marketing Analytics” into the foreseeable future.

If you’d like to see for yourself what people are searching, check out Google Trends.