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The Future of Data Analytics – Emerging Trends and Developments

Data Analytics – Emerging

By Sanskar JaiswalPublished 9 months ago 7 min read

Artificial intelligence has facilitated automated insight extraction and data quality assessments. Meanwhile, augmented analytics and data aggregation tools integrate mobile devices, always-on sensors, and decentralised computing to save energy. This post will explore the trends forecasting the future of data analytics development.

What is Data Analytics?

Data analytics involves multivariate, contextual, and realistic statistical modelling powered by advanced computers that streamline data processing operations. Enterprises can collaborate with reputable data analytics services customised for business models in a specific target industry.

Conventional computing devices require longer to discover extensive insights from a company’s databases. Currently, IT ecosystems have become more capable, enabling unstructured data activities. For example, the newer generation of central processing units (CPUs) and memory modules empower more holistic insight extraction algorithms.

Therefore, established corporations have migrated legacy systems to more flexible cloud environments. The resulting cost savings, ease of employee collaboration, and data protection standards make cloud analytics more attractive to global corporations.

The Future of Data Analytics Development

1| Multilingual Natural Language Processing (NLP)

Data analytics tools need human help when extracting insights from unstructured data objects. However, qualitative market research surveys generate extensive databases containing descriptive responses. So, NLP allows the computers to understand the meaning of these responses.

Natural language processing programs use machine learning (ML)models. Companies can train these ML models to understand multiple languages. This facility makes NLP vital to pattern recognition involving multilingual descriptive texts.

Consider Google’s BERT. It means bidirectional encoder representations from transformers. Its successor, the MUM, means “multimodal.” Google combines these natural language processing techniques to understand unstructured data in news, videos, and soundtracks.

So, search engines can leverage NLP to improve search result quality for a better user experience. Social media platforms utilise identical auto-moderation tools to combat spam and inappropriate content. Meanwhile, content ID systems track users engaged in copyright infringement.

2| Cloud-Powered Data Democratization

Cloud computing has improved collaboration across multidisciplinary teams. Therefore, the “work from home” (WFH) culture can flourish, enabling individuals from diverse backgrounds to contribute to the world economy from the comfort of their homes.

Single parents, homemakers, and others who must stay home due to medical conditions have benefitted from the WFH revolution in their career management. Moreover, cloud analytics have empowered employers to analyse how their employees spend the company’s resources.

Simultaneously, democratising companies’ business intelligence databases can simplify multidisciplinary team management. The related governance and access control mechanisms allow you to set appropriate permissions for every user role. Additionally, employees can customise reporting dashboards without changing the primary database.

3| Sentiment Attribution and Analysis

Companies can use NLP and psychological sciences to categorise consumer feedback according to expressed emotions. Sentiment analytics involves sorting customer reviews and social media posts into three categories: positive, neutral, and negative.

Positive sentiment attribution in customer relationship management (CRM) helps identify brand loyalists. Furthermore, you learn about the product features that consumers appreciate the most.

Negative responses assist you in estimating why consumers stop using your products and services. Besides, cleverly and promptly handling critical reviews will boost consumer trust. However, these responses indicate a potential increase in customer churn rate if you take longer to resolve the highlighted usability or delivery issues.

Neutral texts contain suggestions that guide you in researching and developing new product features. These responses make customer ratings feel more authentic. Remember, a product or service having only 5-star rated positive reviews attracts suspicion. So, getting neutral reviews is good for organic profile building.

Still, data analytics solutions can incorrectly assign sentiment labels for sarcastic remarks, jokes, and social media memes. So, high-quality machine learning models are crucial for reliable sentiment analysis.

4| Cookie-less Tracking for Marketing Analytics

Awareness regarding corporate applications based on customer data facilitated privacy protection laws. Therefore, businesses must prepare for a cookie-less feature of marketing analysis. While the first-party functional cookies are acceptable, supplementing the data with market research surveys and conversational chatbots is critical to customer profiling.

Thankfully, ML model development that bridges the gaps in tracker-based data analytics promises to help marketing professionals. Besides, monitoring interaction events based on a cohort or segment is more advantageous to marketers in the long term.

The future of marketing analytics depends on the quality of ML-enhanced data. Also, each country has devised its unique data protection standards. Accordingly, corporate privacy policies must accommodate local norms and stakeholder expectations.

5| Real-Time Report Updating

Live-streamed or real-time analytics eliminates the delay between data collection and report generation. The development of animated dashboards in streamed data analytics suggests a future where clients, analysts, and customers can analyse a company’s or product’s performance from their smartphones’ screens.

All data processing will take place in the cloud. It will use powerful shared and virtualised central processing units (CPUs) to sort all dataset categories. Later, ML-powered programs will compile and visualise insights as soon as possible.

The challenges in streaming and animating analytics dashboards range from network stability issues to processing lags.

For example, interrupted streams or inefficient processing can cause visual consistency problems like discontinued trend graphs and blank spaces on the displayed dashboards. Therefore, organisations must invest in cutting-edge technologies and collaborate with analysts to know how to use them.

6| Embedded Analytics 

Standard data analytic services comprise several programming languages, software applications, and data repositories. When your employees, contractors, and auditors extract an insight, they must juggle all these complex computing environments. Embedded analytics helps enterprises prevent productivity decline from using too many tools for a single task.

There is no need to open a thousand background tabs in a browser to use an online analytics program. Your IT department can skip looking after cybersecurity risks in fifty programs. Instead, companies can use a single ecosystem where data collection, cleansing, validation, analysis, reporting, and updating can seamlessly occur.

An ideal embedded analytics provider must ensure the input and output assets are compatible with current industry peers’ programs. After all, a business’s needs keep changing. So, software development must consider historical backward compatibility and future data analytics trends to make embedded analysis feasible.

7| The Internet of Things (IoT) and Wearable Gadgets

Telemedicine applications have leveraged smartwatches and smartphones to determine sleep quality. They can also track a patient’s pulse rate and estimate oxygen levels. Moreover, modern homes integrate “smart home appliances”, including lights that respond to sound patterns and heating systems respecting instructions on a mobile app.

Each technological advancement empowers individuals, improves their living standards, and gives businesses extensive customer insights. After educating consumers and acquiring their consent, companies can examine how their products and services add value to a customer’s routine.

The Internet of Things (IoT) involves always-on sensors and devices that collect data and communicate it with a central cluster to process it. Later, extracted insights will be available to consumers if a use case, like heartbeat tracking, requires it. Similarly, IoT systems’ telemetry or diagnostic data will help you personalise your marketing efforts.

8| Hyper-Personalised Ad Targeting and Offer Creation

Gender, language, operating system, and region are typical analytics variables in conventional data solutions. Today, almost every enterprise is using such segmentation options.

Therefore, successful marketing strategists leverage IoT, NLP, and similar analytics trends to hyper-personalise their advertisements, email copies, and retention reward offers.

Hyper-personalisation uses aggregated data concerning a customer’s precise location, age, profession, social media following, and e-commerce wish lists. Brands also request permissions related to online activity tracking, calendar integration, email access, and financial transaction data.

There are market research surveys that select focused groups to ask them questions regarding income sources, annual disposable income, purchasing habits, and favourite brands. Some interactive polls and forms allow customers to provide health-related sensitive intelligence to clinical research and insurance companies.

Precautions for Data Collection and Personalised Marketing Analytics

Do not collect data without collecting and recording consumers’ informed consent.

Do not use manipulative design patterns to force them into giving out information.

Always keep the medical data requests optional.

Your hyper-personalised marketing efforts must not interfere with an individual’s routine.

Remember, some customers will consider hyper-personalisation uncomfortable. Kindly provide them with user-friendly privacy settings to opt-out. Otherwise, alienated customers will stop coming back.


You have learned about the emerging trends and developments that will impact the future of data analytics. NLP will continue to empower global companies to overcome language barriers to market entry. Meanwhile, embedded analytics will increase employee productivity.

Cloud computing has already enabled cross-disciplinary collaborations. Simultaneously, streamlined real-time dashboards revolutionise report creation. Although marketing can no longer rely on cookies to build customer personas, ML tools have evolved to rectify all data gaps.

All these innovations also raise ethical concerns about how businesses respect individuals’ privacy rights and process data to enhance sales revenue. As irresponsible usage of advanced analytical tools will increase legal risks, brands must work with reputable data partners compliant with constantly-changing data protection guidelines.


About the Creator

Sanskar Jaiswal

I am a marketing executive, passionate about new market trends. SG Analytics as a company helps me in following my passion and upgrade my knowledge in marketing

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