36 Analytics Predictions for 2017

Over the years I have had a lot of experience working in and with analytics companies. Some folks know me from when I was the head of marketing at Kissmetrics, while others know me from being the badass who runs Effin Amazing. Even after all this time and experience, I know I am not the smartest person in the room many times. Instead of me going on for hours writing some post about what I thought would happen in 2017 with analytics, I figured I would reach out to a ton of my friends and connections to see where they thought this shit was going.



Well, as hoped, these dudes and dudettes have some amazing insights. Not only were the predictions spot on, I also picked up a few cool tools to use next year. This post may take an hour or two to make it all the way through, but man is it worth it.

Big thanks to everyone who helped with their predictions and a big shout out to my amazing team for slogging through this over the past month or two. 
Before we jump into all the other predictions I feel I should share mine. Heck, I am the one who has slaved days in and out making sure this mega-post saw the light of day.

So, what do I think?
What is my prediction on how digital analytics will change in 2017?
Analytics has gone in two direction in the past two years. First it went as down market as you can imagine. Even the smallest businesses are using some sort of analytics tools (Hotjar, Crazyegg, Sumome) to measure their website. Companies like Shopify and Woocommerce have also lowered the barrier to entry when it comes to building a site and measuring it with plug-ins.
If we go in the other direction though, analytics has massively gone up market through machine learning, AI and easier to analyze and use tools (Amplitude, Mixpanel, Kissmetrics). Heck, tools like Segment.com have made it so integrating only takes second if you already have your Segment code built out.
But where does this take us? Analytics in 2017 will be focused on making analysis easier. Everyone might talk about how tools will connect insight to action, but I think that is BS this year. the tools will give us the insights faster through data science and the humans will be able to act faster. This is clear if you have ever used the Amplitude Compass report.

Which emerging tools and technology excite you the most heading into 2017?
The big things that pump me up are...

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