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Analyst Debrief: 2 reports every digital marketer and data junkie needs to read

Ranjani Raghupathi

At Unmetric, we believe that when you connect people with information, great things can happen and that’s why in this section we put the spotlight on reports from analyst groups like Altimeter, Gartner, Forrester, Nielsen, McKinsey and others.

Here are 2 recent reports you must read to keep a step ahead in the industry and get a perspective on what the future holds.

Forrester reports Cisco’s extended data and analytics capabilities

Gene Cao, senior analyst at Forrester, attended Cisco’s Annual Live Event and wrote about their extended data and analytics tool set. The report suggests that the new offerings from Cisco have the power to change your business with data. Cisco demonstrated at the event that all footage from CCTV cameras could be converted into making parking smarter using video analytics, while the digital intelligence and Internet of Everything analytics will allow ad targeting on all digital mediums such as billboards and phones to be more customized.

These advanced analytics capabilities could completely improve and elevate customer experience. Find out more about Cisco’s event here on Forrester’s blog.

Nielsen: Unleashing the power of cross platform advertising

As a part of its ‘What’s Next’ series, Nielsen published a report on how campaigns that are integrated across all media channels perform better. The study says by correctly identifying and targeting its desired audience on TV and online, and by using today’s cross-platform planning, buying, measurement and optimization tools, a campaign’s reach could go up by 8% without even altering total spend or mix of spend.

The report uses a case study to showcase statistics and explain the importance of measurement. The convergence of offline and online media and their effect on a campaign is elucidated in this report which you will find here.