As we stand at the cusp of 2024, it’s crucial for marketing teams to understand the trends and predictions in the realm of data and analytics that will shape our strategies through 2028. The comprehensive report by Gartner Research, “Over 100 Data and Analytics Predictions Through 2028,” offers a treasure trove of insights that we’ve distilled into key takeaways for marketing professionals.
The Rise of Data Fabric
One of the pivotal predictions is the widespread adoption of data fabric to manage data complexity. By 2025, Chief Data and Analytics Officers (CDAOs) are expected to leverage data fabric to streamline data management, enabling them to focus more on value-adding digital business priorities. For marketing teams, this means more efficient data handling and improved insight generation.
AI’s Expanding Role
Artificial Intelligence (AI) continues to be a major player. By 2027, simulation platforms integrated with AI are set to cut technical debt in data science organizations by 70%. This advancement will significantly impact how marketing teams use AI, offering more accurate predictions and efficient campaign optimizations.
Governance and Compliance
Data governance is getting a modern makeover. By 2026, about 15% of large enterprises will have evaluated connected governance for managing complex cross-organizational challenges. This evolution in governance will ensure more coherent and compliant data usage across marketing channels.
Analytics, BI, and Data Science Convergence
The convergence of Analytics, Business Intelligence (BI), and Data Science is predicted to drive platform consolidation. By 2026, half of the organizations will need to evaluate their ABI and DSML platforms as all-in-one solutions due to market convergence. For marketing, this implies a more unified approach to data analysis and decision-making.
With the growing importance of data, cybersecurity remains a top priority. The document highlights that by 2025, AI-enabled fraud will transform enterprise attack surfaces, urging businesses to focus on security education and awareness.
Sustainability in Data Management
By 2026, over 60% of data management initiatives will include environmental sustainability as a key criterion. This aligns with the growing global emphasis on sustainable practices, affecting how marketing data is managed and stored.
In conclusion, these predictions underscore the importance of staying ahead in a rapidly evolving digital landscape. For marketing teams, adapting to these trends means remaining competitive, data-savvy, and aligned with emerging technologies. Keep an eye on these developments to ensure your marketing strategies are future-proof.