Lynchpin reposted this
A pleasure to chat with our friends at Econsultancy about data and analytics trends going into the new year (and managed to only mention GenAI twice!)
Q&A: Andrew Hood on data and analytics in 2025 Lynchpin's CEO is always one of our favourite commentators when looking at trends in analytics. We started by asking him, “What’s the elephant in the room at the moment in data/analytics and measurement?” “Algorithms are spending everyone’s money,” replied Hood, “and the data used to evaluate the results are increasingly modelled rather than observed.” “Keyword choices, audience targeting and advertising placements are optimised by algorithms that promise reach into granular areas of relevancy that would have been unachievable for manual planning approaches. “But then the evaluation of performance of these optimised campaigns is increasingly based on modelling – using machine learning and synthetic data to plug the gaps arising from lack of consent for directly observed measurement. “If those models are designed by the same networks or platforms designing the spending algorithms – as is often the case – then there is a real risk of bias emerging in the data (and hence the perception of performance) without independent measurement.” Read the full article for more views on measurement and analytics in the year ahead >> https://lnkd.in/ei82t6WH