Reports are generally used to confirm a prior decision or to provide support for an upcoming decision. What we really need is both confirmation on previous decisions and help making future decisions, which we currently use reports to accomplish. As analytics approaches real time, reporting will be too slow of a method for assisting in decision making. So what would future innovations look like?
Confirmation on decisions
All work starts off as tasks. Tasks can be correlated to onsite impact. Future systems will be able to map our tasks to impact and provide a conclusion on the activity. Some of those conclusions will be used by site optimization engines to make adjustments on the fly without need for humans to read and decide on reports. Some of the data will make it into quarterly board meetings and reviews with agencies and consultants.
Assisted decision making
While there are some unique scenarios, much of what happens online in marketing fits into patterns. In the not too distant future, we’ll see systems that use these patterns in a library to provide a dashboard of recommended actions. We will be able to complete simple actions with the push of a confirmation button. Other actions will be as easy to complete as clicking through a link. All of those actions will be tracked automagically for confirmation on the decision.
What do you think the future of reporting looks like for real time analytics?