This article was written by Greg Kihlström for CMSWire. Read the full article here.

In-person conferences allow attendees to reconnect with colleagues and partners, meet new people with shared interests and gain new insights to help them in their professions. A conference like Opticon 2024, the U.S. instance of Optimizely’s annual conference, held this year in San Antonio, Texas, offered all of this, plus a window into the present and future of one of the leading martech platform companies. 

As always, there was simply too much to experience to capture in a single article, but I did walk away (or fly, as it were) from this year’s show with four big takeaways. Here they are, along with why each matters to marketers who are keeping up with the latest in martech.

Data Warehouse Native Analytics Helps Marketers Get Deeper Insights

Ever get a “so what” after presenting your latest marketing numbers? Often times that is because your marketing numbers are missing that link to business outcomes that are out of reach within marketing analytics dashboards and reporting. Hence, many a marketing presentation is met with a shrug or talk of “vanity metrics” that are disconnected from tangible business results.

One of the big topics of conversation at this year’s Opticon was the recent announcement of Optimizely’s acquisition of NetSpring, an early leader in data warehouse native analytics. I’ll admit that the first time I heard the team “data warehouse native analytics," I might have given it a “so what” of my own. But that’s before I had the opportunity to sit down with Vijay Ganessan, co-founder and CEO of NetSpring, to dig in and learn more. 

This article was written by Greg Kihlström for CMSWire. Read the full article here.