User experience is swiftly overtaking price as the most critical competitive differentiator. Also, digital experiences are increasingly designed and created by algorithms and AI. It all started with personalisation. When personalisation becomes sophisticated enough, the experience becomes different - it feels intelligent.

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Analytics is the key enabler of superior customer experiences. Systems of intelligence that run on proprietary data are also the critical drivers for future enterprise value, not only for the US and Asian platform corporations but for traditional B2C and B2B enterprises in Europe as well - according to Gartner. New trends will not change the list of top skills requirements for marketers in the near future. Numbers and technology will continue to rule; check Avaus Insights: State Of Analytics.

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A recent study by Avaus Marketing Innovations Oy reveals that Finland is a leading developer of marketing technologies (Martech). With 120 identified martech companies headquartered in Finland, the country has twice as many martech companies per capita as the US. The author of the study, Henri Syvänen admits that the findings came as a surprise to himself as well as his colleagues at Avaus.

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