Analytics is only as good as the data is fed. Hence as new platforms come up with analytical opportunities, audit analytics will also become an important part of marketing. There will be a specialized audit analytical service whose sole job will be to audit all your analytical channels.
Systems and methodologies will be invented to discover the anomalies of an analytical system. This will make it mandatory for organizations to follow certain standard procedures to do an analytical audit. The quality of tools available currently needs to be advanced to make an accurate analysis. The last decade was all about how you gather the data. The future will be about how accurate is your data and how ell do you use it for your benefit.
