What will the marketing analytics tech-stack look like in 5 years?

Marketing analytics stacks struggle with outdated, siloed data that delays critical business decisions. Noha Rizk, CMO of Incorta, explains how live data integration transforms enterprise analytics capabilities. She demonstrates how questioning "why" behind data patterns unlocks actionable insights and discusses eliminating complex ETL processes through real-time analysis across all business systems. The conversation covers practical frameworks for moving from raw data collection to immediate business intelligence that drives customer behavior understanding.
About the speaker

Noha Rizk

Incorta

- Incorta

Episode Chapters

  • 00:00: Improving Analytics with Live Data

    The discussion focuses on questioning the "why" behind data to extract meaningful insights rather than just collecting raw information.

  • 00:28: From Data to Insights

    Raw data requires making co ections and constantly asking why to understand customer and business behavior patterns.

  • 00:42: The Childlike Curiosity Approach

    Live data enables marketers to adopt a persistent questioning mindset similar to children asking "why" repeatedly to uncover deeper truths.

Episode Summary

  • What Will the Marketing Analytics Tech-Stack Look Like in 5 Years?

    Introduction

    The future of marketing analytics isn't about collecting more data—it's about asking better questions. Noha Rizk, CMO of Incorta and former Global Head of Marketing at Meta AI, brings a unique perspective on how live data platforms will transform marketing analytics over the next five years. With 25+ years of experience leading marketing initiatives at scale, Rizk shares critical insights on why the traditional ETL-based analytics approach is becoming obsolete and how real-time data analysis will reshape marketing decision-making.

  • The Shift from Data Collection to Insight Generation

    Marketing teams have spent the last decade building increasingly complex data collection systems, but Rizk challenges this approach with a fundamental question: what's the point of all this data if we're not extracting meaningful insights? She emphasizes that "analytics is nothing without insights," drawing a parallel to the classic Pirelli advertising tagline about power being nothing without control. This philosophy represents a significant shift in how marketing organizations should approach their tech stacks—moving from data hoarding to insight activation.
  • The traditional marketing analytics stack relies heavily on batch processing, data warehouses, and complex ETL pipelines that create significant lag between data collection and actionable insights. This delay means marketers are often making decisions based on outdated information, particularly problematic in fast-moving digital cha els where customer behavior can shift rapidly. Live data platforms eliminate these delays by enabling real-time analysis directly from source systems, fundamentally changing how quickly marketers can respond to market signals.

  • The Power of Continuous Questioning

    Rizk's approach to improving analytics centers on what she calls "questioning the why behind the data." This isn't just about ru ing reports or building dashboards—it's about developing a culture of continuous inquiry within marketing teams. She advocates for marketers to act like curious children, constantly asking "because why?" when analyzing customer behavior and business performance metrics.

  • Implementing a Question-First Analytics Strategy

    This questioning methodology requires a fundamental shift in how marketing teams structure their analytics workflows. Instead of starting with predetermined KPIs and working backward, teams should begin with business questions and let those drive their data exploration. Live data platforms enable this approach by allowing marketers to iterate quickly through different hypotheses without waiting for data processing cycles. Marketing leaders can ask follow-up questions immediately, drilling down into specific customer segments or campaign performance metrics in real-time.

  • The Technical Evolution of Marketing Analytics

    The next five years will see marketing analytics stacks evolve from complex, multi-layered architectures to more streamlined, real-time systems. Traditional stacks typically include separate tools for data collection, storage, transformation, and visualization—each adding latency and complexity. Live data platforms like Incorta collapse these layers, enabling direct analysis of operational data without the need for intermediate processing steps.
  • This architectural shift has profound implications for marketing agility. Campaign optimization that previously took days or weeks can happen in hours. Customer journey analysis moves from retrospective reporting to real-time monitoring. Attribution models can update continuously rather than relying on monthly batch processes. These capabilities allow marketing teams to operate more like trading desks, making rapid adjustments based on current market conditions rather than historical trends.

  • Preparing for the Analytics Future

    Marketing leaders preparing for this shift need to focus on three key areas. First, they must cultivate analytical thinking skills within their teams, encouraging the "because why?" mentality that Rizk advocates. Second, they need to evaluate their current tech stacks for u ecessary complexity and data latency. Third, they should begin experimenting with live data capabilities in high-impact areas like campaign optimization and customer experience management.
  • The marketing analytics tech stack of 2029 won't be defined by the number of tools or volume of data collected, but by how quickly teams can move from question to insight to action. Organizations that embrace this shift now, building cultures of continuous questioning supported by real-time data capabilities, will have a significant competitive advantage in an increasingly dynamic marketing landscape. As Rizk reminds us, the goal isn't just to have data—it's to understand why customers behave the way they do and act on those insights before competitors even see the trend emerging.
About the speaker

Noha Rizk

Incorta

- Incorta

Related Podcasts by Category

B2B

See More

Data & Analytics

See More

Marketing Analytics

See More

See More

Up Next: