What are the digital MEL trends for 2024?
19/12/2023 | Author Ethel Karskens
In recent years, the field of evaluation in Australia has experienced progress on all fronts, including digital. While COVID-19 was an accelerator for this digital trend, other longer-term trends have played in too. As the Data and Insights Lead at Clear Horizon, I work every day with organisations of various data and digital maturities, navigating this ever-changing tech landscape.
Here are some of the emerging pain points I’ve observed across industries and digital maturities and will keep a close eye on in 2024:
- audiences are expecting a smooth digital MEL experience like any other industry.
- larger data datasets require more digital and data-driven methods to manage them.
- financial constraints across the sector lead to the need to optimise processes.
At Clear Horizon, we have observed the emergence of these trends. Organisations have shown incredible creativity in adapting to the market: replacing manual processes with digital tools, leveraging the value of more engaging digital surveys, data collection tools to gather better data, and using data science tools to support the analysis of large datasets.
As I look ahead towards 2024, there are three emerging and continuing trends I’ll follow closely. Firstly, the focus on user engagement, secondly, the importance of data management, and finally (and perhaps self-evidently), the (better) integration of Artificial Intelligence. All of these trends also need to be accompanied by discussions around important topics such as accessibility and biases.