Future of Analytics

A new generation has emerged that is acutely aware of its consumer capital and the benefits this brings to individuals and society, according to a study by SAS and the Future Foundation. The “Data Generation” (16- to 34-year-olds) view their own personal information as “bargaining chips” to enhance their lives. They expect a hyper-personalised service from brands, who risk failing to survive in this new environment if they don’t better understand these customers.

This report investigates what is motivating this generation, including their attitudes to artificial intelligence, being able to quantify and forecast all aspects of their lives and the need to continuously acquire skills throughout their careers. It also looks at the how analytics will change to meet these new demands.