Lisa Collins reviewed the state of analytics in 2015 and what to expect in 2016. In 2015, there was a focus on tag management, mobile app analytics, integrating second and third party data, and testing and personalization. Major trends to watch for in 2016 include increased attention to privacy regulations, development of algorithmic attribution models, and data management platforms to integrate first, second, and third party data. Data science and analytics functions are also expected to increasingly merge, relying more on machine learning.