Hi Stephane, thanks for sharing your thoughts on this.
There is also the increasing need for digital analytics practitioners to be able to handle multiple platforms:
It’s not just about web analytics anymore; one needs to be involved in platforms that manage testing & personalization, CRM & offline lead management, surveys & chat, audience management & retargeting, etc. etc.
Both major enterprise digital marketing solutions (Adobe & Google 360) are addressing this by consolidating more operations into their offerings.
And then of course there is the underlying requirement to bring all these together for unified analytics across browsers, properties & devices — enter DMPs & advanced tag management.
Seems we ‘ll need to put on yet more caps as time goes by :)