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Following decades of attempts to tie ad and media agency compensation more directly to business results, big data, digital media and economic pressure are now poised to transform marketing service relationships. IT involvement is crucial for success.
Table of Contents
Impacts and Recommendations
VBC arrangements, which will gain share and shape competition in enterprise marketing and agency services, rely on IT to succeed
- Motivation to Replace Misaligned Incentives
- Impediments to Change
VBC is being adopted in stages, each presenting IT with new requirements for data sharing and transparency
- A VBC Maturity Model
IT groups and media agencies are being disrupted by cloud-based data-driven marketing service offerings
- VBC arrangements, which will gain share and shape competition in enterprise marketing and agency services, rely on IT to succeed