IT Must Prepare for the Impact of Value-Based Compensation for Marketing Services

G00237180

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Summary

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

  • Analysis
  • 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
  • Recommended Reading
© 2012 Gartner, Inc. and/or its Affiliates. All Rights Reserved. Reproduction and distribution of this publication in any form without prior written permission is forbidden. The information contained herein has been obtained from sources believed to be reliable. Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartners research may discuss legal issues related to the information technology business, Gartner does not provide legal advice or services and its research should not be construed or used as such. Gartner shall have no liability for errors, omissions or inadequacies in the information contained herein or for interpretations thereof. The opinions expressed herein are subject to change without notice.

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