Marketing Data and Analytics Primer for 2016

Archived Published: 19 January 2016 ID: G00293079

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Data and analytics have rapidly become the foundation of marketing, superseding more qualitative approaches. Sourcing and using the right data, combined with smarter analytics and optimization, are required for marketing success.

Table of Contents

  • Scope
  • Analysis
    • Top Challenges and How Gartner Can Help
      • How can I build an accurate, complete and personalized view of prospects and customers?
      • How can I use data to deliver more personal, contextual and near-real-time cross-platform experiences?
      • What is the best way to measure the true impact of my marketing and advertising?
      • How should I organize my team and external providers to keep my program up-to-date?
  • Related Priorities
    • Suggested First Steps
    • Essential Reading
© 2016 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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