Framework for Choosing Digital Marketing Technology

Published: 03 August 2017 ID: G00333618


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Marketing leaders need a framework for evaluating technologies and vendors to maximize the impact on marketing objectives. Follow the three steps outlined in this research to help you define success criteria and get the most from your martech investments.

Table of Contents

  • Introduction
  • Analysis
    • Step 1: Ask Why
    • Step 2: Determine Which Design Layer the System Will Occupy
      • Pace Layering Informs Selection Criteria
    • Step 3: Weight Your Selection Criteria
    • What to Do Next
  • Gartner Recommended Reading
© 2017 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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