Excellence in Marketing Data, Insights and Analytics

The 2024 winner in this category is Dow Chemical, for their entry 'Website Health Tool Improves Product Completeness, Content Gaps and Customer Experience (CX) on Dow.com'. The judges were particularly impressed with how they advanced their website health and content measurement by merging product analytics, web analytics, and DX analytics. Their strategy included key marketing metrics which provided their teams with insights into the customer journey and content engagement.  A huge congratulations, Dow Chemical!

Watch their video now to learn more! 

Marketing budgets have fallen 15% year over year, from 9.1% of company revenue in 2023 to 7.7% in 2024, and the ability to leverage marketing metrics has never been more crucial. The "Excellence in Marketing Data, Insights and Analytics" award honors those who excel in this vital area. To help you achieve similar success, explore the latest marketing budget benchmarks and learn how to:

  • Benchmark your marketing budget planning against peers
  • Discover marketing channels and activities other CMOs are investing in
  • Gather marketing metrics to support and justify budget allocation requests to your C-suite and stakeholders

Download 2024 Marketing Budget Benchmarks

See how your marketing metrics and spend decisions compare to those of your peers

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    Q&A with Gartner Expert on Marketing Metrics

    Gartner experts address some common and pressing questions about marketing metrics that are most relevant to CMOs and other marketing leaders today. Read through to navigate this ever-evolving landscape effectively.

    Organizations align their measurement to their marketing and business objectives. They use marketing metrics to demonstrate the impact that marketing has on business objectives such as profitability, new customer growth, and sales.

    Marketers should identify marketing metrics that effectively measure their specific tactics and programs. They should strive for a mix of leading and lagging indicators that tell both a story of what has happened in the past and what is anticiptated to occur in the future.

    The way that marketing analytics teams operate tends to be more important than how they organize. However, many teams find benefits from organizing in a more centralized structure that enables easier access to data, seamless sharing of best practices and challenges, and clear ties to marketing business priorities.

    2024 Finalists In This Category

     

    Beymen Group

     

    Cleo

     

    Trinet