Gartner Research

Highlights From Gartner's Data-Driven Marketing Survey, 2013

Published: 09 April 2013

ID: G00251531

Analyst(s): Andrew Frank , Bill Gassman , Jake Sorofman

Summary

Gartner's 2013 Data-Driven Marketing survey reveals that marketers allocate 21% of their budgets to marketing analytics. Almost half of the data (42%) comes from external sources, with social networks topping the list.

Table Of Contents
  • Impacts

Analysis

Impacts and Recommendations

  • Twenty-one percent of the marketing budget is allocated to marketing analytics, but many marketers struggle to make analysis actionable
  • Forty-two percent of marketing data comes from external sources, including social networks, which points to the growing influence of relationships in marketing

Recommended Reading

©2019 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Become a client