Gartner Research

Laying the Technology Foundation for Measuring Marketing Performance and Calculating ROI

Published: 21 August 2013

ID: G00249025

Analyst(s): Kimberly Collins


Marketing performance management is an immature concept and market when applied to the entire marketing mix. CIOs must work closely with chief marketing officers to understand requirements.

Table Of Contents
  • Key Challenges



  • Identify Appropriate KPIs and Metrics for Evaluating Marketing Campaigns and Programs
  • Identify and Integrate Data From the Relevant Sources
  • Apply Analytical Tools
  • Attribute Revenue and Business Value to Marketing Campaigns and Programs
  • Attribute Actual Costs to Marketing Campaigns and Programs
  • Calculate ROMI
  • Create Role-Based Dashboards
  • Set Alerts and Notifications
  • Evaluate Technology and Service Solutions

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