Gartner Research

Take These Steps to Bridge the Digital Metrics 'Knowledge Gap'

Published: 27 August 2013

ID: G00255375

Analyst(s): Martin Kihn

Summary

Gartner's 2013 Digital Marketing Measurement Survey finds that digital marketers focus too little on customer metrics and too much on brand awareness. We'll show you how to bridge the gap.

Table Of Contents
  • Impacts

Analysis

Impacts and Recommendations

  • Errors in organizations' strategy and investments will occur if digital metrics priorities are not lined up with actual practices
  • Shortchanging metrics, such as customer satisfaction, puts organizations at a competitive disadvantage
  • Overemphasis on awareness as a brand takes marketers' eyes off more useful metrics such as perception and consideration

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