Gartner Research

Key Findings From Gartner's Survey on Measuring Digital Marketing, 2013

Published: 20 September 2013

ID: G00255756

Analyst(s): Martin Kihn, Jake Sorofman, Julie Hopkins , Laura McLellan


Digital marketers are advancing their measurement capabilities, but still fall short of delivering strategic insight across digital activities. Use our findings and recommendations to shore up your digital marketing measurement strategy.

Table Of Contents


  • Finding No. 1: Reporting Still Focuses Heavily on Website Traffic, Although These Metrics Are Less Useful Strategic Indicators
  • Finding No. 2: Digital Marketing Measurement Fuels Demand Generation Innovation, Versus More Strategic Innovation
  • Finding No. 3: A "Knowledge Gap" Exists Due to Overemphasis on Brand Awareness and Underemphasis on Customer Metrics
  • Finding No. 4: IT Plays a Limited Role in Digital Marketing Measurement
  • Finding No. 5: Metrics Are Scattered Across Functions and Tools, Causing Reporting Delays and Trapped Insights
  • Finding No. 6: Eighty Percent of Marketers Claim Digital Marketing Activities Are Linked to Business Outcomes
  • Finding No. 7: Growth in Measurement Technology Spending Exceeds Personnel Investments Across All Verticals
  • Finding No. 8: Thirty-Nine Percent of Marketers Say They Use Predictive and Real-Time Analysis; We Believe Improvement Opportunities Exist

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