Gartner Research

How Progressive Companies Manage Data-Driven Marketing

Published: 25 June 2014

ID: G00264112

Analyst(s): Andrew Frank , Laura McLellan


Progressive companies distinguish themselves from embryonic and intermediate ones in digital marketing by how they approach data and analytics. We present key findings and data for digital marketers to compare against their own organization.

Table Of Contents

Survey Objective

Data Insights

  • Finding 1. Compared With Others, Progressive Companies Spend More Than Seven Times as Much on Digital Marketing Analytics
  • Finding 2. Compared With Others, Progressive Companies Monetize More of Their Data
  • Finding 3. Compared With Others, Progressive Companies Use More External Data
  • Finding 4. Compared With Others, Progressive Companies Use More External Analytics Services
  • Finding 5. Compared With Others, Progressive Companies Build More Capabilities In Social, Mobile and Media Analytics
  • Finding 6. Compared With Others, Progressive Companies Decentralize Analytics Functions
  • Methodology
    • Segmentation Analysis
  • Definitions

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