Gartner Research

How Progressive Companies Manage Data-Driven Marketing

Published: 25 June 2014

ID: G00264112

Analyst(s): Andrew Frank , Laura McLellan

Summary

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

Gartner Recommended Reading

©2020 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

Learn how to access this content as a Gartner client.