Gartner Research

Advanced Analytics for Marketing: Five Representative Use Cases

Published: 11 June 2015

ID: G00277263

Analyst(s): Martin Kihn


Marketing analytics is rapidly transforming from a descriptive, single-channel reporting function to an advanced discipline using a portfolio of data science tools and techniques. This research gives digital marketing and IT leaders a look at five common use cases for advanced marketing analytics.

Table Of Contents


  • Responding in Near Real Time
    • Method: Anomaly Detection in Marketing
  • Segmenting Audiences
    • Method: Clustering
  • Personalizing Experiences
    • Method: Content Personalization
  • Measuring Media Impact
    • Method: Multitouch Attribution
  • Using Programmatic Advertising
    • Method: Audience Targeting and Bid Optimization
  • What to Do Next

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