Gartner Research

Data-Driven Marketing Techniques Fuel Investments in Talent and Centers of Excellence

Published: 21 August 2015

ID: G00277435

Analyst(s): Christi Eubanks

Summary

Gartner's Data-Driven Marketing Survey, 2015 reveals that marketers expect most of their decisions to be quantitatively driven by 2017. This research offers strategies you can use to set up your organization to be better prepared to interpret data and act upon insights.

Table Of Contents
  • Impacts

Analysis

Impacts and Recommendations

  • By 2017, marketers expect most of their decisions to be data driven, but existing analytics teams may not be equipped to address the increased demand for data and insights support
  • One in two companies plan to grow their analytics teams in response to this shift, which will require hiring managers to identify and cultivate new sources of talent in an already competitive market
  • The always-on approach to analysis and optimization will require a new alignment of resources, which many marketing leaders plan to address by building an analytics center of excellence
    • Determining the Lines of Reporting for the Marketing Analytics Team

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