Gartner Research

Framework for Choosing Digital Marketing Technology

Published: 17 November 2015

ID: G00271657

Analyst(s): Kirsten Newbold-Knipp


Marketing leaders need a framework for evaluating technology products and vendors to maximize the impact on marketing objectives. This report outlines three steps to help you define success criteria and get the most from your systems' investments.

Table Of Contents
  • Key Challenges



  • Step 1: Ask Why
    • Why Do You Need a (New) ______?
    • Why Will a (New) ______ Solve This Problem?
    • Why Is This Important?
    • Why Is This Important Now?
    • Why Might a (New) ______ Fail to Solve the Problem (Now)?
  • Step 2: Determine Which Design Layer the System Will Occupy
    • Pace Layering Informs Selection Criteria
  • Step 3: Weight Your Selection Criteria
  • What to Do Next

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