Gartner Research

How Leaders Manage Data-Driven Marketing

Published: 14 December 2015

ID: G00292167

Analyst(s): Martin Kihn, Christi Eubanks


Data-driven marketing is still in its adolescence, but the savviest marketers have graduated from hiring and building to scaling, activating and optimizing. Use this segmentation analysis from our Data-Driven Marketing Survey to learn how the best marketers focus their time, tools and teams.

Table Of Contents

Survey Objective

Data Insights

  • Leading Companies Realize the Benefits of Scale, With Larger and More Experienced Data Teams
  • Growth Is Leveling Off as Leaders Plan to Slow Hiring and Focus on Efficiency
  • Leaders Lean More on External Service Providers as Ambition Outstrips Capacity and Requirements Grow More Complex
  • The Best Marketers Continue to Buy and Sell Data More Often Than Others and to Acquire More Data From Brokers
  • Leaders' Data Acquisition Stresses Two Areas: Customer-Focused Insights and Media
  • No Single Organization Structure Shines, but Leaders Maintain Strong Ties With IT Even as They See Its Role in Marketing Analytics Diminishing
  • What to Do Next
  • Methodology
  • Definitions

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