Gartner Research

Marketing Data and Analytics Primer for 2016

Published: 19 January 2016

ID: G00293079

Analyst(s): Martin Kihn , Andrew Frank


Data and analytics have rapidly become the foundation of marketing, superseding more qualitative approaches. Sourcing and using the right data, combined with smarter analytics and optimization, are required for marketing success.

Table Of Contents



  • Top Challenges and How Gartner Can Help
    • How can I build an accurate, complete and personalized view of prospects and customers?
    • How can I use data to deliver more personal, contextual and near-real-time cross-platform experiences?
    • What is the best way to measure the true impact of my marketing and advertising?
    • How should I organize my team and external providers to keep my program up-to-date?

Related Priorities

  • Suggested First Steps
  • Essential Reading

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