Gartner Research

Use the Hierarchy of Digital Commerce Marketing Metrics to Balance Business Results

Published: 04 March 2016

ID: G00294052

Analyst(s): Kirsten Newbold-Knipp , Jennifer Polk


Marketers should use the hierarchy of digital commerce marketing metrics as a framework for understanding critical metrics and their interdependencies, when it comes to making tactical, operational and strategic business decisions.

Table Of Contents
  • Key Challenges



  • Use the Hierarchy of Digital Commerce Marketing Metrics to Define Relevant Business Metrics at Many Levels
    • Top Level: Digital Commerce Business Outcomes and Health Assessment
    • Level Two: Strategic Levers and Macro Diagnostics
    • Level Three: Operational Levers and Diagnostics
    • Level Four: Tactical Levers and Optimization Analytics
  • Identify and Understand Critical Cross-Functional Data Points
  • Embed These Metrics in Marketing Processes and Dashboards to Improve Reporting and Decision Making
    • A Side-by-Side Example
  • What to Do Next

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