Gartner Research

Marketing Data and Analytics Primer for 2017

Published: 12 January 2017

ID: G00318547

Analyst(s): Christi Eubanks

Summary

To reach peak marketing performance, marketing leaders must boost their organization's data and analytics capabilities. Use Gartner's 2017 marketing data and analytics research to improve data sourcing, strengthen modeling, refine measurement, and drive relevant, real-time customer engagement.

Table Of Contents

Scope

Analysis

  • Top Challenges and How Gartner Can Help
    • How can you build an accurate, complete view of prospects and customers?
    • What is the best way to measure the impact of your marketing?
    • How can you use data to deliver contextual and near-real-time experiences across platforms?
    • How can you strengthen my data-driven marketing organization?

Related Priorities

  • Suggested First Steps
  • Essential Reading
  • Tools and Toolkits

©2019 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Become a client