Gartner Research

How Modern Performance Media Drives Advertising Effectiveness

Published: 07 March 2017

ID: G00321148

Analyst(s): Lizzy Foo Kune


In a customer-centric world, conversions are no longer isolated to the bottom of the sales funnel. Instead, they occur throughout a customer journey. Marketing leaders can use this research to define and understand modern performance media in their advertising programs.

Table Of Contents
  • Key Challenges



  • Embrace a Modern Definition of Performance Media
  • Measure and Optimize Performance Media With User-Level Data
    • Align Your Organization Around the Hierarchy of Marketing Metrics
    • Use the Customer Journey to Move Beyond Last-Touch Measurement
    • Use Attribution Modeling to Optimize Performance Media
  • Become a Full-Stack Marketer to Succeed With Performance Media
    • Agency Partners Offer Deep Expertise

What to Do Now

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