Gartner Research

Use Gartner's Hierarchy of Marketing Metrics to Link Execution to Goals

Published: 24 April 2017

ID: G00320075

Analyst(s): Ewan McIntyre

Summary

An abundance of data is available to marketers, but data alone does not deliver results. It's metrics that effectively measure performance. Marketing leaders should use this research to define the marketing metrics that connect marketing strategy with measurable marketing performance.

Table Of Contents

Analysis

  • Build a Hierarchy of Metrics Taxonomy by Defining the Scope of Decisions Supported
    • Align Metrics to Audience
    • Choose Metric Granularity Based on the Needs of the Audience
  • Define the Marketing Metrics That Matter to Your Organization
  • How the Hierarchy of Metrics Works in the Marketing Organization — An Example
    • Setting the Business Goals
    • Defining the Strategic Levers and Macro Diagnostics
    • Setting the Operational Levers and Diagnostics
    • Embedding Tactical Levers and Optimization

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