Gartner Research

Cost Optimization: Maximize the Value of Your Marketing Data and Analytics Investments

Published: 30 June 2017

ID: G00328192

Analyst(s): Lizzy Foo Kune


As marketing leaders ramp up investment in data and analytics capabilities, cost oversight and contribution to business outcomes must remain a focus. Use this research to assess technology overlap, prioritize analytics activities, streamline marketing data and analytics, and control costs.

Table Of Contents
  • Key Challenges



  • Create Consistency Across Tools, Data and Processes to Realize Economies of Scale
    • Recommendations
  • Maximize the Value Your Marketing Analytics Technology and Data Delivery
    • Rationalize Your Current Marketing Analytics Toolset
    • Divest Marketing Analytics Platforms That Fail to Deliver Promised Business Benefits
    • Integrate Data Across Marketing Analytics Technologies
    • Recommendations
  • Prioritize Analytics Activities by Effort and Impact to Optimize Internal and External Resources
    • Recommendations

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