Gartner Research

Cost Optimization: Use Efficiency Metrics to Build Marketing Spend Accountability

Published: 30 June 2017

ID: G00331663

Analyst(s): Christi Eubanks , Lizzy Foo Kune


Marketing leaders are constantly challenged to produce better results with fewer dollars, leaning on analytics to reveal what's working and what's wasted. In their pursuit of advanced ROI formulas, many ignore easily calculated efficiency metrics that can help build visibility and accountability.

Table Of Contents
  • Key Challenges



  • Calculate and Track Basic Efficiency Metrics by Channel and Campaign
    • Use Media Efficiency as Starting Framework
    • Extend the Framework to Owned and Earned Activities
  • Incorporate Efficiency Ratios Into Your Hierarchy of Marketing Metrics
  • Democratize Access to and Ownership of These KPIs Across the Business

Gartner Recommended Reading

©2021 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

Learn how to access this content as a Gartner client.