Gartner Research

Use Benchmarks to Take Your Marketing Analytics and Dashboards to the Next Level

Published: 04 October 2017

ID: G00334700

Analyst(s): Haixia Wang, Lizzy Foo Kune


Marketing leaders must incorporate benchmarks into their dashboards, providing context for insight generation and actionable analysis. This research establishes the fundamentals for identifying and using benchmark data.

Table Of Contents
  • Key Challenges



  • Inform Goal-Setting Exercises for Marketing Campaigns and Channels
  • Direct Data Exploration Efforts, Using Benchmarks as an Anchor to Establish Context and Direct Analysis
  • Provide Stakeholders With Information They Need to Make Decisions
  • Select Quality Benchmarks
    • Data Source
    • Data-Gathering Method
    • Sample Size
  • Recommendations

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