Gartner Research

Survey Analysis: Marketers Need to Create a Supporting Structure for Effective Analytics

Published: 07 November 2017

ID: G00337346

Analyst(s): Haixia Wang

Summary

Marketing and customer analytics plays a central role in planning and delivering marketing objectives. Marketing leaders responsible for analytics can use this research to work with stakeholders to foster a strong corporate and marketing strategic structure that leads to long-term company growth.

Table Of Contents

Survey Objective

Data Insights

  • Analytics Is a Crucial Capacity for Delivering Marketing Strategy, but There Are Still Challenges in Effective Deployment
  • Marketers With Effective Analytics Have a Corporate Strategy That Focuses on Brand and Customer
  • Marketing Teams With Effective Analytics Prioritize Innovation and New Product Development
  • Marketers With More Authority and Responsibility Rely on Effective Analytics for Marketing Execution
  • A Large Supporting Network From Other Parts of the Company Is Crucial for Marketing to Deliver Success
  • What to Do Next
  • Methodology
  • Definitions

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