Gartner Research

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

Published: 07 November 2017

ID: G00337346

Analyst(s): Haixia Wang


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

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.