Gartner Research

Control Your Marketing Data — or Google, Facebook and Amazon Will

Published: 29 December 2017

ID: G00345707

Analyst(s): Benjamin Bloom


Marketing leaders who leverage marketing technology or advertising programs from Facebook, Google and Amazon must assert control over marketing data. Capture customer identity using disciplined campaigns to protect marketing performance and customer insights.

Table Of Contents
  • Key Challenges



  • Use Technologies That Help Capture and Manage Customer Profiles
  • Invest in Campaign Activities That Motivate Consumers to Self-Identify
  • Power Personification Using Key Events Across the Customer Journey
    • Activate Event Tracking to Reveal Personas
    • Use a Personified Measurement Approach to Maximize Data-Driven Performance
  • Align Marketing Activities to Audience Personas Across Your Marketing Technology Stack
    • Maximize Customer Data Collection When Dealing With Walled Garden Creative Units
    • Connect Purchase Data to Browsing Data

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