Gartner Research

Survey Analysis: Breaking Down Marketing Channel Effectiveness and Attribution Strategies by Business Context

Published: 08 January 2018

ID: G00347142

Analyst(s): Bryan Yeager


Business model, customer base and product offering are prominent characteristics that shape marketing leaders' multichannel strategies. Benchmark your brand's approach to multichannel marketing based on your specific business context — this research tells you how.

Table Of Contents

Survey Objective

Data Insights

  • B2B Brands Align Attribution and Budget to Social's Primary Role
  • Consumer Brands Are All-In on Mobile Marketing
  • B2B2C Brands Have a Diverse Marketing Mix but Fall Short on Attribution
  • Budget Reallocation Is in Store for Brands Selling to Both Businesses and Consumers
  • Methodology
  • Definitions

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