Gartner Research

Marketing Data and Analytics Primer for 2018

Published: 15 January 2018

ID: G00344006

Analyst(s): Christi Eubanks

Summary

To reach peak marketing performance, marketing leaders look to increase their organization's data and analytics proficiency. Greater automation and personalization demands that marketers develop new competencies in areas such as data sourcing, integration and management, and advanced analytics.

Table Of Contents

Scope

Analysis

  • Top Challenges and How Gartner Can Help
    • What is the best way to measure the impact of your marketing?
    • How can you use data to deliver contextual and near-real-time experiences across platforms?
    • How can you strengthen your data-driven marketing organization?

Related Priorities

  • Suggested First Steps
  • Essential Reading
  • Tools and Toolkits

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