Gartner Research

Marketing Measurement Hacks for 5 Common Challenges

Published: 20 March 2018

ID: G00331677

Analyst(s): Martin Kihn

Summary

Marketing leaders responsible for measuring the impact of marketing and advertising programs don't always have the time or resources for textbook analyses. This research shares five marketing measurement shortcuts that can get you approximate solutions to common challenges — fast.

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • Assess the Trade-Off Between Precision and Speed
    • Measure Brand Impact
    • Forecast Campaign Spend
    • Assess the Impact of Tactics
    • Compensate for Lack of Sales Data
    • Predict Campaign Response

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