Gartner Research

Find a Marketing Data Provider to Suit Your Needs

Published: 11 April 2018

ID: G00321657

Analyst(s): Andrew Frank

Summary

Success in digital marketing often requires external data, but the market for data is fragmented and complicated. Marketing leaders can tackle it with the right knowledge and a structured evaluation process.

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • Determine What Type of Data Provider You Need
    • Step 1: Define objectives
    • Step 2: Develop Use Cases
    • Step 3: Explore the Data Provider Landscape
  • Learn How to Evaluate Options for Data Acquisition
    • Step 4: Set Your Screening Criteria
    • Step 5: Evaluate Match Rates
  • Run Tests to Determine Optimal Partners and Targeting Strategies
    • Step 6: Establish Trials and Analyze Results

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