Gartner Research

Survey Analysis: High-Performing Organizations Make Testing, Experimentation and Analytics a Data-Driven Marketing Priority

Published: 31 July 2018

ID: G00361514

Analyst(s): James Meyers


Organizations that prioritize testing and experimentation within their data and analytics programs achieve better business results than those who don't. Marketing leaders can use this research to bolster internal support for testing and renew their team's commitment to marketing optimization.

Table Of Contents

Survey Objective

Data Insights

  • Organizations That Significantly Outperform Their Competitors Are Almost Twice as Likely to Make Testing and Experimentation a Marketing Priority
    • Just Four in 10 Marketers View Testing and Experimentation as Highly Important or Critical
  • Marketing Leaders Who Value Testing and Experimentation Are More Likely to Have Better Partnerships With All Other Business Functions
  • Analysts Embedded Within Marketing Focus More on Testing and Experimentation Than Those Who Support Marketing but Reside Within Other Functions
  • Methodology
    • Additional Research Contribution and Review

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