Gartner Research

Buyer Journey-Driven Marcomms (The Joint Commission)

Published: 30 May 2018

ID: G00702705

Analyst(s): Marketing Research Team


Programmatic campaigns are often expensive. The Joint Commission uses buyer journeys, a refined, data-driven target audience definition and real-time metrics on performance to maximize returns from programmatic campaigns. CMOs can use this research to develop and refine programmatic strategies.

Table Of Contents


Solution Highlights


Business Context


Buyer Journeys Better Organize Content

Behavioral Data Enhances Target Audience Definitions

Opportunities for Data Gathering and Always-On Execution

Campaign Monitoring Enables Smarter Bets



About This Research

Recommended by the Authors

©2021 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Become a client

Learn how to access this content as a Gartner client.