Gartner Research

Buyer Journey-Driven Marcomms (The Joint Commission)

Published: 30 May 2018

ID: G00702705

Analyst(s): Marketing Research Team

Summary

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

Overview

Solution Highlights

Challenge

Business Context

Solution

Buyer Journeys Better Organize Content

Behavioral Data Enhances Target Audience Definitions

Opportunities for Data Gathering and Always-On Execution

Campaign Monitoring Enables Smarter Bets

Results

Recommendations

About This Research

Recommended by the Authors

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