Gartner Research

Marketing Data and Analytics Primer for 2019

Published: 11 January 2019

ID: G00375810

Analyst(s): Christi Eubanks


Automation and personalization ambitions demand that marketing leaders shore up measurement, develop data management capabilities and cultivate advanced analytics competencies. Increase your data and analytics proficiency to facilitate deeper customer understanding and gain a competitive edge.

Table Of Contents



  • Top Challenges and How Gartner Can Help
    • What are best practices for tracking and optimizing campaigns?
    • How do I define the right key performance indicators and communicate marketing results correctly?
    • How do I improve data integration across the marketing organization?
    • How do I improve my synthesis efforts and ability to derive insights from data?
    • How do I segment customer data and create predictive models?
    • What tools can I use to advance marketing analytics and data management capabilities?

Related Priorities

  • Suggested First Steps
  • Essential Reading
  • Tools and Toolkits

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