Gartner Research

Learn the Five Components of Marketing Data Management for Successful Marketing Analytics

Published: 28 February 2019

ID: G00349095

Analyst(s): Lizzy Foo Kune , Benjamin Bloom


Although analytics is a top priority for marketing leaders today, many teams lack the expertise to collect, manage and organize the explosion of data under their purview. Use this research to increase your data management literacy and drive marketing analytics maturity.

Table Of Contents
  • Key Challenges


  • Marketers: Take a Leading Role in Data Management


  • Marketing Data in the Enterprise
    • Types of Marketing Data
    • Data Privacy and Security
  • Five Components of Data Management
    • Component 1: Acquire
    • Component 2: Organize
    • Component 3: Store
    • Component 4: Analyze
    • Component 5: Deliver

Case Study

Gartner Recommended Reading

  • Methodology
  • Definitions

©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.