Gartner Research

Maximize the Value of Marketing Data and Analytics Investments Using 3 Cost Optimization Techniques

Published: 29 March 2019

ID: G00375158

Analyst(s): Joseph Enever , Lizzy Foo Kune


As marketing leaders continue investing heavily in data and analytics capabilities, managing costs and tracking their business contribution remain paramount. Use this research to gain internal team efficiencies, shed redundant solutions and prioritize activities based on their business value.

Table Of Contents
  • Key Challenges



  • Drive Efficiency Through Stronger Internal Collaborations
    • Establish a Common Framework for Coordinating Assets
    • Audit Roles and Cost-Optimization Responsibilities
  • Rationalize Assets by Evaluating Capabilities and Data Integrations
    • Evaluate and Divest Unneeded Marketing Analytics Tools
    • Integrate Data Across Marketing Analytics Technologies
    • Focus Your Tech Strategy on Business Outcomes
  • Prioritize Analytics Activities by Effort and Impact to Optimize Internal and External Resources

Gartner Recommended Reading

©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.