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

Summary

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

Introduction

Analysis

  • 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

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