Gartner Research

Survey Analysis: Lessons From Leading Marketing Analytics Teams

Published: 24 April 2019

ID: G00382419

Analyst(s): Jason McNellis

Summary

Marketing analytics leaders are under intense pressure to make their teams more productive by boosting capabilities. Teams with strong leadership, a mastery of data science basics and those that foster trust among stakeholders get results. Learn and apply the traits of top marketing analytic teams.

Table Of Contents

Survey Objective

Data Insights

  • Mature Teams Trust Their Metrics and Deliver Results
    • Recommendations
  • Mature Teams Seek to Connect and Communicate Opportunities, While Developing Teams Struggle With Data
    • Recommendations
  • Advanced Teams Have Strong Leadership and Recruit Talent From a Variety of Sources
    • Recommendations
  • Technical Proficiency Gaps Among Maturity Groups Varies by Skill
    • Recommendations
  • Teams With Higher Marketing Data Maturity Use Their Data Scientists Differently
    • Recommendations
  • Methodology

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