Published: 12 March 2024
Marketing operations leaders want to improve their marketing analytics maturity and leverage advanced methodologies, yet are stifled by data quality, completeness, connectedness and granularity issues. Improve the impact of your marketing data by implementing an outcome-based measurement framework.
One-third of respondents to the 2022 Gartner Marketing Data and Analytics Surveyreported that decision makers frequently cherry-pick information to try to support their data and analytics choices.
Marketers commonly struggle to link business outcomes to marketing data and KPIs, which impacts their ability to deliver to CMO’s and other stakeholders — proof of the impact of marketing investments. This challenge is heightened as marketing data sources continue to grow, and the line between marketing and enterprise data blurs.
Marketing teams engaging with third parties are often unprepared from a measurement-planning standpoint, which causes vendors and agencies to invest a
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