Gartner Expert

Tia E. Smart

Principal Analyst

Tia Smart is a Principal Analyst with Gartner's Marketing & Communications research group. Her focus is primarily helping marketing leaders understand their marketing technology (martech) ecosystems and emerging trends in this space. She advises clients on how to evaluate their martech stacks and how to maximize ROI on their technology investments.

Previous experience

Prior to joining Gartner, Ms. Smart worked in sales for several retailers and was a Principal within Gartner's Research Engagement Services (RES) department.

Professional background


Prinicipal, Research Engagement Services

Best Buy

Apple Lead, Mobile Consultant

Areas of coverage

Marketing Technology

Marketing Data and Analytics


M.A., Political Science - Public Affairs, University of Florida

B.A., Political Science, University of Florida

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Top Issues That I Help Clients Address

1How do I identify, evaluate and select martech?

2How do I conduct a martech audit?

3Understanding proof of concepts (POCs) and how to evaluate a vendor's demonstration

4Why are CDPs important to marketing teams? What are the CDP use cases for marketers and their motivations for purchasing them?