Marketers have always led brand growth by focusing on reach, relevance and awareness. They are now tasked with driving business growth in terms of customer acquisition, conversion, retention, loyalty and lifetime value. Their role has expanded to include leadership in areas like digital commerce, customer experience, sales and business development. Data collection, analysis integration and activation are mission-critical for marketers to succeed at their core responsibilities and to fulfill these new areas of accountability.
Jennifer Polk, research director, Gartner for Marketers and conference chair for the Gartner Digital Marketing Conference, discussed how data and analytics are empowering marketers and fueling customer-centric marketing programs that deliver business results.