Marketing Data and Analytics

Increase data analytics proficiency to reach peak marketing performance

Marketing analytics proficiency is critical for success

As data and analytics have become the foundation of marketing, having the right skills and proficiency is crucial to achieving peak marketing performance. Collecting, tracking, analyzing and applying marketing data and analytics to differentiate how customers are engaged across channels is a vital challenge that today’s marketing leaders must overcome.

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    We knew that we had several pieces that we had to really align from data governance, governance communications, personalization. Gartner [experts] have been spot-on for us as far as coming in on a specific topic and really, you know, bringing us through the knothole, so to speak, and getting us to understand what it will take to get from point A to point B. So in moving forward, all of these discussions and all of these interactions with Gartner really help us narrow down, and be very precise in what we needed to do to move into a future state and present that to our executive team.

    Jim Pendergast

    Senior VP, Member Experience, AARP

    How marketers can increase their proficiency in marketing analytics to reach peak performance

    With the rising uncertainty in the business environment, marketing analytics matter more than ever.  As marketing leaders are tasked to improve the customer experience, drive acquisition, increase loyalty and deliver growth for the business, they turn to data to power both their strategies and their personalization efforts. Leading marketers are developing new competencies in areas such as data sourcing, integration and management, and advanced analytics in order to meet the demands of greater automation and personalization.

    Graphic displaying the Core Marketing Analytics Competencies.

    Marketing analytics insights you can use

    Gartner insights on marketing data and analytics facilitate deeper customer understanding to help you gain a competitive edge and prove ROI.

    Build a best in class Marketing Data and Analytics Organization

    Nearly 50% of marketers say a best-in-class data analytics organization is their top challenge. Discover why you cannot wait to build your marketing analytics team, what skills you need for a best-in-class organization, and if you might already have those skills in-house.

    Analytics teams must upskill to adapt to automation

    By prioritizing skill development, marketing and analytics leaders can enable analytics teams to complement, rather than be threatened by, automation. Find out how to build an effective marketing analytics function.

    Balancing privacy with marketing data-driven personification and personalization

    Seventy-three percent of marketers believe that privacy concerns will raise major barriers to data-driven, personalized marketing over the next two years. Learn the four priorities that marketing leaders should prioritize to achieve effective personalization.

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    Connect with the leading CMOs and marketing leaders to get the latest insights on marketing technology, trends, innovation and more.

    Case Study

    AARP Takes on Differentiated CX for their Increasingly Tech-Savvy Members

    AARP saw the opportunity to deliver differentiated value that built on their reputation for exceptional customer service in digital. The AARP Member Experience Team recognized that major change was required from a technology, data and governance perspective to go from 25 years of a direct mail strategy to a personalized experience in the digital world.

    Gartner Marketing Experts

    We understand your challenges. We’ve been there. Our experts bring fresh ideas and best practices from years of success in the field — providing you with the confidence to lead boldly and help your team execute.

    Jennifer Polk
    Managing Vice President

    Lizzy Foo Kune
    Sr Director Analyst

    Andrew Frank
    Distinguished VP Analyst

    Colin Reid
    Sr Director Analyst

    Gartner is a trusted advisor and an objective resource for more than 14,000 organizations in 100+ countries.

    Learn more about how we can help you achieve your most critical priorities.