Marketing Data and Analytics

Increase data and 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.

Graphic displaying the Share of Respondents Likely to Switch Brands Under Following Conditions: difficulty purchasing or checkout process, no effort to personalize communications, does not anticipate needs, and poor Mobile Experience.
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

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.

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.

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.

Unifying proliferating data sources to improve decisions and performance

Fifty-two percent of marketing analytics leaders say their teams spend the majority of their time on data management, integration and formatting, instead of performance improvement. Learn how to improve your marketing data collection for more impactful marketing.  

Defining KPIs and communicating results to skeptical partners

More than 50% of marketing analytics leaders have limited trust in modeling techniques they employ. Learn how marketing leaders can improve their data and analytics.

How we work with you

Our experts, backed by unbiased data, help you increase your organization’s data and analytics proficiency.

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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 Topic 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.

Christi Eubanks
Managing Vice President

Lizzy Foo Kune
Sr Director Analyst

Andrew Frank
Distinguished VP Analyst

Sean Holbert
Senior Director, Advisory

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

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