Gartner for Marketers Research

Expert Research

Data and Targeting: Crawl, Walk, Then Run

Personalized marketing starts with effective marketing data consolidation. Digital’s promise of unified data and one-to-one marketing can be elusive. There is always the perceived need for one more site relaunch, one more CRM system or one more vendor. This research evaluates the longitudinal performance of 107 consumer brands across seven verticals, providing data, best practices and case studies to help you achieve greater return on investment and answer questions like:

  • What are the most valuable customer data points brands can collect across digital touchpoints?
  • How are brands using marketing data, both collected and implicitly observed across channels?
  • Which digital channels merit brand investment in personalization?
  • How have loyalty programs changed recent data collection and personalization efforts? 

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