To benchmark data and targeting performance holistically, Gartner plotted brands on a two-dimensional grid based on the degree to which those brands capture data and target their marketing messages accordingly. This year’s scores also incorporate brand efforts to target customers through email, social media and display advertising to a greater degree than the previous two studies.
Brands operating within the European Union have had to comply with the General Data Protection Regulation (GDPR) since May 2018, forcing them to tighten their data privacy practices. This prompted Gartner to conduct an additional analysis of brands based on their primary headquarters location.
View the Data & Targeting 2018 Intelligence Report