Gartner for Marketers Research

Expert Research March 31, 2020

Use 4 Methods to Measure Marketing’s Impact

Marketing leaders are increasingly responsible for the delivery of sales and revenue in their marketing organization.

Marketing leaders have the challenge of optimizing the impact of marketing investments beyond their isolated and relative performance. To deliver quality insights with regular frequency, marketers should derive inferences from a complicated array of methods, however, no single methodology provides a complete or perfect answer. This guide will help marketing leaders responsible for data and analytics to develop an integrated approach to marketing measurement methods for maximum impact with particular focus on:

  • How to build an effective marketing analytics measurement strategy
  • Which marketing assessment methods must be deployed to draw significant inferences
  • How to accurately measure and track the impact of campaigns in your marketing organization

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