Gartner Market Guide: Harnessing the Power of Strategic Marketing Measurement

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Gartner Market Guide: Harnessing the Power of Strategic Marketing Measurement

January 7, 2020


Analytic Partners Named as Representative Vendor

 

The world of marketing measurement is complex to say the least, and it can be difficult to assess every option and method available to modern marketers. In the “Market Guide for Strategic Marketing Measurement” report, new from Gartner, two different methodologies are explored: a unified measurement approach and marketing mix modeling.

 

The report, written by Jason McNellis, names Analytic Partners as a Representative Vendor and finds that “strategic marketing measurement delivers results” while also noting that “Multitouch attribution (MTA) is less suited for long-term measurement and planning, especially when compared to the pair of methods – marketing mix modeling and unified measurement approaches – covered in [the] Market Guide.”

 

Looking at both Unified Measurement approach (UMA) and Marketing Mix Modeling – the report offers insights to marketers trying to choose between these two approaches: “To determine whether you should pursue MMM or UMA for your measurement, you will need to answer a couple of questions: 1. What is your primary measurement objective? And 2. What is your access to customer level-response?”

 

The report dives further into these questions and others, offering recommendations regarding both methodology and execution. In particular, Gartner notes “Strategic marketing projects are resource-intensive. Dedicated internal staff combined with multiyear relationships […] are common,” and further, that marketers should “Seriously consider outside expertise […] unless you’re able to afford, attract and dedicate talent on par with the best providers and consulting firms, your investments will be better spent on technology and outside talent.”

 

Ready to learn more about the questions, considerations and plans you should be making to harness the power of strategic marketing measurement? Get in touch today to see why Analytic Partners was named a Representative Vendor.

 

Gartner, Market Guide for Strategic Marketing Measurement, Jason McNellis, 12 December 2019
Gartner does not endorse any vendor, product or service depicted in its research publications, and does not advise technology users to select only those vendors with the highest ratings or other designation. Gartner research publications consist of the opinions of Gartner’s research organization and should not be construed as statements of fact. Gartner disclaims all warranties, expressed or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose.

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