Gartner’s Market Guide for Attribution and Marketing Mix Modeling notes that marketing leaders turn to attribution and marketing mix modeling providers to help them understand the impact of their marketing efforts and media investments. You can use this guide to navigate the different players in this complex and fast-moving analytics category.
According to Gartner’s Market Guide, marketing leaders and analytics professionals realize the importance of accurate measurement. With marketing analytics software, talent and services commanding a significant share of marketing expense budgets in 2017 (9.2%, according to Gartner’s 2017-2018 CMO Spend Survey), demand for MMM and MTA is growing. But in-house teams are often not skilled enough (or lack the tools) to address these complex challenges all on their own. This is despite the 74% of marketing leaders who say market and customer insights are critical or very important to their organization.
Download this report for key findings:
- Marketing leaders are accountable for their marketing and media investments, but face challenges from measurement methods that are inadequate, misleading or slow.
- By applying data science and advanced analytics to media measurement, marketing leaders gain a competitive advantage over less sophisticated brands in their space.
- A confusing array of options for software and services are available for marketing leaders to choose from when trying to solve measurement challenges.
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