Gartner Market Guide for Strategic Marketing Measurement


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A new report from Gartner “Market Guide for Strategic Marketing Measurement,” written by Jason McNellis, highlights marketing leaders’ need for strategic marketing measurement to optimize and measure large, longer-term investments. This research outlines two methodologies — unified measurement approaches and marketing mix modeling — in this complex and often misunderstood analytics category.

Key Findings

    • Strategic marketing measurement delivers results. Marketers who use the methods presented in
      this Market Guide typically cite a step change in marketing performance and report better
      financial outcomes than their peers.
    • 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 this Market Guide.
    • Strategic marketing projects are resource-intensive. Dedicated internal staff combined with
      multiyear relationships that cost six figures annually are common.
    • Leading brands view strategic marketing measurement programs as a critical component of
      their measurement toolkit as they make continued investment to assess the impact of emerging
      channels, shifts to the regulatory landscape and changing consumer behaviors.
  • Access the report to see why Analytic Partners was chosen as a Representative Vendor


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Gartner, Market Guide for Strategic Marketing Measurement, Jason McNellis, 12 December 2019
Gartner Market Guide 2019