Gartner Says Only 29% of Marketers Actively Participate in Advance Analytics Modeling

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    Experts Discuss Why Marketers Must Leverage First- and Third-Party
    Data to Avoid Digital Pitfalls at Gartner Marketing Symposium/Xpo,
    Taking Place April 29-May 1, in San Diego

    SAN DIEGO, Calif.–(BUSINESS WIRE)–lt;a href=”” target=”_blank”gt;#GartnerMKTGlt;/agt;–Data is the great enabler for marketing effectiveness, but only 29% of
    marketers report they are actively participating in advance analytics
    modeling, according to research from Gartner, Inc.

    Gartner experts are examining the importance of advanced
    for marketers at Gartner
    Marketing Symposium/Xpo
    , which is taking place here through

    “Marketers either don’t know the data they have or don’t know what to do
    with it. In fact, 40% are ‘exploring’ while a third are building their
    reporting,” said Mike Froggatt, director at Gartner. “As a result,
    brands struggle with adapting to a data-driven mindset that can
    influence marketing strategy.”

    Gartner research shows that more than eight out of 10 marketers
    anticipate making their marketing decisions based on analytics within
    the next year, making it imperative for them to maintain or surpass
    their peers.

    “Brands already have the data, like pieces of a puzzle, most just need
    to better understand how to leverage that data to drive decision making
    and guide their digital strategies,” added Mr. Froggatt.

    Based on more than 1,250 data points from four main digital pillars —
    site and commerce, social media, mobile and digital marketing — Gartner
    found three digital channels primed for disruption via data-driven
    strategies with brand-owned or easily accessible third-party data.

    Search: Activate Brand Assets to Boost ROI

    reveals that search is responsible for six out of 10
    desktop visits to brand sites, with more than half via organic search
    and only 7% coming from paid placements. “Brands need to ask themselves
    if they are 100% certain that they own their organic results associated
    with their brand,” Mr. Froggatt said. “Now is the time to double check.”

    Leading brands are building out their organic search advantage by
    following three key steps: 1) claiming ownership of the knowledge panel
    via a verified account, 2) controlling interaction of store profile
    features via Google Maps, and 3) leverage search data to closely monitor
    consumer trends.

    “The key to optimizing your search results is to think of Google as an
    ecosystem and to proactively manage your exposure and dependence,” added
    Mr. Froggatt.

    Site: Driving Digital Utility with Loyalty

    A brand’s website is one of the largest investments for marketing teams
    today. From facilitating transactions, to capturing the data to help
    create “customer identity” profiles, the data
    derived from a brand’s website
    is imperative for both marketing and
    strategic corporate decision making.

    “The golden rule with collecting data on site is to use it to meet
    consumer expectations. Recently, we’ve seen a lot of leading brands
    leverage this data to launch loyalty programs,” said Mr. Froggatt.
    “Loyalty adoption is trending upward, as more brands seek to extend
    customer lifetime value and see their impact on the bottom line.”
    Gartner research into department stores, specialty retail and activewear
    sectors show nearly 50% have established a loyalty program.

    Online Retailers: Making Retail Partners Work for You

    Brands across most sectors, especially consumer packaged goods (CPG),
    have almost entirely ceded paid search to retailers. Gartner research
    shows that big box retailers lead the way by leveraging

    Another area leading brands optimize their retail partners based on data
    is with fulfillment. Gartner research shows that brands are modifying
    packaging to optimize both shelf space and shipping while also utilizing
    omnichannel aspects such as “pick up in store.”

    “Fulfillment details like this represent an opportunity for brands to
    co-market and optimize their channel strategies, online and offline,
    ship and pick up,” added Mr. Froggatt. “As a brand providing the
    product, marketers can push the retailers to share that data, and focus
    their marketing (and product design) to reinforce that profitability.”

    Additional details will be provided during the “Leveraging First- and
    Third-Party Data to Avoid Digital Pitfalls” session at the Gartner
    Marketing Symposium/Xpo
    in San Diego on May 1, 2019. Gartner for
    Marketers clients can access relevant research and insights in the
    reports “Gartner
    L2 Intelligence Report: Search 2019,”
    L2 Intelligence Report: Data & Targeting 2018”
    and “Gartner
    L2 Intelligence Report: Retailers & Marketplaces 2018.”

    About the Gartner Marketing Symposium/Xpo

    Gartner Marketing Symposium/Xpo provides marketing leaders actionable
    advice about the trends, tools and emerging technologies they need to
    deliver business results. Gartner
    for Marketers
    analysts address the biggest opportunities, challenges
    and priorities marketers face today, including data and analytics,
    customer experience, content marketing, customer insight, marketing
    technology (martech) and multichannel marketing. Additional information
    is available at
    Follow news and updates for the event on Twitter at #GartnerMKTG.

    About Gartner for Marketers

    Gartner for Marketers provides the objective, expert advice and proven
    tools CMOs and other marketing leaders need to seize the right
    opportunities with clarity and confidence, and stay ahead of the trends
    that matter. With in-depth research and analysis, Gartner for Marketers
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    Kelly Blum
    [email protected]