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Anna Maria Virzi

Sr Research Analyst
Anna Maria Virzi extracts insights from Gartner's quantitative research on marketing spending trends, marketing organizational strategies and other topics. Her research also examines techniques for improving customer experiences.
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When Email Marketing Misses Its Mark

Anna Maria Virzi | April 14, 2017

“Oral Surgery Appointments Available: Friday, May 19, 2017” read the ominous subject line of an email sent from my dentist’s office. I clicked open the email, thinking I had ignored the dentist’s instructions from a prior visit and now would…

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Marketing Data: Getting to the Right Stuff

Anna Maria Virzi | April 06, 2017

Have you noticed: The more data you collect, the less valuable it seems? It’s no wonder. Digital marketing activities give marketers access to more data than they’re able to digest. There are plenty of reasons: Paradox of choice, analysis paralysis,…

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Marketing Agency vs. In-house Team: So Many Choices, So Little Time

Anna Maria Virzi | September 30, 2016

“Insourcing and outsourcing decisions are more frequent, more strategic and more complex,” reads a Gartner research report, “Understand the elements for agile and effective decision making and strategy refresh.” That assessment, which dates back to a decade ago, refers to…

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Avoid These Traps When You Create a Marketing Center of Excellence

Anna Maria Virzi | August 25, 2016

Interest in centers of excellence is soaring. The trend has taken hold in at least one high-profile area of marketing: analytics. In Gartner’s Data-Driven Marketing Survey last year, 36% of the marketers surveyed said their organizations already had an analytics…

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What Is Customer Experience? Getting Beyond the Hype

Anna Maria Virzi | April 22, 2016

What constitutes “customer experience” if it’s subject to different interpretations like a Rorschach inkblot test? Or as a colleague pointed out: “If customer experience is everything, it risks being nothing.” My aha moment about “customer experience” came during an MBA…

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The Pain and Gain of Uniting Multichannel Marketing and Advertising

Anna Maria Virzi | February 19, 2016

“Advertising can no longer be isolated from multichannel marketing activities. Bringing them together is technically challenging, but the results are well worth the efforts,” explains my colleague Andrew Frank in his research report, “How to Unite Advertising With Multichannel Marketing”…

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Big Budgets, Big Ambitions for Marketing in a Digital World

Anna Maria Virzi | December 10, 2015

Gartner’s annual CMO Spend Survey tracks shifts in budgets that reflect marketing’s growing complexity. Our 2015-2016 research reveals that marketing budgets, on average, total about 11.4% of revenue at large companies with +$500 million in annual revenue today. For a…

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