Blog post

Make 2018 the Year of Marketing Measurement

By Anna Maria Virzi | October 05, 2017 | 1 Comment


Marketers have moved past the long-running declaration, “This is the year of mobile.” Some are riding high today on the native advertising wave as others consider bailing on advertising. Meanwhile, others look to the future, anticipating marketing’s role with the Internet of Things (IoT).

Before chasing the next new thing, marketers have a critical issue to address: their marketing measurement and analytics practices. There are plenty of signs that CMOs struggle with measuring marketing’s effectiveness.

According to Gartner’s Marketing Strategy Survey 2017:

  • 46% of the respondents characterized their marketing and customer analytics programs as ineffective or neutral.
  • Marketing leaders lack consensus about what key performance indicators belong on the CMO’s dashboard. One challenge: Only 32% of the survey respondents said they track ROI of total marketing spend as one of their top five strategic KPIs.

Christi Eubanks, Gartner managing VP who specializes in marketing analytics, uses this metaphor to characterize the issue:  “Overlooking ROI of total marketing spend is like driving a car without a fuel gauge: Everything runs smoothly until the tank runs empty.”

Today, marketers have an opportunity actually an obligation –  to trade their battered “station cars” for high-performance vehicles.

Let’s start by making 2018 the year of marketing measurement.

Gartner clients can take their next step by checking out How to Measure a Multichannel Marketing Campaign by Lizzy Foo Kune, Gartner principal research analyst, and Martin Kihn, Gartner research VP.

The Gartner Blog Network provides an opportunity for Gartner analysts to test ideas and move research forward. Because the content posted by Gartner analysts on this site does not undergo our standard editorial review, all comments or opinions expressed hereunder are those of the individual contributors and do not represent the views of Gartner, Inc. or its management.

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1 Comment

  • Victor says:

    I’m brazil not many companys have a large team to develop the Marketing area, in my case it’s just me and an external agency. The main challenge it’s do the tasks with the same attention that we measure the results. 2018 it’s the time for it! Thank you guys