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Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
ldquoBig Data in Marketing Where Do We Go From
Hererdquo
Presentation for CDW CMOjo
San Jose CA
April 17 2014
Martin Kihn
martykihn
martinkihngartnercom
This presentation including any supporting materials is owned by Gartner Inc andor its affiliates and is for the sole use of
the intended Gartner audience or other authorized recipients This presentation may contain information that is confidential
proprietary or otherwise legally protected and it may not be further copied distributed or publicly displayed without the
express written permission of Gartner Inc or its affiliates copy 2013 Gartner Inc andor its affiliates All rights reserved
GARTNER FOR MARKETING LEADERS
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
1
ldquoThe problem with putting two and two together is that sometimes you get four
and sometimes you get twenty-twordquo
-Dashiell Hammett San Francisco 1928
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
My 100 Most Recent Inquiries (Sample)
N = 100
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
There is a growing disconnect between our increasingly nonlinear world and the linear mindsets practices and
institutions that we deploy in our work John Hagel co-chairman Deloitte Center for the Edge
Feeling Overwhelmed
My business and its IT organization are being engulfed
by a torrent of digital opportunities We cannot respond
in a timely fashion and this threatens the success of
the business and the credibility of the organization
The organization has the right skills
and capabilities in place to meet
upcoming data challenges
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
The World of Data Is Opening
4
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Personal Anonymous
Behavio
ral
Attitu
din
al
Social Analytics
Sentiment Analysis Trackers amp Matchers
Location Data
CRMLoyalty
Media Metrics____
Consumer Data_
Trade Data
Data
Management
Platforms
Attribution
Modeling
IBM
The World of Data Opens
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Innovation Axes Better Faster Cheaper
Data
Experience Targeting
Attribution amp Earned Media
Real-time Marketing
Multichannel
Ads | Social | Website | Apps
More conversions better branding
Better bull Segmentation
bull Personalization
bull Omnichannel
Experimental controls
Causal | Predictive | Prescriptive
Transparent accountability
Cost-effective bull MVT
bull Predictive
Programmatic media
audience optimization
Unlimited agility
Faster bull Automation RTB
bull Ad tech
bull Media ops
6
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Convergence of Data amp Design
7
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Emerging Analytics Linkages
Analysis
Information
Structured Content Hybrid
Prescriptive Predictive
What Should I Do About It
What Is Likely to Happen
Why Did It Happen
What Happened
Descriptive Diagnostic
8
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Different Levels of Human Collaboration
Human Input
Data Decision Predictive What will happen
Diagnostic Why did it happen
Descriptive What happened
Prescriptive
What should I do
Analytics
Action
Decision Automation
Decision Support
9
Feedback loop
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
What Happens Now
Big Data
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Hype Cycle for Digital Marketing 2013
11
Really Useful
Communication problem not technology problem
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Questions Are Getting Better
12
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Advertising Leads Digital Marketing in Consumption of Data What digital marketing areas use the analytics data that your organization produces
Multiple responses permitted
n=101 who indicate that digital marketers are major consumers of marketing analytics
50
53
55
62
69
74
79
0 20 40 60 80 100
Content
Mobile
Search
E-commerce
Email and messaging
Social
Advertising
Percentage of Respondents
bull 13 adults donrsquot use social media
bull Target personal
bull Analytics 1 planned invest
13
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
What Can Data Do An Example
Behind the scenes there is a massive connectivity and data universe dedicated to getting you to see just the right banner ad
Programmatic Advertising Ecosystem bull User clicks publisher site server starts to load page comes to ad unit
bull Publisher queries ad server Ad Exchange
bull Ad Exchange sends request to multiple DSPs
bull AdEx forwards XML file with user and site profile data and restrictions
bull DSP adds DMP amp third-party data and cross-matches advertiser targets
bull DSP algorithmically optimizes bidding
bull DSP responds to Ad Exchange with bids
bull Ad Exchange runs Vickrey auction and picks second-price winner
bull Ad Exchange shoots price and ad to publisherrsquos ad server
bull Ad server tells browser which creative and size to run
bull Browser loads ad fires ad server pixel and tells DSP impression was served
bull User ignores ad 9903 of the time
000 Seconds
036 Seconds
14
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
bull Deflation of media value
bull Channel conflict amp yield management
bull Data leakage amp complexity
bull Blind marketing amp commoditization
bull Brand safety amp metrics lag
bull Intermediary fees
ldquoRemarketing is the killer app for displayrdquo ndash Turn (3X response 25X price)
ldquoWe got 2X better response from buying lsquointenderrsquo segments ndash but it wasnrsquot worth the premiumrdquo
Power Shifts from Supply to Demand
15 Source Gartner 2013 Audience Science
10
Agency Fee
Typical RTB Transaction
09
DSP
DMP 10
Data enrichment
12
Arbitrage
25
SSP
Network
Exchange
35
Net Rev $1 CPM
65
In Target Under Cap
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Three Phases of Experience Targeting
Retargeting
Look-alike Targeting
Interest Graph Targeting
bull 50 retargets
bull AdRoll
bull CRM LTV
bull Best customers
bull DMP profiles
16
bull 2013 equivalent of 80 pts of social data generated for every person on earth (500B)
bull FB Open Graph
bull Amazon + FB Connect
bull reco engine
bull psychographic
bull BMD
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
We report the metrics but there is little action
taken as a result 14
We analyze historical data to understand
patterns and performance and make
inferences about the future 48
We use statistical models to simulate
scenarios and make predictions about the
future 18
We use predictive analytics allowing real-
time calculations to trigger events
21
Q05 Which statement best represents how your organization uses digital marketing metrics
n=192
39 Use Some Advanced Techniques
Take little action
Retrospective amp Descriptive
Predictive
Real-time insight
17 17
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
38
48
54
56
59
60
63
66
70
70
71
FunnelPipeline Metrics
Content Marketing
eCommerce
Search Engine Optimization(organic)
Mobile Marketing
Search Engine Advertising (paid)
Customer Metrics
Email Marketing
Social Marketing
Online Display Ads
Corporate website activity
Q01 What digital marketing activities does your organization track and measure
Most Marketers Still Study the Obvious
Multiple responses allowed
18 18 n=192
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
7
14
15
9
17
16
13
35
34
Revenue allocatedto Marketing Budget
2012
Marketing Budgetallocated to Marketing
Analytics
Marketing analyticsBudget spent on digital
marketing analytics
Embryonic
Intermediate
ProgressiveN = 226
n = 191
N = 197
Base excludes Donrsquot Know
Base excludes Donrsquot Know
[SHOWING MEAN ] Significant differences
Higher Analytics Spend Higher Returns
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
66 56 52
21
26 26
13 18 22
Embryonic (n=55) Intermediate (n=101) Progressive (n=60) Base excludes Donrsquot Know
[SHOWING MEAN ]
Significant differences
Progressive Companies Use More External Data
Increasing
bull 42 of all resps shared or bought data
bull 21 of marketing orgs have non-IT data center
20
How much of the marketing data your company analyzes comes from the following sources
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS measure GartnerGML
bull Personal ID persistent bull ID association bull External access bull Available to marketing
execution bull You = tag management
21
Marketing Technology Is Cluttered
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Two Frameworks
Experiences
bull Email personalization
bull Site personalization (Certona Monetate)
bull SEO
bull Testing
Operations
bull Data vendors
bull Marketing analytics
bull Dashboards
bull Web analytics
bull BI DAM
Middleware (DMP CDP Tag Mngmt)
Infrastructure
bull E-commerce website
bull Marketing automation CRM
Sales amp Marketing
bull Email optimization amp service IMM all social
bull Data vendors DMPs
bull VisualizationBI (GoodData Tableau)
Website Personalization amp Optimization
bull Personalization recommendation SEO Testing LP Opt
E-Commerce
bull Storefront (elasticpath shopify) payments m-commerce
Website Creation amp Management
bull Online video players DAM
bull Web analytics tag management CMS
Chiefmartec Luma Ad Tech
22
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
RT = real time
UX = user experience
Product Station
Vendor Station
Offline Connection
MOBILE
STRATEGY
EMERGING TECH
ANALYTICS
AD TECH
UX
SOCIAL
COMMERCE
Mktg Mgmt
SEARCH
CREATIVE
RT DATA
Connection to CMO
Connections to Sales and Service
Connection to General Advertising
Connection to IT Connection to
Business Intelligence
Digital Marketing Neighborhoods
MOBILITY
AD OPS
DATA OPS
WEB OPS
SOCIAL OPS
DESIGN
MARKETING OPS
23
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Digital Marketing Transit Map
Product Station
Vendor Station
Offline Connection
AD OPS
DATA OPS
MOBILITY
WEB OPS
SOCIAL OPS
DESIGN
MARKETING OPS
CREATIVE
Connection to CMO
Connections to Sales and Service
Connection to General Advertising
Connection to IT Connection to
Business Intelligence
Web Content Mgmt Web Analytics
Virtual Actors
Video Ad Networks
Video Ad Mgmt
Venues
User Groups
UXP
UX Design
Tag Mgmt
Social TV Social Networks
Social Mktg Mgmt
Social Commerce
Social Apps
Social Analytics
Social Ads
Smart Kiosks
Site Retargeting
Search Retargeting
Search Engines
SEO Tools
SEM Platforms
Rich Media Search
Real-Time Decisioning QR Codes
Programmatic Media
Program Guide
Promo
Reviews amp Recs
Embedded Merch
Product Design
Compliance
Predictive Campaign Analytics
OTT Video Online Video Publishing
Online Retailers
Data Exchanges
NFC
Natural Language
Questioning
Native Ads
Campaign Mgmt
Mobile Search
Mobile Messaging amp Commerce
Mobile Media amp Targeting
Mobile App amp Content Svs Mobile App
Marketplace
Mobile Analytics
Mobile Ad Networks
Microsensors
Media Labs
Media Companies
Media Agencies
Marketing Service
Providers
Mktg Resource
Mgmt
Management Consultants
Marketing Analytics
Lead Mgmt
In-Game Ads
Idea Mgmt
IT Service Providers
Geotargeting
Geofencing
Gamification Tools
Finger- printing
Experience Targeting
Emotion Detection
Email Mktg
E-Commerce Enablers
Dynamic Creative
DOOH Media Svcs
Digital Offers
Media Metrics
DM HUB
Digital Asset Mgmt
Digital Agencies
Data Warehouses
DMP
Customer Analytics Crowdsourcing
Content Marketing
Data Providers
Communities
CSPs Census and Panel Data
Business Process
Outsourcers
Blogs
Automatic Content Recognition
Augmented Reality
Attribution
Agile Mktg PM Agency Holding
Companies
Advocacy Mktg
Addressable TV
Ad Verification
Online Ad Networks
Ad Exchanges
AB Testing
MOBILE
STRATEGY
EMERGING TECH
ANALYTICS
AD TECH
UX
SOCIAL
COMMERCE
Mktg Mgmt
SEARCH
CREATIVE
RT DATA
24
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Profile Management
Registered
Anonymous
Customer (CRM)
Third Party (DMP)
Analytics
Attribution Segmentation Optimization
Predictive Modeling
Visualization
Real-time Messaging amp Personalization
Real Time Hub
UXWeb
Commerce
Mobile
Social
EmailMA
Search
Ad tech
x x x x
x x x x x
x
x
x
x
x
x
x
weights scores
Qualifying score
includes display and video
Integration
Collaboration amp Workflow
Ideation amp Planning
Data Management
Content amp Asset Management
x x x x
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
Data Collection x
21
DM Hub Model
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Recap
bull Big Data distress
bull Bringing innovation better faster cheaper
bull Emergence of automated individual marketing
bull Big Data at the peak of inflated expectations
bull Most marketers stuck in the obvious
bull Rise of the digital marketing ldquohubrdquo
26
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Thank You martinkihngartnercom
martykihn
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Roles and Responsibilities
bull Covers data-driven marketing and marketing analytics
bull Focuses on the use of data to improve marketing strategy customer acquisition and retention
bull Helps clients develop and deliver actionable insights based on the analysis of campaign site and social information
bull Previously VP and Director of Strategy and Analytics at DigitasLBi and other agencies
bull Specialized in developing measuring and optimizing digital and social marketing strategies
bull Clients included General Motors HampR Block Delta Air Lines and American Express
bull Focus areas website and digital marketing analytics and the optimization of display and social campaigns
bull Wrote ldquoHouse of Liesrdquo which was the basis for a Showtime series of the same name
Martin Kihn Research Director
Gartner for Marketing Leaders
Focus Data-Driven Marketing
Professional Background
Fallon Worldwide Director of Analytics 2 years
Digitas VPDirector of Strategy amp Analysis 6 years
Booz amp Co management consultant 3 years
Education
MBA with honors Columbia Business School
BA History Yale University
28
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
1
ldquoThe problem with putting two and two together is that sometimes you get four
and sometimes you get twenty-twordquo
-Dashiell Hammett San Francisco 1928
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
My 100 Most Recent Inquiries (Sample)
N = 100
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
There is a growing disconnect between our increasingly nonlinear world and the linear mindsets practices and
institutions that we deploy in our work John Hagel co-chairman Deloitte Center for the Edge
Feeling Overwhelmed
My business and its IT organization are being engulfed
by a torrent of digital opportunities We cannot respond
in a timely fashion and this threatens the success of
the business and the credibility of the organization
The organization has the right skills
and capabilities in place to meet
upcoming data challenges
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
The World of Data Is Opening
4
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Personal Anonymous
Behavio
ral
Attitu
din
al
Social Analytics
Sentiment Analysis Trackers amp Matchers
Location Data
CRMLoyalty
Media Metrics____
Consumer Data_
Trade Data
Data
Management
Platforms
Attribution
Modeling
IBM
The World of Data Opens
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Innovation Axes Better Faster Cheaper
Data
Experience Targeting
Attribution amp Earned Media
Real-time Marketing
Multichannel
Ads | Social | Website | Apps
More conversions better branding
Better bull Segmentation
bull Personalization
bull Omnichannel
Experimental controls
Causal | Predictive | Prescriptive
Transparent accountability
Cost-effective bull MVT
bull Predictive
Programmatic media
audience optimization
Unlimited agility
Faster bull Automation RTB
bull Ad tech
bull Media ops
6
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Convergence of Data amp Design
7
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Emerging Analytics Linkages
Analysis
Information
Structured Content Hybrid
Prescriptive Predictive
What Should I Do About It
What Is Likely to Happen
Why Did It Happen
What Happened
Descriptive Diagnostic
8
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Different Levels of Human Collaboration
Human Input
Data Decision Predictive What will happen
Diagnostic Why did it happen
Descriptive What happened
Prescriptive
What should I do
Analytics
Action
Decision Automation
Decision Support
9
Feedback loop
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
What Happens Now
Big Data
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Hype Cycle for Digital Marketing 2013
11
Really Useful
Communication problem not technology problem
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Questions Are Getting Better
12
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Advertising Leads Digital Marketing in Consumption of Data What digital marketing areas use the analytics data that your organization produces
Multiple responses permitted
n=101 who indicate that digital marketers are major consumers of marketing analytics
50
53
55
62
69
74
79
0 20 40 60 80 100
Content
Mobile
Search
E-commerce
Email and messaging
Social
Advertising
Percentage of Respondents
bull 13 adults donrsquot use social media
bull Target personal
bull Analytics 1 planned invest
13
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
What Can Data Do An Example
Behind the scenes there is a massive connectivity and data universe dedicated to getting you to see just the right banner ad
Programmatic Advertising Ecosystem bull User clicks publisher site server starts to load page comes to ad unit
bull Publisher queries ad server Ad Exchange
bull Ad Exchange sends request to multiple DSPs
bull AdEx forwards XML file with user and site profile data and restrictions
bull DSP adds DMP amp third-party data and cross-matches advertiser targets
bull DSP algorithmically optimizes bidding
bull DSP responds to Ad Exchange with bids
bull Ad Exchange runs Vickrey auction and picks second-price winner
bull Ad Exchange shoots price and ad to publisherrsquos ad server
bull Ad server tells browser which creative and size to run
bull Browser loads ad fires ad server pixel and tells DSP impression was served
bull User ignores ad 9903 of the time
000 Seconds
036 Seconds
14
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
bull Deflation of media value
bull Channel conflict amp yield management
bull Data leakage amp complexity
bull Blind marketing amp commoditization
bull Brand safety amp metrics lag
bull Intermediary fees
ldquoRemarketing is the killer app for displayrdquo ndash Turn (3X response 25X price)
ldquoWe got 2X better response from buying lsquointenderrsquo segments ndash but it wasnrsquot worth the premiumrdquo
Power Shifts from Supply to Demand
15 Source Gartner 2013 Audience Science
10
Agency Fee
Typical RTB Transaction
09
DSP
DMP 10
Data enrichment
12
Arbitrage
25
SSP
Network
Exchange
35
Net Rev $1 CPM
65
In Target Under Cap
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Three Phases of Experience Targeting
Retargeting
Look-alike Targeting
Interest Graph Targeting
bull 50 retargets
bull AdRoll
bull CRM LTV
bull Best customers
bull DMP profiles
16
bull 2013 equivalent of 80 pts of social data generated for every person on earth (500B)
bull FB Open Graph
bull Amazon + FB Connect
bull reco engine
bull psychographic
bull BMD
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
We report the metrics but there is little action
taken as a result 14
We analyze historical data to understand
patterns and performance and make
inferences about the future 48
We use statistical models to simulate
scenarios and make predictions about the
future 18
We use predictive analytics allowing real-
time calculations to trigger events
21
Q05 Which statement best represents how your organization uses digital marketing metrics
n=192
39 Use Some Advanced Techniques
Take little action
Retrospective amp Descriptive
Predictive
Real-time insight
17 17
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
38
48
54
56
59
60
63
66
70
70
71
FunnelPipeline Metrics
Content Marketing
eCommerce
Search Engine Optimization(organic)
Mobile Marketing
Search Engine Advertising (paid)
Customer Metrics
Email Marketing
Social Marketing
Online Display Ads
Corporate website activity
Q01 What digital marketing activities does your organization track and measure
Most Marketers Still Study the Obvious
Multiple responses allowed
18 18 n=192
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
7
14
15
9
17
16
13
35
34
Revenue allocatedto Marketing Budget
2012
Marketing Budgetallocated to Marketing
Analytics
Marketing analyticsBudget spent on digital
marketing analytics
Embryonic
Intermediate
ProgressiveN = 226
n = 191
N = 197
Base excludes Donrsquot Know
Base excludes Donrsquot Know
[SHOWING MEAN ] Significant differences
Higher Analytics Spend Higher Returns
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
66 56 52
21
26 26
13 18 22
Embryonic (n=55) Intermediate (n=101) Progressive (n=60) Base excludes Donrsquot Know
[SHOWING MEAN ]
Significant differences
Progressive Companies Use More External Data
Increasing
bull 42 of all resps shared or bought data
bull 21 of marketing orgs have non-IT data center
20
How much of the marketing data your company analyzes comes from the following sources
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS measure GartnerGML
bull Personal ID persistent bull ID association bull External access bull Available to marketing
execution bull You = tag management
21
Marketing Technology Is Cluttered
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Two Frameworks
Experiences
bull Email personalization
bull Site personalization (Certona Monetate)
bull SEO
bull Testing
Operations
bull Data vendors
bull Marketing analytics
bull Dashboards
bull Web analytics
bull BI DAM
Middleware (DMP CDP Tag Mngmt)
Infrastructure
bull E-commerce website
bull Marketing automation CRM
Sales amp Marketing
bull Email optimization amp service IMM all social
bull Data vendors DMPs
bull VisualizationBI (GoodData Tableau)
Website Personalization amp Optimization
bull Personalization recommendation SEO Testing LP Opt
E-Commerce
bull Storefront (elasticpath shopify) payments m-commerce
Website Creation amp Management
bull Online video players DAM
bull Web analytics tag management CMS
Chiefmartec Luma Ad Tech
22
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
RT = real time
UX = user experience
Product Station
Vendor Station
Offline Connection
MOBILE
STRATEGY
EMERGING TECH
ANALYTICS
AD TECH
UX
SOCIAL
COMMERCE
Mktg Mgmt
SEARCH
CREATIVE
RT DATA
Connection to CMO
Connections to Sales and Service
Connection to General Advertising
Connection to IT Connection to
Business Intelligence
Digital Marketing Neighborhoods
MOBILITY
AD OPS
DATA OPS
WEB OPS
SOCIAL OPS
DESIGN
MARKETING OPS
23
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Digital Marketing Transit Map
Product Station
Vendor Station
Offline Connection
AD OPS
DATA OPS
MOBILITY
WEB OPS
SOCIAL OPS
DESIGN
MARKETING OPS
CREATIVE
Connection to CMO
Connections to Sales and Service
Connection to General Advertising
Connection to IT Connection to
Business Intelligence
Web Content Mgmt Web Analytics
Virtual Actors
Video Ad Networks
Video Ad Mgmt
Venues
User Groups
UXP
UX Design
Tag Mgmt
Social TV Social Networks
Social Mktg Mgmt
Social Commerce
Social Apps
Social Analytics
Social Ads
Smart Kiosks
Site Retargeting
Search Retargeting
Search Engines
SEO Tools
SEM Platforms
Rich Media Search
Real-Time Decisioning QR Codes
Programmatic Media
Program Guide
Promo
Reviews amp Recs
Embedded Merch
Product Design
Compliance
Predictive Campaign Analytics
OTT Video Online Video Publishing
Online Retailers
Data Exchanges
NFC
Natural Language
Questioning
Native Ads
Campaign Mgmt
Mobile Search
Mobile Messaging amp Commerce
Mobile Media amp Targeting
Mobile App amp Content Svs Mobile App
Marketplace
Mobile Analytics
Mobile Ad Networks
Microsensors
Media Labs
Media Companies
Media Agencies
Marketing Service
Providers
Mktg Resource
Mgmt
Management Consultants
Marketing Analytics
Lead Mgmt
In-Game Ads
Idea Mgmt
IT Service Providers
Geotargeting
Geofencing
Gamification Tools
Finger- printing
Experience Targeting
Emotion Detection
Email Mktg
E-Commerce Enablers
Dynamic Creative
DOOH Media Svcs
Digital Offers
Media Metrics
DM HUB
Digital Asset Mgmt
Digital Agencies
Data Warehouses
DMP
Customer Analytics Crowdsourcing
Content Marketing
Data Providers
Communities
CSPs Census and Panel Data
Business Process
Outsourcers
Blogs
Automatic Content Recognition
Augmented Reality
Attribution
Agile Mktg PM Agency Holding
Companies
Advocacy Mktg
Addressable TV
Ad Verification
Online Ad Networks
Ad Exchanges
AB Testing
MOBILE
STRATEGY
EMERGING TECH
ANALYTICS
AD TECH
UX
SOCIAL
COMMERCE
Mktg Mgmt
SEARCH
CREATIVE
RT DATA
24
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Profile Management
Registered
Anonymous
Customer (CRM)
Third Party (DMP)
Analytics
Attribution Segmentation Optimization
Predictive Modeling
Visualization
Real-time Messaging amp Personalization
Real Time Hub
UXWeb
Commerce
Mobile
Social
EmailMA
Search
Ad tech
x x x x
x x x x x
x
x
x
x
x
x
x
weights scores
Qualifying score
includes display and video
Integration
Collaboration amp Workflow
Ideation amp Planning
Data Management
Content amp Asset Management
x x x x
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
Data Collection x
21
DM Hub Model
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Recap
bull Big Data distress
bull Bringing innovation better faster cheaper
bull Emergence of automated individual marketing
bull Big Data at the peak of inflated expectations
bull Most marketers stuck in the obvious
bull Rise of the digital marketing ldquohubrdquo
26
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Thank You martinkihngartnercom
martykihn
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Roles and Responsibilities
bull Covers data-driven marketing and marketing analytics
bull Focuses on the use of data to improve marketing strategy customer acquisition and retention
bull Helps clients develop and deliver actionable insights based on the analysis of campaign site and social information
bull Previously VP and Director of Strategy and Analytics at DigitasLBi and other agencies
bull Specialized in developing measuring and optimizing digital and social marketing strategies
bull Clients included General Motors HampR Block Delta Air Lines and American Express
bull Focus areas website and digital marketing analytics and the optimization of display and social campaigns
bull Wrote ldquoHouse of Liesrdquo which was the basis for a Showtime series of the same name
Martin Kihn Research Director
Gartner for Marketing Leaders
Focus Data-Driven Marketing
Professional Background
Fallon Worldwide Director of Analytics 2 years
Digitas VPDirector of Strategy amp Analysis 6 years
Booz amp Co management consultant 3 years
Education
MBA with honors Columbia Business School
BA History Yale University
28
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
My 100 Most Recent Inquiries (Sample)
N = 100
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
There is a growing disconnect between our increasingly nonlinear world and the linear mindsets practices and
institutions that we deploy in our work John Hagel co-chairman Deloitte Center for the Edge
Feeling Overwhelmed
My business and its IT organization are being engulfed
by a torrent of digital opportunities We cannot respond
in a timely fashion and this threatens the success of
the business and the credibility of the organization
The organization has the right skills
and capabilities in place to meet
upcoming data challenges
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
The World of Data Is Opening
4
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Personal Anonymous
Behavio
ral
Attitu
din
al
Social Analytics
Sentiment Analysis Trackers amp Matchers
Location Data
CRMLoyalty
Media Metrics____
Consumer Data_
Trade Data
Data
Management
Platforms
Attribution
Modeling
IBM
The World of Data Opens
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Innovation Axes Better Faster Cheaper
Data
Experience Targeting
Attribution amp Earned Media
Real-time Marketing
Multichannel
Ads | Social | Website | Apps
More conversions better branding
Better bull Segmentation
bull Personalization
bull Omnichannel
Experimental controls
Causal | Predictive | Prescriptive
Transparent accountability
Cost-effective bull MVT
bull Predictive
Programmatic media
audience optimization
Unlimited agility
Faster bull Automation RTB
bull Ad tech
bull Media ops
6
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Convergence of Data amp Design
7
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Emerging Analytics Linkages
Analysis
Information
Structured Content Hybrid
Prescriptive Predictive
What Should I Do About It
What Is Likely to Happen
Why Did It Happen
What Happened
Descriptive Diagnostic
8
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Different Levels of Human Collaboration
Human Input
Data Decision Predictive What will happen
Diagnostic Why did it happen
Descriptive What happened
Prescriptive
What should I do
Analytics
Action
Decision Automation
Decision Support
9
Feedback loop
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
What Happens Now
Big Data
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Hype Cycle for Digital Marketing 2013
11
Really Useful
Communication problem not technology problem
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Questions Are Getting Better
12
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Advertising Leads Digital Marketing in Consumption of Data What digital marketing areas use the analytics data that your organization produces
Multiple responses permitted
n=101 who indicate that digital marketers are major consumers of marketing analytics
50
53
55
62
69
74
79
0 20 40 60 80 100
Content
Mobile
Search
E-commerce
Email and messaging
Social
Advertising
Percentage of Respondents
bull 13 adults donrsquot use social media
bull Target personal
bull Analytics 1 planned invest
13
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
What Can Data Do An Example
Behind the scenes there is a massive connectivity and data universe dedicated to getting you to see just the right banner ad
Programmatic Advertising Ecosystem bull User clicks publisher site server starts to load page comes to ad unit
bull Publisher queries ad server Ad Exchange
bull Ad Exchange sends request to multiple DSPs
bull AdEx forwards XML file with user and site profile data and restrictions
bull DSP adds DMP amp third-party data and cross-matches advertiser targets
bull DSP algorithmically optimizes bidding
bull DSP responds to Ad Exchange with bids
bull Ad Exchange runs Vickrey auction and picks second-price winner
bull Ad Exchange shoots price and ad to publisherrsquos ad server
bull Ad server tells browser which creative and size to run
bull Browser loads ad fires ad server pixel and tells DSP impression was served
bull User ignores ad 9903 of the time
000 Seconds
036 Seconds
14
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
bull Deflation of media value
bull Channel conflict amp yield management
bull Data leakage amp complexity
bull Blind marketing amp commoditization
bull Brand safety amp metrics lag
bull Intermediary fees
ldquoRemarketing is the killer app for displayrdquo ndash Turn (3X response 25X price)
ldquoWe got 2X better response from buying lsquointenderrsquo segments ndash but it wasnrsquot worth the premiumrdquo
Power Shifts from Supply to Demand
15 Source Gartner 2013 Audience Science
10
Agency Fee
Typical RTB Transaction
09
DSP
DMP 10
Data enrichment
12
Arbitrage
25
SSP
Network
Exchange
35
Net Rev $1 CPM
65
In Target Under Cap
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Three Phases of Experience Targeting
Retargeting
Look-alike Targeting
Interest Graph Targeting
bull 50 retargets
bull AdRoll
bull CRM LTV
bull Best customers
bull DMP profiles
16
bull 2013 equivalent of 80 pts of social data generated for every person on earth (500B)
bull FB Open Graph
bull Amazon + FB Connect
bull reco engine
bull psychographic
bull BMD
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
We report the metrics but there is little action
taken as a result 14
We analyze historical data to understand
patterns and performance and make
inferences about the future 48
We use statistical models to simulate
scenarios and make predictions about the
future 18
We use predictive analytics allowing real-
time calculations to trigger events
21
Q05 Which statement best represents how your organization uses digital marketing metrics
n=192
39 Use Some Advanced Techniques
Take little action
Retrospective amp Descriptive
Predictive
Real-time insight
17 17
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
38
48
54
56
59
60
63
66
70
70
71
FunnelPipeline Metrics
Content Marketing
eCommerce
Search Engine Optimization(organic)
Mobile Marketing
Search Engine Advertising (paid)
Customer Metrics
Email Marketing
Social Marketing
Online Display Ads
Corporate website activity
Q01 What digital marketing activities does your organization track and measure
Most Marketers Still Study the Obvious
Multiple responses allowed
18 18 n=192
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
7
14
15
9
17
16
13
35
34
Revenue allocatedto Marketing Budget
2012
Marketing Budgetallocated to Marketing
Analytics
Marketing analyticsBudget spent on digital
marketing analytics
Embryonic
Intermediate
ProgressiveN = 226
n = 191
N = 197
Base excludes Donrsquot Know
Base excludes Donrsquot Know
[SHOWING MEAN ] Significant differences
Higher Analytics Spend Higher Returns
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
66 56 52
21
26 26
13 18 22
Embryonic (n=55) Intermediate (n=101) Progressive (n=60) Base excludes Donrsquot Know
[SHOWING MEAN ]
Significant differences
Progressive Companies Use More External Data
Increasing
bull 42 of all resps shared or bought data
bull 21 of marketing orgs have non-IT data center
20
How much of the marketing data your company analyzes comes from the following sources
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS measure GartnerGML
bull Personal ID persistent bull ID association bull External access bull Available to marketing
execution bull You = tag management
21
Marketing Technology Is Cluttered
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Two Frameworks
Experiences
bull Email personalization
bull Site personalization (Certona Monetate)
bull SEO
bull Testing
Operations
bull Data vendors
bull Marketing analytics
bull Dashboards
bull Web analytics
bull BI DAM
Middleware (DMP CDP Tag Mngmt)
Infrastructure
bull E-commerce website
bull Marketing automation CRM
Sales amp Marketing
bull Email optimization amp service IMM all social
bull Data vendors DMPs
bull VisualizationBI (GoodData Tableau)
Website Personalization amp Optimization
bull Personalization recommendation SEO Testing LP Opt
E-Commerce
bull Storefront (elasticpath shopify) payments m-commerce
Website Creation amp Management
bull Online video players DAM
bull Web analytics tag management CMS
Chiefmartec Luma Ad Tech
22
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
RT = real time
UX = user experience
Product Station
Vendor Station
Offline Connection
MOBILE
STRATEGY
EMERGING TECH
ANALYTICS
AD TECH
UX
SOCIAL
COMMERCE
Mktg Mgmt
SEARCH
CREATIVE
RT DATA
Connection to CMO
Connections to Sales and Service
Connection to General Advertising
Connection to IT Connection to
Business Intelligence
Digital Marketing Neighborhoods
MOBILITY
AD OPS
DATA OPS
WEB OPS
SOCIAL OPS
DESIGN
MARKETING OPS
23
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Digital Marketing Transit Map
Product Station
Vendor Station
Offline Connection
AD OPS
DATA OPS
MOBILITY
WEB OPS
SOCIAL OPS
DESIGN
MARKETING OPS
CREATIVE
Connection to CMO
Connections to Sales and Service
Connection to General Advertising
Connection to IT Connection to
Business Intelligence
Web Content Mgmt Web Analytics
Virtual Actors
Video Ad Networks
Video Ad Mgmt
Venues
User Groups
UXP
UX Design
Tag Mgmt
Social TV Social Networks
Social Mktg Mgmt
Social Commerce
Social Apps
Social Analytics
Social Ads
Smart Kiosks
Site Retargeting
Search Retargeting
Search Engines
SEO Tools
SEM Platforms
Rich Media Search
Real-Time Decisioning QR Codes
Programmatic Media
Program Guide
Promo
Reviews amp Recs
Embedded Merch
Product Design
Compliance
Predictive Campaign Analytics
OTT Video Online Video Publishing
Online Retailers
Data Exchanges
NFC
Natural Language
Questioning
Native Ads
Campaign Mgmt
Mobile Search
Mobile Messaging amp Commerce
Mobile Media amp Targeting
Mobile App amp Content Svs Mobile App
Marketplace
Mobile Analytics
Mobile Ad Networks
Microsensors
Media Labs
Media Companies
Media Agencies
Marketing Service
Providers
Mktg Resource
Mgmt
Management Consultants
Marketing Analytics
Lead Mgmt
In-Game Ads
Idea Mgmt
IT Service Providers
Geotargeting
Geofencing
Gamification Tools
Finger- printing
Experience Targeting
Emotion Detection
Email Mktg
E-Commerce Enablers
Dynamic Creative
DOOH Media Svcs
Digital Offers
Media Metrics
DM HUB
Digital Asset Mgmt
Digital Agencies
Data Warehouses
DMP
Customer Analytics Crowdsourcing
Content Marketing
Data Providers
Communities
CSPs Census and Panel Data
Business Process
Outsourcers
Blogs
Automatic Content Recognition
Augmented Reality
Attribution
Agile Mktg PM Agency Holding
Companies
Advocacy Mktg
Addressable TV
Ad Verification
Online Ad Networks
Ad Exchanges
AB Testing
MOBILE
STRATEGY
EMERGING TECH
ANALYTICS
AD TECH
UX
SOCIAL
COMMERCE
Mktg Mgmt
SEARCH
CREATIVE
RT DATA
24
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Profile Management
Registered
Anonymous
Customer (CRM)
Third Party (DMP)
Analytics
Attribution Segmentation Optimization
Predictive Modeling
Visualization
Real-time Messaging amp Personalization
Real Time Hub
UXWeb
Commerce
Mobile
Social
EmailMA
Search
Ad tech
x x x x
x x x x x
x
x
x
x
x
x
x
weights scores
Qualifying score
includes display and video
Integration
Collaboration amp Workflow
Ideation amp Planning
Data Management
Content amp Asset Management
x x x x
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
Data Collection x
21
DM Hub Model
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Recap
bull Big Data distress
bull Bringing innovation better faster cheaper
bull Emergence of automated individual marketing
bull Big Data at the peak of inflated expectations
bull Most marketers stuck in the obvious
bull Rise of the digital marketing ldquohubrdquo
26
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Thank You martinkihngartnercom
martykihn
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Roles and Responsibilities
bull Covers data-driven marketing and marketing analytics
bull Focuses on the use of data to improve marketing strategy customer acquisition and retention
bull Helps clients develop and deliver actionable insights based on the analysis of campaign site and social information
bull Previously VP and Director of Strategy and Analytics at DigitasLBi and other agencies
bull Specialized in developing measuring and optimizing digital and social marketing strategies
bull Clients included General Motors HampR Block Delta Air Lines and American Express
bull Focus areas website and digital marketing analytics and the optimization of display and social campaigns
bull Wrote ldquoHouse of Liesrdquo which was the basis for a Showtime series of the same name
Martin Kihn Research Director
Gartner for Marketing Leaders
Focus Data-Driven Marketing
Professional Background
Fallon Worldwide Director of Analytics 2 years
Digitas VPDirector of Strategy amp Analysis 6 years
Booz amp Co management consultant 3 years
Education
MBA with honors Columbia Business School
BA History Yale University
28
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
There is a growing disconnect between our increasingly nonlinear world and the linear mindsets practices and
institutions that we deploy in our work John Hagel co-chairman Deloitte Center for the Edge
Feeling Overwhelmed
My business and its IT organization are being engulfed
by a torrent of digital opportunities We cannot respond
in a timely fashion and this threatens the success of
the business and the credibility of the organization
The organization has the right skills
and capabilities in place to meet
upcoming data challenges
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
The World of Data Is Opening
4
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Personal Anonymous
Behavio
ral
Attitu
din
al
Social Analytics
Sentiment Analysis Trackers amp Matchers
Location Data
CRMLoyalty
Media Metrics____
Consumer Data_
Trade Data
Data
Management
Platforms
Attribution
Modeling
IBM
The World of Data Opens
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Innovation Axes Better Faster Cheaper
Data
Experience Targeting
Attribution amp Earned Media
Real-time Marketing
Multichannel
Ads | Social | Website | Apps
More conversions better branding
Better bull Segmentation
bull Personalization
bull Omnichannel
Experimental controls
Causal | Predictive | Prescriptive
Transparent accountability
Cost-effective bull MVT
bull Predictive
Programmatic media
audience optimization
Unlimited agility
Faster bull Automation RTB
bull Ad tech
bull Media ops
6
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Convergence of Data amp Design
7
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Emerging Analytics Linkages
Analysis
Information
Structured Content Hybrid
Prescriptive Predictive
What Should I Do About It
What Is Likely to Happen
Why Did It Happen
What Happened
Descriptive Diagnostic
8
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Different Levels of Human Collaboration
Human Input
Data Decision Predictive What will happen
Diagnostic Why did it happen
Descriptive What happened
Prescriptive
What should I do
Analytics
Action
Decision Automation
Decision Support
9
Feedback loop
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
What Happens Now
Big Data
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Hype Cycle for Digital Marketing 2013
11
Really Useful
Communication problem not technology problem
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Questions Are Getting Better
12
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Advertising Leads Digital Marketing in Consumption of Data What digital marketing areas use the analytics data that your organization produces
Multiple responses permitted
n=101 who indicate that digital marketers are major consumers of marketing analytics
50
53
55
62
69
74
79
0 20 40 60 80 100
Content
Mobile
Search
E-commerce
Email and messaging
Social
Advertising
Percentage of Respondents
bull 13 adults donrsquot use social media
bull Target personal
bull Analytics 1 planned invest
13
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
What Can Data Do An Example
Behind the scenes there is a massive connectivity and data universe dedicated to getting you to see just the right banner ad
Programmatic Advertising Ecosystem bull User clicks publisher site server starts to load page comes to ad unit
bull Publisher queries ad server Ad Exchange
bull Ad Exchange sends request to multiple DSPs
bull AdEx forwards XML file with user and site profile data and restrictions
bull DSP adds DMP amp third-party data and cross-matches advertiser targets
bull DSP algorithmically optimizes bidding
bull DSP responds to Ad Exchange with bids
bull Ad Exchange runs Vickrey auction and picks second-price winner
bull Ad Exchange shoots price and ad to publisherrsquos ad server
bull Ad server tells browser which creative and size to run
bull Browser loads ad fires ad server pixel and tells DSP impression was served
bull User ignores ad 9903 of the time
000 Seconds
036 Seconds
14
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
bull Deflation of media value
bull Channel conflict amp yield management
bull Data leakage amp complexity
bull Blind marketing amp commoditization
bull Brand safety amp metrics lag
bull Intermediary fees
ldquoRemarketing is the killer app for displayrdquo ndash Turn (3X response 25X price)
ldquoWe got 2X better response from buying lsquointenderrsquo segments ndash but it wasnrsquot worth the premiumrdquo
Power Shifts from Supply to Demand
15 Source Gartner 2013 Audience Science
10
Agency Fee
Typical RTB Transaction
09
DSP
DMP 10
Data enrichment
12
Arbitrage
25
SSP
Network
Exchange
35
Net Rev $1 CPM
65
In Target Under Cap
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Three Phases of Experience Targeting
Retargeting
Look-alike Targeting
Interest Graph Targeting
bull 50 retargets
bull AdRoll
bull CRM LTV
bull Best customers
bull DMP profiles
16
bull 2013 equivalent of 80 pts of social data generated for every person on earth (500B)
bull FB Open Graph
bull Amazon + FB Connect
bull reco engine
bull psychographic
bull BMD
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
We report the metrics but there is little action
taken as a result 14
We analyze historical data to understand
patterns and performance and make
inferences about the future 48
We use statistical models to simulate
scenarios and make predictions about the
future 18
We use predictive analytics allowing real-
time calculations to trigger events
21
Q05 Which statement best represents how your organization uses digital marketing metrics
n=192
39 Use Some Advanced Techniques
Take little action
Retrospective amp Descriptive
Predictive
Real-time insight
17 17
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
38
48
54
56
59
60
63
66
70
70
71
FunnelPipeline Metrics
Content Marketing
eCommerce
Search Engine Optimization(organic)
Mobile Marketing
Search Engine Advertising (paid)
Customer Metrics
Email Marketing
Social Marketing
Online Display Ads
Corporate website activity
Q01 What digital marketing activities does your organization track and measure
Most Marketers Still Study the Obvious
Multiple responses allowed
18 18 n=192
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
7
14
15
9
17
16
13
35
34
Revenue allocatedto Marketing Budget
2012
Marketing Budgetallocated to Marketing
Analytics
Marketing analyticsBudget spent on digital
marketing analytics
Embryonic
Intermediate
ProgressiveN = 226
n = 191
N = 197
Base excludes Donrsquot Know
Base excludes Donrsquot Know
[SHOWING MEAN ] Significant differences
Higher Analytics Spend Higher Returns
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
66 56 52
21
26 26
13 18 22
Embryonic (n=55) Intermediate (n=101) Progressive (n=60) Base excludes Donrsquot Know
[SHOWING MEAN ]
Significant differences
Progressive Companies Use More External Data
Increasing
bull 42 of all resps shared or bought data
bull 21 of marketing orgs have non-IT data center
20
How much of the marketing data your company analyzes comes from the following sources
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS measure GartnerGML
bull Personal ID persistent bull ID association bull External access bull Available to marketing
execution bull You = tag management
21
Marketing Technology Is Cluttered
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Two Frameworks
Experiences
bull Email personalization
bull Site personalization (Certona Monetate)
bull SEO
bull Testing
Operations
bull Data vendors
bull Marketing analytics
bull Dashboards
bull Web analytics
bull BI DAM
Middleware (DMP CDP Tag Mngmt)
Infrastructure
bull E-commerce website
bull Marketing automation CRM
Sales amp Marketing
bull Email optimization amp service IMM all social
bull Data vendors DMPs
bull VisualizationBI (GoodData Tableau)
Website Personalization amp Optimization
bull Personalization recommendation SEO Testing LP Opt
E-Commerce
bull Storefront (elasticpath shopify) payments m-commerce
Website Creation amp Management
bull Online video players DAM
bull Web analytics tag management CMS
Chiefmartec Luma Ad Tech
22
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
RT = real time
UX = user experience
Product Station
Vendor Station
Offline Connection
MOBILE
STRATEGY
EMERGING TECH
ANALYTICS
AD TECH
UX
SOCIAL
COMMERCE
Mktg Mgmt
SEARCH
CREATIVE
RT DATA
Connection to CMO
Connections to Sales and Service
Connection to General Advertising
Connection to IT Connection to
Business Intelligence
Digital Marketing Neighborhoods
MOBILITY
AD OPS
DATA OPS
WEB OPS
SOCIAL OPS
DESIGN
MARKETING OPS
23
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Digital Marketing Transit Map
Product Station
Vendor Station
Offline Connection
AD OPS
DATA OPS
MOBILITY
WEB OPS
SOCIAL OPS
DESIGN
MARKETING OPS
CREATIVE
Connection to CMO
Connections to Sales and Service
Connection to General Advertising
Connection to IT Connection to
Business Intelligence
Web Content Mgmt Web Analytics
Virtual Actors
Video Ad Networks
Video Ad Mgmt
Venues
User Groups
UXP
UX Design
Tag Mgmt
Social TV Social Networks
Social Mktg Mgmt
Social Commerce
Social Apps
Social Analytics
Social Ads
Smart Kiosks
Site Retargeting
Search Retargeting
Search Engines
SEO Tools
SEM Platforms
Rich Media Search
Real-Time Decisioning QR Codes
Programmatic Media
Program Guide
Promo
Reviews amp Recs
Embedded Merch
Product Design
Compliance
Predictive Campaign Analytics
OTT Video Online Video Publishing
Online Retailers
Data Exchanges
NFC
Natural Language
Questioning
Native Ads
Campaign Mgmt
Mobile Search
Mobile Messaging amp Commerce
Mobile Media amp Targeting
Mobile App amp Content Svs Mobile App
Marketplace
Mobile Analytics
Mobile Ad Networks
Microsensors
Media Labs
Media Companies
Media Agencies
Marketing Service
Providers
Mktg Resource
Mgmt
Management Consultants
Marketing Analytics
Lead Mgmt
In-Game Ads
Idea Mgmt
IT Service Providers
Geotargeting
Geofencing
Gamification Tools
Finger- printing
Experience Targeting
Emotion Detection
Email Mktg
E-Commerce Enablers
Dynamic Creative
DOOH Media Svcs
Digital Offers
Media Metrics
DM HUB
Digital Asset Mgmt
Digital Agencies
Data Warehouses
DMP
Customer Analytics Crowdsourcing
Content Marketing
Data Providers
Communities
CSPs Census and Panel Data
Business Process
Outsourcers
Blogs
Automatic Content Recognition
Augmented Reality
Attribution
Agile Mktg PM Agency Holding
Companies
Advocacy Mktg
Addressable TV
Ad Verification
Online Ad Networks
Ad Exchanges
AB Testing
MOBILE
STRATEGY
EMERGING TECH
ANALYTICS
AD TECH
UX
SOCIAL
COMMERCE
Mktg Mgmt
SEARCH
CREATIVE
RT DATA
24
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Profile Management
Registered
Anonymous
Customer (CRM)
Third Party (DMP)
Analytics
Attribution Segmentation Optimization
Predictive Modeling
Visualization
Real-time Messaging amp Personalization
Real Time Hub
UXWeb
Commerce
Mobile
Social
EmailMA
Search
Ad tech
x x x x
x x x x x
x
x
x
x
x
x
x
weights scores
Qualifying score
includes display and video
Integration
Collaboration amp Workflow
Ideation amp Planning
Data Management
Content amp Asset Management
x x x x
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
Data Collection x
21
DM Hub Model
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Recap
bull Big Data distress
bull Bringing innovation better faster cheaper
bull Emergence of automated individual marketing
bull Big Data at the peak of inflated expectations
bull Most marketers stuck in the obvious
bull Rise of the digital marketing ldquohubrdquo
26
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Thank You martinkihngartnercom
martykihn
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Roles and Responsibilities
bull Covers data-driven marketing and marketing analytics
bull Focuses on the use of data to improve marketing strategy customer acquisition and retention
bull Helps clients develop and deliver actionable insights based on the analysis of campaign site and social information
bull Previously VP and Director of Strategy and Analytics at DigitasLBi and other agencies
bull Specialized in developing measuring and optimizing digital and social marketing strategies
bull Clients included General Motors HampR Block Delta Air Lines and American Express
bull Focus areas website and digital marketing analytics and the optimization of display and social campaigns
bull Wrote ldquoHouse of Liesrdquo which was the basis for a Showtime series of the same name
Martin Kihn Research Director
Gartner for Marketing Leaders
Focus Data-Driven Marketing
Professional Background
Fallon Worldwide Director of Analytics 2 years
Digitas VPDirector of Strategy amp Analysis 6 years
Booz amp Co management consultant 3 years
Education
MBA with honors Columbia Business School
BA History Yale University
28
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
The World of Data Is Opening
4
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Personal Anonymous
Behavio
ral
Attitu
din
al
Social Analytics
Sentiment Analysis Trackers amp Matchers
Location Data
CRMLoyalty
Media Metrics____
Consumer Data_
Trade Data
Data
Management
Platforms
Attribution
Modeling
IBM
The World of Data Opens
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Innovation Axes Better Faster Cheaper
Data
Experience Targeting
Attribution amp Earned Media
Real-time Marketing
Multichannel
Ads | Social | Website | Apps
More conversions better branding
Better bull Segmentation
bull Personalization
bull Omnichannel
Experimental controls
Causal | Predictive | Prescriptive
Transparent accountability
Cost-effective bull MVT
bull Predictive
Programmatic media
audience optimization
Unlimited agility
Faster bull Automation RTB
bull Ad tech
bull Media ops
6
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Convergence of Data amp Design
7
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Emerging Analytics Linkages
Analysis
Information
Structured Content Hybrid
Prescriptive Predictive
What Should I Do About It
What Is Likely to Happen
Why Did It Happen
What Happened
Descriptive Diagnostic
8
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Different Levels of Human Collaboration
Human Input
Data Decision Predictive What will happen
Diagnostic Why did it happen
Descriptive What happened
Prescriptive
What should I do
Analytics
Action
Decision Automation
Decision Support
9
Feedback loop
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
What Happens Now
Big Data
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Hype Cycle for Digital Marketing 2013
11
Really Useful
Communication problem not technology problem
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Questions Are Getting Better
12
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Advertising Leads Digital Marketing in Consumption of Data What digital marketing areas use the analytics data that your organization produces
Multiple responses permitted
n=101 who indicate that digital marketers are major consumers of marketing analytics
50
53
55
62
69
74
79
0 20 40 60 80 100
Content
Mobile
Search
E-commerce
Email and messaging
Social
Advertising
Percentage of Respondents
bull 13 adults donrsquot use social media
bull Target personal
bull Analytics 1 planned invest
13
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
What Can Data Do An Example
Behind the scenes there is a massive connectivity and data universe dedicated to getting you to see just the right banner ad
Programmatic Advertising Ecosystem bull User clicks publisher site server starts to load page comes to ad unit
bull Publisher queries ad server Ad Exchange
bull Ad Exchange sends request to multiple DSPs
bull AdEx forwards XML file with user and site profile data and restrictions
bull DSP adds DMP amp third-party data and cross-matches advertiser targets
bull DSP algorithmically optimizes bidding
bull DSP responds to Ad Exchange with bids
bull Ad Exchange runs Vickrey auction and picks second-price winner
bull Ad Exchange shoots price and ad to publisherrsquos ad server
bull Ad server tells browser which creative and size to run
bull Browser loads ad fires ad server pixel and tells DSP impression was served
bull User ignores ad 9903 of the time
000 Seconds
036 Seconds
14
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
bull Deflation of media value
bull Channel conflict amp yield management
bull Data leakage amp complexity
bull Blind marketing amp commoditization
bull Brand safety amp metrics lag
bull Intermediary fees
ldquoRemarketing is the killer app for displayrdquo ndash Turn (3X response 25X price)
ldquoWe got 2X better response from buying lsquointenderrsquo segments ndash but it wasnrsquot worth the premiumrdquo
Power Shifts from Supply to Demand
15 Source Gartner 2013 Audience Science
10
Agency Fee
Typical RTB Transaction
09
DSP
DMP 10
Data enrichment
12
Arbitrage
25
SSP
Network
Exchange
35
Net Rev $1 CPM
65
In Target Under Cap
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Three Phases of Experience Targeting
Retargeting
Look-alike Targeting
Interest Graph Targeting
bull 50 retargets
bull AdRoll
bull CRM LTV
bull Best customers
bull DMP profiles
16
bull 2013 equivalent of 80 pts of social data generated for every person on earth (500B)
bull FB Open Graph
bull Amazon + FB Connect
bull reco engine
bull psychographic
bull BMD
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
We report the metrics but there is little action
taken as a result 14
We analyze historical data to understand
patterns and performance and make
inferences about the future 48
We use statistical models to simulate
scenarios and make predictions about the
future 18
We use predictive analytics allowing real-
time calculations to trigger events
21
Q05 Which statement best represents how your organization uses digital marketing metrics
n=192
39 Use Some Advanced Techniques
Take little action
Retrospective amp Descriptive
Predictive
Real-time insight
17 17
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
38
48
54
56
59
60
63
66
70
70
71
FunnelPipeline Metrics
Content Marketing
eCommerce
Search Engine Optimization(organic)
Mobile Marketing
Search Engine Advertising (paid)
Customer Metrics
Email Marketing
Social Marketing
Online Display Ads
Corporate website activity
Q01 What digital marketing activities does your organization track and measure
Most Marketers Still Study the Obvious
Multiple responses allowed
18 18 n=192
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
7
14
15
9
17
16
13
35
34
Revenue allocatedto Marketing Budget
2012
Marketing Budgetallocated to Marketing
Analytics
Marketing analyticsBudget spent on digital
marketing analytics
Embryonic
Intermediate
ProgressiveN = 226
n = 191
N = 197
Base excludes Donrsquot Know
Base excludes Donrsquot Know
[SHOWING MEAN ] Significant differences
Higher Analytics Spend Higher Returns
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
66 56 52
21
26 26
13 18 22
Embryonic (n=55) Intermediate (n=101) Progressive (n=60) Base excludes Donrsquot Know
[SHOWING MEAN ]
Significant differences
Progressive Companies Use More External Data
Increasing
bull 42 of all resps shared or bought data
bull 21 of marketing orgs have non-IT data center
20
How much of the marketing data your company analyzes comes from the following sources
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS measure GartnerGML
bull Personal ID persistent bull ID association bull External access bull Available to marketing
execution bull You = tag management
21
Marketing Technology Is Cluttered
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Two Frameworks
Experiences
bull Email personalization
bull Site personalization (Certona Monetate)
bull SEO
bull Testing
Operations
bull Data vendors
bull Marketing analytics
bull Dashboards
bull Web analytics
bull BI DAM
Middleware (DMP CDP Tag Mngmt)
Infrastructure
bull E-commerce website
bull Marketing automation CRM
Sales amp Marketing
bull Email optimization amp service IMM all social
bull Data vendors DMPs
bull VisualizationBI (GoodData Tableau)
Website Personalization amp Optimization
bull Personalization recommendation SEO Testing LP Opt
E-Commerce
bull Storefront (elasticpath shopify) payments m-commerce
Website Creation amp Management
bull Online video players DAM
bull Web analytics tag management CMS
Chiefmartec Luma Ad Tech
22
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
RT = real time
UX = user experience
Product Station
Vendor Station
Offline Connection
MOBILE
STRATEGY
EMERGING TECH
ANALYTICS
AD TECH
UX
SOCIAL
COMMERCE
Mktg Mgmt
SEARCH
CREATIVE
RT DATA
Connection to CMO
Connections to Sales and Service
Connection to General Advertising
Connection to IT Connection to
Business Intelligence
Digital Marketing Neighborhoods
MOBILITY
AD OPS
DATA OPS
WEB OPS
SOCIAL OPS
DESIGN
MARKETING OPS
23
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Digital Marketing Transit Map
Product Station
Vendor Station
Offline Connection
AD OPS
DATA OPS
MOBILITY
WEB OPS
SOCIAL OPS
DESIGN
MARKETING OPS
CREATIVE
Connection to CMO
Connections to Sales and Service
Connection to General Advertising
Connection to IT Connection to
Business Intelligence
Web Content Mgmt Web Analytics
Virtual Actors
Video Ad Networks
Video Ad Mgmt
Venues
User Groups
UXP
UX Design
Tag Mgmt
Social TV Social Networks
Social Mktg Mgmt
Social Commerce
Social Apps
Social Analytics
Social Ads
Smart Kiosks
Site Retargeting
Search Retargeting
Search Engines
SEO Tools
SEM Platforms
Rich Media Search
Real-Time Decisioning QR Codes
Programmatic Media
Program Guide
Promo
Reviews amp Recs
Embedded Merch
Product Design
Compliance
Predictive Campaign Analytics
OTT Video Online Video Publishing
Online Retailers
Data Exchanges
NFC
Natural Language
Questioning
Native Ads
Campaign Mgmt
Mobile Search
Mobile Messaging amp Commerce
Mobile Media amp Targeting
Mobile App amp Content Svs Mobile App
Marketplace
Mobile Analytics
Mobile Ad Networks
Microsensors
Media Labs
Media Companies
Media Agencies
Marketing Service
Providers
Mktg Resource
Mgmt
Management Consultants
Marketing Analytics
Lead Mgmt
In-Game Ads
Idea Mgmt
IT Service Providers
Geotargeting
Geofencing
Gamification Tools
Finger- printing
Experience Targeting
Emotion Detection
Email Mktg
E-Commerce Enablers
Dynamic Creative
DOOH Media Svcs
Digital Offers
Media Metrics
DM HUB
Digital Asset Mgmt
Digital Agencies
Data Warehouses
DMP
Customer Analytics Crowdsourcing
Content Marketing
Data Providers
Communities
CSPs Census and Panel Data
Business Process
Outsourcers
Blogs
Automatic Content Recognition
Augmented Reality
Attribution
Agile Mktg PM Agency Holding
Companies
Advocacy Mktg
Addressable TV
Ad Verification
Online Ad Networks
Ad Exchanges
AB Testing
MOBILE
STRATEGY
EMERGING TECH
ANALYTICS
AD TECH
UX
SOCIAL
COMMERCE
Mktg Mgmt
SEARCH
CREATIVE
RT DATA
24
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Profile Management
Registered
Anonymous
Customer (CRM)
Third Party (DMP)
Analytics
Attribution Segmentation Optimization
Predictive Modeling
Visualization
Real-time Messaging amp Personalization
Real Time Hub
UXWeb
Commerce
Mobile
Social
EmailMA
Search
Ad tech
x x x x
x x x x x
x
x
x
x
x
x
x
weights scores
Qualifying score
includes display and video
Integration
Collaboration amp Workflow
Ideation amp Planning
Data Management
Content amp Asset Management
x x x x
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
Data Collection x
21
DM Hub Model
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Recap
bull Big Data distress
bull Bringing innovation better faster cheaper
bull Emergence of automated individual marketing
bull Big Data at the peak of inflated expectations
bull Most marketers stuck in the obvious
bull Rise of the digital marketing ldquohubrdquo
26
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Thank You martinkihngartnercom
martykihn
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Roles and Responsibilities
bull Covers data-driven marketing and marketing analytics
bull Focuses on the use of data to improve marketing strategy customer acquisition and retention
bull Helps clients develop and deliver actionable insights based on the analysis of campaign site and social information
bull Previously VP and Director of Strategy and Analytics at DigitasLBi and other agencies
bull Specialized in developing measuring and optimizing digital and social marketing strategies
bull Clients included General Motors HampR Block Delta Air Lines and American Express
bull Focus areas website and digital marketing analytics and the optimization of display and social campaigns
bull Wrote ldquoHouse of Liesrdquo which was the basis for a Showtime series of the same name
Martin Kihn Research Director
Gartner for Marketing Leaders
Focus Data-Driven Marketing
Professional Background
Fallon Worldwide Director of Analytics 2 years
Digitas VPDirector of Strategy amp Analysis 6 years
Booz amp Co management consultant 3 years
Education
MBA with honors Columbia Business School
BA History Yale University
28
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Personal Anonymous
Behavio
ral
Attitu
din
al
Social Analytics
Sentiment Analysis Trackers amp Matchers
Location Data
CRMLoyalty
Media Metrics____
Consumer Data_
Trade Data
Data
Management
Platforms
Attribution
Modeling
IBM
The World of Data Opens
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Innovation Axes Better Faster Cheaper
Data
Experience Targeting
Attribution amp Earned Media
Real-time Marketing
Multichannel
Ads | Social | Website | Apps
More conversions better branding
Better bull Segmentation
bull Personalization
bull Omnichannel
Experimental controls
Causal | Predictive | Prescriptive
Transparent accountability
Cost-effective bull MVT
bull Predictive
Programmatic media
audience optimization
Unlimited agility
Faster bull Automation RTB
bull Ad tech
bull Media ops
6
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Convergence of Data amp Design
7
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Emerging Analytics Linkages
Analysis
Information
Structured Content Hybrid
Prescriptive Predictive
What Should I Do About It
What Is Likely to Happen
Why Did It Happen
What Happened
Descriptive Diagnostic
8
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Different Levels of Human Collaboration
Human Input
Data Decision Predictive What will happen
Diagnostic Why did it happen
Descriptive What happened
Prescriptive
What should I do
Analytics
Action
Decision Automation
Decision Support
9
Feedback loop
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
What Happens Now
Big Data
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Hype Cycle for Digital Marketing 2013
11
Really Useful
Communication problem not technology problem
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Questions Are Getting Better
12
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Advertising Leads Digital Marketing in Consumption of Data What digital marketing areas use the analytics data that your organization produces
Multiple responses permitted
n=101 who indicate that digital marketers are major consumers of marketing analytics
50
53
55
62
69
74
79
0 20 40 60 80 100
Content
Mobile
Search
E-commerce
Email and messaging
Social
Advertising
Percentage of Respondents
bull 13 adults donrsquot use social media
bull Target personal
bull Analytics 1 planned invest
13
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
What Can Data Do An Example
Behind the scenes there is a massive connectivity and data universe dedicated to getting you to see just the right banner ad
Programmatic Advertising Ecosystem bull User clicks publisher site server starts to load page comes to ad unit
bull Publisher queries ad server Ad Exchange
bull Ad Exchange sends request to multiple DSPs
bull AdEx forwards XML file with user and site profile data and restrictions
bull DSP adds DMP amp third-party data and cross-matches advertiser targets
bull DSP algorithmically optimizes bidding
bull DSP responds to Ad Exchange with bids
bull Ad Exchange runs Vickrey auction and picks second-price winner
bull Ad Exchange shoots price and ad to publisherrsquos ad server
bull Ad server tells browser which creative and size to run
bull Browser loads ad fires ad server pixel and tells DSP impression was served
bull User ignores ad 9903 of the time
000 Seconds
036 Seconds
14
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
bull Deflation of media value
bull Channel conflict amp yield management
bull Data leakage amp complexity
bull Blind marketing amp commoditization
bull Brand safety amp metrics lag
bull Intermediary fees
ldquoRemarketing is the killer app for displayrdquo ndash Turn (3X response 25X price)
ldquoWe got 2X better response from buying lsquointenderrsquo segments ndash but it wasnrsquot worth the premiumrdquo
Power Shifts from Supply to Demand
15 Source Gartner 2013 Audience Science
10
Agency Fee
Typical RTB Transaction
09
DSP
DMP 10
Data enrichment
12
Arbitrage
25
SSP
Network
Exchange
35
Net Rev $1 CPM
65
In Target Under Cap
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Three Phases of Experience Targeting
Retargeting
Look-alike Targeting
Interest Graph Targeting
bull 50 retargets
bull AdRoll
bull CRM LTV
bull Best customers
bull DMP profiles
16
bull 2013 equivalent of 80 pts of social data generated for every person on earth (500B)
bull FB Open Graph
bull Amazon + FB Connect
bull reco engine
bull psychographic
bull BMD
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
We report the metrics but there is little action
taken as a result 14
We analyze historical data to understand
patterns and performance and make
inferences about the future 48
We use statistical models to simulate
scenarios and make predictions about the
future 18
We use predictive analytics allowing real-
time calculations to trigger events
21
Q05 Which statement best represents how your organization uses digital marketing metrics
n=192
39 Use Some Advanced Techniques
Take little action
Retrospective amp Descriptive
Predictive
Real-time insight
17 17
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
38
48
54
56
59
60
63
66
70
70
71
FunnelPipeline Metrics
Content Marketing
eCommerce
Search Engine Optimization(organic)
Mobile Marketing
Search Engine Advertising (paid)
Customer Metrics
Email Marketing
Social Marketing
Online Display Ads
Corporate website activity
Q01 What digital marketing activities does your organization track and measure
Most Marketers Still Study the Obvious
Multiple responses allowed
18 18 n=192
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
7
14
15
9
17
16
13
35
34
Revenue allocatedto Marketing Budget
2012
Marketing Budgetallocated to Marketing
Analytics
Marketing analyticsBudget spent on digital
marketing analytics
Embryonic
Intermediate
ProgressiveN = 226
n = 191
N = 197
Base excludes Donrsquot Know
Base excludes Donrsquot Know
[SHOWING MEAN ] Significant differences
Higher Analytics Spend Higher Returns
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
66 56 52
21
26 26
13 18 22
Embryonic (n=55) Intermediate (n=101) Progressive (n=60) Base excludes Donrsquot Know
[SHOWING MEAN ]
Significant differences
Progressive Companies Use More External Data
Increasing
bull 42 of all resps shared or bought data
bull 21 of marketing orgs have non-IT data center
20
How much of the marketing data your company analyzes comes from the following sources
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS measure GartnerGML
bull Personal ID persistent bull ID association bull External access bull Available to marketing
execution bull You = tag management
21
Marketing Technology Is Cluttered
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Two Frameworks
Experiences
bull Email personalization
bull Site personalization (Certona Monetate)
bull SEO
bull Testing
Operations
bull Data vendors
bull Marketing analytics
bull Dashboards
bull Web analytics
bull BI DAM
Middleware (DMP CDP Tag Mngmt)
Infrastructure
bull E-commerce website
bull Marketing automation CRM
Sales amp Marketing
bull Email optimization amp service IMM all social
bull Data vendors DMPs
bull VisualizationBI (GoodData Tableau)
Website Personalization amp Optimization
bull Personalization recommendation SEO Testing LP Opt
E-Commerce
bull Storefront (elasticpath shopify) payments m-commerce
Website Creation amp Management
bull Online video players DAM
bull Web analytics tag management CMS
Chiefmartec Luma Ad Tech
22
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
RT = real time
UX = user experience
Product Station
Vendor Station
Offline Connection
MOBILE
STRATEGY
EMERGING TECH
ANALYTICS
AD TECH
UX
SOCIAL
COMMERCE
Mktg Mgmt
SEARCH
CREATIVE
RT DATA
Connection to CMO
Connections to Sales and Service
Connection to General Advertising
Connection to IT Connection to
Business Intelligence
Digital Marketing Neighborhoods
MOBILITY
AD OPS
DATA OPS
WEB OPS
SOCIAL OPS
DESIGN
MARKETING OPS
23
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Digital Marketing Transit Map
Product Station
Vendor Station
Offline Connection
AD OPS
DATA OPS
MOBILITY
WEB OPS
SOCIAL OPS
DESIGN
MARKETING OPS
CREATIVE
Connection to CMO
Connections to Sales and Service
Connection to General Advertising
Connection to IT Connection to
Business Intelligence
Web Content Mgmt Web Analytics
Virtual Actors
Video Ad Networks
Video Ad Mgmt
Venues
User Groups
UXP
UX Design
Tag Mgmt
Social TV Social Networks
Social Mktg Mgmt
Social Commerce
Social Apps
Social Analytics
Social Ads
Smart Kiosks
Site Retargeting
Search Retargeting
Search Engines
SEO Tools
SEM Platforms
Rich Media Search
Real-Time Decisioning QR Codes
Programmatic Media
Program Guide
Promo
Reviews amp Recs
Embedded Merch
Product Design
Compliance
Predictive Campaign Analytics
OTT Video Online Video Publishing
Online Retailers
Data Exchanges
NFC
Natural Language
Questioning
Native Ads
Campaign Mgmt
Mobile Search
Mobile Messaging amp Commerce
Mobile Media amp Targeting
Mobile App amp Content Svs Mobile App
Marketplace
Mobile Analytics
Mobile Ad Networks
Microsensors
Media Labs
Media Companies
Media Agencies
Marketing Service
Providers
Mktg Resource
Mgmt
Management Consultants
Marketing Analytics
Lead Mgmt
In-Game Ads
Idea Mgmt
IT Service Providers
Geotargeting
Geofencing
Gamification Tools
Finger- printing
Experience Targeting
Emotion Detection
Email Mktg
E-Commerce Enablers
Dynamic Creative
DOOH Media Svcs
Digital Offers
Media Metrics
DM HUB
Digital Asset Mgmt
Digital Agencies
Data Warehouses
DMP
Customer Analytics Crowdsourcing
Content Marketing
Data Providers
Communities
CSPs Census and Panel Data
Business Process
Outsourcers
Blogs
Automatic Content Recognition
Augmented Reality
Attribution
Agile Mktg PM Agency Holding
Companies
Advocacy Mktg
Addressable TV
Ad Verification
Online Ad Networks
Ad Exchanges
AB Testing
MOBILE
STRATEGY
EMERGING TECH
ANALYTICS
AD TECH
UX
SOCIAL
COMMERCE
Mktg Mgmt
SEARCH
CREATIVE
RT DATA
24
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Profile Management
Registered
Anonymous
Customer (CRM)
Third Party (DMP)
Analytics
Attribution Segmentation Optimization
Predictive Modeling
Visualization
Real-time Messaging amp Personalization
Real Time Hub
UXWeb
Commerce
Mobile
Social
EmailMA
Search
Ad tech
x x x x
x x x x x
x
x
x
x
x
x
x
weights scores
Qualifying score
includes display and video
Integration
Collaboration amp Workflow
Ideation amp Planning
Data Management
Content amp Asset Management
x x x x
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
Data Collection x
21
DM Hub Model
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Recap
bull Big Data distress
bull Bringing innovation better faster cheaper
bull Emergence of automated individual marketing
bull Big Data at the peak of inflated expectations
bull Most marketers stuck in the obvious
bull Rise of the digital marketing ldquohubrdquo
26
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Thank You martinkihngartnercom
martykihn
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Roles and Responsibilities
bull Covers data-driven marketing and marketing analytics
bull Focuses on the use of data to improve marketing strategy customer acquisition and retention
bull Helps clients develop and deliver actionable insights based on the analysis of campaign site and social information
bull Previously VP and Director of Strategy and Analytics at DigitasLBi and other agencies
bull Specialized in developing measuring and optimizing digital and social marketing strategies
bull Clients included General Motors HampR Block Delta Air Lines and American Express
bull Focus areas website and digital marketing analytics and the optimization of display and social campaigns
bull Wrote ldquoHouse of Liesrdquo which was the basis for a Showtime series of the same name
Martin Kihn Research Director
Gartner for Marketing Leaders
Focus Data-Driven Marketing
Professional Background
Fallon Worldwide Director of Analytics 2 years
Digitas VPDirector of Strategy amp Analysis 6 years
Booz amp Co management consultant 3 years
Education
MBA with honors Columbia Business School
BA History Yale University
28
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Innovation Axes Better Faster Cheaper
Data
Experience Targeting
Attribution amp Earned Media
Real-time Marketing
Multichannel
Ads | Social | Website | Apps
More conversions better branding
Better bull Segmentation
bull Personalization
bull Omnichannel
Experimental controls
Causal | Predictive | Prescriptive
Transparent accountability
Cost-effective bull MVT
bull Predictive
Programmatic media
audience optimization
Unlimited agility
Faster bull Automation RTB
bull Ad tech
bull Media ops
6
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Convergence of Data amp Design
7
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Emerging Analytics Linkages
Analysis
Information
Structured Content Hybrid
Prescriptive Predictive
What Should I Do About It
What Is Likely to Happen
Why Did It Happen
What Happened
Descriptive Diagnostic
8
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Different Levels of Human Collaboration
Human Input
Data Decision Predictive What will happen
Diagnostic Why did it happen
Descriptive What happened
Prescriptive
What should I do
Analytics
Action
Decision Automation
Decision Support
9
Feedback loop
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
What Happens Now
Big Data
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Hype Cycle for Digital Marketing 2013
11
Really Useful
Communication problem not technology problem
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Questions Are Getting Better
12
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Advertising Leads Digital Marketing in Consumption of Data What digital marketing areas use the analytics data that your organization produces
Multiple responses permitted
n=101 who indicate that digital marketers are major consumers of marketing analytics
50
53
55
62
69
74
79
0 20 40 60 80 100
Content
Mobile
Search
E-commerce
Email and messaging
Social
Advertising
Percentage of Respondents
bull 13 adults donrsquot use social media
bull Target personal
bull Analytics 1 planned invest
13
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
What Can Data Do An Example
Behind the scenes there is a massive connectivity and data universe dedicated to getting you to see just the right banner ad
Programmatic Advertising Ecosystem bull User clicks publisher site server starts to load page comes to ad unit
bull Publisher queries ad server Ad Exchange
bull Ad Exchange sends request to multiple DSPs
bull AdEx forwards XML file with user and site profile data and restrictions
bull DSP adds DMP amp third-party data and cross-matches advertiser targets
bull DSP algorithmically optimizes bidding
bull DSP responds to Ad Exchange with bids
bull Ad Exchange runs Vickrey auction and picks second-price winner
bull Ad Exchange shoots price and ad to publisherrsquos ad server
bull Ad server tells browser which creative and size to run
bull Browser loads ad fires ad server pixel and tells DSP impression was served
bull User ignores ad 9903 of the time
000 Seconds
036 Seconds
14
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
bull Deflation of media value
bull Channel conflict amp yield management
bull Data leakage amp complexity
bull Blind marketing amp commoditization
bull Brand safety amp metrics lag
bull Intermediary fees
ldquoRemarketing is the killer app for displayrdquo ndash Turn (3X response 25X price)
ldquoWe got 2X better response from buying lsquointenderrsquo segments ndash but it wasnrsquot worth the premiumrdquo
Power Shifts from Supply to Demand
15 Source Gartner 2013 Audience Science
10
Agency Fee
Typical RTB Transaction
09
DSP
DMP 10
Data enrichment
12
Arbitrage
25
SSP
Network
Exchange
35
Net Rev $1 CPM
65
In Target Under Cap
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Three Phases of Experience Targeting
Retargeting
Look-alike Targeting
Interest Graph Targeting
bull 50 retargets
bull AdRoll
bull CRM LTV
bull Best customers
bull DMP profiles
16
bull 2013 equivalent of 80 pts of social data generated for every person on earth (500B)
bull FB Open Graph
bull Amazon + FB Connect
bull reco engine
bull psychographic
bull BMD
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
We report the metrics but there is little action
taken as a result 14
We analyze historical data to understand
patterns and performance and make
inferences about the future 48
We use statistical models to simulate
scenarios and make predictions about the
future 18
We use predictive analytics allowing real-
time calculations to trigger events
21
Q05 Which statement best represents how your organization uses digital marketing metrics
n=192
39 Use Some Advanced Techniques
Take little action
Retrospective amp Descriptive
Predictive
Real-time insight
17 17
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
38
48
54
56
59
60
63
66
70
70
71
FunnelPipeline Metrics
Content Marketing
eCommerce
Search Engine Optimization(organic)
Mobile Marketing
Search Engine Advertising (paid)
Customer Metrics
Email Marketing
Social Marketing
Online Display Ads
Corporate website activity
Q01 What digital marketing activities does your organization track and measure
Most Marketers Still Study the Obvious
Multiple responses allowed
18 18 n=192
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
7
14
15
9
17
16
13
35
34
Revenue allocatedto Marketing Budget
2012
Marketing Budgetallocated to Marketing
Analytics
Marketing analyticsBudget spent on digital
marketing analytics
Embryonic
Intermediate
ProgressiveN = 226
n = 191
N = 197
Base excludes Donrsquot Know
Base excludes Donrsquot Know
[SHOWING MEAN ] Significant differences
Higher Analytics Spend Higher Returns
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
66 56 52
21
26 26
13 18 22
Embryonic (n=55) Intermediate (n=101) Progressive (n=60) Base excludes Donrsquot Know
[SHOWING MEAN ]
Significant differences
Progressive Companies Use More External Data
Increasing
bull 42 of all resps shared or bought data
bull 21 of marketing orgs have non-IT data center
20
How much of the marketing data your company analyzes comes from the following sources
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS measure GartnerGML
bull Personal ID persistent bull ID association bull External access bull Available to marketing
execution bull You = tag management
21
Marketing Technology Is Cluttered
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Two Frameworks
Experiences
bull Email personalization
bull Site personalization (Certona Monetate)
bull SEO
bull Testing
Operations
bull Data vendors
bull Marketing analytics
bull Dashboards
bull Web analytics
bull BI DAM
Middleware (DMP CDP Tag Mngmt)
Infrastructure
bull E-commerce website
bull Marketing automation CRM
Sales amp Marketing
bull Email optimization amp service IMM all social
bull Data vendors DMPs
bull VisualizationBI (GoodData Tableau)
Website Personalization amp Optimization
bull Personalization recommendation SEO Testing LP Opt
E-Commerce
bull Storefront (elasticpath shopify) payments m-commerce
Website Creation amp Management
bull Online video players DAM
bull Web analytics tag management CMS
Chiefmartec Luma Ad Tech
22
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
RT = real time
UX = user experience
Product Station
Vendor Station
Offline Connection
MOBILE
STRATEGY
EMERGING TECH
ANALYTICS
AD TECH
UX
SOCIAL
COMMERCE
Mktg Mgmt
SEARCH
CREATIVE
RT DATA
Connection to CMO
Connections to Sales and Service
Connection to General Advertising
Connection to IT Connection to
Business Intelligence
Digital Marketing Neighborhoods
MOBILITY
AD OPS
DATA OPS
WEB OPS
SOCIAL OPS
DESIGN
MARKETING OPS
23
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Digital Marketing Transit Map
Product Station
Vendor Station
Offline Connection
AD OPS
DATA OPS
MOBILITY
WEB OPS
SOCIAL OPS
DESIGN
MARKETING OPS
CREATIVE
Connection to CMO
Connections to Sales and Service
Connection to General Advertising
Connection to IT Connection to
Business Intelligence
Web Content Mgmt Web Analytics
Virtual Actors
Video Ad Networks
Video Ad Mgmt
Venues
User Groups
UXP
UX Design
Tag Mgmt
Social TV Social Networks
Social Mktg Mgmt
Social Commerce
Social Apps
Social Analytics
Social Ads
Smart Kiosks
Site Retargeting
Search Retargeting
Search Engines
SEO Tools
SEM Platforms
Rich Media Search
Real-Time Decisioning QR Codes
Programmatic Media
Program Guide
Promo
Reviews amp Recs
Embedded Merch
Product Design
Compliance
Predictive Campaign Analytics
OTT Video Online Video Publishing
Online Retailers
Data Exchanges
NFC
Natural Language
Questioning
Native Ads
Campaign Mgmt
Mobile Search
Mobile Messaging amp Commerce
Mobile Media amp Targeting
Mobile App amp Content Svs Mobile App
Marketplace
Mobile Analytics
Mobile Ad Networks
Microsensors
Media Labs
Media Companies
Media Agencies
Marketing Service
Providers
Mktg Resource
Mgmt
Management Consultants
Marketing Analytics
Lead Mgmt
In-Game Ads
Idea Mgmt
IT Service Providers
Geotargeting
Geofencing
Gamification Tools
Finger- printing
Experience Targeting
Emotion Detection
Email Mktg
E-Commerce Enablers
Dynamic Creative
DOOH Media Svcs
Digital Offers
Media Metrics
DM HUB
Digital Asset Mgmt
Digital Agencies
Data Warehouses
DMP
Customer Analytics Crowdsourcing
Content Marketing
Data Providers
Communities
CSPs Census and Panel Data
Business Process
Outsourcers
Blogs
Automatic Content Recognition
Augmented Reality
Attribution
Agile Mktg PM Agency Holding
Companies
Advocacy Mktg
Addressable TV
Ad Verification
Online Ad Networks
Ad Exchanges
AB Testing
MOBILE
STRATEGY
EMERGING TECH
ANALYTICS
AD TECH
UX
SOCIAL
COMMERCE
Mktg Mgmt
SEARCH
CREATIVE
RT DATA
24
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Profile Management
Registered
Anonymous
Customer (CRM)
Third Party (DMP)
Analytics
Attribution Segmentation Optimization
Predictive Modeling
Visualization
Real-time Messaging amp Personalization
Real Time Hub
UXWeb
Commerce
Mobile
Social
EmailMA
Search
Ad tech
x x x x
x x x x x
x
x
x
x
x
x
x
weights scores
Qualifying score
includes display and video
Integration
Collaboration amp Workflow
Ideation amp Planning
Data Management
Content amp Asset Management
x x x x
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
Data Collection x
21
DM Hub Model
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Recap
bull Big Data distress
bull Bringing innovation better faster cheaper
bull Emergence of automated individual marketing
bull Big Data at the peak of inflated expectations
bull Most marketers stuck in the obvious
bull Rise of the digital marketing ldquohubrdquo
26
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Thank You martinkihngartnercom
martykihn
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Roles and Responsibilities
bull Covers data-driven marketing and marketing analytics
bull Focuses on the use of data to improve marketing strategy customer acquisition and retention
bull Helps clients develop and deliver actionable insights based on the analysis of campaign site and social information
bull Previously VP and Director of Strategy and Analytics at DigitasLBi and other agencies
bull Specialized in developing measuring and optimizing digital and social marketing strategies
bull Clients included General Motors HampR Block Delta Air Lines and American Express
bull Focus areas website and digital marketing analytics and the optimization of display and social campaigns
bull Wrote ldquoHouse of Liesrdquo which was the basis for a Showtime series of the same name
Martin Kihn Research Director
Gartner for Marketing Leaders
Focus Data-Driven Marketing
Professional Background
Fallon Worldwide Director of Analytics 2 years
Digitas VPDirector of Strategy amp Analysis 6 years
Booz amp Co management consultant 3 years
Education
MBA with honors Columbia Business School
BA History Yale University
28
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Convergence of Data amp Design
7
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Emerging Analytics Linkages
Analysis
Information
Structured Content Hybrid
Prescriptive Predictive
What Should I Do About It
What Is Likely to Happen
Why Did It Happen
What Happened
Descriptive Diagnostic
8
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Different Levels of Human Collaboration
Human Input
Data Decision Predictive What will happen
Diagnostic Why did it happen
Descriptive What happened
Prescriptive
What should I do
Analytics
Action
Decision Automation
Decision Support
9
Feedback loop
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
What Happens Now
Big Data
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Hype Cycle for Digital Marketing 2013
11
Really Useful
Communication problem not technology problem
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Questions Are Getting Better
12
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Advertising Leads Digital Marketing in Consumption of Data What digital marketing areas use the analytics data that your organization produces
Multiple responses permitted
n=101 who indicate that digital marketers are major consumers of marketing analytics
50
53
55
62
69
74
79
0 20 40 60 80 100
Content
Mobile
Search
E-commerce
Email and messaging
Social
Advertising
Percentage of Respondents
bull 13 adults donrsquot use social media
bull Target personal
bull Analytics 1 planned invest
13
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
What Can Data Do An Example
Behind the scenes there is a massive connectivity and data universe dedicated to getting you to see just the right banner ad
Programmatic Advertising Ecosystem bull User clicks publisher site server starts to load page comes to ad unit
bull Publisher queries ad server Ad Exchange
bull Ad Exchange sends request to multiple DSPs
bull AdEx forwards XML file with user and site profile data and restrictions
bull DSP adds DMP amp third-party data and cross-matches advertiser targets
bull DSP algorithmically optimizes bidding
bull DSP responds to Ad Exchange with bids
bull Ad Exchange runs Vickrey auction and picks second-price winner
bull Ad Exchange shoots price and ad to publisherrsquos ad server
bull Ad server tells browser which creative and size to run
bull Browser loads ad fires ad server pixel and tells DSP impression was served
bull User ignores ad 9903 of the time
000 Seconds
036 Seconds
14
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
bull Deflation of media value
bull Channel conflict amp yield management
bull Data leakage amp complexity
bull Blind marketing amp commoditization
bull Brand safety amp metrics lag
bull Intermediary fees
ldquoRemarketing is the killer app for displayrdquo ndash Turn (3X response 25X price)
ldquoWe got 2X better response from buying lsquointenderrsquo segments ndash but it wasnrsquot worth the premiumrdquo
Power Shifts from Supply to Demand
15 Source Gartner 2013 Audience Science
10
Agency Fee
Typical RTB Transaction
09
DSP
DMP 10
Data enrichment
12
Arbitrage
25
SSP
Network
Exchange
35
Net Rev $1 CPM
65
In Target Under Cap
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Three Phases of Experience Targeting
Retargeting
Look-alike Targeting
Interest Graph Targeting
bull 50 retargets
bull AdRoll
bull CRM LTV
bull Best customers
bull DMP profiles
16
bull 2013 equivalent of 80 pts of social data generated for every person on earth (500B)
bull FB Open Graph
bull Amazon + FB Connect
bull reco engine
bull psychographic
bull BMD
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
We report the metrics but there is little action
taken as a result 14
We analyze historical data to understand
patterns and performance and make
inferences about the future 48
We use statistical models to simulate
scenarios and make predictions about the
future 18
We use predictive analytics allowing real-
time calculations to trigger events
21
Q05 Which statement best represents how your organization uses digital marketing metrics
n=192
39 Use Some Advanced Techniques
Take little action
Retrospective amp Descriptive
Predictive
Real-time insight
17 17
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
38
48
54
56
59
60
63
66
70
70
71
FunnelPipeline Metrics
Content Marketing
eCommerce
Search Engine Optimization(organic)
Mobile Marketing
Search Engine Advertising (paid)
Customer Metrics
Email Marketing
Social Marketing
Online Display Ads
Corporate website activity
Q01 What digital marketing activities does your organization track and measure
Most Marketers Still Study the Obvious
Multiple responses allowed
18 18 n=192
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
7
14
15
9
17
16
13
35
34
Revenue allocatedto Marketing Budget
2012
Marketing Budgetallocated to Marketing
Analytics
Marketing analyticsBudget spent on digital
marketing analytics
Embryonic
Intermediate
ProgressiveN = 226
n = 191
N = 197
Base excludes Donrsquot Know
Base excludes Donrsquot Know
[SHOWING MEAN ] Significant differences
Higher Analytics Spend Higher Returns
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
66 56 52
21
26 26
13 18 22
Embryonic (n=55) Intermediate (n=101) Progressive (n=60) Base excludes Donrsquot Know
[SHOWING MEAN ]
Significant differences
Progressive Companies Use More External Data
Increasing
bull 42 of all resps shared or bought data
bull 21 of marketing orgs have non-IT data center
20
How much of the marketing data your company analyzes comes from the following sources
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS measure GartnerGML
bull Personal ID persistent bull ID association bull External access bull Available to marketing
execution bull You = tag management
21
Marketing Technology Is Cluttered
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Two Frameworks
Experiences
bull Email personalization
bull Site personalization (Certona Monetate)
bull SEO
bull Testing
Operations
bull Data vendors
bull Marketing analytics
bull Dashboards
bull Web analytics
bull BI DAM
Middleware (DMP CDP Tag Mngmt)
Infrastructure
bull E-commerce website
bull Marketing automation CRM
Sales amp Marketing
bull Email optimization amp service IMM all social
bull Data vendors DMPs
bull VisualizationBI (GoodData Tableau)
Website Personalization amp Optimization
bull Personalization recommendation SEO Testing LP Opt
E-Commerce
bull Storefront (elasticpath shopify) payments m-commerce
Website Creation amp Management
bull Online video players DAM
bull Web analytics tag management CMS
Chiefmartec Luma Ad Tech
22
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
RT = real time
UX = user experience
Product Station
Vendor Station
Offline Connection
MOBILE
STRATEGY
EMERGING TECH
ANALYTICS
AD TECH
UX
SOCIAL
COMMERCE
Mktg Mgmt
SEARCH
CREATIVE
RT DATA
Connection to CMO
Connections to Sales and Service
Connection to General Advertising
Connection to IT Connection to
Business Intelligence
Digital Marketing Neighborhoods
MOBILITY
AD OPS
DATA OPS
WEB OPS
SOCIAL OPS
DESIGN
MARKETING OPS
23
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Digital Marketing Transit Map
Product Station
Vendor Station
Offline Connection
AD OPS
DATA OPS
MOBILITY
WEB OPS
SOCIAL OPS
DESIGN
MARKETING OPS
CREATIVE
Connection to CMO
Connections to Sales and Service
Connection to General Advertising
Connection to IT Connection to
Business Intelligence
Web Content Mgmt Web Analytics
Virtual Actors
Video Ad Networks
Video Ad Mgmt
Venues
User Groups
UXP
UX Design
Tag Mgmt
Social TV Social Networks
Social Mktg Mgmt
Social Commerce
Social Apps
Social Analytics
Social Ads
Smart Kiosks
Site Retargeting
Search Retargeting
Search Engines
SEO Tools
SEM Platforms
Rich Media Search
Real-Time Decisioning QR Codes
Programmatic Media
Program Guide
Promo
Reviews amp Recs
Embedded Merch
Product Design
Compliance
Predictive Campaign Analytics
OTT Video Online Video Publishing
Online Retailers
Data Exchanges
NFC
Natural Language
Questioning
Native Ads
Campaign Mgmt
Mobile Search
Mobile Messaging amp Commerce
Mobile Media amp Targeting
Mobile App amp Content Svs Mobile App
Marketplace
Mobile Analytics
Mobile Ad Networks
Microsensors
Media Labs
Media Companies
Media Agencies
Marketing Service
Providers
Mktg Resource
Mgmt
Management Consultants
Marketing Analytics
Lead Mgmt
In-Game Ads
Idea Mgmt
IT Service Providers
Geotargeting
Geofencing
Gamification Tools
Finger- printing
Experience Targeting
Emotion Detection
Email Mktg
E-Commerce Enablers
Dynamic Creative
DOOH Media Svcs
Digital Offers
Media Metrics
DM HUB
Digital Asset Mgmt
Digital Agencies
Data Warehouses
DMP
Customer Analytics Crowdsourcing
Content Marketing
Data Providers
Communities
CSPs Census and Panel Data
Business Process
Outsourcers
Blogs
Automatic Content Recognition
Augmented Reality
Attribution
Agile Mktg PM Agency Holding
Companies
Advocacy Mktg
Addressable TV
Ad Verification
Online Ad Networks
Ad Exchanges
AB Testing
MOBILE
STRATEGY
EMERGING TECH
ANALYTICS
AD TECH
UX
SOCIAL
COMMERCE
Mktg Mgmt
SEARCH
CREATIVE
RT DATA
24
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Profile Management
Registered
Anonymous
Customer (CRM)
Third Party (DMP)
Analytics
Attribution Segmentation Optimization
Predictive Modeling
Visualization
Real-time Messaging amp Personalization
Real Time Hub
UXWeb
Commerce
Mobile
Social
EmailMA
Search
Ad tech
x x x x
x x x x x
x
x
x
x
x
x
x
weights scores
Qualifying score
includes display and video
Integration
Collaboration amp Workflow
Ideation amp Planning
Data Management
Content amp Asset Management
x x x x
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
Data Collection x
21
DM Hub Model
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Recap
bull Big Data distress
bull Bringing innovation better faster cheaper
bull Emergence of automated individual marketing
bull Big Data at the peak of inflated expectations
bull Most marketers stuck in the obvious
bull Rise of the digital marketing ldquohubrdquo
26
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Thank You martinkihngartnercom
martykihn
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Roles and Responsibilities
bull Covers data-driven marketing and marketing analytics
bull Focuses on the use of data to improve marketing strategy customer acquisition and retention
bull Helps clients develop and deliver actionable insights based on the analysis of campaign site and social information
bull Previously VP and Director of Strategy and Analytics at DigitasLBi and other agencies
bull Specialized in developing measuring and optimizing digital and social marketing strategies
bull Clients included General Motors HampR Block Delta Air Lines and American Express
bull Focus areas website and digital marketing analytics and the optimization of display and social campaigns
bull Wrote ldquoHouse of Liesrdquo which was the basis for a Showtime series of the same name
Martin Kihn Research Director
Gartner for Marketing Leaders
Focus Data-Driven Marketing
Professional Background
Fallon Worldwide Director of Analytics 2 years
Digitas VPDirector of Strategy amp Analysis 6 years
Booz amp Co management consultant 3 years
Education
MBA with honors Columbia Business School
BA History Yale University
28
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Emerging Analytics Linkages
Analysis
Information
Structured Content Hybrid
Prescriptive Predictive
What Should I Do About It
What Is Likely to Happen
Why Did It Happen
What Happened
Descriptive Diagnostic
8
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Different Levels of Human Collaboration
Human Input
Data Decision Predictive What will happen
Diagnostic Why did it happen
Descriptive What happened
Prescriptive
What should I do
Analytics
Action
Decision Automation
Decision Support
9
Feedback loop
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
What Happens Now
Big Data
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Hype Cycle for Digital Marketing 2013
11
Really Useful
Communication problem not technology problem
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Questions Are Getting Better
12
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Advertising Leads Digital Marketing in Consumption of Data What digital marketing areas use the analytics data that your organization produces
Multiple responses permitted
n=101 who indicate that digital marketers are major consumers of marketing analytics
50
53
55
62
69
74
79
0 20 40 60 80 100
Content
Mobile
Search
E-commerce
Email and messaging
Social
Advertising
Percentage of Respondents
bull 13 adults donrsquot use social media
bull Target personal
bull Analytics 1 planned invest
13
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
What Can Data Do An Example
Behind the scenes there is a massive connectivity and data universe dedicated to getting you to see just the right banner ad
Programmatic Advertising Ecosystem bull User clicks publisher site server starts to load page comes to ad unit
bull Publisher queries ad server Ad Exchange
bull Ad Exchange sends request to multiple DSPs
bull AdEx forwards XML file with user and site profile data and restrictions
bull DSP adds DMP amp third-party data and cross-matches advertiser targets
bull DSP algorithmically optimizes bidding
bull DSP responds to Ad Exchange with bids
bull Ad Exchange runs Vickrey auction and picks second-price winner
bull Ad Exchange shoots price and ad to publisherrsquos ad server
bull Ad server tells browser which creative and size to run
bull Browser loads ad fires ad server pixel and tells DSP impression was served
bull User ignores ad 9903 of the time
000 Seconds
036 Seconds
14
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
bull Deflation of media value
bull Channel conflict amp yield management
bull Data leakage amp complexity
bull Blind marketing amp commoditization
bull Brand safety amp metrics lag
bull Intermediary fees
ldquoRemarketing is the killer app for displayrdquo ndash Turn (3X response 25X price)
ldquoWe got 2X better response from buying lsquointenderrsquo segments ndash but it wasnrsquot worth the premiumrdquo
Power Shifts from Supply to Demand
15 Source Gartner 2013 Audience Science
10
Agency Fee
Typical RTB Transaction
09
DSP
DMP 10
Data enrichment
12
Arbitrage
25
SSP
Network
Exchange
35
Net Rev $1 CPM
65
In Target Under Cap
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Three Phases of Experience Targeting
Retargeting
Look-alike Targeting
Interest Graph Targeting
bull 50 retargets
bull AdRoll
bull CRM LTV
bull Best customers
bull DMP profiles
16
bull 2013 equivalent of 80 pts of social data generated for every person on earth (500B)
bull FB Open Graph
bull Amazon + FB Connect
bull reco engine
bull psychographic
bull BMD
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
We report the metrics but there is little action
taken as a result 14
We analyze historical data to understand
patterns and performance and make
inferences about the future 48
We use statistical models to simulate
scenarios and make predictions about the
future 18
We use predictive analytics allowing real-
time calculations to trigger events
21
Q05 Which statement best represents how your organization uses digital marketing metrics
n=192
39 Use Some Advanced Techniques
Take little action
Retrospective amp Descriptive
Predictive
Real-time insight
17 17
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
38
48
54
56
59
60
63
66
70
70
71
FunnelPipeline Metrics
Content Marketing
eCommerce
Search Engine Optimization(organic)
Mobile Marketing
Search Engine Advertising (paid)
Customer Metrics
Email Marketing
Social Marketing
Online Display Ads
Corporate website activity
Q01 What digital marketing activities does your organization track and measure
Most Marketers Still Study the Obvious
Multiple responses allowed
18 18 n=192
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
7
14
15
9
17
16
13
35
34
Revenue allocatedto Marketing Budget
2012
Marketing Budgetallocated to Marketing
Analytics
Marketing analyticsBudget spent on digital
marketing analytics
Embryonic
Intermediate
ProgressiveN = 226
n = 191
N = 197
Base excludes Donrsquot Know
Base excludes Donrsquot Know
[SHOWING MEAN ] Significant differences
Higher Analytics Spend Higher Returns
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
66 56 52
21
26 26
13 18 22
Embryonic (n=55) Intermediate (n=101) Progressive (n=60) Base excludes Donrsquot Know
[SHOWING MEAN ]
Significant differences
Progressive Companies Use More External Data
Increasing
bull 42 of all resps shared or bought data
bull 21 of marketing orgs have non-IT data center
20
How much of the marketing data your company analyzes comes from the following sources
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS measure GartnerGML
bull Personal ID persistent bull ID association bull External access bull Available to marketing
execution bull You = tag management
21
Marketing Technology Is Cluttered
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Two Frameworks
Experiences
bull Email personalization
bull Site personalization (Certona Monetate)
bull SEO
bull Testing
Operations
bull Data vendors
bull Marketing analytics
bull Dashboards
bull Web analytics
bull BI DAM
Middleware (DMP CDP Tag Mngmt)
Infrastructure
bull E-commerce website
bull Marketing automation CRM
Sales amp Marketing
bull Email optimization amp service IMM all social
bull Data vendors DMPs
bull VisualizationBI (GoodData Tableau)
Website Personalization amp Optimization
bull Personalization recommendation SEO Testing LP Opt
E-Commerce
bull Storefront (elasticpath shopify) payments m-commerce
Website Creation amp Management
bull Online video players DAM
bull Web analytics tag management CMS
Chiefmartec Luma Ad Tech
22
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
RT = real time
UX = user experience
Product Station
Vendor Station
Offline Connection
MOBILE
STRATEGY
EMERGING TECH
ANALYTICS
AD TECH
UX
SOCIAL
COMMERCE
Mktg Mgmt
SEARCH
CREATIVE
RT DATA
Connection to CMO
Connections to Sales and Service
Connection to General Advertising
Connection to IT Connection to
Business Intelligence
Digital Marketing Neighborhoods
MOBILITY
AD OPS
DATA OPS
WEB OPS
SOCIAL OPS
DESIGN
MARKETING OPS
23
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Digital Marketing Transit Map
Product Station
Vendor Station
Offline Connection
AD OPS
DATA OPS
MOBILITY
WEB OPS
SOCIAL OPS
DESIGN
MARKETING OPS
CREATIVE
Connection to CMO
Connections to Sales and Service
Connection to General Advertising
Connection to IT Connection to
Business Intelligence
Web Content Mgmt Web Analytics
Virtual Actors
Video Ad Networks
Video Ad Mgmt
Venues
User Groups
UXP
UX Design
Tag Mgmt
Social TV Social Networks
Social Mktg Mgmt
Social Commerce
Social Apps
Social Analytics
Social Ads
Smart Kiosks
Site Retargeting
Search Retargeting
Search Engines
SEO Tools
SEM Platforms
Rich Media Search
Real-Time Decisioning QR Codes
Programmatic Media
Program Guide
Promo
Reviews amp Recs
Embedded Merch
Product Design
Compliance
Predictive Campaign Analytics
OTT Video Online Video Publishing
Online Retailers
Data Exchanges
NFC
Natural Language
Questioning
Native Ads
Campaign Mgmt
Mobile Search
Mobile Messaging amp Commerce
Mobile Media amp Targeting
Mobile App amp Content Svs Mobile App
Marketplace
Mobile Analytics
Mobile Ad Networks
Microsensors
Media Labs
Media Companies
Media Agencies
Marketing Service
Providers
Mktg Resource
Mgmt
Management Consultants
Marketing Analytics
Lead Mgmt
In-Game Ads
Idea Mgmt
IT Service Providers
Geotargeting
Geofencing
Gamification Tools
Finger- printing
Experience Targeting
Emotion Detection
Email Mktg
E-Commerce Enablers
Dynamic Creative
DOOH Media Svcs
Digital Offers
Media Metrics
DM HUB
Digital Asset Mgmt
Digital Agencies
Data Warehouses
DMP
Customer Analytics Crowdsourcing
Content Marketing
Data Providers
Communities
CSPs Census and Panel Data
Business Process
Outsourcers
Blogs
Automatic Content Recognition
Augmented Reality
Attribution
Agile Mktg PM Agency Holding
Companies
Advocacy Mktg
Addressable TV
Ad Verification
Online Ad Networks
Ad Exchanges
AB Testing
MOBILE
STRATEGY
EMERGING TECH
ANALYTICS
AD TECH
UX
SOCIAL
COMMERCE
Mktg Mgmt
SEARCH
CREATIVE
RT DATA
24
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Profile Management
Registered
Anonymous
Customer (CRM)
Third Party (DMP)
Analytics
Attribution Segmentation Optimization
Predictive Modeling
Visualization
Real-time Messaging amp Personalization
Real Time Hub
UXWeb
Commerce
Mobile
Social
EmailMA
Search
Ad tech
x x x x
x x x x x
x
x
x
x
x
x
x
weights scores
Qualifying score
includes display and video
Integration
Collaboration amp Workflow
Ideation amp Planning
Data Management
Content amp Asset Management
x x x x
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
Data Collection x
21
DM Hub Model
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Recap
bull Big Data distress
bull Bringing innovation better faster cheaper
bull Emergence of automated individual marketing
bull Big Data at the peak of inflated expectations
bull Most marketers stuck in the obvious
bull Rise of the digital marketing ldquohubrdquo
26
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Thank You martinkihngartnercom
martykihn
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Roles and Responsibilities
bull Covers data-driven marketing and marketing analytics
bull Focuses on the use of data to improve marketing strategy customer acquisition and retention
bull Helps clients develop and deliver actionable insights based on the analysis of campaign site and social information
bull Previously VP and Director of Strategy and Analytics at DigitasLBi and other agencies
bull Specialized in developing measuring and optimizing digital and social marketing strategies
bull Clients included General Motors HampR Block Delta Air Lines and American Express
bull Focus areas website and digital marketing analytics and the optimization of display and social campaigns
bull Wrote ldquoHouse of Liesrdquo which was the basis for a Showtime series of the same name
Martin Kihn Research Director
Gartner for Marketing Leaders
Focus Data-Driven Marketing
Professional Background
Fallon Worldwide Director of Analytics 2 years
Digitas VPDirector of Strategy amp Analysis 6 years
Booz amp Co management consultant 3 years
Education
MBA with honors Columbia Business School
BA History Yale University
28
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Different Levels of Human Collaboration
Human Input
Data Decision Predictive What will happen
Diagnostic Why did it happen
Descriptive What happened
Prescriptive
What should I do
Analytics
Action
Decision Automation
Decision Support
9
Feedback loop
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
What Happens Now
Big Data
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Hype Cycle for Digital Marketing 2013
11
Really Useful
Communication problem not technology problem
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Questions Are Getting Better
12
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Advertising Leads Digital Marketing in Consumption of Data What digital marketing areas use the analytics data that your organization produces
Multiple responses permitted
n=101 who indicate that digital marketers are major consumers of marketing analytics
50
53
55
62
69
74
79
0 20 40 60 80 100
Content
Mobile
Search
E-commerce
Email and messaging
Social
Advertising
Percentage of Respondents
bull 13 adults donrsquot use social media
bull Target personal
bull Analytics 1 planned invest
13
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
What Can Data Do An Example
Behind the scenes there is a massive connectivity and data universe dedicated to getting you to see just the right banner ad
Programmatic Advertising Ecosystem bull User clicks publisher site server starts to load page comes to ad unit
bull Publisher queries ad server Ad Exchange
bull Ad Exchange sends request to multiple DSPs
bull AdEx forwards XML file with user and site profile data and restrictions
bull DSP adds DMP amp third-party data and cross-matches advertiser targets
bull DSP algorithmically optimizes bidding
bull DSP responds to Ad Exchange with bids
bull Ad Exchange runs Vickrey auction and picks second-price winner
bull Ad Exchange shoots price and ad to publisherrsquos ad server
bull Ad server tells browser which creative and size to run
bull Browser loads ad fires ad server pixel and tells DSP impression was served
bull User ignores ad 9903 of the time
000 Seconds
036 Seconds
14
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
bull Deflation of media value
bull Channel conflict amp yield management
bull Data leakage amp complexity
bull Blind marketing amp commoditization
bull Brand safety amp metrics lag
bull Intermediary fees
ldquoRemarketing is the killer app for displayrdquo ndash Turn (3X response 25X price)
ldquoWe got 2X better response from buying lsquointenderrsquo segments ndash but it wasnrsquot worth the premiumrdquo
Power Shifts from Supply to Demand
15 Source Gartner 2013 Audience Science
10
Agency Fee
Typical RTB Transaction
09
DSP
DMP 10
Data enrichment
12
Arbitrage
25
SSP
Network
Exchange
35
Net Rev $1 CPM
65
In Target Under Cap
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Three Phases of Experience Targeting
Retargeting
Look-alike Targeting
Interest Graph Targeting
bull 50 retargets
bull AdRoll
bull CRM LTV
bull Best customers
bull DMP profiles
16
bull 2013 equivalent of 80 pts of social data generated for every person on earth (500B)
bull FB Open Graph
bull Amazon + FB Connect
bull reco engine
bull psychographic
bull BMD
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
We report the metrics but there is little action
taken as a result 14
We analyze historical data to understand
patterns and performance and make
inferences about the future 48
We use statistical models to simulate
scenarios and make predictions about the
future 18
We use predictive analytics allowing real-
time calculations to trigger events
21
Q05 Which statement best represents how your organization uses digital marketing metrics
n=192
39 Use Some Advanced Techniques
Take little action
Retrospective amp Descriptive
Predictive
Real-time insight
17 17
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
38
48
54
56
59
60
63
66
70
70
71
FunnelPipeline Metrics
Content Marketing
eCommerce
Search Engine Optimization(organic)
Mobile Marketing
Search Engine Advertising (paid)
Customer Metrics
Email Marketing
Social Marketing
Online Display Ads
Corporate website activity
Q01 What digital marketing activities does your organization track and measure
Most Marketers Still Study the Obvious
Multiple responses allowed
18 18 n=192
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
7
14
15
9
17
16
13
35
34
Revenue allocatedto Marketing Budget
2012
Marketing Budgetallocated to Marketing
Analytics
Marketing analyticsBudget spent on digital
marketing analytics
Embryonic
Intermediate
ProgressiveN = 226
n = 191
N = 197
Base excludes Donrsquot Know
Base excludes Donrsquot Know
[SHOWING MEAN ] Significant differences
Higher Analytics Spend Higher Returns
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
66 56 52
21
26 26
13 18 22
Embryonic (n=55) Intermediate (n=101) Progressive (n=60) Base excludes Donrsquot Know
[SHOWING MEAN ]
Significant differences
Progressive Companies Use More External Data
Increasing
bull 42 of all resps shared or bought data
bull 21 of marketing orgs have non-IT data center
20
How much of the marketing data your company analyzes comes from the following sources
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS measure GartnerGML
bull Personal ID persistent bull ID association bull External access bull Available to marketing
execution bull You = tag management
21
Marketing Technology Is Cluttered
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Two Frameworks
Experiences
bull Email personalization
bull Site personalization (Certona Monetate)
bull SEO
bull Testing
Operations
bull Data vendors
bull Marketing analytics
bull Dashboards
bull Web analytics
bull BI DAM
Middleware (DMP CDP Tag Mngmt)
Infrastructure
bull E-commerce website
bull Marketing automation CRM
Sales amp Marketing
bull Email optimization amp service IMM all social
bull Data vendors DMPs
bull VisualizationBI (GoodData Tableau)
Website Personalization amp Optimization
bull Personalization recommendation SEO Testing LP Opt
E-Commerce
bull Storefront (elasticpath shopify) payments m-commerce
Website Creation amp Management
bull Online video players DAM
bull Web analytics tag management CMS
Chiefmartec Luma Ad Tech
22
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
RT = real time
UX = user experience
Product Station
Vendor Station
Offline Connection
MOBILE
STRATEGY
EMERGING TECH
ANALYTICS
AD TECH
UX
SOCIAL
COMMERCE
Mktg Mgmt
SEARCH
CREATIVE
RT DATA
Connection to CMO
Connections to Sales and Service
Connection to General Advertising
Connection to IT Connection to
Business Intelligence
Digital Marketing Neighborhoods
MOBILITY
AD OPS
DATA OPS
WEB OPS
SOCIAL OPS
DESIGN
MARKETING OPS
23
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Digital Marketing Transit Map
Product Station
Vendor Station
Offline Connection
AD OPS
DATA OPS
MOBILITY
WEB OPS
SOCIAL OPS
DESIGN
MARKETING OPS
CREATIVE
Connection to CMO
Connections to Sales and Service
Connection to General Advertising
Connection to IT Connection to
Business Intelligence
Web Content Mgmt Web Analytics
Virtual Actors
Video Ad Networks
Video Ad Mgmt
Venues
User Groups
UXP
UX Design
Tag Mgmt
Social TV Social Networks
Social Mktg Mgmt
Social Commerce
Social Apps
Social Analytics
Social Ads
Smart Kiosks
Site Retargeting
Search Retargeting
Search Engines
SEO Tools
SEM Platforms
Rich Media Search
Real-Time Decisioning QR Codes
Programmatic Media
Program Guide
Promo
Reviews amp Recs
Embedded Merch
Product Design
Compliance
Predictive Campaign Analytics
OTT Video Online Video Publishing
Online Retailers
Data Exchanges
NFC
Natural Language
Questioning
Native Ads
Campaign Mgmt
Mobile Search
Mobile Messaging amp Commerce
Mobile Media amp Targeting
Mobile App amp Content Svs Mobile App
Marketplace
Mobile Analytics
Mobile Ad Networks
Microsensors
Media Labs
Media Companies
Media Agencies
Marketing Service
Providers
Mktg Resource
Mgmt
Management Consultants
Marketing Analytics
Lead Mgmt
In-Game Ads
Idea Mgmt
IT Service Providers
Geotargeting
Geofencing
Gamification Tools
Finger- printing
Experience Targeting
Emotion Detection
Email Mktg
E-Commerce Enablers
Dynamic Creative
DOOH Media Svcs
Digital Offers
Media Metrics
DM HUB
Digital Asset Mgmt
Digital Agencies
Data Warehouses
DMP
Customer Analytics Crowdsourcing
Content Marketing
Data Providers
Communities
CSPs Census and Panel Data
Business Process
Outsourcers
Blogs
Automatic Content Recognition
Augmented Reality
Attribution
Agile Mktg PM Agency Holding
Companies
Advocacy Mktg
Addressable TV
Ad Verification
Online Ad Networks
Ad Exchanges
AB Testing
MOBILE
STRATEGY
EMERGING TECH
ANALYTICS
AD TECH
UX
SOCIAL
COMMERCE
Mktg Mgmt
SEARCH
CREATIVE
RT DATA
24
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Profile Management
Registered
Anonymous
Customer (CRM)
Third Party (DMP)
Analytics
Attribution Segmentation Optimization
Predictive Modeling
Visualization
Real-time Messaging amp Personalization
Real Time Hub
UXWeb
Commerce
Mobile
Social
EmailMA
Search
Ad tech
x x x x
x x x x x
x
x
x
x
x
x
x
weights scores
Qualifying score
includes display and video
Integration
Collaboration amp Workflow
Ideation amp Planning
Data Management
Content amp Asset Management
x x x x
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
Data Collection x
21
DM Hub Model
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Recap
bull Big Data distress
bull Bringing innovation better faster cheaper
bull Emergence of automated individual marketing
bull Big Data at the peak of inflated expectations
bull Most marketers stuck in the obvious
bull Rise of the digital marketing ldquohubrdquo
26
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Thank You martinkihngartnercom
martykihn
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Roles and Responsibilities
bull Covers data-driven marketing and marketing analytics
bull Focuses on the use of data to improve marketing strategy customer acquisition and retention
bull Helps clients develop and deliver actionable insights based on the analysis of campaign site and social information
bull Previously VP and Director of Strategy and Analytics at DigitasLBi and other agencies
bull Specialized in developing measuring and optimizing digital and social marketing strategies
bull Clients included General Motors HampR Block Delta Air Lines and American Express
bull Focus areas website and digital marketing analytics and the optimization of display and social campaigns
bull Wrote ldquoHouse of Liesrdquo which was the basis for a Showtime series of the same name
Martin Kihn Research Director
Gartner for Marketing Leaders
Focus Data-Driven Marketing
Professional Background
Fallon Worldwide Director of Analytics 2 years
Digitas VPDirector of Strategy amp Analysis 6 years
Booz amp Co management consultant 3 years
Education
MBA with honors Columbia Business School
BA History Yale University
28
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
What Happens Now
Big Data
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Hype Cycle for Digital Marketing 2013
11
Really Useful
Communication problem not technology problem
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Questions Are Getting Better
12
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Advertising Leads Digital Marketing in Consumption of Data What digital marketing areas use the analytics data that your organization produces
Multiple responses permitted
n=101 who indicate that digital marketers are major consumers of marketing analytics
50
53
55
62
69
74
79
0 20 40 60 80 100
Content
Mobile
Search
E-commerce
Email and messaging
Social
Advertising
Percentage of Respondents
bull 13 adults donrsquot use social media
bull Target personal
bull Analytics 1 planned invest
13
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
What Can Data Do An Example
Behind the scenes there is a massive connectivity and data universe dedicated to getting you to see just the right banner ad
Programmatic Advertising Ecosystem bull User clicks publisher site server starts to load page comes to ad unit
bull Publisher queries ad server Ad Exchange
bull Ad Exchange sends request to multiple DSPs
bull AdEx forwards XML file with user and site profile data and restrictions
bull DSP adds DMP amp third-party data and cross-matches advertiser targets
bull DSP algorithmically optimizes bidding
bull DSP responds to Ad Exchange with bids
bull Ad Exchange runs Vickrey auction and picks second-price winner
bull Ad Exchange shoots price and ad to publisherrsquos ad server
bull Ad server tells browser which creative and size to run
bull Browser loads ad fires ad server pixel and tells DSP impression was served
bull User ignores ad 9903 of the time
000 Seconds
036 Seconds
14
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
bull Deflation of media value
bull Channel conflict amp yield management
bull Data leakage amp complexity
bull Blind marketing amp commoditization
bull Brand safety amp metrics lag
bull Intermediary fees
ldquoRemarketing is the killer app for displayrdquo ndash Turn (3X response 25X price)
ldquoWe got 2X better response from buying lsquointenderrsquo segments ndash but it wasnrsquot worth the premiumrdquo
Power Shifts from Supply to Demand
15 Source Gartner 2013 Audience Science
10
Agency Fee
Typical RTB Transaction
09
DSP
DMP 10
Data enrichment
12
Arbitrage
25
SSP
Network
Exchange
35
Net Rev $1 CPM
65
In Target Under Cap
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Three Phases of Experience Targeting
Retargeting
Look-alike Targeting
Interest Graph Targeting
bull 50 retargets
bull AdRoll
bull CRM LTV
bull Best customers
bull DMP profiles
16
bull 2013 equivalent of 80 pts of social data generated for every person on earth (500B)
bull FB Open Graph
bull Amazon + FB Connect
bull reco engine
bull psychographic
bull BMD
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
We report the metrics but there is little action
taken as a result 14
We analyze historical data to understand
patterns and performance and make
inferences about the future 48
We use statistical models to simulate
scenarios and make predictions about the
future 18
We use predictive analytics allowing real-
time calculations to trigger events
21
Q05 Which statement best represents how your organization uses digital marketing metrics
n=192
39 Use Some Advanced Techniques
Take little action
Retrospective amp Descriptive
Predictive
Real-time insight
17 17
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
38
48
54
56
59
60
63
66
70
70
71
FunnelPipeline Metrics
Content Marketing
eCommerce
Search Engine Optimization(organic)
Mobile Marketing
Search Engine Advertising (paid)
Customer Metrics
Email Marketing
Social Marketing
Online Display Ads
Corporate website activity
Q01 What digital marketing activities does your organization track and measure
Most Marketers Still Study the Obvious
Multiple responses allowed
18 18 n=192
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
7
14
15
9
17
16
13
35
34
Revenue allocatedto Marketing Budget
2012
Marketing Budgetallocated to Marketing
Analytics
Marketing analyticsBudget spent on digital
marketing analytics
Embryonic
Intermediate
ProgressiveN = 226
n = 191
N = 197
Base excludes Donrsquot Know
Base excludes Donrsquot Know
[SHOWING MEAN ] Significant differences
Higher Analytics Spend Higher Returns
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
66 56 52
21
26 26
13 18 22
Embryonic (n=55) Intermediate (n=101) Progressive (n=60) Base excludes Donrsquot Know
[SHOWING MEAN ]
Significant differences
Progressive Companies Use More External Data
Increasing
bull 42 of all resps shared or bought data
bull 21 of marketing orgs have non-IT data center
20
How much of the marketing data your company analyzes comes from the following sources
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS measure GartnerGML
bull Personal ID persistent bull ID association bull External access bull Available to marketing
execution bull You = tag management
21
Marketing Technology Is Cluttered
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Two Frameworks
Experiences
bull Email personalization
bull Site personalization (Certona Monetate)
bull SEO
bull Testing
Operations
bull Data vendors
bull Marketing analytics
bull Dashboards
bull Web analytics
bull BI DAM
Middleware (DMP CDP Tag Mngmt)
Infrastructure
bull E-commerce website
bull Marketing automation CRM
Sales amp Marketing
bull Email optimization amp service IMM all social
bull Data vendors DMPs
bull VisualizationBI (GoodData Tableau)
Website Personalization amp Optimization
bull Personalization recommendation SEO Testing LP Opt
E-Commerce
bull Storefront (elasticpath shopify) payments m-commerce
Website Creation amp Management
bull Online video players DAM
bull Web analytics tag management CMS
Chiefmartec Luma Ad Tech
22
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
RT = real time
UX = user experience
Product Station
Vendor Station
Offline Connection
MOBILE
STRATEGY
EMERGING TECH
ANALYTICS
AD TECH
UX
SOCIAL
COMMERCE
Mktg Mgmt
SEARCH
CREATIVE
RT DATA
Connection to CMO
Connections to Sales and Service
Connection to General Advertising
Connection to IT Connection to
Business Intelligence
Digital Marketing Neighborhoods
MOBILITY
AD OPS
DATA OPS
WEB OPS
SOCIAL OPS
DESIGN
MARKETING OPS
23
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Digital Marketing Transit Map
Product Station
Vendor Station
Offline Connection
AD OPS
DATA OPS
MOBILITY
WEB OPS
SOCIAL OPS
DESIGN
MARKETING OPS
CREATIVE
Connection to CMO
Connections to Sales and Service
Connection to General Advertising
Connection to IT Connection to
Business Intelligence
Web Content Mgmt Web Analytics
Virtual Actors
Video Ad Networks
Video Ad Mgmt
Venues
User Groups
UXP
UX Design
Tag Mgmt
Social TV Social Networks
Social Mktg Mgmt
Social Commerce
Social Apps
Social Analytics
Social Ads
Smart Kiosks
Site Retargeting
Search Retargeting
Search Engines
SEO Tools
SEM Platforms
Rich Media Search
Real-Time Decisioning QR Codes
Programmatic Media
Program Guide
Promo
Reviews amp Recs
Embedded Merch
Product Design
Compliance
Predictive Campaign Analytics
OTT Video Online Video Publishing
Online Retailers
Data Exchanges
NFC
Natural Language
Questioning
Native Ads
Campaign Mgmt
Mobile Search
Mobile Messaging amp Commerce
Mobile Media amp Targeting
Mobile App amp Content Svs Mobile App
Marketplace
Mobile Analytics
Mobile Ad Networks
Microsensors
Media Labs
Media Companies
Media Agencies
Marketing Service
Providers
Mktg Resource
Mgmt
Management Consultants
Marketing Analytics
Lead Mgmt
In-Game Ads
Idea Mgmt
IT Service Providers
Geotargeting
Geofencing
Gamification Tools
Finger- printing
Experience Targeting
Emotion Detection
Email Mktg
E-Commerce Enablers
Dynamic Creative
DOOH Media Svcs
Digital Offers
Media Metrics
DM HUB
Digital Asset Mgmt
Digital Agencies
Data Warehouses
DMP
Customer Analytics Crowdsourcing
Content Marketing
Data Providers
Communities
CSPs Census and Panel Data
Business Process
Outsourcers
Blogs
Automatic Content Recognition
Augmented Reality
Attribution
Agile Mktg PM Agency Holding
Companies
Advocacy Mktg
Addressable TV
Ad Verification
Online Ad Networks
Ad Exchanges
AB Testing
MOBILE
STRATEGY
EMERGING TECH
ANALYTICS
AD TECH
UX
SOCIAL
COMMERCE
Mktg Mgmt
SEARCH
CREATIVE
RT DATA
24
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Profile Management
Registered
Anonymous
Customer (CRM)
Third Party (DMP)
Analytics
Attribution Segmentation Optimization
Predictive Modeling
Visualization
Real-time Messaging amp Personalization
Real Time Hub
UXWeb
Commerce
Mobile
Social
EmailMA
Search
Ad tech
x x x x
x x x x x
x
x
x
x
x
x
x
weights scores
Qualifying score
includes display and video
Integration
Collaboration amp Workflow
Ideation amp Planning
Data Management
Content amp Asset Management
x x x x
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
Data Collection x
21
DM Hub Model
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Recap
bull Big Data distress
bull Bringing innovation better faster cheaper
bull Emergence of automated individual marketing
bull Big Data at the peak of inflated expectations
bull Most marketers stuck in the obvious
bull Rise of the digital marketing ldquohubrdquo
26
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Thank You martinkihngartnercom
martykihn
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Roles and Responsibilities
bull Covers data-driven marketing and marketing analytics
bull Focuses on the use of data to improve marketing strategy customer acquisition and retention
bull Helps clients develop and deliver actionable insights based on the analysis of campaign site and social information
bull Previously VP and Director of Strategy and Analytics at DigitasLBi and other agencies
bull Specialized in developing measuring and optimizing digital and social marketing strategies
bull Clients included General Motors HampR Block Delta Air Lines and American Express
bull Focus areas website and digital marketing analytics and the optimization of display and social campaigns
bull Wrote ldquoHouse of Liesrdquo which was the basis for a Showtime series of the same name
Martin Kihn Research Director
Gartner for Marketing Leaders
Focus Data-Driven Marketing
Professional Background
Fallon Worldwide Director of Analytics 2 years
Digitas VPDirector of Strategy amp Analysis 6 years
Booz amp Co management consultant 3 years
Education
MBA with honors Columbia Business School
BA History Yale University
28
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Hype Cycle for Digital Marketing 2013
11
Really Useful
Communication problem not technology problem
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Questions Are Getting Better
12
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Advertising Leads Digital Marketing in Consumption of Data What digital marketing areas use the analytics data that your organization produces
Multiple responses permitted
n=101 who indicate that digital marketers are major consumers of marketing analytics
50
53
55
62
69
74
79
0 20 40 60 80 100
Content
Mobile
Search
E-commerce
Email and messaging
Social
Advertising
Percentage of Respondents
bull 13 adults donrsquot use social media
bull Target personal
bull Analytics 1 planned invest
13
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
What Can Data Do An Example
Behind the scenes there is a massive connectivity and data universe dedicated to getting you to see just the right banner ad
Programmatic Advertising Ecosystem bull User clicks publisher site server starts to load page comes to ad unit
bull Publisher queries ad server Ad Exchange
bull Ad Exchange sends request to multiple DSPs
bull AdEx forwards XML file with user and site profile data and restrictions
bull DSP adds DMP amp third-party data and cross-matches advertiser targets
bull DSP algorithmically optimizes bidding
bull DSP responds to Ad Exchange with bids
bull Ad Exchange runs Vickrey auction and picks second-price winner
bull Ad Exchange shoots price and ad to publisherrsquos ad server
bull Ad server tells browser which creative and size to run
bull Browser loads ad fires ad server pixel and tells DSP impression was served
bull User ignores ad 9903 of the time
000 Seconds
036 Seconds
14
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
bull Deflation of media value
bull Channel conflict amp yield management
bull Data leakage amp complexity
bull Blind marketing amp commoditization
bull Brand safety amp metrics lag
bull Intermediary fees
ldquoRemarketing is the killer app for displayrdquo ndash Turn (3X response 25X price)
ldquoWe got 2X better response from buying lsquointenderrsquo segments ndash but it wasnrsquot worth the premiumrdquo
Power Shifts from Supply to Demand
15 Source Gartner 2013 Audience Science
10
Agency Fee
Typical RTB Transaction
09
DSP
DMP 10
Data enrichment
12
Arbitrage
25
SSP
Network
Exchange
35
Net Rev $1 CPM
65
In Target Under Cap
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Three Phases of Experience Targeting
Retargeting
Look-alike Targeting
Interest Graph Targeting
bull 50 retargets
bull AdRoll
bull CRM LTV
bull Best customers
bull DMP profiles
16
bull 2013 equivalent of 80 pts of social data generated for every person on earth (500B)
bull FB Open Graph
bull Amazon + FB Connect
bull reco engine
bull psychographic
bull BMD
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
We report the metrics but there is little action
taken as a result 14
We analyze historical data to understand
patterns and performance and make
inferences about the future 48
We use statistical models to simulate
scenarios and make predictions about the
future 18
We use predictive analytics allowing real-
time calculations to trigger events
21
Q05 Which statement best represents how your organization uses digital marketing metrics
n=192
39 Use Some Advanced Techniques
Take little action
Retrospective amp Descriptive
Predictive
Real-time insight
17 17
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
38
48
54
56
59
60
63
66
70
70
71
FunnelPipeline Metrics
Content Marketing
eCommerce
Search Engine Optimization(organic)
Mobile Marketing
Search Engine Advertising (paid)
Customer Metrics
Email Marketing
Social Marketing
Online Display Ads
Corporate website activity
Q01 What digital marketing activities does your organization track and measure
Most Marketers Still Study the Obvious
Multiple responses allowed
18 18 n=192
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
7
14
15
9
17
16
13
35
34
Revenue allocatedto Marketing Budget
2012
Marketing Budgetallocated to Marketing
Analytics
Marketing analyticsBudget spent on digital
marketing analytics
Embryonic
Intermediate
ProgressiveN = 226
n = 191
N = 197
Base excludes Donrsquot Know
Base excludes Donrsquot Know
[SHOWING MEAN ] Significant differences
Higher Analytics Spend Higher Returns
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
66 56 52
21
26 26
13 18 22
Embryonic (n=55) Intermediate (n=101) Progressive (n=60) Base excludes Donrsquot Know
[SHOWING MEAN ]
Significant differences
Progressive Companies Use More External Data
Increasing
bull 42 of all resps shared or bought data
bull 21 of marketing orgs have non-IT data center
20
How much of the marketing data your company analyzes comes from the following sources
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS measure GartnerGML
bull Personal ID persistent bull ID association bull External access bull Available to marketing
execution bull You = tag management
21
Marketing Technology Is Cluttered
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Two Frameworks
Experiences
bull Email personalization
bull Site personalization (Certona Monetate)
bull SEO
bull Testing
Operations
bull Data vendors
bull Marketing analytics
bull Dashboards
bull Web analytics
bull BI DAM
Middleware (DMP CDP Tag Mngmt)
Infrastructure
bull E-commerce website
bull Marketing automation CRM
Sales amp Marketing
bull Email optimization amp service IMM all social
bull Data vendors DMPs
bull VisualizationBI (GoodData Tableau)
Website Personalization amp Optimization
bull Personalization recommendation SEO Testing LP Opt
E-Commerce
bull Storefront (elasticpath shopify) payments m-commerce
Website Creation amp Management
bull Online video players DAM
bull Web analytics tag management CMS
Chiefmartec Luma Ad Tech
22
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
RT = real time
UX = user experience
Product Station
Vendor Station
Offline Connection
MOBILE
STRATEGY
EMERGING TECH
ANALYTICS
AD TECH
UX
SOCIAL
COMMERCE
Mktg Mgmt
SEARCH
CREATIVE
RT DATA
Connection to CMO
Connections to Sales and Service
Connection to General Advertising
Connection to IT Connection to
Business Intelligence
Digital Marketing Neighborhoods
MOBILITY
AD OPS
DATA OPS
WEB OPS
SOCIAL OPS
DESIGN
MARKETING OPS
23
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Digital Marketing Transit Map
Product Station
Vendor Station
Offline Connection
AD OPS
DATA OPS
MOBILITY
WEB OPS
SOCIAL OPS
DESIGN
MARKETING OPS
CREATIVE
Connection to CMO
Connections to Sales and Service
Connection to General Advertising
Connection to IT Connection to
Business Intelligence
Web Content Mgmt Web Analytics
Virtual Actors
Video Ad Networks
Video Ad Mgmt
Venues
User Groups
UXP
UX Design
Tag Mgmt
Social TV Social Networks
Social Mktg Mgmt
Social Commerce
Social Apps
Social Analytics
Social Ads
Smart Kiosks
Site Retargeting
Search Retargeting
Search Engines
SEO Tools
SEM Platforms
Rich Media Search
Real-Time Decisioning QR Codes
Programmatic Media
Program Guide
Promo
Reviews amp Recs
Embedded Merch
Product Design
Compliance
Predictive Campaign Analytics
OTT Video Online Video Publishing
Online Retailers
Data Exchanges
NFC
Natural Language
Questioning
Native Ads
Campaign Mgmt
Mobile Search
Mobile Messaging amp Commerce
Mobile Media amp Targeting
Mobile App amp Content Svs Mobile App
Marketplace
Mobile Analytics
Mobile Ad Networks
Microsensors
Media Labs
Media Companies
Media Agencies
Marketing Service
Providers
Mktg Resource
Mgmt
Management Consultants
Marketing Analytics
Lead Mgmt
In-Game Ads
Idea Mgmt
IT Service Providers
Geotargeting
Geofencing
Gamification Tools
Finger- printing
Experience Targeting
Emotion Detection
Email Mktg
E-Commerce Enablers
Dynamic Creative
DOOH Media Svcs
Digital Offers
Media Metrics
DM HUB
Digital Asset Mgmt
Digital Agencies
Data Warehouses
DMP
Customer Analytics Crowdsourcing
Content Marketing
Data Providers
Communities
CSPs Census and Panel Data
Business Process
Outsourcers
Blogs
Automatic Content Recognition
Augmented Reality
Attribution
Agile Mktg PM Agency Holding
Companies
Advocacy Mktg
Addressable TV
Ad Verification
Online Ad Networks
Ad Exchanges
AB Testing
MOBILE
STRATEGY
EMERGING TECH
ANALYTICS
AD TECH
UX
SOCIAL
COMMERCE
Mktg Mgmt
SEARCH
CREATIVE
RT DATA
24
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Profile Management
Registered
Anonymous
Customer (CRM)
Third Party (DMP)
Analytics
Attribution Segmentation Optimization
Predictive Modeling
Visualization
Real-time Messaging amp Personalization
Real Time Hub
UXWeb
Commerce
Mobile
Social
EmailMA
Search
Ad tech
x x x x
x x x x x
x
x
x
x
x
x
x
weights scores
Qualifying score
includes display and video
Integration
Collaboration amp Workflow
Ideation amp Planning
Data Management
Content amp Asset Management
x x x x
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
Data Collection x
21
DM Hub Model
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Recap
bull Big Data distress
bull Bringing innovation better faster cheaper
bull Emergence of automated individual marketing
bull Big Data at the peak of inflated expectations
bull Most marketers stuck in the obvious
bull Rise of the digital marketing ldquohubrdquo
26
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Thank You martinkihngartnercom
martykihn
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Roles and Responsibilities
bull Covers data-driven marketing and marketing analytics
bull Focuses on the use of data to improve marketing strategy customer acquisition and retention
bull Helps clients develop and deliver actionable insights based on the analysis of campaign site and social information
bull Previously VP and Director of Strategy and Analytics at DigitasLBi and other agencies
bull Specialized in developing measuring and optimizing digital and social marketing strategies
bull Clients included General Motors HampR Block Delta Air Lines and American Express
bull Focus areas website and digital marketing analytics and the optimization of display and social campaigns
bull Wrote ldquoHouse of Liesrdquo which was the basis for a Showtime series of the same name
Martin Kihn Research Director
Gartner for Marketing Leaders
Focus Data-Driven Marketing
Professional Background
Fallon Worldwide Director of Analytics 2 years
Digitas VPDirector of Strategy amp Analysis 6 years
Booz amp Co management consultant 3 years
Education
MBA with honors Columbia Business School
BA History Yale University
28
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Questions Are Getting Better
12
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Advertising Leads Digital Marketing in Consumption of Data What digital marketing areas use the analytics data that your organization produces
Multiple responses permitted
n=101 who indicate that digital marketers are major consumers of marketing analytics
50
53
55
62
69
74
79
0 20 40 60 80 100
Content
Mobile
Search
E-commerce
Email and messaging
Social
Advertising
Percentage of Respondents
bull 13 adults donrsquot use social media
bull Target personal
bull Analytics 1 planned invest
13
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
What Can Data Do An Example
Behind the scenes there is a massive connectivity and data universe dedicated to getting you to see just the right banner ad
Programmatic Advertising Ecosystem bull User clicks publisher site server starts to load page comes to ad unit
bull Publisher queries ad server Ad Exchange
bull Ad Exchange sends request to multiple DSPs
bull AdEx forwards XML file with user and site profile data and restrictions
bull DSP adds DMP amp third-party data and cross-matches advertiser targets
bull DSP algorithmically optimizes bidding
bull DSP responds to Ad Exchange with bids
bull Ad Exchange runs Vickrey auction and picks second-price winner
bull Ad Exchange shoots price and ad to publisherrsquos ad server
bull Ad server tells browser which creative and size to run
bull Browser loads ad fires ad server pixel and tells DSP impression was served
bull User ignores ad 9903 of the time
000 Seconds
036 Seconds
14
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
bull Deflation of media value
bull Channel conflict amp yield management
bull Data leakage amp complexity
bull Blind marketing amp commoditization
bull Brand safety amp metrics lag
bull Intermediary fees
ldquoRemarketing is the killer app for displayrdquo ndash Turn (3X response 25X price)
ldquoWe got 2X better response from buying lsquointenderrsquo segments ndash but it wasnrsquot worth the premiumrdquo
Power Shifts from Supply to Demand
15 Source Gartner 2013 Audience Science
10
Agency Fee
Typical RTB Transaction
09
DSP
DMP 10
Data enrichment
12
Arbitrage
25
SSP
Network
Exchange
35
Net Rev $1 CPM
65
In Target Under Cap
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Three Phases of Experience Targeting
Retargeting
Look-alike Targeting
Interest Graph Targeting
bull 50 retargets
bull AdRoll
bull CRM LTV
bull Best customers
bull DMP profiles
16
bull 2013 equivalent of 80 pts of social data generated for every person on earth (500B)
bull FB Open Graph
bull Amazon + FB Connect
bull reco engine
bull psychographic
bull BMD
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
We report the metrics but there is little action
taken as a result 14
We analyze historical data to understand
patterns and performance and make
inferences about the future 48
We use statistical models to simulate
scenarios and make predictions about the
future 18
We use predictive analytics allowing real-
time calculations to trigger events
21
Q05 Which statement best represents how your organization uses digital marketing metrics
n=192
39 Use Some Advanced Techniques
Take little action
Retrospective amp Descriptive
Predictive
Real-time insight
17 17
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
38
48
54
56
59
60
63
66
70
70
71
FunnelPipeline Metrics
Content Marketing
eCommerce
Search Engine Optimization(organic)
Mobile Marketing
Search Engine Advertising (paid)
Customer Metrics
Email Marketing
Social Marketing
Online Display Ads
Corporate website activity
Q01 What digital marketing activities does your organization track and measure
Most Marketers Still Study the Obvious
Multiple responses allowed
18 18 n=192
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
7
14
15
9
17
16
13
35
34
Revenue allocatedto Marketing Budget
2012
Marketing Budgetallocated to Marketing
Analytics
Marketing analyticsBudget spent on digital
marketing analytics
Embryonic
Intermediate
ProgressiveN = 226
n = 191
N = 197
Base excludes Donrsquot Know
Base excludes Donrsquot Know
[SHOWING MEAN ] Significant differences
Higher Analytics Spend Higher Returns
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
66 56 52
21
26 26
13 18 22
Embryonic (n=55) Intermediate (n=101) Progressive (n=60) Base excludes Donrsquot Know
[SHOWING MEAN ]
Significant differences
Progressive Companies Use More External Data
Increasing
bull 42 of all resps shared or bought data
bull 21 of marketing orgs have non-IT data center
20
How much of the marketing data your company analyzes comes from the following sources
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS measure GartnerGML
bull Personal ID persistent bull ID association bull External access bull Available to marketing
execution bull You = tag management
21
Marketing Technology Is Cluttered
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Two Frameworks
Experiences
bull Email personalization
bull Site personalization (Certona Monetate)
bull SEO
bull Testing
Operations
bull Data vendors
bull Marketing analytics
bull Dashboards
bull Web analytics
bull BI DAM
Middleware (DMP CDP Tag Mngmt)
Infrastructure
bull E-commerce website
bull Marketing automation CRM
Sales amp Marketing
bull Email optimization amp service IMM all social
bull Data vendors DMPs
bull VisualizationBI (GoodData Tableau)
Website Personalization amp Optimization
bull Personalization recommendation SEO Testing LP Opt
E-Commerce
bull Storefront (elasticpath shopify) payments m-commerce
Website Creation amp Management
bull Online video players DAM
bull Web analytics tag management CMS
Chiefmartec Luma Ad Tech
22
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
RT = real time
UX = user experience
Product Station
Vendor Station
Offline Connection
MOBILE
STRATEGY
EMERGING TECH
ANALYTICS
AD TECH
UX
SOCIAL
COMMERCE
Mktg Mgmt
SEARCH
CREATIVE
RT DATA
Connection to CMO
Connections to Sales and Service
Connection to General Advertising
Connection to IT Connection to
Business Intelligence
Digital Marketing Neighborhoods
MOBILITY
AD OPS
DATA OPS
WEB OPS
SOCIAL OPS
DESIGN
MARKETING OPS
23
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Digital Marketing Transit Map
Product Station
Vendor Station
Offline Connection
AD OPS
DATA OPS
MOBILITY
WEB OPS
SOCIAL OPS
DESIGN
MARKETING OPS
CREATIVE
Connection to CMO
Connections to Sales and Service
Connection to General Advertising
Connection to IT Connection to
Business Intelligence
Web Content Mgmt Web Analytics
Virtual Actors
Video Ad Networks
Video Ad Mgmt
Venues
User Groups
UXP
UX Design
Tag Mgmt
Social TV Social Networks
Social Mktg Mgmt
Social Commerce
Social Apps
Social Analytics
Social Ads
Smart Kiosks
Site Retargeting
Search Retargeting
Search Engines
SEO Tools
SEM Platforms
Rich Media Search
Real-Time Decisioning QR Codes
Programmatic Media
Program Guide
Promo
Reviews amp Recs
Embedded Merch
Product Design
Compliance
Predictive Campaign Analytics
OTT Video Online Video Publishing
Online Retailers
Data Exchanges
NFC
Natural Language
Questioning
Native Ads
Campaign Mgmt
Mobile Search
Mobile Messaging amp Commerce
Mobile Media amp Targeting
Mobile App amp Content Svs Mobile App
Marketplace
Mobile Analytics
Mobile Ad Networks
Microsensors
Media Labs
Media Companies
Media Agencies
Marketing Service
Providers
Mktg Resource
Mgmt
Management Consultants
Marketing Analytics
Lead Mgmt
In-Game Ads
Idea Mgmt
IT Service Providers
Geotargeting
Geofencing
Gamification Tools
Finger- printing
Experience Targeting
Emotion Detection
Email Mktg
E-Commerce Enablers
Dynamic Creative
DOOH Media Svcs
Digital Offers
Media Metrics
DM HUB
Digital Asset Mgmt
Digital Agencies
Data Warehouses
DMP
Customer Analytics Crowdsourcing
Content Marketing
Data Providers
Communities
CSPs Census and Panel Data
Business Process
Outsourcers
Blogs
Automatic Content Recognition
Augmented Reality
Attribution
Agile Mktg PM Agency Holding
Companies
Advocacy Mktg
Addressable TV
Ad Verification
Online Ad Networks
Ad Exchanges
AB Testing
MOBILE
STRATEGY
EMERGING TECH
ANALYTICS
AD TECH
UX
SOCIAL
COMMERCE
Mktg Mgmt
SEARCH
CREATIVE
RT DATA
24
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Profile Management
Registered
Anonymous
Customer (CRM)
Third Party (DMP)
Analytics
Attribution Segmentation Optimization
Predictive Modeling
Visualization
Real-time Messaging amp Personalization
Real Time Hub
UXWeb
Commerce
Mobile
Social
EmailMA
Search
Ad tech
x x x x
x x x x x
x
x
x
x
x
x
x
weights scores
Qualifying score
includes display and video
Integration
Collaboration amp Workflow
Ideation amp Planning
Data Management
Content amp Asset Management
x x x x
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
Data Collection x
21
DM Hub Model
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Recap
bull Big Data distress
bull Bringing innovation better faster cheaper
bull Emergence of automated individual marketing
bull Big Data at the peak of inflated expectations
bull Most marketers stuck in the obvious
bull Rise of the digital marketing ldquohubrdquo
26
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Thank You martinkihngartnercom
martykihn
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Roles and Responsibilities
bull Covers data-driven marketing and marketing analytics
bull Focuses on the use of data to improve marketing strategy customer acquisition and retention
bull Helps clients develop and deliver actionable insights based on the analysis of campaign site and social information
bull Previously VP and Director of Strategy and Analytics at DigitasLBi and other agencies
bull Specialized in developing measuring and optimizing digital and social marketing strategies
bull Clients included General Motors HampR Block Delta Air Lines and American Express
bull Focus areas website and digital marketing analytics and the optimization of display and social campaigns
bull Wrote ldquoHouse of Liesrdquo which was the basis for a Showtime series of the same name
Martin Kihn Research Director
Gartner for Marketing Leaders
Focus Data-Driven Marketing
Professional Background
Fallon Worldwide Director of Analytics 2 years
Digitas VPDirector of Strategy amp Analysis 6 years
Booz amp Co management consultant 3 years
Education
MBA with honors Columbia Business School
BA History Yale University
28
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Advertising Leads Digital Marketing in Consumption of Data What digital marketing areas use the analytics data that your organization produces
Multiple responses permitted
n=101 who indicate that digital marketers are major consumers of marketing analytics
50
53
55
62
69
74
79
0 20 40 60 80 100
Content
Mobile
Search
E-commerce
Email and messaging
Social
Advertising
Percentage of Respondents
bull 13 adults donrsquot use social media
bull Target personal
bull Analytics 1 planned invest
13
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
What Can Data Do An Example
Behind the scenes there is a massive connectivity and data universe dedicated to getting you to see just the right banner ad
Programmatic Advertising Ecosystem bull User clicks publisher site server starts to load page comes to ad unit
bull Publisher queries ad server Ad Exchange
bull Ad Exchange sends request to multiple DSPs
bull AdEx forwards XML file with user and site profile data and restrictions
bull DSP adds DMP amp third-party data and cross-matches advertiser targets
bull DSP algorithmically optimizes bidding
bull DSP responds to Ad Exchange with bids
bull Ad Exchange runs Vickrey auction and picks second-price winner
bull Ad Exchange shoots price and ad to publisherrsquos ad server
bull Ad server tells browser which creative and size to run
bull Browser loads ad fires ad server pixel and tells DSP impression was served
bull User ignores ad 9903 of the time
000 Seconds
036 Seconds
14
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
bull Deflation of media value
bull Channel conflict amp yield management
bull Data leakage amp complexity
bull Blind marketing amp commoditization
bull Brand safety amp metrics lag
bull Intermediary fees
ldquoRemarketing is the killer app for displayrdquo ndash Turn (3X response 25X price)
ldquoWe got 2X better response from buying lsquointenderrsquo segments ndash but it wasnrsquot worth the premiumrdquo
Power Shifts from Supply to Demand
15 Source Gartner 2013 Audience Science
10
Agency Fee
Typical RTB Transaction
09
DSP
DMP 10
Data enrichment
12
Arbitrage
25
SSP
Network
Exchange
35
Net Rev $1 CPM
65
In Target Under Cap
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Three Phases of Experience Targeting
Retargeting
Look-alike Targeting
Interest Graph Targeting
bull 50 retargets
bull AdRoll
bull CRM LTV
bull Best customers
bull DMP profiles
16
bull 2013 equivalent of 80 pts of social data generated for every person on earth (500B)
bull FB Open Graph
bull Amazon + FB Connect
bull reco engine
bull psychographic
bull BMD
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
We report the metrics but there is little action
taken as a result 14
We analyze historical data to understand
patterns and performance and make
inferences about the future 48
We use statistical models to simulate
scenarios and make predictions about the
future 18
We use predictive analytics allowing real-
time calculations to trigger events
21
Q05 Which statement best represents how your organization uses digital marketing metrics
n=192
39 Use Some Advanced Techniques
Take little action
Retrospective amp Descriptive
Predictive
Real-time insight
17 17
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
38
48
54
56
59
60
63
66
70
70
71
FunnelPipeline Metrics
Content Marketing
eCommerce
Search Engine Optimization(organic)
Mobile Marketing
Search Engine Advertising (paid)
Customer Metrics
Email Marketing
Social Marketing
Online Display Ads
Corporate website activity
Q01 What digital marketing activities does your organization track and measure
Most Marketers Still Study the Obvious
Multiple responses allowed
18 18 n=192
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
7
14
15
9
17
16
13
35
34
Revenue allocatedto Marketing Budget
2012
Marketing Budgetallocated to Marketing
Analytics
Marketing analyticsBudget spent on digital
marketing analytics
Embryonic
Intermediate
ProgressiveN = 226
n = 191
N = 197
Base excludes Donrsquot Know
Base excludes Donrsquot Know
[SHOWING MEAN ] Significant differences
Higher Analytics Spend Higher Returns
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
66 56 52
21
26 26
13 18 22
Embryonic (n=55) Intermediate (n=101) Progressive (n=60) Base excludes Donrsquot Know
[SHOWING MEAN ]
Significant differences
Progressive Companies Use More External Data
Increasing
bull 42 of all resps shared or bought data
bull 21 of marketing orgs have non-IT data center
20
How much of the marketing data your company analyzes comes from the following sources
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS measure GartnerGML
bull Personal ID persistent bull ID association bull External access bull Available to marketing
execution bull You = tag management
21
Marketing Technology Is Cluttered
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Two Frameworks
Experiences
bull Email personalization
bull Site personalization (Certona Monetate)
bull SEO
bull Testing
Operations
bull Data vendors
bull Marketing analytics
bull Dashboards
bull Web analytics
bull BI DAM
Middleware (DMP CDP Tag Mngmt)
Infrastructure
bull E-commerce website
bull Marketing automation CRM
Sales amp Marketing
bull Email optimization amp service IMM all social
bull Data vendors DMPs
bull VisualizationBI (GoodData Tableau)
Website Personalization amp Optimization
bull Personalization recommendation SEO Testing LP Opt
E-Commerce
bull Storefront (elasticpath shopify) payments m-commerce
Website Creation amp Management
bull Online video players DAM
bull Web analytics tag management CMS
Chiefmartec Luma Ad Tech
22
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
RT = real time
UX = user experience
Product Station
Vendor Station
Offline Connection
MOBILE
STRATEGY
EMERGING TECH
ANALYTICS
AD TECH
UX
SOCIAL
COMMERCE
Mktg Mgmt
SEARCH
CREATIVE
RT DATA
Connection to CMO
Connections to Sales and Service
Connection to General Advertising
Connection to IT Connection to
Business Intelligence
Digital Marketing Neighborhoods
MOBILITY
AD OPS
DATA OPS
WEB OPS
SOCIAL OPS
DESIGN
MARKETING OPS
23
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Digital Marketing Transit Map
Product Station
Vendor Station
Offline Connection
AD OPS
DATA OPS
MOBILITY
WEB OPS
SOCIAL OPS
DESIGN
MARKETING OPS
CREATIVE
Connection to CMO
Connections to Sales and Service
Connection to General Advertising
Connection to IT Connection to
Business Intelligence
Web Content Mgmt Web Analytics
Virtual Actors
Video Ad Networks
Video Ad Mgmt
Venues
User Groups
UXP
UX Design
Tag Mgmt
Social TV Social Networks
Social Mktg Mgmt
Social Commerce
Social Apps
Social Analytics
Social Ads
Smart Kiosks
Site Retargeting
Search Retargeting
Search Engines
SEO Tools
SEM Platforms
Rich Media Search
Real-Time Decisioning QR Codes
Programmatic Media
Program Guide
Promo
Reviews amp Recs
Embedded Merch
Product Design
Compliance
Predictive Campaign Analytics
OTT Video Online Video Publishing
Online Retailers
Data Exchanges
NFC
Natural Language
Questioning
Native Ads
Campaign Mgmt
Mobile Search
Mobile Messaging amp Commerce
Mobile Media amp Targeting
Mobile App amp Content Svs Mobile App
Marketplace
Mobile Analytics
Mobile Ad Networks
Microsensors
Media Labs
Media Companies
Media Agencies
Marketing Service
Providers
Mktg Resource
Mgmt
Management Consultants
Marketing Analytics
Lead Mgmt
In-Game Ads
Idea Mgmt
IT Service Providers
Geotargeting
Geofencing
Gamification Tools
Finger- printing
Experience Targeting
Emotion Detection
Email Mktg
E-Commerce Enablers
Dynamic Creative
DOOH Media Svcs
Digital Offers
Media Metrics
DM HUB
Digital Asset Mgmt
Digital Agencies
Data Warehouses
DMP
Customer Analytics Crowdsourcing
Content Marketing
Data Providers
Communities
CSPs Census and Panel Data
Business Process
Outsourcers
Blogs
Automatic Content Recognition
Augmented Reality
Attribution
Agile Mktg PM Agency Holding
Companies
Advocacy Mktg
Addressable TV
Ad Verification
Online Ad Networks
Ad Exchanges
AB Testing
MOBILE
STRATEGY
EMERGING TECH
ANALYTICS
AD TECH
UX
SOCIAL
COMMERCE
Mktg Mgmt
SEARCH
CREATIVE
RT DATA
24
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Profile Management
Registered
Anonymous
Customer (CRM)
Third Party (DMP)
Analytics
Attribution Segmentation Optimization
Predictive Modeling
Visualization
Real-time Messaging amp Personalization
Real Time Hub
UXWeb
Commerce
Mobile
Social
EmailMA
Search
Ad tech
x x x x
x x x x x
x
x
x
x
x
x
x
weights scores
Qualifying score
includes display and video
Integration
Collaboration amp Workflow
Ideation amp Planning
Data Management
Content amp Asset Management
x x x x
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
Data Collection x
21
DM Hub Model
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Recap
bull Big Data distress
bull Bringing innovation better faster cheaper
bull Emergence of automated individual marketing
bull Big Data at the peak of inflated expectations
bull Most marketers stuck in the obvious
bull Rise of the digital marketing ldquohubrdquo
26
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Thank You martinkihngartnercom
martykihn
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Roles and Responsibilities
bull Covers data-driven marketing and marketing analytics
bull Focuses on the use of data to improve marketing strategy customer acquisition and retention
bull Helps clients develop and deliver actionable insights based on the analysis of campaign site and social information
bull Previously VP and Director of Strategy and Analytics at DigitasLBi and other agencies
bull Specialized in developing measuring and optimizing digital and social marketing strategies
bull Clients included General Motors HampR Block Delta Air Lines and American Express
bull Focus areas website and digital marketing analytics and the optimization of display and social campaigns
bull Wrote ldquoHouse of Liesrdquo which was the basis for a Showtime series of the same name
Martin Kihn Research Director
Gartner for Marketing Leaders
Focus Data-Driven Marketing
Professional Background
Fallon Worldwide Director of Analytics 2 years
Digitas VPDirector of Strategy amp Analysis 6 years
Booz amp Co management consultant 3 years
Education
MBA with honors Columbia Business School
BA History Yale University
28
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
What Can Data Do An Example
Behind the scenes there is a massive connectivity and data universe dedicated to getting you to see just the right banner ad
Programmatic Advertising Ecosystem bull User clicks publisher site server starts to load page comes to ad unit
bull Publisher queries ad server Ad Exchange
bull Ad Exchange sends request to multiple DSPs
bull AdEx forwards XML file with user and site profile data and restrictions
bull DSP adds DMP amp third-party data and cross-matches advertiser targets
bull DSP algorithmically optimizes bidding
bull DSP responds to Ad Exchange with bids
bull Ad Exchange runs Vickrey auction and picks second-price winner
bull Ad Exchange shoots price and ad to publisherrsquos ad server
bull Ad server tells browser which creative and size to run
bull Browser loads ad fires ad server pixel and tells DSP impression was served
bull User ignores ad 9903 of the time
000 Seconds
036 Seconds
14
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
bull Deflation of media value
bull Channel conflict amp yield management
bull Data leakage amp complexity
bull Blind marketing amp commoditization
bull Brand safety amp metrics lag
bull Intermediary fees
ldquoRemarketing is the killer app for displayrdquo ndash Turn (3X response 25X price)
ldquoWe got 2X better response from buying lsquointenderrsquo segments ndash but it wasnrsquot worth the premiumrdquo
Power Shifts from Supply to Demand
15 Source Gartner 2013 Audience Science
10
Agency Fee
Typical RTB Transaction
09
DSP
DMP 10
Data enrichment
12
Arbitrage
25
SSP
Network
Exchange
35
Net Rev $1 CPM
65
In Target Under Cap
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Three Phases of Experience Targeting
Retargeting
Look-alike Targeting
Interest Graph Targeting
bull 50 retargets
bull AdRoll
bull CRM LTV
bull Best customers
bull DMP profiles
16
bull 2013 equivalent of 80 pts of social data generated for every person on earth (500B)
bull FB Open Graph
bull Amazon + FB Connect
bull reco engine
bull psychographic
bull BMD
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
We report the metrics but there is little action
taken as a result 14
We analyze historical data to understand
patterns and performance and make
inferences about the future 48
We use statistical models to simulate
scenarios and make predictions about the
future 18
We use predictive analytics allowing real-
time calculations to trigger events
21
Q05 Which statement best represents how your organization uses digital marketing metrics
n=192
39 Use Some Advanced Techniques
Take little action
Retrospective amp Descriptive
Predictive
Real-time insight
17 17
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
38
48
54
56
59
60
63
66
70
70
71
FunnelPipeline Metrics
Content Marketing
eCommerce
Search Engine Optimization(organic)
Mobile Marketing
Search Engine Advertising (paid)
Customer Metrics
Email Marketing
Social Marketing
Online Display Ads
Corporate website activity
Q01 What digital marketing activities does your organization track and measure
Most Marketers Still Study the Obvious
Multiple responses allowed
18 18 n=192
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
7
14
15
9
17
16
13
35
34
Revenue allocatedto Marketing Budget
2012
Marketing Budgetallocated to Marketing
Analytics
Marketing analyticsBudget spent on digital
marketing analytics
Embryonic
Intermediate
ProgressiveN = 226
n = 191
N = 197
Base excludes Donrsquot Know
Base excludes Donrsquot Know
[SHOWING MEAN ] Significant differences
Higher Analytics Spend Higher Returns
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
66 56 52
21
26 26
13 18 22
Embryonic (n=55) Intermediate (n=101) Progressive (n=60) Base excludes Donrsquot Know
[SHOWING MEAN ]
Significant differences
Progressive Companies Use More External Data
Increasing
bull 42 of all resps shared or bought data
bull 21 of marketing orgs have non-IT data center
20
How much of the marketing data your company analyzes comes from the following sources
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS measure GartnerGML
bull Personal ID persistent bull ID association bull External access bull Available to marketing
execution bull You = tag management
21
Marketing Technology Is Cluttered
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Two Frameworks
Experiences
bull Email personalization
bull Site personalization (Certona Monetate)
bull SEO
bull Testing
Operations
bull Data vendors
bull Marketing analytics
bull Dashboards
bull Web analytics
bull BI DAM
Middleware (DMP CDP Tag Mngmt)
Infrastructure
bull E-commerce website
bull Marketing automation CRM
Sales amp Marketing
bull Email optimization amp service IMM all social
bull Data vendors DMPs
bull VisualizationBI (GoodData Tableau)
Website Personalization amp Optimization
bull Personalization recommendation SEO Testing LP Opt
E-Commerce
bull Storefront (elasticpath shopify) payments m-commerce
Website Creation amp Management
bull Online video players DAM
bull Web analytics tag management CMS
Chiefmartec Luma Ad Tech
22
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
RT = real time
UX = user experience
Product Station
Vendor Station
Offline Connection
MOBILE
STRATEGY
EMERGING TECH
ANALYTICS
AD TECH
UX
SOCIAL
COMMERCE
Mktg Mgmt
SEARCH
CREATIVE
RT DATA
Connection to CMO
Connections to Sales and Service
Connection to General Advertising
Connection to IT Connection to
Business Intelligence
Digital Marketing Neighborhoods
MOBILITY
AD OPS
DATA OPS
WEB OPS
SOCIAL OPS
DESIGN
MARKETING OPS
23
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Digital Marketing Transit Map
Product Station
Vendor Station
Offline Connection
AD OPS
DATA OPS
MOBILITY
WEB OPS
SOCIAL OPS
DESIGN
MARKETING OPS
CREATIVE
Connection to CMO
Connections to Sales and Service
Connection to General Advertising
Connection to IT Connection to
Business Intelligence
Web Content Mgmt Web Analytics
Virtual Actors
Video Ad Networks
Video Ad Mgmt
Venues
User Groups
UXP
UX Design
Tag Mgmt
Social TV Social Networks
Social Mktg Mgmt
Social Commerce
Social Apps
Social Analytics
Social Ads
Smart Kiosks
Site Retargeting
Search Retargeting
Search Engines
SEO Tools
SEM Platforms
Rich Media Search
Real-Time Decisioning QR Codes
Programmatic Media
Program Guide
Promo
Reviews amp Recs
Embedded Merch
Product Design
Compliance
Predictive Campaign Analytics
OTT Video Online Video Publishing
Online Retailers
Data Exchanges
NFC
Natural Language
Questioning
Native Ads
Campaign Mgmt
Mobile Search
Mobile Messaging amp Commerce
Mobile Media amp Targeting
Mobile App amp Content Svs Mobile App
Marketplace
Mobile Analytics
Mobile Ad Networks
Microsensors
Media Labs
Media Companies
Media Agencies
Marketing Service
Providers
Mktg Resource
Mgmt
Management Consultants
Marketing Analytics
Lead Mgmt
In-Game Ads
Idea Mgmt
IT Service Providers
Geotargeting
Geofencing
Gamification Tools
Finger- printing
Experience Targeting
Emotion Detection
Email Mktg
E-Commerce Enablers
Dynamic Creative
DOOH Media Svcs
Digital Offers
Media Metrics
DM HUB
Digital Asset Mgmt
Digital Agencies
Data Warehouses
DMP
Customer Analytics Crowdsourcing
Content Marketing
Data Providers
Communities
CSPs Census and Panel Data
Business Process
Outsourcers
Blogs
Automatic Content Recognition
Augmented Reality
Attribution
Agile Mktg PM Agency Holding
Companies
Advocacy Mktg
Addressable TV
Ad Verification
Online Ad Networks
Ad Exchanges
AB Testing
MOBILE
STRATEGY
EMERGING TECH
ANALYTICS
AD TECH
UX
SOCIAL
COMMERCE
Mktg Mgmt
SEARCH
CREATIVE
RT DATA
24
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Profile Management
Registered
Anonymous
Customer (CRM)
Third Party (DMP)
Analytics
Attribution Segmentation Optimization
Predictive Modeling
Visualization
Real-time Messaging amp Personalization
Real Time Hub
UXWeb
Commerce
Mobile
Social
EmailMA
Search
Ad tech
x x x x
x x x x x
x
x
x
x
x
x
x
weights scores
Qualifying score
includes display and video
Integration
Collaboration amp Workflow
Ideation amp Planning
Data Management
Content amp Asset Management
x x x x
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
Data Collection x
21
DM Hub Model
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Recap
bull Big Data distress
bull Bringing innovation better faster cheaper
bull Emergence of automated individual marketing
bull Big Data at the peak of inflated expectations
bull Most marketers stuck in the obvious
bull Rise of the digital marketing ldquohubrdquo
26
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Thank You martinkihngartnercom
martykihn
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Roles and Responsibilities
bull Covers data-driven marketing and marketing analytics
bull Focuses on the use of data to improve marketing strategy customer acquisition and retention
bull Helps clients develop and deliver actionable insights based on the analysis of campaign site and social information
bull Previously VP and Director of Strategy and Analytics at DigitasLBi and other agencies
bull Specialized in developing measuring and optimizing digital and social marketing strategies
bull Clients included General Motors HampR Block Delta Air Lines and American Express
bull Focus areas website and digital marketing analytics and the optimization of display and social campaigns
bull Wrote ldquoHouse of Liesrdquo which was the basis for a Showtime series of the same name
Martin Kihn Research Director
Gartner for Marketing Leaders
Focus Data-Driven Marketing
Professional Background
Fallon Worldwide Director of Analytics 2 years
Digitas VPDirector of Strategy amp Analysis 6 years
Booz amp Co management consultant 3 years
Education
MBA with honors Columbia Business School
BA History Yale University
28
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
bull Deflation of media value
bull Channel conflict amp yield management
bull Data leakage amp complexity
bull Blind marketing amp commoditization
bull Brand safety amp metrics lag
bull Intermediary fees
ldquoRemarketing is the killer app for displayrdquo ndash Turn (3X response 25X price)
ldquoWe got 2X better response from buying lsquointenderrsquo segments ndash but it wasnrsquot worth the premiumrdquo
Power Shifts from Supply to Demand
15 Source Gartner 2013 Audience Science
10
Agency Fee
Typical RTB Transaction
09
DSP
DMP 10
Data enrichment
12
Arbitrage
25
SSP
Network
Exchange
35
Net Rev $1 CPM
65
In Target Under Cap
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Three Phases of Experience Targeting
Retargeting
Look-alike Targeting
Interest Graph Targeting
bull 50 retargets
bull AdRoll
bull CRM LTV
bull Best customers
bull DMP profiles
16
bull 2013 equivalent of 80 pts of social data generated for every person on earth (500B)
bull FB Open Graph
bull Amazon + FB Connect
bull reco engine
bull psychographic
bull BMD
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
We report the metrics but there is little action
taken as a result 14
We analyze historical data to understand
patterns and performance and make
inferences about the future 48
We use statistical models to simulate
scenarios and make predictions about the
future 18
We use predictive analytics allowing real-
time calculations to trigger events
21
Q05 Which statement best represents how your organization uses digital marketing metrics
n=192
39 Use Some Advanced Techniques
Take little action
Retrospective amp Descriptive
Predictive
Real-time insight
17 17
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
38
48
54
56
59
60
63
66
70
70
71
FunnelPipeline Metrics
Content Marketing
eCommerce
Search Engine Optimization(organic)
Mobile Marketing
Search Engine Advertising (paid)
Customer Metrics
Email Marketing
Social Marketing
Online Display Ads
Corporate website activity
Q01 What digital marketing activities does your organization track and measure
Most Marketers Still Study the Obvious
Multiple responses allowed
18 18 n=192
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
7
14
15
9
17
16
13
35
34
Revenue allocatedto Marketing Budget
2012
Marketing Budgetallocated to Marketing
Analytics
Marketing analyticsBudget spent on digital
marketing analytics
Embryonic
Intermediate
ProgressiveN = 226
n = 191
N = 197
Base excludes Donrsquot Know
Base excludes Donrsquot Know
[SHOWING MEAN ] Significant differences
Higher Analytics Spend Higher Returns
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
66 56 52
21
26 26
13 18 22
Embryonic (n=55) Intermediate (n=101) Progressive (n=60) Base excludes Donrsquot Know
[SHOWING MEAN ]
Significant differences
Progressive Companies Use More External Data
Increasing
bull 42 of all resps shared or bought data
bull 21 of marketing orgs have non-IT data center
20
How much of the marketing data your company analyzes comes from the following sources
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS measure GartnerGML
bull Personal ID persistent bull ID association bull External access bull Available to marketing
execution bull You = tag management
21
Marketing Technology Is Cluttered
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Two Frameworks
Experiences
bull Email personalization
bull Site personalization (Certona Monetate)
bull SEO
bull Testing
Operations
bull Data vendors
bull Marketing analytics
bull Dashboards
bull Web analytics
bull BI DAM
Middleware (DMP CDP Tag Mngmt)
Infrastructure
bull E-commerce website
bull Marketing automation CRM
Sales amp Marketing
bull Email optimization amp service IMM all social
bull Data vendors DMPs
bull VisualizationBI (GoodData Tableau)
Website Personalization amp Optimization
bull Personalization recommendation SEO Testing LP Opt
E-Commerce
bull Storefront (elasticpath shopify) payments m-commerce
Website Creation amp Management
bull Online video players DAM
bull Web analytics tag management CMS
Chiefmartec Luma Ad Tech
22
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
RT = real time
UX = user experience
Product Station
Vendor Station
Offline Connection
MOBILE
STRATEGY
EMERGING TECH
ANALYTICS
AD TECH
UX
SOCIAL
COMMERCE
Mktg Mgmt
SEARCH
CREATIVE
RT DATA
Connection to CMO
Connections to Sales and Service
Connection to General Advertising
Connection to IT Connection to
Business Intelligence
Digital Marketing Neighborhoods
MOBILITY
AD OPS
DATA OPS
WEB OPS
SOCIAL OPS
DESIGN
MARKETING OPS
23
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Digital Marketing Transit Map
Product Station
Vendor Station
Offline Connection
AD OPS
DATA OPS
MOBILITY
WEB OPS
SOCIAL OPS
DESIGN
MARKETING OPS
CREATIVE
Connection to CMO
Connections to Sales and Service
Connection to General Advertising
Connection to IT Connection to
Business Intelligence
Web Content Mgmt Web Analytics
Virtual Actors
Video Ad Networks
Video Ad Mgmt
Venues
User Groups
UXP
UX Design
Tag Mgmt
Social TV Social Networks
Social Mktg Mgmt
Social Commerce
Social Apps
Social Analytics
Social Ads
Smart Kiosks
Site Retargeting
Search Retargeting
Search Engines
SEO Tools
SEM Platforms
Rich Media Search
Real-Time Decisioning QR Codes
Programmatic Media
Program Guide
Promo
Reviews amp Recs
Embedded Merch
Product Design
Compliance
Predictive Campaign Analytics
OTT Video Online Video Publishing
Online Retailers
Data Exchanges
NFC
Natural Language
Questioning
Native Ads
Campaign Mgmt
Mobile Search
Mobile Messaging amp Commerce
Mobile Media amp Targeting
Mobile App amp Content Svs Mobile App
Marketplace
Mobile Analytics
Mobile Ad Networks
Microsensors
Media Labs
Media Companies
Media Agencies
Marketing Service
Providers
Mktg Resource
Mgmt
Management Consultants
Marketing Analytics
Lead Mgmt
In-Game Ads
Idea Mgmt
IT Service Providers
Geotargeting
Geofencing
Gamification Tools
Finger- printing
Experience Targeting
Emotion Detection
Email Mktg
E-Commerce Enablers
Dynamic Creative
DOOH Media Svcs
Digital Offers
Media Metrics
DM HUB
Digital Asset Mgmt
Digital Agencies
Data Warehouses
DMP
Customer Analytics Crowdsourcing
Content Marketing
Data Providers
Communities
CSPs Census and Panel Data
Business Process
Outsourcers
Blogs
Automatic Content Recognition
Augmented Reality
Attribution
Agile Mktg PM Agency Holding
Companies
Advocacy Mktg
Addressable TV
Ad Verification
Online Ad Networks
Ad Exchanges
AB Testing
MOBILE
STRATEGY
EMERGING TECH
ANALYTICS
AD TECH
UX
SOCIAL
COMMERCE
Mktg Mgmt
SEARCH
CREATIVE
RT DATA
24
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Profile Management
Registered
Anonymous
Customer (CRM)
Third Party (DMP)
Analytics
Attribution Segmentation Optimization
Predictive Modeling
Visualization
Real-time Messaging amp Personalization
Real Time Hub
UXWeb
Commerce
Mobile
Social
EmailMA
Search
Ad tech
x x x x
x x x x x
x
x
x
x
x
x
x
weights scores
Qualifying score
includes display and video
Integration
Collaboration amp Workflow
Ideation amp Planning
Data Management
Content amp Asset Management
x x x x
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
Data Collection x
21
DM Hub Model
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Recap
bull Big Data distress
bull Bringing innovation better faster cheaper
bull Emergence of automated individual marketing
bull Big Data at the peak of inflated expectations
bull Most marketers stuck in the obvious
bull Rise of the digital marketing ldquohubrdquo
26
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Thank You martinkihngartnercom
martykihn
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Roles and Responsibilities
bull Covers data-driven marketing and marketing analytics
bull Focuses on the use of data to improve marketing strategy customer acquisition and retention
bull Helps clients develop and deliver actionable insights based on the analysis of campaign site and social information
bull Previously VP and Director of Strategy and Analytics at DigitasLBi and other agencies
bull Specialized in developing measuring and optimizing digital and social marketing strategies
bull Clients included General Motors HampR Block Delta Air Lines and American Express
bull Focus areas website and digital marketing analytics and the optimization of display and social campaigns
bull Wrote ldquoHouse of Liesrdquo which was the basis for a Showtime series of the same name
Martin Kihn Research Director
Gartner for Marketing Leaders
Focus Data-Driven Marketing
Professional Background
Fallon Worldwide Director of Analytics 2 years
Digitas VPDirector of Strategy amp Analysis 6 years
Booz amp Co management consultant 3 years
Education
MBA with honors Columbia Business School
BA History Yale University
28
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Three Phases of Experience Targeting
Retargeting
Look-alike Targeting
Interest Graph Targeting
bull 50 retargets
bull AdRoll
bull CRM LTV
bull Best customers
bull DMP profiles
16
bull 2013 equivalent of 80 pts of social data generated for every person on earth (500B)
bull FB Open Graph
bull Amazon + FB Connect
bull reco engine
bull psychographic
bull BMD
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
We report the metrics but there is little action
taken as a result 14
We analyze historical data to understand
patterns and performance and make
inferences about the future 48
We use statistical models to simulate
scenarios and make predictions about the
future 18
We use predictive analytics allowing real-
time calculations to trigger events
21
Q05 Which statement best represents how your organization uses digital marketing metrics
n=192
39 Use Some Advanced Techniques
Take little action
Retrospective amp Descriptive
Predictive
Real-time insight
17 17
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
38
48
54
56
59
60
63
66
70
70
71
FunnelPipeline Metrics
Content Marketing
eCommerce
Search Engine Optimization(organic)
Mobile Marketing
Search Engine Advertising (paid)
Customer Metrics
Email Marketing
Social Marketing
Online Display Ads
Corporate website activity
Q01 What digital marketing activities does your organization track and measure
Most Marketers Still Study the Obvious
Multiple responses allowed
18 18 n=192
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
7
14
15
9
17
16
13
35
34
Revenue allocatedto Marketing Budget
2012
Marketing Budgetallocated to Marketing
Analytics
Marketing analyticsBudget spent on digital
marketing analytics
Embryonic
Intermediate
ProgressiveN = 226
n = 191
N = 197
Base excludes Donrsquot Know
Base excludes Donrsquot Know
[SHOWING MEAN ] Significant differences
Higher Analytics Spend Higher Returns
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
66 56 52
21
26 26
13 18 22
Embryonic (n=55) Intermediate (n=101) Progressive (n=60) Base excludes Donrsquot Know
[SHOWING MEAN ]
Significant differences
Progressive Companies Use More External Data
Increasing
bull 42 of all resps shared or bought data
bull 21 of marketing orgs have non-IT data center
20
How much of the marketing data your company analyzes comes from the following sources
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS measure GartnerGML
bull Personal ID persistent bull ID association bull External access bull Available to marketing
execution bull You = tag management
21
Marketing Technology Is Cluttered
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Two Frameworks
Experiences
bull Email personalization
bull Site personalization (Certona Monetate)
bull SEO
bull Testing
Operations
bull Data vendors
bull Marketing analytics
bull Dashboards
bull Web analytics
bull BI DAM
Middleware (DMP CDP Tag Mngmt)
Infrastructure
bull E-commerce website
bull Marketing automation CRM
Sales amp Marketing
bull Email optimization amp service IMM all social
bull Data vendors DMPs
bull VisualizationBI (GoodData Tableau)
Website Personalization amp Optimization
bull Personalization recommendation SEO Testing LP Opt
E-Commerce
bull Storefront (elasticpath shopify) payments m-commerce
Website Creation amp Management
bull Online video players DAM
bull Web analytics tag management CMS
Chiefmartec Luma Ad Tech
22
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
RT = real time
UX = user experience
Product Station
Vendor Station
Offline Connection
MOBILE
STRATEGY
EMERGING TECH
ANALYTICS
AD TECH
UX
SOCIAL
COMMERCE
Mktg Mgmt
SEARCH
CREATIVE
RT DATA
Connection to CMO
Connections to Sales and Service
Connection to General Advertising
Connection to IT Connection to
Business Intelligence
Digital Marketing Neighborhoods
MOBILITY
AD OPS
DATA OPS
WEB OPS
SOCIAL OPS
DESIGN
MARKETING OPS
23
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Digital Marketing Transit Map
Product Station
Vendor Station
Offline Connection
AD OPS
DATA OPS
MOBILITY
WEB OPS
SOCIAL OPS
DESIGN
MARKETING OPS
CREATIVE
Connection to CMO
Connections to Sales and Service
Connection to General Advertising
Connection to IT Connection to
Business Intelligence
Web Content Mgmt Web Analytics
Virtual Actors
Video Ad Networks
Video Ad Mgmt
Venues
User Groups
UXP
UX Design
Tag Mgmt
Social TV Social Networks
Social Mktg Mgmt
Social Commerce
Social Apps
Social Analytics
Social Ads
Smart Kiosks
Site Retargeting
Search Retargeting
Search Engines
SEO Tools
SEM Platforms
Rich Media Search
Real-Time Decisioning QR Codes
Programmatic Media
Program Guide
Promo
Reviews amp Recs
Embedded Merch
Product Design
Compliance
Predictive Campaign Analytics
OTT Video Online Video Publishing
Online Retailers
Data Exchanges
NFC
Natural Language
Questioning
Native Ads
Campaign Mgmt
Mobile Search
Mobile Messaging amp Commerce
Mobile Media amp Targeting
Mobile App amp Content Svs Mobile App
Marketplace
Mobile Analytics
Mobile Ad Networks
Microsensors
Media Labs
Media Companies
Media Agencies
Marketing Service
Providers
Mktg Resource
Mgmt
Management Consultants
Marketing Analytics
Lead Mgmt
In-Game Ads
Idea Mgmt
IT Service Providers
Geotargeting
Geofencing
Gamification Tools
Finger- printing
Experience Targeting
Emotion Detection
Email Mktg
E-Commerce Enablers
Dynamic Creative
DOOH Media Svcs
Digital Offers
Media Metrics
DM HUB
Digital Asset Mgmt
Digital Agencies
Data Warehouses
DMP
Customer Analytics Crowdsourcing
Content Marketing
Data Providers
Communities
CSPs Census and Panel Data
Business Process
Outsourcers
Blogs
Automatic Content Recognition
Augmented Reality
Attribution
Agile Mktg PM Agency Holding
Companies
Advocacy Mktg
Addressable TV
Ad Verification
Online Ad Networks
Ad Exchanges
AB Testing
MOBILE
STRATEGY
EMERGING TECH
ANALYTICS
AD TECH
UX
SOCIAL
COMMERCE
Mktg Mgmt
SEARCH
CREATIVE
RT DATA
24
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Profile Management
Registered
Anonymous
Customer (CRM)
Third Party (DMP)
Analytics
Attribution Segmentation Optimization
Predictive Modeling
Visualization
Real-time Messaging amp Personalization
Real Time Hub
UXWeb
Commerce
Mobile
Social
EmailMA
Search
Ad tech
x x x x
x x x x x
x
x
x
x
x
x
x
weights scores
Qualifying score
includes display and video
Integration
Collaboration amp Workflow
Ideation amp Planning
Data Management
Content amp Asset Management
x x x x
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
Data Collection x
21
DM Hub Model
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Recap
bull Big Data distress
bull Bringing innovation better faster cheaper
bull Emergence of automated individual marketing
bull Big Data at the peak of inflated expectations
bull Most marketers stuck in the obvious
bull Rise of the digital marketing ldquohubrdquo
26
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Thank You martinkihngartnercom
martykihn
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Roles and Responsibilities
bull Covers data-driven marketing and marketing analytics
bull Focuses on the use of data to improve marketing strategy customer acquisition and retention
bull Helps clients develop and deliver actionable insights based on the analysis of campaign site and social information
bull Previously VP and Director of Strategy and Analytics at DigitasLBi and other agencies
bull Specialized in developing measuring and optimizing digital and social marketing strategies
bull Clients included General Motors HampR Block Delta Air Lines and American Express
bull Focus areas website and digital marketing analytics and the optimization of display and social campaigns
bull Wrote ldquoHouse of Liesrdquo which was the basis for a Showtime series of the same name
Martin Kihn Research Director
Gartner for Marketing Leaders
Focus Data-Driven Marketing
Professional Background
Fallon Worldwide Director of Analytics 2 years
Digitas VPDirector of Strategy amp Analysis 6 years
Booz amp Co management consultant 3 years
Education
MBA with honors Columbia Business School
BA History Yale University
28
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
We report the metrics but there is little action
taken as a result 14
We analyze historical data to understand
patterns and performance and make
inferences about the future 48
We use statistical models to simulate
scenarios and make predictions about the
future 18
We use predictive analytics allowing real-
time calculations to trigger events
21
Q05 Which statement best represents how your organization uses digital marketing metrics
n=192
39 Use Some Advanced Techniques
Take little action
Retrospective amp Descriptive
Predictive
Real-time insight
17 17
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
38
48
54
56
59
60
63
66
70
70
71
FunnelPipeline Metrics
Content Marketing
eCommerce
Search Engine Optimization(organic)
Mobile Marketing
Search Engine Advertising (paid)
Customer Metrics
Email Marketing
Social Marketing
Online Display Ads
Corporate website activity
Q01 What digital marketing activities does your organization track and measure
Most Marketers Still Study the Obvious
Multiple responses allowed
18 18 n=192
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
7
14
15
9
17
16
13
35
34
Revenue allocatedto Marketing Budget
2012
Marketing Budgetallocated to Marketing
Analytics
Marketing analyticsBudget spent on digital
marketing analytics
Embryonic
Intermediate
ProgressiveN = 226
n = 191
N = 197
Base excludes Donrsquot Know
Base excludes Donrsquot Know
[SHOWING MEAN ] Significant differences
Higher Analytics Spend Higher Returns
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
66 56 52
21
26 26
13 18 22
Embryonic (n=55) Intermediate (n=101) Progressive (n=60) Base excludes Donrsquot Know
[SHOWING MEAN ]
Significant differences
Progressive Companies Use More External Data
Increasing
bull 42 of all resps shared or bought data
bull 21 of marketing orgs have non-IT data center
20
How much of the marketing data your company analyzes comes from the following sources
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS measure GartnerGML
bull Personal ID persistent bull ID association bull External access bull Available to marketing
execution bull You = tag management
21
Marketing Technology Is Cluttered
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Two Frameworks
Experiences
bull Email personalization
bull Site personalization (Certona Monetate)
bull SEO
bull Testing
Operations
bull Data vendors
bull Marketing analytics
bull Dashboards
bull Web analytics
bull BI DAM
Middleware (DMP CDP Tag Mngmt)
Infrastructure
bull E-commerce website
bull Marketing automation CRM
Sales amp Marketing
bull Email optimization amp service IMM all social
bull Data vendors DMPs
bull VisualizationBI (GoodData Tableau)
Website Personalization amp Optimization
bull Personalization recommendation SEO Testing LP Opt
E-Commerce
bull Storefront (elasticpath shopify) payments m-commerce
Website Creation amp Management
bull Online video players DAM
bull Web analytics tag management CMS
Chiefmartec Luma Ad Tech
22
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
RT = real time
UX = user experience
Product Station
Vendor Station
Offline Connection
MOBILE
STRATEGY
EMERGING TECH
ANALYTICS
AD TECH
UX
SOCIAL
COMMERCE
Mktg Mgmt
SEARCH
CREATIVE
RT DATA
Connection to CMO
Connections to Sales and Service
Connection to General Advertising
Connection to IT Connection to
Business Intelligence
Digital Marketing Neighborhoods
MOBILITY
AD OPS
DATA OPS
WEB OPS
SOCIAL OPS
DESIGN
MARKETING OPS
23
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Digital Marketing Transit Map
Product Station
Vendor Station
Offline Connection
AD OPS
DATA OPS
MOBILITY
WEB OPS
SOCIAL OPS
DESIGN
MARKETING OPS
CREATIVE
Connection to CMO
Connections to Sales and Service
Connection to General Advertising
Connection to IT Connection to
Business Intelligence
Web Content Mgmt Web Analytics
Virtual Actors
Video Ad Networks
Video Ad Mgmt
Venues
User Groups
UXP
UX Design
Tag Mgmt
Social TV Social Networks
Social Mktg Mgmt
Social Commerce
Social Apps
Social Analytics
Social Ads
Smart Kiosks
Site Retargeting
Search Retargeting
Search Engines
SEO Tools
SEM Platforms
Rich Media Search
Real-Time Decisioning QR Codes
Programmatic Media
Program Guide
Promo
Reviews amp Recs
Embedded Merch
Product Design
Compliance
Predictive Campaign Analytics
OTT Video Online Video Publishing
Online Retailers
Data Exchanges
NFC
Natural Language
Questioning
Native Ads
Campaign Mgmt
Mobile Search
Mobile Messaging amp Commerce
Mobile Media amp Targeting
Mobile App amp Content Svs Mobile App
Marketplace
Mobile Analytics
Mobile Ad Networks
Microsensors
Media Labs
Media Companies
Media Agencies
Marketing Service
Providers
Mktg Resource
Mgmt
Management Consultants
Marketing Analytics
Lead Mgmt
In-Game Ads
Idea Mgmt
IT Service Providers
Geotargeting
Geofencing
Gamification Tools
Finger- printing
Experience Targeting
Emotion Detection
Email Mktg
E-Commerce Enablers
Dynamic Creative
DOOH Media Svcs
Digital Offers
Media Metrics
DM HUB
Digital Asset Mgmt
Digital Agencies
Data Warehouses
DMP
Customer Analytics Crowdsourcing
Content Marketing
Data Providers
Communities
CSPs Census and Panel Data
Business Process
Outsourcers
Blogs
Automatic Content Recognition
Augmented Reality
Attribution
Agile Mktg PM Agency Holding
Companies
Advocacy Mktg
Addressable TV
Ad Verification
Online Ad Networks
Ad Exchanges
AB Testing
MOBILE
STRATEGY
EMERGING TECH
ANALYTICS
AD TECH
UX
SOCIAL
COMMERCE
Mktg Mgmt
SEARCH
CREATIVE
RT DATA
24
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Profile Management
Registered
Anonymous
Customer (CRM)
Third Party (DMP)
Analytics
Attribution Segmentation Optimization
Predictive Modeling
Visualization
Real-time Messaging amp Personalization
Real Time Hub
UXWeb
Commerce
Mobile
Social
EmailMA
Search
Ad tech
x x x x
x x x x x
x
x
x
x
x
x
x
weights scores
Qualifying score
includes display and video
Integration
Collaboration amp Workflow
Ideation amp Planning
Data Management
Content amp Asset Management
x x x x
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
Data Collection x
21
DM Hub Model
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Recap
bull Big Data distress
bull Bringing innovation better faster cheaper
bull Emergence of automated individual marketing
bull Big Data at the peak of inflated expectations
bull Most marketers stuck in the obvious
bull Rise of the digital marketing ldquohubrdquo
26
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Thank You martinkihngartnercom
martykihn
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Roles and Responsibilities
bull Covers data-driven marketing and marketing analytics
bull Focuses on the use of data to improve marketing strategy customer acquisition and retention
bull Helps clients develop and deliver actionable insights based on the analysis of campaign site and social information
bull Previously VP and Director of Strategy and Analytics at DigitasLBi and other agencies
bull Specialized in developing measuring and optimizing digital and social marketing strategies
bull Clients included General Motors HampR Block Delta Air Lines and American Express
bull Focus areas website and digital marketing analytics and the optimization of display and social campaigns
bull Wrote ldquoHouse of Liesrdquo which was the basis for a Showtime series of the same name
Martin Kihn Research Director
Gartner for Marketing Leaders
Focus Data-Driven Marketing
Professional Background
Fallon Worldwide Director of Analytics 2 years
Digitas VPDirector of Strategy amp Analysis 6 years
Booz amp Co management consultant 3 years
Education
MBA with honors Columbia Business School
BA History Yale University
28
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
38
48
54
56
59
60
63
66
70
70
71
FunnelPipeline Metrics
Content Marketing
eCommerce
Search Engine Optimization(organic)
Mobile Marketing
Search Engine Advertising (paid)
Customer Metrics
Email Marketing
Social Marketing
Online Display Ads
Corporate website activity
Q01 What digital marketing activities does your organization track and measure
Most Marketers Still Study the Obvious
Multiple responses allowed
18 18 n=192
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
7
14
15
9
17
16
13
35
34
Revenue allocatedto Marketing Budget
2012
Marketing Budgetallocated to Marketing
Analytics
Marketing analyticsBudget spent on digital
marketing analytics
Embryonic
Intermediate
ProgressiveN = 226
n = 191
N = 197
Base excludes Donrsquot Know
Base excludes Donrsquot Know
[SHOWING MEAN ] Significant differences
Higher Analytics Spend Higher Returns
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
66 56 52
21
26 26
13 18 22
Embryonic (n=55) Intermediate (n=101) Progressive (n=60) Base excludes Donrsquot Know
[SHOWING MEAN ]
Significant differences
Progressive Companies Use More External Data
Increasing
bull 42 of all resps shared or bought data
bull 21 of marketing orgs have non-IT data center
20
How much of the marketing data your company analyzes comes from the following sources
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS measure GartnerGML
bull Personal ID persistent bull ID association bull External access bull Available to marketing
execution bull You = tag management
21
Marketing Technology Is Cluttered
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Two Frameworks
Experiences
bull Email personalization
bull Site personalization (Certona Monetate)
bull SEO
bull Testing
Operations
bull Data vendors
bull Marketing analytics
bull Dashboards
bull Web analytics
bull BI DAM
Middleware (DMP CDP Tag Mngmt)
Infrastructure
bull E-commerce website
bull Marketing automation CRM
Sales amp Marketing
bull Email optimization amp service IMM all social
bull Data vendors DMPs
bull VisualizationBI (GoodData Tableau)
Website Personalization amp Optimization
bull Personalization recommendation SEO Testing LP Opt
E-Commerce
bull Storefront (elasticpath shopify) payments m-commerce
Website Creation amp Management
bull Online video players DAM
bull Web analytics tag management CMS
Chiefmartec Luma Ad Tech
22
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
RT = real time
UX = user experience
Product Station
Vendor Station
Offline Connection
MOBILE
STRATEGY
EMERGING TECH
ANALYTICS
AD TECH
UX
SOCIAL
COMMERCE
Mktg Mgmt
SEARCH
CREATIVE
RT DATA
Connection to CMO
Connections to Sales and Service
Connection to General Advertising
Connection to IT Connection to
Business Intelligence
Digital Marketing Neighborhoods
MOBILITY
AD OPS
DATA OPS
WEB OPS
SOCIAL OPS
DESIGN
MARKETING OPS
23
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Digital Marketing Transit Map
Product Station
Vendor Station
Offline Connection
AD OPS
DATA OPS
MOBILITY
WEB OPS
SOCIAL OPS
DESIGN
MARKETING OPS
CREATIVE
Connection to CMO
Connections to Sales and Service
Connection to General Advertising
Connection to IT Connection to
Business Intelligence
Web Content Mgmt Web Analytics
Virtual Actors
Video Ad Networks
Video Ad Mgmt
Venues
User Groups
UXP
UX Design
Tag Mgmt
Social TV Social Networks
Social Mktg Mgmt
Social Commerce
Social Apps
Social Analytics
Social Ads
Smart Kiosks
Site Retargeting
Search Retargeting
Search Engines
SEO Tools
SEM Platforms
Rich Media Search
Real-Time Decisioning QR Codes
Programmatic Media
Program Guide
Promo
Reviews amp Recs
Embedded Merch
Product Design
Compliance
Predictive Campaign Analytics
OTT Video Online Video Publishing
Online Retailers
Data Exchanges
NFC
Natural Language
Questioning
Native Ads
Campaign Mgmt
Mobile Search
Mobile Messaging amp Commerce
Mobile Media amp Targeting
Mobile App amp Content Svs Mobile App
Marketplace
Mobile Analytics
Mobile Ad Networks
Microsensors
Media Labs
Media Companies
Media Agencies
Marketing Service
Providers
Mktg Resource
Mgmt
Management Consultants
Marketing Analytics
Lead Mgmt
In-Game Ads
Idea Mgmt
IT Service Providers
Geotargeting
Geofencing
Gamification Tools
Finger- printing
Experience Targeting
Emotion Detection
Email Mktg
E-Commerce Enablers
Dynamic Creative
DOOH Media Svcs
Digital Offers
Media Metrics
DM HUB
Digital Asset Mgmt
Digital Agencies
Data Warehouses
DMP
Customer Analytics Crowdsourcing
Content Marketing
Data Providers
Communities
CSPs Census and Panel Data
Business Process
Outsourcers
Blogs
Automatic Content Recognition
Augmented Reality
Attribution
Agile Mktg PM Agency Holding
Companies
Advocacy Mktg
Addressable TV
Ad Verification
Online Ad Networks
Ad Exchanges
AB Testing
MOBILE
STRATEGY
EMERGING TECH
ANALYTICS
AD TECH
UX
SOCIAL
COMMERCE
Mktg Mgmt
SEARCH
CREATIVE
RT DATA
24
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Profile Management
Registered
Anonymous
Customer (CRM)
Third Party (DMP)
Analytics
Attribution Segmentation Optimization
Predictive Modeling
Visualization
Real-time Messaging amp Personalization
Real Time Hub
UXWeb
Commerce
Mobile
Social
EmailMA
Search
Ad tech
x x x x
x x x x x
x
x
x
x
x
x
x
weights scores
Qualifying score
includes display and video
Integration
Collaboration amp Workflow
Ideation amp Planning
Data Management
Content amp Asset Management
x x x x
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
Data Collection x
21
DM Hub Model
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Recap
bull Big Data distress
bull Bringing innovation better faster cheaper
bull Emergence of automated individual marketing
bull Big Data at the peak of inflated expectations
bull Most marketers stuck in the obvious
bull Rise of the digital marketing ldquohubrdquo
26
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Thank You martinkihngartnercom
martykihn
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Roles and Responsibilities
bull Covers data-driven marketing and marketing analytics
bull Focuses on the use of data to improve marketing strategy customer acquisition and retention
bull Helps clients develop and deliver actionable insights based on the analysis of campaign site and social information
bull Previously VP and Director of Strategy and Analytics at DigitasLBi and other agencies
bull Specialized in developing measuring and optimizing digital and social marketing strategies
bull Clients included General Motors HampR Block Delta Air Lines and American Express
bull Focus areas website and digital marketing analytics and the optimization of display and social campaigns
bull Wrote ldquoHouse of Liesrdquo which was the basis for a Showtime series of the same name
Martin Kihn Research Director
Gartner for Marketing Leaders
Focus Data-Driven Marketing
Professional Background
Fallon Worldwide Director of Analytics 2 years
Digitas VPDirector of Strategy amp Analysis 6 years
Booz amp Co management consultant 3 years
Education
MBA with honors Columbia Business School
BA History Yale University
28
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
7
14
15
9
17
16
13
35
34
Revenue allocatedto Marketing Budget
2012
Marketing Budgetallocated to Marketing
Analytics
Marketing analyticsBudget spent on digital
marketing analytics
Embryonic
Intermediate
ProgressiveN = 226
n = 191
N = 197
Base excludes Donrsquot Know
Base excludes Donrsquot Know
[SHOWING MEAN ] Significant differences
Higher Analytics Spend Higher Returns
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
66 56 52
21
26 26
13 18 22
Embryonic (n=55) Intermediate (n=101) Progressive (n=60) Base excludes Donrsquot Know
[SHOWING MEAN ]
Significant differences
Progressive Companies Use More External Data
Increasing
bull 42 of all resps shared or bought data
bull 21 of marketing orgs have non-IT data center
20
How much of the marketing data your company analyzes comes from the following sources
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS measure GartnerGML
bull Personal ID persistent bull ID association bull External access bull Available to marketing
execution bull You = tag management
21
Marketing Technology Is Cluttered
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Two Frameworks
Experiences
bull Email personalization
bull Site personalization (Certona Monetate)
bull SEO
bull Testing
Operations
bull Data vendors
bull Marketing analytics
bull Dashboards
bull Web analytics
bull BI DAM
Middleware (DMP CDP Tag Mngmt)
Infrastructure
bull E-commerce website
bull Marketing automation CRM
Sales amp Marketing
bull Email optimization amp service IMM all social
bull Data vendors DMPs
bull VisualizationBI (GoodData Tableau)
Website Personalization amp Optimization
bull Personalization recommendation SEO Testing LP Opt
E-Commerce
bull Storefront (elasticpath shopify) payments m-commerce
Website Creation amp Management
bull Online video players DAM
bull Web analytics tag management CMS
Chiefmartec Luma Ad Tech
22
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
RT = real time
UX = user experience
Product Station
Vendor Station
Offline Connection
MOBILE
STRATEGY
EMERGING TECH
ANALYTICS
AD TECH
UX
SOCIAL
COMMERCE
Mktg Mgmt
SEARCH
CREATIVE
RT DATA
Connection to CMO
Connections to Sales and Service
Connection to General Advertising
Connection to IT Connection to
Business Intelligence
Digital Marketing Neighborhoods
MOBILITY
AD OPS
DATA OPS
WEB OPS
SOCIAL OPS
DESIGN
MARKETING OPS
23
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Digital Marketing Transit Map
Product Station
Vendor Station
Offline Connection
AD OPS
DATA OPS
MOBILITY
WEB OPS
SOCIAL OPS
DESIGN
MARKETING OPS
CREATIVE
Connection to CMO
Connections to Sales and Service
Connection to General Advertising
Connection to IT Connection to
Business Intelligence
Web Content Mgmt Web Analytics
Virtual Actors
Video Ad Networks
Video Ad Mgmt
Venues
User Groups
UXP
UX Design
Tag Mgmt
Social TV Social Networks
Social Mktg Mgmt
Social Commerce
Social Apps
Social Analytics
Social Ads
Smart Kiosks
Site Retargeting
Search Retargeting
Search Engines
SEO Tools
SEM Platforms
Rich Media Search
Real-Time Decisioning QR Codes
Programmatic Media
Program Guide
Promo
Reviews amp Recs
Embedded Merch
Product Design
Compliance
Predictive Campaign Analytics
OTT Video Online Video Publishing
Online Retailers
Data Exchanges
NFC
Natural Language
Questioning
Native Ads
Campaign Mgmt
Mobile Search
Mobile Messaging amp Commerce
Mobile Media amp Targeting
Mobile App amp Content Svs Mobile App
Marketplace
Mobile Analytics
Mobile Ad Networks
Microsensors
Media Labs
Media Companies
Media Agencies
Marketing Service
Providers
Mktg Resource
Mgmt
Management Consultants
Marketing Analytics
Lead Mgmt
In-Game Ads
Idea Mgmt
IT Service Providers
Geotargeting
Geofencing
Gamification Tools
Finger- printing
Experience Targeting
Emotion Detection
Email Mktg
E-Commerce Enablers
Dynamic Creative
DOOH Media Svcs
Digital Offers
Media Metrics
DM HUB
Digital Asset Mgmt
Digital Agencies
Data Warehouses
DMP
Customer Analytics Crowdsourcing
Content Marketing
Data Providers
Communities
CSPs Census and Panel Data
Business Process
Outsourcers
Blogs
Automatic Content Recognition
Augmented Reality
Attribution
Agile Mktg PM Agency Holding
Companies
Advocacy Mktg
Addressable TV
Ad Verification
Online Ad Networks
Ad Exchanges
AB Testing
MOBILE
STRATEGY
EMERGING TECH
ANALYTICS
AD TECH
UX
SOCIAL
COMMERCE
Mktg Mgmt
SEARCH
CREATIVE
RT DATA
24
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Profile Management
Registered
Anonymous
Customer (CRM)
Third Party (DMP)
Analytics
Attribution Segmentation Optimization
Predictive Modeling
Visualization
Real-time Messaging amp Personalization
Real Time Hub
UXWeb
Commerce
Mobile
Social
EmailMA
Search
Ad tech
x x x x
x x x x x
x
x
x
x
x
x
x
weights scores
Qualifying score
includes display and video
Integration
Collaboration amp Workflow
Ideation amp Planning
Data Management
Content amp Asset Management
x x x x
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
Data Collection x
21
DM Hub Model
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Recap
bull Big Data distress
bull Bringing innovation better faster cheaper
bull Emergence of automated individual marketing
bull Big Data at the peak of inflated expectations
bull Most marketers stuck in the obvious
bull Rise of the digital marketing ldquohubrdquo
26
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Thank You martinkihngartnercom
martykihn
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Roles and Responsibilities
bull Covers data-driven marketing and marketing analytics
bull Focuses on the use of data to improve marketing strategy customer acquisition and retention
bull Helps clients develop and deliver actionable insights based on the analysis of campaign site and social information
bull Previously VP and Director of Strategy and Analytics at DigitasLBi and other agencies
bull Specialized in developing measuring and optimizing digital and social marketing strategies
bull Clients included General Motors HampR Block Delta Air Lines and American Express
bull Focus areas website and digital marketing analytics and the optimization of display and social campaigns
bull Wrote ldquoHouse of Liesrdquo which was the basis for a Showtime series of the same name
Martin Kihn Research Director
Gartner for Marketing Leaders
Focus Data-Driven Marketing
Professional Background
Fallon Worldwide Director of Analytics 2 years
Digitas VPDirector of Strategy amp Analysis 6 years
Booz amp Co management consultant 3 years
Education
MBA with honors Columbia Business School
BA History Yale University
28
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
66 56 52
21
26 26
13 18 22
Embryonic (n=55) Intermediate (n=101) Progressive (n=60) Base excludes Donrsquot Know
[SHOWING MEAN ]
Significant differences
Progressive Companies Use More External Data
Increasing
bull 42 of all resps shared or bought data
bull 21 of marketing orgs have non-IT data center
20
How much of the marketing data your company analyzes comes from the following sources
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS measure GartnerGML
bull Personal ID persistent bull ID association bull External access bull Available to marketing
execution bull You = tag management
21
Marketing Technology Is Cluttered
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Two Frameworks
Experiences
bull Email personalization
bull Site personalization (Certona Monetate)
bull SEO
bull Testing
Operations
bull Data vendors
bull Marketing analytics
bull Dashboards
bull Web analytics
bull BI DAM
Middleware (DMP CDP Tag Mngmt)
Infrastructure
bull E-commerce website
bull Marketing automation CRM
Sales amp Marketing
bull Email optimization amp service IMM all social
bull Data vendors DMPs
bull VisualizationBI (GoodData Tableau)
Website Personalization amp Optimization
bull Personalization recommendation SEO Testing LP Opt
E-Commerce
bull Storefront (elasticpath shopify) payments m-commerce
Website Creation amp Management
bull Online video players DAM
bull Web analytics tag management CMS
Chiefmartec Luma Ad Tech
22
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
RT = real time
UX = user experience
Product Station
Vendor Station
Offline Connection
MOBILE
STRATEGY
EMERGING TECH
ANALYTICS
AD TECH
UX
SOCIAL
COMMERCE
Mktg Mgmt
SEARCH
CREATIVE
RT DATA
Connection to CMO
Connections to Sales and Service
Connection to General Advertising
Connection to IT Connection to
Business Intelligence
Digital Marketing Neighborhoods
MOBILITY
AD OPS
DATA OPS
WEB OPS
SOCIAL OPS
DESIGN
MARKETING OPS
23
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Digital Marketing Transit Map
Product Station
Vendor Station
Offline Connection
AD OPS
DATA OPS
MOBILITY
WEB OPS
SOCIAL OPS
DESIGN
MARKETING OPS
CREATIVE
Connection to CMO
Connections to Sales and Service
Connection to General Advertising
Connection to IT Connection to
Business Intelligence
Web Content Mgmt Web Analytics
Virtual Actors
Video Ad Networks
Video Ad Mgmt
Venues
User Groups
UXP
UX Design
Tag Mgmt
Social TV Social Networks
Social Mktg Mgmt
Social Commerce
Social Apps
Social Analytics
Social Ads
Smart Kiosks
Site Retargeting
Search Retargeting
Search Engines
SEO Tools
SEM Platforms
Rich Media Search
Real-Time Decisioning QR Codes
Programmatic Media
Program Guide
Promo
Reviews amp Recs
Embedded Merch
Product Design
Compliance
Predictive Campaign Analytics
OTT Video Online Video Publishing
Online Retailers
Data Exchanges
NFC
Natural Language
Questioning
Native Ads
Campaign Mgmt
Mobile Search
Mobile Messaging amp Commerce
Mobile Media amp Targeting
Mobile App amp Content Svs Mobile App
Marketplace
Mobile Analytics
Mobile Ad Networks
Microsensors
Media Labs
Media Companies
Media Agencies
Marketing Service
Providers
Mktg Resource
Mgmt
Management Consultants
Marketing Analytics
Lead Mgmt
In-Game Ads
Idea Mgmt
IT Service Providers
Geotargeting
Geofencing
Gamification Tools
Finger- printing
Experience Targeting
Emotion Detection
Email Mktg
E-Commerce Enablers
Dynamic Creative
DOOH Media Svcs
Digital Offers
Media Metrics
DM HUB
Digital Asset Mgmt
Digital Agencies
Data Warehouses
DMP
Customer Analytics Crowdsourcing
Content Marketing
Data Providers
Communities
CSPs Census and Panel Data
Business Process
Outsourcers
Blogs
Automatic Content Recognition
Augmented Reality
Attribution
Agile Mktg PM Agency Holding
Companies
Advocacy Mktg
Addressable TV
Ad Verification
Online Ad Networks
Ad Exchanges
AB Testing
MOBILE
STRATEGY
EMERGING TECH
ANALYTICS
AD TECH
UX
SOCIAL
COMMERCE
Mktg Mgmt
SEARCH
CREATIVE
RT DATA
24
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Profile Management
Registered
Anonymous
Customer (CRM)
Third Party (DMP)
Analytics
Attribution Segmentation Optimization
Predictive Modeling
Visualization
Real-time Messaging amp Personalization
Real Time Hub
UXWeb
Commerce
Mobile
Social
EmailMA
Search
Ad tech
x x x x
x x x x x
x
x
x
x
x
x
x
weights scores
Qualifying score
includes display and video
Integration
Collaboration amp Workflow
Ideation amp Planning
Data Management
Content amp Asset Management
x x x x
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
Data Collection x
21
DM Hub Model
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Recap
bull Big Data distress
bull Bringing innovation better faster cheaper
bull Emergence of automated individual marketing
bull Big Data at the peak of inflated expectations
bull Most marketers stuck in the obvious
bull Rise of the digital marketing ldquohubrdquo
26
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Thank You martinkihngartnercom
martykihn
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Roles and Responsibilities
bull Covers data-driven marketing and marketing analytics
bull Focuses on the use of data to improve marketing strategy customer acquisition and retention
bull Helps clients develop and deliver actionable insights based on the analysis of campaign site and social information
bull Previously VP and Director of Strategy and Analytics at DigitasLBi and other agencies
bull Specialized in developing measuring and optimizing digital and social marketing strategies
bull Clients included General Motors HampR Block Delta Air Lines and American Express
bull Focus areas website and digital marketing analytics and the optimization of display and social campaigns
bull Wrote ldquoHouse of Liesrdquo which was the basis for a Showtime series of the same name
Martin Kihn Research Director
Gartner for Marketing Leaders
Focus Data-Driven Marketing
Professional Background
Fallon Worldwide Director of Analytics 2 years
Digitas VPDirector of Strategy amp Analysis 6 years
Booz amp Co management consultant 3 years
Education
MBA with honors Columbia Business School
BA History Yale University
28
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS measure GartnerGML
bull Personal ID persistent bull ID association bull External access bull Available to marketing
execution bull You = tag management
21
Marketing Technology Is Cluttered
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Two Frameworks
Experiences
bull Email personalization
bull Site personalization (Certona Monetate)
bull SEO
bull Testing
Operations
bull Data vendors
bull Marketing analytics
bull Dashboards
bull Web analytics
bull BI DAM
Middleware (DMP CDP Tag Mngmt)
Infrastructure
bull E-commerce website
bull Marketing automation CRM
Sales amp Marketing
bull Email optimization amp service IMM all social
bull Data vendors DMPs
bull VisualizationBI (GoodData Tableau)
Website Personalization amp Optimization
bull Personalization recommendation SEO Testing LP Opt
E-Commerce
bull Storefront (elasticpath shopify) payments m-commerce
Website Creation amp Management
bull Online video players DAM
bull Web analytics tag management CMS
Chiefmartec Luma Ad Tech
22
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
RT = real time
UX = user experience
Product Station
Vendor Station
Offline Connection
MOBILE
STRATEGY
EMERGING TECH
ANALYTICS
AD TECH
UX
SOCIAL
COMMERCE
Mktg Mgmt
SEARCH
CREATIVE
RT DATA
Connection to CMO
Connections to Sales and Service
Connection to General Advertising
Connection to IT Connection to
Business Intelligence
Digital Marketing Neighborhoods
MOBILITY
AD OPS
DATA OPS
WEB OPS
SOCIAL OPS
DESIGN
MARKETING OPS
23
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Digital Marketing Transit Map
Product Station
Vendor Station
Offline Connection
AD OPS
DATA OPS
MOBILITY
WEB OPS
SOCIAL OPS
DESIGN
MARKETING OPS
CREATIVE
Connection to CMO
Connections to Sales and Service
Connection to General Advertising
Connection to IT Connection to
Business Intelligence
Web Content Mgmt Web Analytics
Virtual Actors
Video Ad Networks
Video Ad Mgmt
Venues
User Groups
UXP
UX Design
Tag Mgmt
Social TV Social Networks
Social Mktg Mgmt
Social Commerce
Social Apps
Social Analytics
Social Ads
Smart Kiosks
Site Retargeting
Search Retargeting
Search Engines
SEO Tools
SEM Platforms
Rich Media Search
Real-Time Decisioning QR Codes
Programmatic Media
Program Guide
Promo
Reviews amp Recs
Embedded Merch
Product Design
Compliance
Predictive Campaign Analytics
OTT Video Online Video Publishing
Online Retailers
Data Exchanges
NFC
Natural Language
Questioning
Native Ads
Campaign Mgmt
Mobile Search
Mobile Messaging amp Commerce
Mobile Media amp Targeting
Mobile App amp Content Svs Mobile App
Marketplace
Mobile Analytics
Mobile Ad Networks
Microsensors
Media Labs
Media Companies
Media Agencies
Marketing Service
Providers
Mktg Resource
Mgmt
Management Consultants
Marketing Analytics
Lead Mgmt
In-Game Ads
Idea Mgmt
IT Service Providers
Geotargeting
Geofencing
Gamification Tools
Finger- printing
Experience Targeting
Emotion Detection
Email Mktg
E-Commerce Enablers
Dynamic Creative
DOOH Media Svcs
Digital Offers
Media Metrics
DM HUB
Digital Asset Mgmt
Digital Agencies
Data Warehouses
DMP
Customer Analytics Crowdsourcing
Content Marketing
Data Providers
Communities
CSPs Census and Panel Data
Business Process
Outsourcers
Blogs
Automatic Content Recognition
Augmented Reality
Attribution
Agile Mktg PM Agency Holding
Companies
Advocacy Mktg
Addressable TV
Ad Verification
Online Ad Networks
Ad Exchanges
AB Testing
MOBILE
STRATEGY
EMERGING TECH
ANALYTICS
AD TECH
UX
SOCIAL
COMMERCE
Mktg Mgmt
SEARCH
CREATIVE
RT DATA
24
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Profile Management
Registered
Anonymous
Customer (CRM)
Third Party (DMP)
Analytics
Attribution Segmentation Optimization
Predictive Modeling
Visualization
Real-time Messaging amp Personalization
Real Time Hub
UXWeb
Commerce
Mobile
Social
EmailMA
Search
Ad tech
x x x x
x x x x x
x
x
x
x
x
x
x
weights scores
Qualifying score
includes display and video
Integration
Collaboration amp Workflow
Ideation amp Planning
Data Management
Content amp Asset Management
x x x x
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
Data Collection x
21
DM Hub Model
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Recap
bull Big Data distress
bull Bringing innovation better faster cheaper
bull Emergence of automated individual marketing
bull Big Data at the peak of inflated expectations
bull Most marketers stuck in the obvious
bull Rise of the digital marketing ldquohubrdquo
26
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Thank You martinkihngartnercom
martykihn
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Roles and Responsibilities
bull Covers data-driven marketing and marketing analytics
bull Focuses on the use of data to improve marketing strategy customer acquisition and retention
bull Helps clients develop and deliver actionable insights based on the analysis of campaign site and social information
bull Previously VP and Director of Strategy and Analytics at DigitasLBi and other agencies
bull Specialized in developing measuring and optimizing digital and social marketing strategies
bull Clients included General Motors HampR Block Delta Air Lines and American Express
bull Focus areas website and digital marketing analytics and the optimization of display and social campaigns
bull Wrote ldquoHouse of Liesrdquo which was the basis for a Showtime series of the same name
Martin Kihn Research Director
Gartner for Marketing Leaders
Focus Data-Driven Marketing
Professional Background
Fallon Worldwide Director of Analytics 2 years
Digitas VPDirector of Strategy amp Analysis 6 years
Booz amp Co management consultant 3 years
Education
MBA with honors Columbia Business School
BA History Yale University
28
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Two Frameworks
Experiences
bull Email personalization
bull Site personalization (Certona Monetate)
bull SEO
bull Testing
Operations
bull Data vendors
bull Marketing analytics
bull Dashboards
bull Web analytics
bull BI DAM
Middleware (DMP CDP Tag Mngmt)
Infrastructure
bull E-commerce website
bull Marketing automation CRM
Sales amp Marketing
bull Email optimization amp service IMM all social
bull Data vendors DMPs
bull VisualizationBI (GoodData Tableau)
Website Personalization amp Optimization
bull Personalization recommendation SEO Testing LP Opt
E-Commerce
bull Storefront (elasticpath shopify) payments m-commerce
Website Creation amp Management
bull Online video players DAM
bull Web analytics tag management CMS
Chiefmartec Luma Ad Tech
22
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
RT = real time
UX = user experience
Product Station
Vendor Station
Offline Connection
MOBILE
STRATEGY
EMERGING TECH
ANALYTICS
AD TECH
UX
SOCIAL
COMMERCE
Mktg Mgmt
SEARCH
CREATIVE
RT DATA
Connection to CMO
Connections to Sales and Service
Connection to General Advertising
Connection to IT Connection to
Business Intelligence
Digital Marketing Neighborhoods
MOBILITY
AD OPS
DATA OPS
WEB OPS
SOCIAL OPS
DESIGN
MARKETING OPS
23
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Digital Marketing Transit Map
Product Station
Vendor Station
Offline Connection
AD OPS
DATA OPS
MOBILITY
WEB OPS
SOCIAL OPS
DESIGN
MARKETING OPS
CREATIVE
Connection to CMO
Connections to Sales and Service
Connection to General Advertising
Connection to IT Connection to
Business Intelligence
Web Content Mgmt Web Analytics
Virtual Actors
Video Ad Networks
Video Ad Mgmt
Venues
User Groups
UXP
UX Design
Tag Mgmt
Social TV Social Networks
Social Mktg Mgmt
Social Commerce
Social Apps
Social Analytics
Social Ads
Smart Kiosks
Site Retargeting
Search Retargeting
Search Engines
SEO Tools
SEM Platforms
Rich Media Search
Real-Time Decisioning QR Codes
Programmatic Media
Program Guide
Promo
Reviews amp Recs
Embedded Merch
Product Design
Compliance
Predictive Campaign Analytics
OTT Video Online Video Publishing
Online Retailers
Data Exchanges
NFC
Natural Language
Questioning
Native Ads
Campaign Mgmt
Mobile Search
Mobile Messaging amp Commerce
Mobile Media amp Targeting
Mobile App amp Content Svs Mobile App
Marketplace
Mobile Analytics
Mobile Ad Networks
Microsensors
Media Labs
Media Companies
Media Agencies
Marketing Service
Providers
Mktg Resource
Mgmt
Management Consultants
Marketing Analytics
Lead Mgmt
In-Game Ads
Idea Mgmt
IT Service Providers
Geotargeting
Geofencing
Gamification Tools
Finger- printing
Experience Targeting
Emotion Detection
Email Mktg
E-Commerce Enablers
Dynamic Creative
DOOH Media Svcs
Digital Offers
Media Metrics
DM HUB
Digital Asset Mgmt
Digital Agencies
Data Warehouses
DMP
Customer Analytics Crowdsourcing
Content Marketing
Data Providers
Communities
CSPs Census and Panel Data
Business Process
Outsourcers
Blogs
Automatic Content Recognition
Augmented Reality
Attribution
Agile Mktg PM Agency Holding
Companies
Advocacy Mktg
Addressable TV
Ad Verification
Online Ad Networks
Ad Exchanges
AB Testing
MOBILE
STRATEGY
EMERGING TECH
ANALYTICS
AD TECH
UX
SOCIAL
COMMERCE
Mktg Mgmt
SEARCH
CREATIVE
RT DATA
24
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Profile Management
Registered
Anonymous
Customer (CRM)
Third Party (DMP)
Analytics
Attribution Segmentation Optimization
Predictive Modeling
Visualization
Real-time Messaging amp Personalization
Real Time Hub
UXWeb
Commerce
Mobile
Social
EmailMA
Search
Ad tech
x x x x
x x x x x
x
x
x
x
x
x
x
weights scores
Qualifying score
includes display and video
Integration
Collaboration amp Workflow
Ideation amp Planning
Data Management
Content amp Asset Management
x x x x
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
Data Collection x
21
DM Hub Model
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Recap
bull Big Data distress
bull Bringing innovation better faster cheaper
bull Emergence of automated individual marketing
bull Big Data at the peak of inflated expectations
bull Most marketers stuck in the obvious
bull Rise of the digital marketing ldquohubrdquo
26
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Thank You martinkihngartnercom
martykihn
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Roles and Responsibilities
bull Covers data-driven marketing and marketing analytics
bull Focuses on the use of data to improve marketing strategy customer acquisition and retention
bull Helps clients develop and deliver actionable insights based on the analysis of campaign site and social information
bull Previously VP and Director of Strategy and Analytics at DigitasLBi and other agencies
bull Specialized in developing measuring and optimizing digital and social marketing strategies
bull Clients included General Motors HampR Block Delta Air Lines and American Express
bull Focus areas website and digital marketing analytics and the optimization of display and social campaigns
bull Wrote ldquoHouse of Liesrdquo which was the basis for a Showtime series of the same name
Martin Kihn Research Director
Gartner for Marketing Leaders
Focus Data-Driven Marketing
Professional Background
Fallon Worldwide Director of Analytics 2 years
Digitas VPDirector of Strategy amp Analysis 6 years
Booz amp Co management consultant 3 years
Education
MBA with honors Columbia Business School
BA History Yale University
28
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
RT = real time
UX = user experience
Product Station
Vendor Station
Offline Connection
MOBILE
STRATEGY
EMERGING TECH
ANALYTICS
AD TECH
UX
SOCIAL
COMMERCE
Mktg Mgmt
SEARCH
CREATIVE
RT DATA
Connection to CMO
Connections to Sales and Service
Connection to General Advertising
Connection to IT Connection to
Business Intelligence
Digital Marketing Neighborhoods
MOBILITY
AD OPS
DATA OPS
WEB OPS
SOCIAL OPS
DESIGN
MARKETING OPS
23
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Digital Marketing Transit Map
Product Station
Vendor Station
Offline Connection
AD OPS
DATA OPS
MOBILITY
WEB OPS
SOCIAL OPS
DESIGN
MARKETING OPS
CREATIVE
Connection to CMO
Connections to Sales and Service
Connection to General Advertising
Connection to IT Connection to
Business Intelligence
Web Content Mgmt Web Analytics
Virtual Actors
Video Ad Networks
Video Ad Mgmt
Venues
User Groups
UXP
UX Design
Tag Mgmt
Social TV Social Networks
Social Mktg Mgmt
Social Commerce
Social Apps
Social Analytics
Social Ads
Smart Kiosks
Site Retargeting
Search Retargeting
Search Engines
SEO Tools
SEM Platforms
Rich Media Search
Real-Time Decisioning QR Codes
Programmatic Media
Program Guide
Promo
Reviews amp Recs
Embedded Merch
Product Design
Compliance
Predictive Campaign Analytics
OTT Video Online Video Publishing
Online Retailers
Data Exchanges
NFC
Natural Language
Questioning
Native Ads
Campaign Mgmt
Mobile Search
Mobile Messaging amp Commerce
Mobile Media amp Targeting
Mobile App amp Content Svs Mobile App
Marketplace
Mobile Analytics
Mobile Ad Networks
Microsensors
Media Labs
Media Companies
Media Agencies
Marketing Service
Providers
Mktg Resource
Mgmt
Management Consultants
Marketing Analytics
Lead Mgmt
In-Game Ads
Idea Mgmt
IT Service Providers
Geotargeting
Geofencing
Gamification Tools
Finger- printing
Experience Targeting
Emotion Detection
Email Mktg
E-Commerce Enablers
Dynamic Creative
DOOH Media Svcs
Digital Offers
Media Metrics
DM HUB
Digital Asset Mgmt
Digital Agencies
Data Warehouses
DMP
Customer Analytics Crowdsourcing
Content Marketing
Data Providers
Communities
CSPs Census and Panel Data
Business Process
Outsourcers
Blogs
Automatic Content Recognition
Augmented Reality
Attribution
Agile Mktg PM Agency Holding
Companies
Advocacy Mktg
Addressable TV
Ad Verification
Online Ad Networks
Ad Exchanges
AB Testing
MOBILE
STRATEGY
EMERGING TECH
ANALYTICS
AD TECH
UX
SOCIAL
COMMERCE
Mktg Mgmt
SEARCH
CREATIVE
RT DATA
24
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Profile Management
Registered
Anonymous
Customer (CRM)
Third Party (DMP)
Analytics
Attribution Segmentation Optimization
Predictive Modeling
Visualization
Real-time Messaging amp Personalization
Real Time Hub
UXWeb
Commerce
Mobile
Social
EmailMA
Search
Ad tech
x x x x
x x x x x
x
x
x
x
x
x
x
weights scores
Qualifying score
includes display and video
Integration
Collaboration amp Workflow
Ideation amp Planning
Data Management
Content amp Asset Management
x x x x
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
Data Collection x
21
DM Hub Model
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Recap
bull Big Data distress
bull Bringing innovation better faster cheaper
bull Emergence of automated individual marketing
bull Big Data at the peak of inflated expectations
bull Most marketers stuck in the obvious
bull Rise of the digital marketing ldquohubrdquo
26
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Thank You martinkihngartnercom
martykihn
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Roles and Responsibilities
bull Covers data-driven marketing and marketing analytics
bull Focuses on the use of data to improve marketing strategy customer acquisition and retention
bull Helps clients develop and deliver actionable insights based on the analysis of campaign site and social information
bull Previously VP and Director of Strategy and Analytics at DigitasLBi and other agencies
bull Specialized in developing measuring and optimizing digital and social marketing strategies
bull Clients included General Motors HampR Block Delta Air Lines and American Express
bull Focus areas website and digital marketing analytics and the optimization of display and social campaigns
bull Wrote ldquoHouse of Liesrdquo which was the basis for a Showtime series of the same name
Martin Kihn Research Director
Gartner for Marketing Leaders
Focus Data-Driven Marketing
Professional Background
Fallon Worldwide Director of Analytics 2 years
Digitas VPDirector of Strategy amp Analysis 6 years
Booz amp Co management consultant 3 years
Education
MBA with honors Columbia Business School
BA History Yale University
28
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Digital Marketing Transit Map
Product Station
Vendor Station
Offline Connection
AD OPS
DATA OPS
MOBILITY
WEB OPS
SOCIAL OPS
DESIGN
MARKETING OPS
CREATIVE
Connection to CMO
Connections to Sales and Service
Connection to General Advertising
Connection to IT Connection to
Business Intelligence
Web Content Mgmt Web Analytics
Virtual Actors
Video Ad Networks
Video Ad Mgmt
Venues
User Groups
UXP
UX Design
Tag Mgmt
Social TV Social Networks
Social Mktg Mgmt
Social Commerce
Social Apps
Social Analytics
Social Ads
Smart Kiosks
Site Retargeting
Search Retargeting
Search Engines
SEO Tools
SEM Platforms
Rich Media Search
Real-Time Decisioning QR Codes
Programmatic Media
Program Guide
Promo
Reviews amp Recs
Embedded Merch
Product Design
Compliance
Predictive Campaign Analytics
OTT Video Online Video Publishing
Online Retailers
Data Exchanges
NFC
Natural Language
Questioning
Native Ads
Campaign Mgmt
Mobile Search
Mobile Messaging amp Commerce
Mobile Media amp Targeting
Mobile App amp Content Svs Mobile App
Marketplace
Mobile Analytics
Mobile Ad Networks
Microsensors
Media Labs
Media Companies
Media Agencies
Marketing Service
Providers
Mktg Resource
Mgmt
Management Consultants
Marketing Analytics
Lead Mgmt
In-Game Ads
Idea Mgmt
IT Service Providers
Geotargeting
Geofencing
Gamification Tools
Finger- printing
Experience Targeting
Emotion Detection
Email Mktg
E-Commerce Enablers
Dynamic Creative
DOOH Media Svcs
Digital Offers
Media Metrics
DM HUB
Digital Asset Mgmt
Digital Agencies
Data Warehouses
DMP
Customer Analytics Crowdsourcing
Content Marketing
Data Providers
Communities
CSPs Census and Panel Data
Business Process
Outsourcers
Blogs
Automatic Content Recognition
Augmented Reality
Attribution
Agile Mktg PM Agency Holding
Companies
Advocacy Mktg
Addressable TV
Ad Verification
Online Ad Networks
Ad Exchanges
AB Testing
MOBILE
STRATEGY
EMERGING TECH
ANALYTICS
AD TECH
UX
SOCIAL
COMMERCE
Mktg Mgmt
SEARCH
CREATIVE
RT DATA
24
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Profile Management
Registered
Anonymous
Customer (CRM)
Third Party (DMP)
Analytics
Attribution Segmentation Optimization
Predictive Modeling
Visualization
Real-time Messaging amp Personalization
Real Time Hub
UXWeb
Commerce
Mobile
Social
EmailMA
Search
Ad tech
x x x x
x x x x x
x
x
x
x
x
x
x
weights scores
Qualifying score
includes display and video
Integration
Collaboration amp Workflow
Ideation amp Planning
Data Management
Content amp Asset Management
x x x x
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
Data Collection x
21
DM Hub Model
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Recap
bull Big Data distress
bull Bringing innovation better faster cheaper
bull Emergence of automated individual marketing
bull Big Data at the peak of inflated expectations
bull Most marketers stuck in the obvious
bull Rise of the digital marketing ldquohubrdquo
26
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Thank You martinkihngartnercom
martykihn
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Roles and Responsibilities
bull Covers data-driven marketing and marketing analytics
bull Focuses on the use of data to improve marketing strategy customer acquisition and retention
bull Helps clients develop and deliver actionable insights based on the analysis of campaign site and social information
bull Previously VP and Director of Strategy and Analytics at DigitasLBi and other agencies
bull Specialized in developing measuring and optimizing digital and social marketing strategies
bull Clients included General Motors HampR Block Delta Air Lines and American Express
bull Focus areas website and digital marketing analytics and the optimization of display and social campaigns
bull Wrote ldquoHouse of Liesrdquo which was the basis for a Showtime series of the same name
Martin Kihn Research Director
Gartner for Marketing Leaders
Focus Data-Driven Marketing
Professional Background
Fallon Worldwide Director of Analytics 2 years
Digitas VPDirector of Strategy amp Analysis 6 years
Booz amp Co management consultant 3 years
Education
MBA with honors Columbia Business School
BA History Yale University
28
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Profile Management
Registered
Anonymous
Customer (CRM)
Third Party (DMP)
Analytics
Attribution Segmentation Optimization
Predictive Modeling
Visualization
Real-time Messaging amp Personalization
Real Time Hub
UXWeb
Commerce
Mobile
Social
EmailMA
Search
Ad tech
x x x x
x x x x x
x
x
x
x
x
x
x
weights scores
Qualifying score
includes display and video
Integration
Collaboration amp Workflow
Ideation amp Planning
Data Management
Content amp Asset Management
x x x x
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
Data Collection x
21
DM Hub Model
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Recap
bull Big Data distress
bull Bringing innovation better faster cheaper
bull Emergence of automated individual marketing
bull Big Data at the peak of inflated expectations
bull Most marketers stuck in the obvious
bull Rise of the digital marketing ldquohubrdquo
26
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Thank You martinkihngartnercom
martykihn
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Roles and Responsibilities
bull Covers data-driven marketing and marketing analytics
bull Focuses on the use of data to improve marketing strategy customer acquisition and retention
bull Helps clients develop and deliver actionable insights based on the analysis of campaign site and social information
bull Previously VP and Director of Strategy and Analytics at DigitasLBi and other agencies
bull Specialized in developing measuring and optimizing digital and social marketing strategies
bull Clients included General Motors HampR Block Delta Air Lines and American Express
bull Focus areas website and digital marketing analytics and the optimization of display and social campaigns
bull Wrote ldquoHouse of Liesrdquo which was the basis for a Showtime series of the same name
Martin Kihn Research Director
Gartner for Marketing Leaders
Focus Data-Driven Marketing
Professional Background
Fallon Worldwide Director of Analytics 2 years
Digitas VPDirector of Strategy amp Analysis 6 years
Booz amp Co management consultant 3 years
Education
MBA with honors Columbia Business School
BA History Yale University
28
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Recap
bull Big Data distress
bull Bringing innovation better faster cheaper
bull Emergence of automated individual marketing
bull Big Data at the peak of inflated expectations
bull Most marketers stuck in the obvious
bull Rise of the digital marketing ldquohubrdquo
26
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Thank You martinkihngartnercom
martykihn
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Roles and Responsibilities
bull Covers data-driven marketing and marketing analytics
bull Focuses on the use of data to improve marketing strategy customer acquisition and retention
bull Helps clients develop and deliver actionable insights based on the analysis of campaign site and social information
bull Previously VP and Director of Strategy and Analytics at DigitasLBi and other agencies
bull Specialized in developing measuring and optimizing digital and social marketing strategies
bull Clients included General Motors HampR Block Delta Air Lines and American Express
bull Focus areas website and digital marketing analytics and the optimization of display and social campaigns
bull Wrote ldquoHouse of Liesrdquo which was the basis for a Showtime series of the same name
Martin Kihn Research Director
Gartner for Marketing Leaders
Focus Data-Driven Marketing
Professional Background
Fallon Worldwide Director of Analytics 2 years
Digitas VPDirector of Strategy amp Analysis 6 years
Booz amp Co management consultant 3 years
Education
MBA with honors Columbia Business School
BA History Yale University
28
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Thank You martinkihngartnercom
martykihn
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Roles and Responsibilities
bull Covers data-driven marketing and marketing analytics
bull Focuses on the use of data to improve marketing strategy customer acquisition and retention
bull Helps clients develop and deliver actionable insights based on the analysis of campaign site and social information
bull Previously VP and Director of Strategy and Analytics at DigitasLBi and other agencies
bull Specialized in developing measuring and optimizing digital and social marketing strategies
bull Clients included General Motors HampR Block Delta Air Lines and American Express
bull Focus areas website and digital marketing analytics and the optimization of display and social campaigns
bull Wrote ldquoHouse of Liesrdquo which was the basis for a Showtime series of the same name
Martin Kihn Research Director
Gartner for Marketing Leaders
Focus Data-Driven Marketing
Professional Background
Fallon Worldwide Director of Analytics 2 years
Digitas VPDirector of Strategy amp Analysis 6 years
Booz amp Co management consultant 3 years
Education
MBA with honors Columbia Business School
BA History Yale University
28
Copyright 2013 Gartner Inc All rights reserved
GARTNER FOR MARKETING LEADERS
Roles and Responsibilities
bull Covers data-driven marketing and marketing analytics
bull Focuses on the use of data to improve marketing strategy customer acquisition and retention
bull Helps clients develop and deliver actionable insights based on the analysis of campaign site and social information
bull Previously VP and Director of Strategy and Analytics at DigitasLBi and other agencies
bull Specialized in developing measuring and optimizing digital and social marketing strategies
bull Clients included General Motors HampR Block Delta Air Lines and American Express
bull Focus areas website and digital marketing analytics and the optimization of display and social campaigns
bull Wrote ldquoHouse of Liesrdquo which was the basis for a Showtime series of the same name
Martin Kihn Research Director
Gartner for Marketing Leaders
Focus Data-Driven Marketing
Professional Background
Fallon Worldwide Director of Analytics 2 years
Digitas VPDirector of Strategy amp Analysis 6 years
Booz amp Co management consultant 3 years
Education
MBA with honors Columbia Business School
BA History Yale University
28