What’s Going on with Marketing Analytics?

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Quick Overview

Free for 4A's Members / Non-4A's Members: $221

Take a closer look at Gartner’s study on marketing analytics!

  • Learn critical industry trends.

  • Understand what clients are looking for when they request marketing analytics from their agency team.

  • Discover what leading vendors are doing right - and how you can emulate them!



In this exclusive course, you’ll learn about the most important trends in marketing and media analytics. You will hear a discussion of key implications for advertising and media agencies, as well as for external analytics providers.

What Will You Learn

  • The four fundamental forces impacting marketing and media analytics

  • Client spending patterns––how much, and on what, are they spending their analytics budgets?

  • Who influences the choice of analytics tools

  • Where marketers turn to source analytics talent

  • Why marketing and media analytics are converging––and what this means for agencies

  • What are the key capabilities––both basic and advanced––clients most often request?

  • Who are the leading vendors, and what are they doing right?

Who Should Attend

  • Marketing analysts 

  • People with an interest in the analytics field

Course Description

Marketing and Media Analytics are going through a period of rapid change and growth. Digital marketers report that they’re channeling more of their budgets into analytics tools and talent, scaling up teams and centers of excellence, and relying more on analytically-driven decision making over experience and “going from the gut.” Analytics’ share of the CMO’s budget has skyrocketed 50 percent in the past three years, according to Gartner.

Still, problems abound. Talent is hard to find; data is often disconnected and difficult to wrangle; and the deluge of new sources and uses for data-driven decision-making––from mobile platforms to programmatic media––continues to challenge marketers. Meanwhile, they’re turning more often to agency partners for guidance, advice, execution, and results.

Gartner embarked on a four-month research project to understand the forces of change roiling marketing and media analytics. The results was the firm’s first-ever Magic Quadrant for Digital Marketing Analytics, released to clients in September and made available to 4A’s members for this special webinar.

If you are considering expanding or evolving your agency’s analytics offering, you will gain perspective on the opportunities and threats in the current environment through this course. Get ready to understand what leading vendors are doing right, how you can emulate them, and what steps you need to take to move toward success!

About the Thought Leader


Martin Kihn is a Research Director at Gartner, where he covers data-driven marketing, marketing analytics and advertising technology. He is lead author of the Magic Quadrant for Digital Marketing Analytics, and co-author of the Magic Quadrants for Digital Marketing Hubs and Digital Marketing Agencies, as well as numerous other research reports. Recently, he co-authored Gartner’s Data-Driven Marketing Survey, as well as its Market Guides to Ad Tech and Data Providers for Marketing. Prior to joining Gartner, Kihn was a V.P./Director at DigitalLBi in New York, where he provided digital strategy advice to clients including American Express and Delta Air Lines. He was also Director of Analytics for Fallon in Minneapolis, where he worked on the General Motors and H+R Block accounts. He is the author of the management-consulting memoir House of Lies, which is currently a Showtime series starring Don Cheadle as “Marty Kaan.

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