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Gartner Perspective: What’s Going on with Marketing Analytics?

December 8, 2015
1 - 2 PM EST
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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.
During 2015, 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.
On December 8, 2015, join the study’s lead author, Gartner Research Director Martin Kihn, as he addresses the following topics:
  • 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?
What You Can Expect from This Webinar:
In this exclusive webinar, you will 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. 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. And you’ll get an up-to-the-minute snapshot of the leading vendors, features and techniques.
Who Should Attend?
Whether you are a marketing analyst, or just interested in trends in this field, this webinar will provide you with a reliable, authoritative point of view and original research to apply to your work. It is aimed at analytics generalists, agency managers, and senior executives with an interest in getting smarter about the field. Analytics expertise is not required to enjoy this presentation.
About Your Webinar 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.”



Single Registrant: $129
Full Conference Room: $349*
Unlimited Individual Access for the Agency: $999**

Single Registration: $239
Full Conference Room: $699*
Unlimited Access for the Company: $1499**

* Full Conference Room provides one link to use in a Conference Room. No limitation on number of viewers.

** Unlimited Access gives each employee the chance to view the webinar from his or her own computer. A special link will be sent to one person that can then be forwarded to the rest of the agency. At the conclusion of the webinar, a link to the recorded webinar will be sent to the agency or company that signed up for the Unlimited Access option. This link is available for 2 weeks.

A cancellation fee of $25 will be applied to any cancellation.

Please contact webinar@aaaa.org | 212-850-0750