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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.

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!

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