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Gartner’s 2018 Market Guide for Marketing Dashboards

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Accessible, actionable, and available, these are just three fundamental characteristics marketers have come to expect when it comes to effective data delivery solutions. This, of course, comes as a result of strenuous efforts to visualize and make sense of the overwhelming volume of data flowing from disparate sources, as well as, the resource and time-intensive task of compiling and distributing ad-hoc reports.

This week, Gartner released an updated Market Guide for Marketing Dashboards, which highlights the pain points many marketers (and analysts) are facing and introduces emerging vendors who have not only resolved the manual aspects of reporting but have also encouraged data use across organizations for wiser decision-making. Of the different functionalities and positive elements marketing dashboards bring to data-driven organizations, four strategic use-cases were noted:

  1. Enable integrated measurements
  2. Increase trust in data
  3. Foster a data-driven culture
  4. Obtain deeper insights

Whereas visualization and exploration, are commonly sought after, solutions are evolving to utilize Artificial Intelligence in ways that could change how data is interpreted and acted upon. Specifically, features revolving around team collaboration, security, governance, and privacy compliance, are advancing how marketing dashboards are used today.

To get the full report and to meet the represented vendors, download Gartner’s 2018 Market Guide for Marketing Dashboards.

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Holly McKendry

Sweetspot Marketing Director. Wakeboarder & travel enthusiast. Communication Studies graduate of Texas State University, San Marcos.


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