Q3 2018, n=103 Brands

  • Key
    Leaders

    Leaders(13%) leverage their customer databases to serve highly targeted messages across their sites and digital marketing channels. Brands in this category, such as H&M and Ikea, collect segmentation data through third parties and their own sites while also communicating how the data is used. Leader brands cut across sectors and tend to either be based in Europe or have an international presence, forcing them to adapt more quickly to new privacy legislation.

    Data Miners

    Data Miners(24%) collect data at all points of the customer journey, from email newsletter sign-up to account customization. These brands, however, often fail to translate this into full-fledged targeting campaigns. Brands in the beauty and travel sectors, which offer specialized products or services, represent nearly two-thirds of data miners.

    Streamliners

    Streamliners(34%) rely on third-party companies to cull data in lieu of using site collection. They demonstrate savviness on platforms like Facebook and other publisher sites with personalized advertisements. Retail sectors (department stores, big box and specialty retail) account for 80% of streamliners, likely due to their large ad budgets and intense competition for conversions.

    Laggards

    Laggards(29%) fail to optimize their data collection or targeting efforts. These brands collect insufficient data on their sites and also forgo using third-party retargeters, limiting their marketing options. Therefore, they invest less heavily in areas like programmatic advertising and retargeted emails. Fifty-five percent of activewear brands and over a third of fashion brands fall into this quadrant.

    Average
    Average Line

    To benchmark data and targeting performance holistically, Gartner L2 plotted brands on a two-dimensional grid based on the degree to which those brands capture data and target their marketing messages accordingly. This year’s scores also incorporate brand efforts to target customers through email, social media and display advertising to a greater degree than the previous two studies.

    Brands operating within the European Union have had to comply with the General Data Protection Regulation (GDPR) since May 2018, forcing them to tighten their data privacy practices. This prompted Gartner L2 to conduct an additional analysis of brands based on their primary headquarters location.

    View the Data & Targeting 2018 Intelligence Report
    • Europe

      Brands operating within the European Union have had to comply with the General Data Protection Regulation (GDPR) since May 2018, forcing them to tighten their data privacy practices. This prompted Gartner L2 to conduct an additional analysis of brands based on their primary headquarters location.