Measurement and Reporting Excellence

The winner of this category is Wells Fargo for their Customer Engagement Engine - the new way of decisioning! 

Wells Fargo tackled the challenge of optimizing offer opportunities by partnering with Pega to enhance their decisioning engine. They structured and integrated their eligibility dataset into an internal data lake, improving channel rollout, data insights, and analytic product development. This led to a 40% revenue increase through precise targeting. Judges commended Wells Fargo for effectively leveraging data to drive business results, noting their clear business goals, strategic planning, and successful implementation. The scale and multi-channel applicability of their solution impressed the judges, showcasing an outstanding example of data-driven success.

Watch their video to discover more!

Wells Fargo’s recognition in the Measurement and Reporting Excellence category highlights the transformative power of data-driven decisioning and outcome-focused measurement—a theme echoed in Gartner’s latest research, “The CMO Value Playbook.” 

Download the CMO playbook to:

  • Prove marketing’s impact with advanced metrics
  • Build compelling value stories for stakeholders
  • Gain actionable strategies for measurement excellence

Download the CMO Value Playbook

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    Q&A with Gartner Expert on Measurement and Reporting

    Gartner experts address common and pressing questions about measurement and reporting that are most relevant to both chief marketing officers and chief communications officers. Read through to navigate this ever-evolving landscape effectively.

    Marketing and communications dashboards should include a range of metrics that effectively measure the impact of specific tactics and programs. It’s important to include both leading and lagging indicators to capture a complete picture—showing what has happened in the past and what is anticipated in the future. Key categories to track include:

    • Content output metrics (e.g., number of press releases, blog posts, or campaigns launched)
    • Content performance metrics (e.g., engagement rates, shares, or reach)
    • Behavioral metrics (e.g., changes in audience attitudes, sentiment, or actions)
    • Business metrics (e.g., leads generated, conversions, or sales impact)

    CMOs and chief communications officers should use marketing and communications metrics to demonstrate the impact that their function has on business objectives such as profitability, new customer growth, employee retention and sales. Leaders should use metrics and data purposefully and integrate measurement and analytics at all project stages to fully understand the impact of their work.

    To continue offering maximum value, Gartner recommends revising dashboards and reports at least once a quarter (or even on an ongoing basis) to ensure they still meet the needs and expectations of stakeholders. Consider interviewing stakeholders to better understand their needs and priorities, asking targeted questions that prompt them to think about what is really important and how they plan to act based on the dashboard and reports that they will receive.

    Successful marketing and communications leaders should position the long-term value marketing delivers against business outcomes, as a complement to tactical short term value stories. They should also broaden the value story to encompass the breadth of value marketing contributes beyond metrics and measures of campaign investments, for example insights and collateral to support enterprise/ cross functional initiatives.