Top Performing Brands Prioritize First-Party Data Acquisition and Advertising Agility

Top Performing Brands Prioritize First-Party Data Acquisition and Advertising Agility

Gartner, Inc. released the list of Genius Brands within the latest Gartner Digital IQ Index,* identifying the best-in-class brands across 15 industries. Forty-five of the 1,402 brands analyzed were categorized as “Genius” this year (see Table 1).

On average, Genius Brands achieved 10.9x more site traffic than their peers in 2022 and grew their revenue by 8.6% in 2021 relative to 2020.

For each brand, Gartner measures hundreds of data points across four key marketing dimensions – site, digital marketing channels, social media and path to purchase – in a quest to quantify a brand’s digital aptitude and digital maturity relative to its industry peers. The best-in-class brands in each industry are categorized as “Genius Brands.”

“Understanding what Genius Brands collectively do better than their peers can help CMOs develop roadmaps and leverage best-practices to improve their own brands’ digital maturity,” said Matt Moorut, Director Analyst in the Gartner Marketing practice.

There are three key differences that set Genius Brands apart from their peers:

  1. Greater agility in adjusting media and content strategies with evolving customer sentiment and behavior. Genius Brands served 6.6x more desktop display ad impressions than peers in 2022 and achieved 9.0x more desktop display traffic.
  2. Higher prioritization of and transparency with first-party data acquisition, providing greater transparency and clarity on how data will be handled to help customers with key tasks. Genius Brands are 2.2x more likely to use interactive tools enabling data acquisition on their mobile sites.
  3. A more-evident focus on customer journey orchestration, delivering site experiences that garner greater engagement by curating journeys that map to their audience needs. On average, Genius Brand websites achieved a lower bounce rate, deeper site journeys and higher numbers of return visitors on both mobile and desktop devices in 2022.

Table 1. The 2022-2023 Gartner Genius Brands

Industry Brands
Auto Toyota, Ford, Honda
Consumer Goods Scotts, Clorox, Finish
Food and Beverage Gatorade, Haagen-Dazs, Coca-Cola
Hospitals and Health Systems Sutter Health, Baylor Scott and White Health, New York-Presbyterian
Industrials and Chemicals John Deere, Caterpillar, Benjamin Moore
Insurance State Farm, Geico, Liberty Mutual Insurance
Luxury Retail Dior, Ralph Lauren, Louis Vuitton
Monobrand Retail Samsung, Nike, Dell
Multibrand Retail Target, Amazon, The Home Depot
Personal Care Maybelline, CeraVe, Pampers
Personal Media Devices DexCom, Invisalign, FreeStyle
PharmaRx Dupixent, Cosentyx, Ozempic
Retail Banking Capital One, Discover Bank, Navy Federal Insurance
Travel and Hospitality Domino’s, Vrbo, Starbucks
Wealth and Asset Management Fidelity Investments, Charles Schwab, E-Trade

Source: Gartner (March 2023)

Gartner clients can learn more in the report: “Digital IQ Index: In the Company of Genius, 2022-2023.” Additional information is available in the complimentary Gartner webinar and eBook.

*For Editors: Gartner Digital IQ Index and Genius Brand Methodology

The Gartner Digital IQ Index is an annual ranking of brands within a given industry based on digital investments and performance.

Gartner indexed 1,402 brands for the 2022-2023 Digital IQ studies across 15 industries.

An organization does not have to be a Gartner client to have their brand be considered in the study. Brands are included based on the volume of their digital marketing activities. The data that informs each Digital IQ is observational and is obtained through manual data collection, proprietary tools and third-party data providers. Brands are scored and placed into one of five classes: Genius, Gifted, Average, Challenged and Feeble.

About the Gartner Marketing Symposium/Xpo

Gartner analysts will discuss the key issues facing CMOs during the Gartner Marketing Symposium/Xpo, taking place in Denver, CO May 22-24, 2023. This conference provides marketing leaders actionable advice about the trends, tools and emerging technologies they need to deliver business results. Follow news and updates for the conference on the Gartner Newsroom and on Twitter and LinkedIn using #GartnerMKTG.

About Gartner for Marketers

Gartner for Marketers provides the objective, expert advice, and proven tools that CMOs and other marketing leaders need to seize the right opportunities with clarity and confidence, and to stay ahead of the trends that matter. With in-depth research and analysis, Gartner for Marketers helps you focus on the opportunities with the greatest potential to deliver results. More information on Gartner for Marketers is available online at Follow news and updates from the Gartner Marketing practice on Twitter and LinkedIn using #GartnerMKTG. Members of the media can find additional information and insights in the Gartner Marketing Newsroom.

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