of leading marketers believe using first-party data to continuously build an understanding of what people want is critical to growth.

Leading marketers are 58% more likely than mainstream marketers to strongly agree that first-party data is a strategic asset.

Leading markers are 1.5X as likely as the mainstream to increase investments in capabilities like machine learning to predict customer needs.

of successful businesses say anticipating customer needs and providing assistive experiences along the customer journey are critical to growth.

The top 100 most mature marketers are 4X as likely to exceed business goals, increase market share and revenue as the 100 least mature marketers.

of marketers agree that improved understanding and engaging the right customers is most important to reaching their marketing goals in the next three years.