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Leading marketers embrace 3 beliefs to drive business growth

With insights directing the bulk of today’s marketing decisions, leading marketers are driving growth by embracing three core mindset shifts. Marketing leaders are working toward a holistic view of consumers; they are investing in machine learning to support their activities; and they believe how they apply their data is crucial to success. Google partnered with MIT Sloan Management Review and MIT Technology Review for a deeper dive into the mindsets around these beliefs. Here’s what we found.

1. Leading marketers are working toward a holistic view of consumers.

63%

of leading marketers agree they are using KPIs to develop a single, integrated view of the customer.

66%

of leading marketers agree they should build teams that solve for end-to-end customer experiences and journeys, across channels and devices.

Marketing leaders are 60% more likely than laggards to believe the marketing teams should own a data-driven customer strategy that supports all organizational stakeholders.

2. Leading marketers are investing in machine learning to support their activities.

3. Leading marketers believe how they apply their data is crucial to success.

66%

of marketing leaders believe how companies apply their data will play a key role in their ability to thrive.

60%

of leading marketers believe data-driven attribution is essential to understanding journeys of high-value customers.

Marketing leaders are 53% more likely than laggards to say machine learning processes data signals to help marketers better understand consumer intent.