Leading marketers embrace 3 beliefs to drive business growth

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.

October 2018 Google/MIT
66

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

October 2018 Google/MIT

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.

October 2018 Google/MIT
60

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

October 2018 Google/MIT