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.

Data & Measurement Experience & Design
63%

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

Google/MIT
Data & Measurement Experience & Design
66%

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

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.

Data & Measurement Experience & Design
66%

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

Google/MIT
Data & Measurement Experience & Design
60%

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

Google/MIT
Data & Measurement Experience & Design

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

Google/MIT