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Want to be a leading marketer? Go with data, not your gut

Putting data-driven insights over gut reactions is a priority for leading marketing executives, the companies they work for, and the CEOs they report to. With the right data-management plan, marketers can gain a clear view of customer journeys across channels and devices, according to research from Econsultancy in partnership with Google.

Marketing leaders are 1.3X as likely as mainstream marketers to say being data-driven is a CEO priority.

86%

of senior executives agree that eliminating organizational silos is critical to expanding the use of data and analytics in decision-making.

Leading marketers make data a key part of the culture, and put it in writing.

Marketing leaders are 1.3X as likely as mainstream marketers to have a documented data and analytics strategy.

Nearly 7 in 10 leading marketers say their companies use data to support decision-making at all levels.

Marketing leaders are 1.5X as likely as mainstream marketers to say that their data and analytics strategy includes how they define KPIs for paid media.

Integration of marketing data is key to a data-driven approach.

Marketing leaders are 1.3X as likely as mainstream marketers to say that their data and analytics strategy defines how they integrate data and related technologies.

Marketing leaders are 1.5X as likely as mainstream marketers to have an integrated marketing and advertising technology stack.

Marketing leaders are 1.5X as likely as mainstream marketers to say their organizations have a clear view of customers' journeys across channels and devices.

Leading marketers break down silos, focus on transparency, and try to educate team members about marketing data.

75%

of marketers say the biggest barrier to using data insights is a lack of education and training on data and analytics.

Leading marketers are 1.6X as likely to believe that open access to data leads to higher business performance.

93%

of marketers agree that collaboration across marketing and analytics teams is essential to driving results.