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

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.

Data & Measurement

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

Econsultancy/Google
Data & Measurement
86%

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

Econsultancy/Google

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

Data & Measurement

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

Econsultancy/Google
Data & Measurement

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

Econsultancy/Google
Data & Measurement

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.

Econsultancy/Google

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

Data & Measurement

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.

Econsultancy/Google
Data & Measurement

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

Econsultancy/Google
Data & Measurement

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.

Econsultancy/Google

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

Data & Measurement
75%

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

Econsultancy/Google
Data & Measurement

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

Econsultancy/Google
Data & Measurement
93%

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

Econsultancy/Google