Data from: Using machine learning to enhance the customer journey Read the article Data from the article Leading marketers are 72% more likely than the mainstream to invest in quality and/or volume improvments of the first-party data they capture. 81% of leading marketers agree that capability in machine learning will be critical for personalized experiences along the customer journey. 89% of successful businesses say anticipating customer needs and providing assistive experiences along the customer journey are critical to growth. Related data Leading markers are 1.5X as likely as the mainstream to increase investments in capabilities like machine learning to predict customer needs. Leading marketers are 58% more likely than mainstream marketers to strongly agree that first-party data is a strategic asset. 92% of leading marketers believe using first-party data to continuously build an understanding of what people want is critical to growth.