Leading marketers are 75% more likely than the mainstream to have moved to a more holistic model of measurement in the last two years.
A Mobile-First Mindset Is Essential in Marketing Analytics
As people move between channels and devices, traditional media metrics have become outdated—making a mindset shift critical. New research from Econsultancy and Google shows that companies making that shift were more than twice as likely to have significantly exceeded their business goals.
Leading marketers bring in more data sources to their analysis; they are 83% more likely to use cross-device analysis in their analytical models.
of leading marketers agree that "to truly matter, marketing analytics' KPIs must be tied to broader business goals."
Leading marketers are 71% more likely than their peers to regularly use estimates to bridge gaps in measurement.
Leading marketers are 3X as likely to see their estimates as "very reliable" compared to the mainstream.
Leading marketers are more than 2X as likely to conduct "big bet" experiments than the mainstream.