Establish the business metrics that really matter

Leading marketers choose to focus on bottom-line sales and profits rather than just clicks and conversions.

Leading marketers are 75% more likely than the mainstream to have moved to a more holistic model of measurement in the last two years.

2016 Econsultancy and Google

Leading marketers bring in more data sources to their analysis; they are 83% more likely to use cross-device analysis in their analytical models.

2016 Econsultancy and Google
95

of leading marketers agree that "to truly matter, marketing analytics' KPIs must be tied to broader business goals."

2016 Econsultancy and Google

Find new ways to bridge gaps and embrace experimentation

Leading marketers realize they won't always have perfect numbers, so they focus on building reliable benchmarks and estimates and invest in testing.

Leading marketers are 71% more likely than their peers to regularly use estimates to bridge gaps in measurement.

2016 Econsultancy and Google

Leading marketers are 3X as likely to see their estimates as "very reliable" compared to the mainstream.

2016 Econsultancy and Google

Leading marketers are more than 2X as likely to conduct "big bet" experiments than the mainstream.

2016 Econsultancy and Google