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Data from: Integrating data strategy, teams, and technology leads to marketing success

Customer interactions with brands generate an abundance of digital information, but the right elements must be combined correctly to yield insights. Here are some data points on how the right data strategy leads to success.

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

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

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

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

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.

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.

86%

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

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.

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

75%

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

93%

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