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

May 2017 Econsultancy/Google

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

May 2017 Econsultancy/Google

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

May 2017 Econsultancy/Google

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

May 2017 Econsultancy/Google

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.

May 2017 Econsultancy/Google

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.

May 2017 Econsultancy/Google

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

May 2017 Econsultancy/Google
86

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

May 2017 Econsultancy/Google

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.

May 2017 Econsultancy/Google

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

May 2017 Econsultancy/Google
75

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

May 2017 Econsultancy/Google
93

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

May 2017 Econsultancy/Google