Data from: If measurement isn’t your top priority, here’s why it should be The top 100 most mature marketers on the maturity curve are 4X as likely to exceed business goals, increase market share, and increase revenue as the 100 least mature marketers. Leaders are 1.7X as likely as laggards to measure marketing campaigns against a common business goal. Leaders are 1.4X as likely as laggards to use proxy metrics, such as search demand, to make business decisions when outcomes can’t be measured directly. Leaders are 1.3X as likely as laggards to use proxy metrics to fill data gaps in their measurement strategy. Leaders are 1.5X as likely as laggards to apply measurement learnings to digital marketing and media investment in near real time. Leaders are 1.7X as likely as laggards to strongly agree that increased adoption of automation and machine learning in marketing and media improves targeting, personalization, and optimized budgeting. Leaders are 2.3X as likely as laggards to use automation to manage campaign bids and budgeting across more than one channel in real time. Leaders are 1.6X as likely as laggards to have marketing teams integrate and share measurement metrics with other teams. Leaders are 1.8X as likely as laggards to indicate that they can identify their primary cross-functional stakeholders and believe that those teams are aligned to the same metrics of success.