Data & Measurement

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.

Related Data

Data & Measurement

Leaders are 1.7X as likely as laggards to measure marketing campaigns against a common business goal.

Bain/Google
Data & Measurement

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.

Bain/Google
Data & Measurement

Leaders are 1.3X as likely as laggards to use proxy metrics to fill data gaps in their measurement strategy.

Bain/Google
Data & Measurement

Leaders are 1.5X as likely as laggards to apply measurement learnings to digital marketing and media investment in near real time.

Bain/Google
Data & Measurement

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.

Bain/Google