Bain/Google Marketing Leaders Study, North America, N=516 marketing and advertising media and technology executive decision makers. North America Leaders (N=123) are defined using a composite score of self-reported revenue and market share growth, Nov. 2017.

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Marketers say that improved understanding and reaching the right customers is a top priority for achieving their marketing goals in the next three years.

November 2017 Bain/Google

Marketing leaders are 1.6X more likely than laggards to prioritize integrating technology and 1.2X more likely to be advanced users of their technology.

November 2017 Bain/Google

Control over investments and channels is the top benefit of integrated marketing and ad tech for leaders.

November 2017 Bain/Google

Marketing leaders are 1.7X more likely to refresh their most critical marketing metrics and dashboards at least weekly.

November 2017 Bain/Google

Return on ad spend (ROAS) varied by as much as 48% when CPG companies’ marketing mix modeling evaluated video platforms independently.

December 2018 Google-commissioned Nielsen Custom Fusion Study
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of marketers agree that improved understanding and engaging the right customers is most important to reaching their marketing goals in the next three years.

November 2017 Bain/Google