81

of leading marketers agree that capability in machine learning will be critical for personalized experiences along the customer journey.

Google/Econsultancy, "An Audience of Individuals", 2017

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92

of leading marketers believe using first-party data to continuously build an understanding of what people want is critical to growth.

December 2017 Google/Econsultancy

Leading marketers are 58% more likely than mainstream marketers to strongly agree that first-party data is a strategic asset.

December 2017 Google/Econsultancy

Leading markers are 1.5X as likely as the mainstream to increase investments in capabilities like machine learning to predict customer needs.

December 2017 Google/Econsultancy
89

of successful businesses say anticipating customer needs and providing assistive experiences along the customer journey are critical to growth.

December 2017 Google/Econsultancy

The top 100 most mature marketers are 4X as likely to exceed business goals, increase market share and revenue as the 100 least mature marketers.

January 2019 Bain & Company and Google
33

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