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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Related Data

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

Leading marketers are 72% more likely than the mainstream to invest in quality and/or volume improvments of the first-party data they capture.

December 2017 Google/Econsultancy
57

of U.S. travelers feel that brands should tailor their information based on personal preferences or past behaviors.

December 2017 Google/Phocuswright