Marketing leaders are 1.5X as likely as mainstream marketers to say that their data and analytics strategy includes how they define KPIs for paid media.

Econsultancy/Google

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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.

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

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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.

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

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

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