Data & Measurement Marketing leaders are 1.3X as likely as mainstream marketers to have a documented data and analytics strategy. Appears In Better together: Why integrating data strategy, teams, and technology leads to marketing success Related Data Data & Measurement 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. Data & Measurement Leaders are 1.7X as likely as laggards to measure marketing campaigns against a common business goal. 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. Data & Measurement Leaders are 1.3X as likely as laggards to use proxy metrics to fill data gaps in their measurement strategy. Data & Measurement Leaders are 1.5X as likely as laggards to apply measurement learnings to digital marketing and media investment in near real time. 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.