Google/MIT SMR, Global, Future of Marketing/KPI Survey 2018, n=3200, manager level or higher, KPI index (grouped based on 20/60/20 split) challenged n=645, capable n=1928, leaders n=652, Marketer leaders are defined according to several attributes, including how well aligned their KPIs are to their business outcomes, 2018.

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Nearly 3/4 of respondents believe their organization’s current goals would be better achieved with greater investment in machine learning and automation.

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of the organizations surveyed have incentives to make investments in machine learning and automation.

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of Gen Zers say YouTube has helped them become more knowledgeable about something.

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of leading marketers use strategic metrics, like gross revenue, market share, or CLV, to measure the effectiveness of their campaigns.

January 2018 Google/MIT