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

Google/MIT, Global, Technology Review Insights, ML Leaders and Laggards, Leaders (n=186) defined as >15% increase in revenue or 15+ point market share increase, Laggards (n=176) defined as <0% growth in revenue or <0 point market share, 2018.


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