The top 100 most mature marketers are 4X as likely to exceed business goals, increase market share and revenue as the 100 least mature marketers.

Bain & Company and Google, Measurement Maturity Survey, N=622 marketing executives from companies in the U.S., Canada, and the U.K. with over $50M in revenues; companies scored on sophistication of measurement, activation of that measurement, and ways of working; Dec. 2018–Jan. 2019.

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