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Control over investments and channels is the top benefit of integrated marketing and ad tech for leaders.

Bain/Google Marketing Leaders Study, North America, N=516 marketing and advertising media and technology executive decision makers. North America Leaders (N=123) are defined using a composite score of self-reported revenue and market share growth, Nov. 2017.

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33%

of marketers agree that improved understanding and engaging the right customers is most important to reaching their marketing goals in the next three years.
Bain/Google
63%

of leading marketers agree they are using KPIs to develop a single, integrated view of the customer.
Google/MIT
66%

of leading marketers agree they should build teams that solve for end-to-end customer experiences and journeys, across channels and devices.
Google/MIT

Marketing leaders are 60% more likely than laggards to believe the marketing teams should own a data-driven customer strategy that supports all organizational stakeholders.
Google/MIT

Measurement leaders are more than 2X as likely as their measurement-challenged counterparts to agree that their organization is already investing in automation and machine learning technologies to drive marketing activities.
Google/MIT SMR
75%

of leading marketers who use machine learning to drive marketing activities said they were satisfied with how their KPIs inform and influence decision-making across the enterprise.
Google/MIT SMR