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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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Related Data

Marketers say that improved understanding and reaching the right customers is a top priority for achieving their marketing goals in the next three years.
Bain/Google

Marketing leaders are 1.6X more likely than laggards to prioritize integrating technology and 1.2X more likely to be advanced users of their technology.
Bain/Google

1.4 X

Leaders were 1.4X more likely than laggards to manage technology within marketing today, and more expect to do so in the next three years.
Bain/Google

Marketing leaders are 1.7X more likely to refresh their most critical marketing metrics and dashboards at least weekly.
Bain/Google
63%

of smartphone users are more likely to purchase from companies whose mobile sites or apps offer them relevant recommendations on products they may be interested in.
Google/Ipsos
51%

of smartphone users are more likely to use a company or brand’s mobile app when browsing or shopping on a smartphone because they can get rewards or points.
Google/Ipsos