Marketers say that improved understanding and reaching the right customers is a top priority for achieving their marketing goals in the next three years.
Select your location
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 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.
of marketers agree that improved understanding and engaging the right customers is most important to reaching their marketing goals in the next three years.
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.
Control over investments and channels is the top benefit of integrated marketing and ad tech for leaders.
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.
Marketing leaders are 1.7X more likely to refresh their most critical marketing metrics and dashboards at least weekly.
of global marketers say that improved understanding and reaching the right customers is most important for achieving their marketing goals in the next three years.