66% of marketing leaders believe how companies apply their data will play a key role in their ability to thrive. Related Data 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. 63% of leading marketers agree they are using KPIs to develop a single, integrated view of the customer. 66% of leading marketers agree they should build teams that solve for end-to-end customer experiences and journeys, across channels and devices. 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. 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. 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.
