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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 TR, Global, Technology Review Insights, ML Leaders and Laggards, Leaders (n=186) defined as >15% increase in revenue OR 15+ point market share increase, Laggards (n=176) defined as <0% growth in revenue OR <0 point market share, 2018.

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.
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

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
73%

of marketing leaders investing in machine learning have shifted more than 10% of their time from manual activation to strategic insight generation.
Google/MIT