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.
of marketers agree that improved understanding and engaging the right customers is most important to reaching their marketing goals in the next three years.
of leading marketers agree they are using KPIs to develop a single, integrated view of the customer.
of leading marketers agree they should build teams that solve for end-to-end customer experiences and journeys, across channels and devices.
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.
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.
of marketing leaders investing in machine learning have shifted more than 10% of their time from manual activation to strategic insight generation.