Leading companies are 1.5X as likely as mainstream companies to have an integrated marketing and advertising technology stack. Appears In Smarter with data: Using cloud technology to turn data streams into results Related Content How leading marketers use data to drive customer-first strategies Measuring for growth: How leading marketers are shifting strategy with 3 key trends Marketing meets science: How to set your team up for success in a data-first world Related Data The top 100 most mature marketers are 4X as likely to exceed business goals, increase market share and revenue as the 100 least mature marketers. Leading performance agencies are 1.6X as likely as mainstream ones to shift to data-driven attribution as their primary attribution model. Leading performance agencies are 74% more likely than mainstream ones to use machine learning to process data signals to better understand consumer intent. > 50 % of leading performance agencies that were able to reallocate time thanks to machine learning shifted more than 30% of their time to more strategic activities. 81% of leading marketers agree that capability in machine learning will be critical for personalized experiences along the customer journey. 39% 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.