Leading companies are 1.5X as likely as mainstream companies to have an integrated marketing and advertising technology stack.

Google/Econsultancy, U.S., "The Customer Experience Is Written in Data", U.S., May 2017.

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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.
Bain & Company and Google

Leading performance agencies are 1.6X as likely as mainstream ones to shift to data-driven attribution as their primary attribution model.
Google/Econsultancy

Leading performance agencies are 74% more likely than mainstream ones to use machine learning to process data signals to better understand consumer intent.
Google/Econsultancy

> 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.
Google/Econsultancy
81%

of leading marketers agree that capability in machine learning will be critical for personalized experiences along the customer journey.
Google/Econsultancy
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.
Bain/Google