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of marketing decision makers said they struggled to access or integrate the data they needed in 2016.

Related Data

The top 100 most mature marketers on the maturity curve are 4X as likely to exceed business goals, increase market share, and increase revenue as the 100 least mature marketers.

Leaders are 1.7X as likely as laggards to measure marketing campaigns against a common business goal.

Leaders are 1.4X as likely as laggards to use proxy metrics, such as search demand, to make business decisions when outcomes can’t be measured directly.

Leaders are 1.3X as likely as laggards to use proxy metrics to fill data gaps in their measurement strategy.

Leaders are 1.5X as likely as laggards to apply measurement learnings to digital marketing and media investment in near real time.