Leading marketers bring in more data sources to their analysis; they are 83% more likely to use cross-device analysis in their analytical models.
Econsultancy and Google, Analytics and Measurement Survey, n=502, marketing and measurement executives at North American companies with over $250M in revenues; n=132 leading marketers, n=305 mainstream marketers, 2016.
Search interest for “my activity,” where users can manage information saved to their Google Account, like search and browsing history, has increased by more than a thousand percent worldwide.
Last year, people made 2.5 billion visits to their Google Account pages, where they can view or adjust how their ads are personalized.
Leading marketers are 72% more likely than the mainstream to invest in quality and/or volume improvments of the first-party data they capture.
Leading marketers are 1.6X as likely to believe that open access to data leads to higher business performance.
of senior executives agree that eliminating organizational silos is critical to expanding the use of data and analytics in decision-making.
