60%
of leading marketers believe data-driven attribution is essential to understanding journeys of high-value customers.
of leading marketers believe data-driven attribution is essential to understanding journeys of high-value customers.
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.
Return on ad spend (ROAS) varied by as much as 48% when CPG companies’ marketing mix modeling evaluated video platforms independently.
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.
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.
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.