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Leading marketers are 36% more likely to agree that their organizations dedicate time and budget to strategic experimentation.

Econsultancy and Google, "Marketing and Measurement Survey," n=514, marketing and measurement executives at North American companies with over $250M in revenues; n=133 leading marketers who reported marketing significantly exceeded top business goals in 2016, n=381 mainstream marketers, March 2017

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Measuring for growth: How leading marketers are shifting strategy with 3 key trends

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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.
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Leading marketers are 72% more likely than the mainstream to invest in quality and/or volume improvments of the first-party data they capture.
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Purpose Driven Marketing Performance SVG chart
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Leading marketers are 1.6X as likely to believe that open access to data leads to higher business performance.
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86%

of senior executives agree that eliminating organizational silos is critical to expanding the use of data and analytics in decision-making.
Econsultancy/Google