75%

of marketers say the biggest barrier to using data insights is a lack of education and training on data and analytics.

Econsultancy/Google, May 2017

Appears In

Better together: Why integrating data strategy, teams, and technology leads to marketing success

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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.
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Leaders are 1.7X as likely as laggards to measure marketing campaigns against a common business goal.
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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.
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Leaders are 1.3X as likely as laggards to use proxy metrics to fill data gaps in their measurement strategy.
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Leaders are 1.7X as likely as laggards to strongly agree that increased adoption of automation and machine learning in marketing and media improves targeting, personalization, and optimized budgeting.
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