76% of all marketers say they currently have, or will have in the next 12 months, the capability to use marketing attribution. Appears In The hidden challenge with moving to data-driven attribution—and how to overcome it Related Content It’s time to act: Adopt new data strategies for better marketing 3 ways travel marketers can fine-tune their measurement strategy Better together: Why integrating data strategy, teams, and technology leads to marketing success Related Data More than 160 million people have gone into their Google Accounts to review and adjust their privacy settings. Search interest in the U.S. for “my activity,” where people can manage information saved to their Google Account has increased sixfold since 2016. 25% of marketers cited organizational and structural challenges as the No.1 reason they haven't adopted data-driven attribution. Leading marketers are 31% more likely than mainstream marketers to have increased investment in technologies that make site experiences faster. On average, retailers are investing less than 1% of their revenue on personalization, while best-in-class retailers are investing 30% more. 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.