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Leading marketers are 75% more likely than the mainstream marketers to have moved to a more holistic model of measurement in the last two years.

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.

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Mindset matters: How leading marketers are driving growth with mobile measurement

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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.
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