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.

Bain & Company and Google, Measurement Maturity Survey, N=622 marketing executives from companies in the U.S., Canada, and the U.K. with over $50M in revenues; n=188 leading marketers who surpassed their peers in growing market share and exceeding top 2017 business goal, n=115 lagging marketers who lagged behind on these two measurements, Dec. 2018–Jan. 2019.

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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 1.3X as likely as laggards to use proxy metrics to fill data gaps in their measurement strategy.
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Leaders are 1.5X as likely as laggards to apply measurement learnings to digital marketing and media investment in near real time.
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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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Leaders are 2.3X as likely as laggards to use automation to manage campaign bids and budgeting across more than one channel in real time.
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