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.
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.
Leaders are 1.7X as likely as laggards to measure marketing campaigns against a common business goal.
Leaders are 1.3X as likely as laggards to use proxy metrics to fill data gaps in their measurement strategy.
Leaders are 1.5X as likely as laggards to apply measurement learnings to digital marketing and media investment in near real time.
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.