60% of leading marketers believe data-driven attribution is essential to understanding journeys of high-value customers. Related Data 48 % Return on ad spend (ROAS) varied by as much as 48% when CPG companies’ marketing mix modeling evaluated video platforms independently. 63% of leading marketers agree they are using KPIs to develop a single, integrated view of the customer. 66% of leading marketers agree they should build teams that solve for end-to-end customer experiences and journeys, across channels and devices. Marketing leaders are 60% more likely than laggards to believe the marketing teams should own a data-driven customer strategy that supports all organizational stakeholders. Measurement leaders are more than 2X as likely as their measurement-challenged counterparts to agree that their organization is already investing in automation and machine learning technologies to drive marketing activities. 75% of leading marketers who use machine learning to drive marketing activities said they were satisfied with how their KPIs inform and influence decision-making across the enterprise.
