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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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