2026年营销智能报告 The 2026 Marketing Intelligence Report

The2026Marketing

IntelligenceReport

NewresearchfromFunnelshowshowhigh-performingmarketersharnessanalyticsandAItogofullthrottle.

Here’showyoucanjointhem.

The2026MarketingIntelligenceReport|Funnel.io2

Themarketing

dataparadox

Whyprogresswithouttransformationisholdingteamsback

Marketerstodayaresurroundedbymoredata,toolsandtechnologythaneverbefore.

WhenscrollingthroughLinkedIn,itlookslikeeveryonehascrackedthecode:AI-poweredcampaigns,predictiveanalytics,automatedeverything.Butbeneaththepolishedposts,adifferentstoryemerges.

Whenweaskedmarketerstogradetheir

performance,theygavethemselvesaB-(82%)

atbest.Andwhenaskedtoratetheiragencies,

marketersgaveasimilar,mediocregrade:81%.Foranindustrythat’sneverhadmoredata,toolsor

technology,thatgradesaysitall:progresswithouttransformation.

Thismiddlingself-evaluationisn’tmodesty.It’sa

candidadmissionthat—despitealltheinvestmentinmartech,dataplatformsandnowAI—somethingfundamentalisn’tworking.

The2026MarketingIntelligenceReport|Funnel.io3

Despiteall

theinvestmentinmartech,

dataplatformsandnowAI,somethingfundamentalisn’tworking.

Inour2026study,wewantedtounpackthisissue:Whyisitthatwithsomuchinnovativetechat

theirfingertips,marketersratetheirimpactonly

slightlyaboveaverage?Andwhatexactlyarethe

highestperformersdoingdifferentlythatotherscanreplicate?

Inotherwords,wewanttogiveyouaprescriptiveplaybooktoclosethegapbetweenwhereyouareandwhereyouneedtobe.Wewon’tgiveawayall

theanswersjustyet,buthere’sapreview.Marketersneedtoevolveinthreecriticalways:

•Fromreportingtodiscovery:

Usingdashboardsashypothesisengines—

whereanalysisisn’tthefinishline,butthestartingpointfortesting,learningandimprovingwhat

comesnext.

•Fromcautiontoexperimentation:

Buildingcultureswheretestingnewapproachesisrewarded,notpunished—poweredby

measurementsystemsthatmakefailurelow-costandlearninghigh-value.

•FromfragmenteddatatoAI-readyinfrastructure:Creatingunified,trustworthydatafoundations

thatenableadvancedanalyticstodayandprepareteamsforAI-drivendecision-makingtomorrow.

Readonforaclear-eyedlookatwhat’sworking,what’sbrokenandwhattodoaboutit.

Tableofcontents

Somuchdata,solittleinsight5

AItotherescue?7

Disruptorswanted14

Unlockingadvancedanalytics18

Makingmarketingintelligent23

MarketersneedtoleadtheAIshift29

Abouttheresearch

Funnelsurveyed238in-housemarketing

professionalsaswellasagencyprofessionals

globally.Wealsointerviewedsixagencyleaders

fromhigh-performing,data-savvyshopsintheU.S.

andEurope.Theresearchwasmanagedbyathird-partypartner,RavnResearch,andsponsoredby

Funnel.Formoredetaileddemographicinformation,gotopage31.

The2026MarketingIntelligenceReport|Funnel.io4

The2026MarketingIntelligenceReport|Funnel.io5

Somuchdata,solittleinsight

Funnel’slatestresearchshowsmanymarketersaresurroundedbyampledataandadvancedtools,butlacktrueinsightanddirection.

They’repilotingadvancedmachines,butstillflyingblind.Justlookatthenumbers:

•72%ofin-housemarketersand55%ofmarketersworkinginagenciessaytheyhavemountainsofdata,butturningitintoinsightsischallenging.

•86%ofin-housemarketersand79%ofagency

marketerssaytheydon’thaveaclearsignal

throughthenoise.Inotherwords,theystruggletodeterminetheimpactofeachmarketingchannelonoverallperformance.

Onemarketerexplains,“We’redrowningin

information,butwhat’stheinsight?What’stheactionthatneedstobetaken?”

Theproblem:Manyteamsspendanenormousamountoftimegeneratingdashboardsthatlookimpressivebutreveallittleaboutwhattodo

next.Andinourexperience,toomanyteamsarestillchasingvanitymetrics—clicks,followers,impressions—thataredisconnectedfromrealbusinessimpact.

“Wehaveplentyofdata,butturningitintousefulcustomerinsightsischallenging.”

Agency

In-house

55%agree

15%40%15%22%8%

72%agree

17%55%11%13%

4%

020406080100

StronglyagreeAgreeNeutralDisagreeStronglydisagree

The2026MarketingIntelligenceReport|Funnel.io6

Tobefair,thesheercomplexityofmodern

marketingmeansmanyteamsstruggletoidentifywhat’sworkingacrossamazeofchannels,

touchpointsanddevices.Sixty-eightpercentof

in-housemarketersandoverhalf(52%)ofagencymarketerssaytheydon’thaveup-to-datevisibilityintocampaignperformanceacrosschannels.

AndFunnel’sresearchshowsin-housemarketers,farmorethantheiragencycounterparts,feel

adrift:41%ofin-housemarketerssaythatwhen

theyreportresults,theydon’tanalyzethe“why”oridentifyactionstotake(agencymarketersoftenfailtodothis,buttoalesserextent,sincetheymust

defendtheirresultstopayingclients).

Let’srepeatthat:Morethantwoinfivein-housemarketerssaythey’resimplydocumentingpastperformance,withlittleinvestigationintoroot

causes,ornextstepsforimprovement.Theyaremaintaining—evenprotecting—thestatusquoratherthandrivingchange.

Agenciesare2xmorelikelythanin-housemarketerstomake6robustrecommendations’inperformancereports

Agencymarketer

In-housemarketer

12%

28%60%

15%

56%29%

020406080100

Onlysummarydata

Summarydataplusrobustrecommendationsfor

optimization/action

Mostlysummarydata;somerecommendations

Q:Doyourmarketingperformancereportsincluderecommendationsforaction,orjustsummarydata?

AItotherescue?

AItoolsandautomationsarehailedasalifelinetorescuemarketersfromthecomplexityofmodernmarketing.Willthey?

AstudybySurveyMonkey

found93%ofmarketerssayAIhelpsthemgeneratecontentfaster.But

Thefirstproblem:AIdoesn’tfixmessydata;it

amplifiesit.Whentheinputsareinconsistentand

greatmarketingisn’tjustaboutspeed,volumeand

fragmented,theoutputsmaysuggestaccuracybut

throughput—it’saboutresonance,distinctiveness

betotallyunreliable(that’soneoftheproblemswith

andimpact.

AI:Itcanbeconfidentlyincorrect).Clean,unifieddataisessentialforgeneratingclearsignalsand

Sothequestionbecomes:IsAIactuallydelivering

actionableinsights,yetmanymarketerslackreliable

onbothpromises?Canitmakemarketersfasterandbetter?Theanswer,itturnsout,iscomplicated.

accesstosuchdata.

GenAIvs.MachineLearning

WhenmarketerstalkaboutAI,theyoftenrefertoverydifferentthings.There’sgenerativeAI:toolslikeChatGPT,GeminiandMidjourney

thatcreatetext,imagesandideasthat

marketersdirectlyuseandedit.Thenthere’smachinelearning,whichpowersadplatformsbehindthescenes—systemsthatautomatebidding,targetingandbudgetoptimization

basedonpatternsindata.

Thetwoareoftenconflated,buttheyworkatdifferentlayers.Withmachinelearning,you

consumetheAI’soutputindirectlythrough

improvedresults(e.g.,betterCPCs,higher

conversionrates).WithgenerativeAI,you’recreatingandconsumingtheoutputyourselfintheformofanad,headlineorimage.

Bothrelyondata,butwithoutastrongdatafoundation,neitherdeliversmeaningful

intelligence.

The2026MarketingIntelligenceReport|Funnel.io7

The2026MarketingIntelligenceReport|Funnel.io8

AIandcreativity:

Arelationshipstilltakingshape

Funnel’sresearchpointstootheruncomfortablecontradictionsattheheartofAI-drivenmarketing.

MarketersareconflictedaboutAI’screativeimpact.Asizablenumber—39%ofagencymarketersand23%ofbrandmarketers—sayAItoolsgenerate

repetitive,genericcampaigns.Yetmorethanhalf(54%)alsobelieveAIenhancescreativityontheirteams.

Thattensioncaptureswheremarketingstandstoday:inspiredbyAI’spotential,butstilllearninghowtouseitwell.

Nearlyhalf(46%)ofmarketersadmitcreativerolesaremostatriskofdeclineorreplacementduetoAI.Yetevidenceshowstheoppositeshouldbetrue,thatcreativityismarketing’sbiggestmultiplier.Researchcovering1,250campaignsand$140billioninad

spendfoundthatdistinctive,emotionallyimpactfulcreativecandriveupto

12xmoreprofit

thangenericorforgettableads.

Atthesametime,47%ofin-housemarketersand

32%ofagencymarketerssaytheyfinditdifficulttokeepupwiththedata-drivenaspectsoftheirwork.Yetfewerthanoneinthree(30%)useautomationtohandlerepetitiveSEOandoptimizationtasks—theverytoolsthatcouldfreethemupforhigher-valuework.

Thesecontradictionsrevealadeepertension:

MarketersknowAIispowerful,butthey’reunsurewhetherit’sathreatoranopportunity.That

uncertaintyisdrivingtwoverydifferentresponses.

HowAIischangingcreativework

39%

ofagencymarketersand23%ofbrandmarketerssayAItoolscreaterepetitive,genericcampaigns.

46%

ofmarketersadmitcreativerolesaremostatriskofdeclineorreplacementduetoAI.

Thedataskillsandautomationgap

47%

ofin-housemarketerssaytheyfinditdificulttokeepupwiththedata-drivenaspectsoftheirwork.

54%

sayAIenhancescreativity.

12x

moreprofitwithstandoutcreativesversusgenericads.

30%

useautomationtotakeoverrepetitive

SEO/optimizationtasks—meaningmost

teamscouldfreetimeforhigher-valuework.

32%

ofagencymarketerssaytheyexperiencethesamedificulty.

refinementtobetrulyuseful.”

HenryArkell

Co-founderandDirectorMillena

“MarketersfeedAIplatforms

datasetsforanalysis,andgetveryself-assuredanswersback.But

often,ifyoutrulyexaminethedata,ittellsaverydifferentstory.That’sthebigchallenge.AIsarefantastic,PhD-levelminds,butwithsomanydifferentdatasets,aswellasahugeamountofbusinesscontextthey

don’thaveaccessto,theyrequiresignificanttrainingandongoing

The2026MarketingIntelligenceReport|Funnel.io9

Fearversusoptimism:Whichwillprevail?

Marketersstandatacrossroads.Willtheylean

intofearanduseAIprimarilyasacost-cuttingtool(think:more,faster)?OrwilltheyembraceoptimismandwieldAIasatruecompetitiveadvantage?

Thefearscenario:Givenweakeconomicindicators,marketingleadersmaybetemptedtouseAIand

automationtotrimheadcountand“domorewithless.”Butcuttingcreativetalentriskshollowingouttheverythingthatdrivesdifferentiationandemotionalconnectionwithcustomers.

Theultimateirony?WhenOpenAIreleaseditsfirsthigh-profilebrandcampaign,

itchosetohirehuman

creatives

anddebuttheworkontelevision—a

reminderthatbreakthroughcreativityremainsafundamentallyhumanadvantage.

“AIopensawindowwherewe

canstarttodonewthings.The

problemisthatsometimesclientsaren’treadytochange.”

PaulaGomez

GlobalData&AdtechDirectorMakingScience

Theoptimisticpath:ThesmartestmarketerstreatAIasatoolfordoingbetterwork,notjustmore

work.They’reusingittoeliminatedrudgery,surfaceinsightsfasterandfreetheirteamstofocuson

higher-orderthinking—strategy,storytellingand

thekindofcreativeworkthatactuallymovesthe

needle.Takingtheoptimisticpath,however,requiresdoingthingsverydifferently,including:

•Investinginclean,unifiedmarketingdataasapre-requisite,foundationalstep.Just33%of

in-housemarketersinvestinstructureddataandmetadata—thecritical“fuel”thatAIsystems

needtounderstandandsurfaceyourcontent.Andonlyoneinfivein-housemarketerssaycollectingandusingfirst-partydataaspartoftheiroverall

marketingstrategyisatoppriority.

•Deployingautomationstoeliminatedrudgery

andgivemarketersmoretimetopursueskills

developmentandmoreadvancedtasks.Currentlyfewerthanoneinthree(30%)useautomationtohandlerepetitiveSEOoptimizationtasks,andevenfeweruseautomationsextensivelyfordata-relatedtasks.

•Offeringopportunitiestoadvancedataskills,

includinglearningadvancedmethods.Today,

nearlyhalfofin-housemarketerssaytheystruggletokeepupwithdata-driventasks.

•Rewiringorganizationalculturetovalue

experimentationandcalculatedrisk-taking.Welloverhalfofin-housemarketerssaytheydon’tfeelfreetoexperiment.

Sowhyaren’tmoremarketersactinglike

innovators?Theanswerhaslesstodowithtalentandmoretodowiththeenvironmentsthey’re

workingin.

The2026MarketingIntelligenceReport|Funnel.io10

Thenewrulesofvisibility:FromSEOtoGEO

Theplaybookmarketersspentdecadesmastering—SEO,funneloptimization,

predictablecustomerjourneys—isbeingrewritteninrealtime.

WelcometoGEO(GenerativeEngine

Optimization):optimizingcontentforinclusioninAI-generatedresultsintoolslikeChatGPT,PerplexityandGemini,ratherthanjust

traditionalSEOforrankinginstandardsearchengines.

Marketersarealreadyexperiencingthis:

•64%predicttheircustomerswilluse

traditionalsearchengineslessofteninthecoming2-3years.

•43%expectashortercustomerjourneyduetoAI-assisteddecision-making.

•41%saycustomerjourneyswillbecomemorefragmentedandunpredictable.

Atthemoment,however,fartoofew

marketersareprepared:Onlyhalfofin-housemarketers(52%)createcontentoptimizedforAIandconversationalsearch.Just44%traintheirteamsforAI-drivensearchandvisibilitypractices.Andfewerthanoneinthree(30%)useautomationsforcontentoptimization.

Agenciesaredoingabitbetter,butstillfallfarshortofexpectations.

The2026MarketingIntelligenceReport|Funnel.io11

The2026MarketingIntelligenceReport|Funnel.io12

MarketersarepreparingforAIchangestosearch

In-housemarketers

CreatingcontentdesignedforAIandconversationalsearch

TrainingteamsonAI-drivensearchandvisibilitypractices

TestingAI-poweredadcampaignformats

Investinginstructureddataandmetadata

AutomatingrepetitiveSEOandcontentoptimizationtasks

Other

Noneoftheabove

HelpingclientscreatecontentdesignedforAIandconversationalsearch

TrainingstafonAI-drivensearchandvisibilitypractices

RunningoradvisingonAI-poweredadcampaignformatsforclients

Advisingclientsonstructureddataandmetadatause

AutomatingrepetitiveSEOandcontentoptimizationtasksforclients

Other

Noneoftheabove

52%

44%

35%

33%

30%

4%

16%

0102030405060

Agencymarketers

54%

47%

46%40%

32%

4%

13%

0102030405060

Q:HowisyourteampreparingforAI-drivenchangestosearchandvisibility?

AI’simpactsondigitaladvertisinginthenext2-3years

Reduceduseoftraditional searchengineslikeGoogle IncreaseduseofAIchatbots andconversationalinterfacesShorterconsumerjourneysduetoAI-assisteddecision-making

Morefragmented,unpredictablecustomerjourneys

Morepersonalizedadsandcontentbased onAI-drivenrecommendationsIncreasedimportanceofconversationalandlong-tailSEO

IncreaseduseofvoicesearchNoneoftheabove

64%

50%

43%

41%

30%

28%

9%

1%

01020304050607080

Q:WhichAI-drivenshiftsinconsumerbehaviorwillmostimpactdigitaladvertisingoverthenext2–3years?

The2026MarketingIntelligenceReport|Funnel.io13

The2026MarketingIntelligenceReport|Funnel.io14

Disruptorswanted

Marketingleadersneedtocreatecultureswheresmartrisksarerewarded,notpunished.

Today,marketingteamshavepowerful,disruptivetechnologiesattheirfingertips,butastriking

shortageofpeoplewhofeelempoweredtousethemboldly.

Despitereadilyavailabletech,56%ofin-house

marketersand43%ofagencymarketerssaytheydon’tfeelconsistentlyempoweredtoexperimentwithnewapproachesandadaptstrategies.Andasizableportion—41%ofin-housemarketers—saytheyaren’tfullycomfortableraisingconcernsorchallengingexistingstrategies.TheproblemisnearlyfourtimesworseforGenZthanfortheiroldest(bornpre-1965)colleagues.

Theprimaryculprits,saymarketers?Leaderswho

aren’topentonewideasandcompanycultures

thatactivelydiscouragerisk-taking.“Wehavea

leadershipteamthatdoesn’tknowhowtoandis

scaredtopushtheenvelopeandtrynewstrategies,”onemarketertoldus.

Domarketersfeelempoweredtoexperimentwithapproachesandstrategies?

In-housemarketersAgencymarketers

9%5%

44%57%

47%38%

Consistentlyexperiment&adaptbasedontesting/results

Sometimesexperimentandadjust

Rarelyexperiment;generallyfollowsetstrategies

Q:Doesyourteamfeelempoweredtoexperimentwithnew

marketingapproachesandadaptstrategiesbasedonwhatyoulearn?

The2026MarketingIntelligenceReport|Funnel.io15

Thenetresultofthiscaution:Manymarketers

simplyaren’ttryingoutnewtactics,eventhough

playingitsafeistheriskiestmoveofall.Forexample,64%ofin-housemarketersand53%ofagency

marketerssayit’sbeenmorethanthreemonths

sincethey’velaunchedacampaignthatdeviated

fromtheirtypicalpractices(i.e.,marketersareusingarevolutionarytechnologytodojustaverageworkandachieveaverageresults).

Instead,marketersfocusonsmall,lessriskywins.

Onemarketerexplains,“Peopleareafraidtochangeoldhabitsforfearitwillbeunsuccessful,which

wouldputatargetontheirback.”

Andaboutthosesmalloptimizations?Manyteamsaren’tevendoingthatconsistently.Only13%saycontinuousreviewandrefinementisembeddedintheirculture.

Maybethiscautious,heads-downapproachis

understandablegivenhowmuchischanging

andhowquickly.Whenmarketsareweakand

organizationsareunderstrain,fearoffailureandjoblossisamplified.

“Playingitsafeisactuallythe

riskiestlong-termstrategy,asitleadstostagnation.Brandscanmakeboldermovesbyadoptingatest-and-learnmindsetand

ring-fencingasmallinnovationbudget.Ilikethe70/20/10

approach:10%devotedtotryingnewthings,20%tooptimizing

whatworksand70%tobasicfoundations.”

TomRoach

VP,BrandStrategyJellyfish

Butthere’salsoadeeperissueatplay:Many

marketerslacktheconfidencetonavigatethe

growingcomplexityofmodernmarketing.Nearlyhalf(47%)ofin-housemarketersand32%ofagencymarketerssaytheyfinditdifficulttokeepupwith

thedata-drivenaspectsoftheirwork.Andmanystruggletoadmitwhentheydon’tunderstand

somethingatwork.Again,youngermarketersfeelthismoreacutely.

Thiscreatesaviciouscycle:Teamsfeel

overwhelmed,sotheysticktowhattheyknow.Butstickingtowhattheyknowmeanstheyfallfurtherbehindasthedisciplineevolves.

“Toderiveprescriptiveinsights

andformconnectionsbetween

differenttypesofdata,youneedexperienceandanunderstandingofhowdimensionsandmetrics

relatetooneanother.Thatrequiresacertainskillset.

Unfortunately,alotofmarketers,especiallyinbiggercompanies,arepreoccupiedwithmeetings,seniorexecutivesandcreating

presentationsexplainingwhat

they’redoing,notnecessarily

working.Ifmarketershadmorementalcapacitytoreallydive

deepintodata,theycouldcreatethoseinsightsthemselvesbetterthanyouraverageanalyst.”

ThijsBongertman

ChiefDataOfficerSPAIK

Movingbeyondthestatusquorequiresremovingthebarriersthatmakeexperimentationfeel

dangerous.Andthemostconsequentialbarrierofallisalackoftrustinthedataitself.

Whenmarketerscan’ttrusttheirdata—whether

duetoinconsistentnumbers,murkyattribution,orquestionableresults—everyexperimentfeelslikeacareerrisk.

Yetthisisexactlywheremostmarketing

organizationsfallshort.Funnel’sresearchshowsthatjustoneinthreeinvestinstructureddataandmetadata.

High-quality,trusteddatalowersthecostoffailure.Ittransformsexperimentsintolow-stakeslearningopportunities.Marketingleaderswhowantbolderteamsneedtoinvestinatransparent,trustworthyintelligencefoundation:cleandatainfrastructureandreliablemeasurement.

“Ifinditdifficulttokeepupwiththedata-drivenaspectsofmodernmarketing.”

Agency

In-house

5%27%15%37%16%

9%38%16%29%8%

32%agree

47%agree

020406080100

StronglyagreewAgreewNeutralwDisagreeStronglydisagree

The2026MarketingIntelligenceReport|Funnel.io16

“Dataanalystsareverygoodat

reportingonwhathappened.Buttointerrogatewhysomething

happenedrequiresadditionalskills,includingabroaderunderstandingofhowcommunicationswork,

howcampaignsaresupposedto

work,howbrandgrowthworks…andthemyriadwaysthingscan

gowrong.That’slessaboutdata

analysisandmoreaboutdetectivework.Itrequiresstrategy,curiosityandstorytellingontopofthedataanalysis.Thatisararecombinationofskills,soit’snotsurprisingthatmarketingteamsarestruggling

withit.”

TomRoach

VP,BrandStrategyJellyfish

The2026MarketingIntelligenceReport|Funnel.io17

The2026MarketingIntelligenceReport|Funnel.io18

Unlocking

advancedanalytics

Advancedanalyticsseparatetheconfidentfromthecautious,butthesemethodsarestilloutofreachformost.

Last-clickattributionwasoncethestandard,butit’sslowlybeingerodedbyrisingprivacyregulations

andchangesbybigtechfirms—GDPR,CCPA,

restrictionsonthird-partycookiesandtracking.Andsearchisnolongeraboutchasingtopkeywords,butcreatingcontentthatanswersquestionsandstandsoutinAI-driven,conversationalresults.

AssearchfragmentsacrossAIassistantsandconversationalplatforms,marketerscan’tjustrelyonrankingsorpublisher-reportedmetrics.

Independentmeasurementisnowcriticaltotrulyunderstandhowandwhereabrandshowsup.

Addpressurefromboardroomsandbudgets,andthestakesgetevenhigher.Marketersarebeingaskedtoshowrevenueimpactquicklyandwithdefensiblemetrics—notengagementfigures,

whichhavelostcredibilitywithleadership.

Giventhesedisruptiveforces,marketingis

evolvingtowardmoreadvancedformsofanalytics—modelsthatdon’trelyoncrumblingthird-partydatainfrastructuretomeasurereturnonmarketinginvestment,suchas:

•Data-drivenattribution:Trackingcustomer

touchpointsacrosschannelstounderstandwhichinteractionscontributetoconversions.

•Marketingmixmodeling(MMM):Usingstatisticalmodelstomeasuretheimpactofvarious

marketingactivitiesonbusinessoutcomes,suchassalesandROI.

•Incrementalitytesting:Estimatingtheadditionalimpactofaspecificcampaignbycomparingtheresultsofatestgroupexposedtothecampaignwithacontrolgroupthatwasnot.

Advancedmeasurementcanalsogobeyond

attributiontofindcorrelationsbetweenchannels,

identifythelagbetweenfunnelsteps,understand

saturationpointsandbuildagenuinetheoryforhowmarketingdrivesbusinessresults—andultimatelyrevenue.

“Marketingmixmodelingis

havingahugemomentinpartbecauseitaccommodatestherealityoftheworldwelivein:

WiththeinformationIhaveat

myfingertips,whatisthebest

decisionIcanmakewiththe

highestlevelofconfidence?AndhowcanIdeviseatesttovalidatewhetherthoseassertionswere

accurate?Wehavetobewillingtomakedecisionswithconfidencelevelsthatarenot100%.”

DanTemby

SeniorVP,Technology&AnalyticsDAC

The2026MarketingIntelligenceReport|Funnel.io19

YetFunnel’sresearchshowsastrikinggap:Only21%ofagencymarketersandjust8%ofin-housemarketersconsistentlyuseadvancedanalytics.

Oneinthreemarketers(36%)saytheyhave

“advanced”skillsusingatleastonekindofdataanalyticstomeasureperformance,butfarfewerhaveadvancedskillswithmoresophisticated,

probabilisticmodels—suchasmarketmix

modeling(15%),incrementalitytesting(18%)andattributionmodeling(27%).

Agenciestendtoshowgreaterfinessewiththese

tools,butstill,fewratethemselves“advanc