slug: marketing-analytics-statistics

metric_category: measurement

claim: Nielsen reports that 54% of global marketers planned to reduce advertising spend in 2025.

source_title: 2025 Annual Marketing Report

source_section: Inside the report

evidence_type: survey

population: 1,400 leading marketers

geography: global

period: 2025 report; public landing page does not state fieldwork dates

caveat: Self-reported marketer survey. The public landing page does not expose every questionnaire definition or fieldwork date.


metric_category: strategy

claim: Nielsen reports that 48% of North American marketers prioritized revenue growth and brand awareness equally.


claim: Nielsen reports that 32% of marketers measured traditional and digital media spending holistically.


figure: 50% increase

claim: Supermetrics says the average number of marketing-data queries increased 50% between 2020 and 2024.

source_title: The 2025 Marketing Data Report

source_section: Marketing teams are using 230% more data compared to 2020

evidence_type: platform telemetry

population: product usage data from 6,000 businesses

geography: not stated on the public article

period: change measured from 2020 to 2024

caveat: Supermetrics customer telemetry is not a representative sample of every marketing team and must not be blended with its separate 200-person survey.


figure: 230% increase

claim: Supermetrics says the average number of rows returned by marketing-data queries increased 230% between 2020 and 2024.


claim: In the Supermetrics survey, 14% said a lack of data expertise was holding them back.

population: 200 marketers and marketing managers

period: 2025 report; public article does not state fieldwork dates

caveat: Vendor-sponsored self-report survey with a 200-person sample. It is separate from Supermetrics product telemetry from 6,000 businesses.


claim: In the Supermetrics survey, 56% said they lacked enough time to analyze their data properly.


claim: In the Supermetrics survey, 26% said they lacked enough data to make decisions.


claim: In the Supermetrics survey, 38% said they lacked tools to integrate and report on their data.


metric_category: privacy

claim: In the Supermetrics survey, 66% worried about tracking users across channels as third-party cookies fade.

source_section: We are not cookieless yet—but it is coming


claim: In the Supermetrics survey, 57% expected targeted advertising to become less effective as third-party cookies fade.


metric_category: attribution

claim: In the Supermetrics survey, 57% expected marketing attribution and measurement to become more difficult as third-party cookies fade.


claim: In the Supermetrics survey, 58% still used third-party data.

source_section: Marketers are sleeping on zero-party data


claim: In the Supermetrics survey, 16% used zero-party data in marketing.


claim: In the Supermetrics survey, 29% used public data such as government economic indicators or open data.


claim: In the Supermetrics survey, 34% used second-party data shared through partners or industry agreements.


claim: In the Supermetrics survey, 41% said they could not effectively measure marketing across channels.

source_section: We have not cracked the ROI code yet


metric_category: roi

claim: In the Supermetrics survey, 63% ranked ROI as their top marketing metric.


claim: In the Supermetrics survey, 30% saw proving ROI as marketing’s main role.


claim: In the Supermetrics survey, 49% said they were using marketing mix modeling.

source_section: Marketing mix modeling, campaign experimentation, and predictive analytics


claim: In the Supermetrics survey, 47% said marketing mix modeling would be an investment for the following year.


claim: In the Supermetrics survey, 42% planned to invest in campaign experimentation.


claim: In the Supermetrics survey, 40% listed predictive analytics as an investment priority.


claim: In the Supermetrics survey, 27% expressed interest in incrementality testing.


claim: Salesforce reports that 83% of marketers said customers increasingly expect two-way conversations with brands.

source_title: Tenth Edition State of Marketing

source_section: Data is the biggest personalization bottleneck

population: nearly 4,500 marketers

geography: worldwide

period: 2026 report; public article does not state fieldwork dates

caveat: Vendor-sponsored self-report survey. Comparative multipliers describe association, not proof that data unification caused the outcome.


claim: Salesforce reports that 69% of marketers struggled to respond promptly because they could not access the context they needed.


metric_category: personalization

claim: Salesforce reports that 84% of marketers acknowledged running generic campaigns.

source_section: Key findings


claim: Salesforce reports that 58% of marketers had complete access to service data.


claim: Salesforce reports that 56% of marketers had complete access to sales data.


claim: Salesforce reports that 51% of marketers had complete access to commerce data.


claim: Salesforce reports that 78% of marketers needed more personalized content than they could produce.

source_section: Marketers look to AI to scale personalization efforts


claim: Salesforce reports that 75% of marketers were turning to AI to help close the personalized-content gap.


claim: Salesforce reports that 98% of marketers encountered barriers to personalization, with data issues described as the most common blockers.


figure: 42% more likely

claim: Salesforce says teams satisfied with data unification were 42% more likely to respond to customers regularly than teams dissatisfied with their data foundations.


figure: 60% more likely

claim: Salesforce says teams satisfied with data unification were 60% more likely to use AI agents to scale marketing.


claim: Salesforce says high-performing marketers were 2.8 times more likely to use customer data to create relevant experiences.

source_section: High performers have narrowed this gap


claim: Salesforce says high-performing marketers were 2.4 times more likely to have unified data sources.


claim: Adobe reports that 80% of surveyed organizations expected future customer experiences to become highly personalized and anticipate needs in real time.

source_title: Adobe 2026 AI and Digital Trends Report

source_section: AI is reshaping customer experience

population: 3,000 executives and practitioners in customer-experience roles

period: 2026 report; public page does not state fieldwork dates

caveat: Vendor-sponsored self-report survey of CX roles. Findings should not be generalized to every company or treated as causal.


claim: Adobe reports that 72% of surveyed organizations expected future customer experiences to be seamless across digital and physical touchpoints.


claim: Adobe reports that 60% of surveyed organizations expected future experiences to be AI-powered while still feeling human and aligned with the brand.


metric_category: performance

claim: Adobe reports that 70% of surveyed organizations said personalization performance had improved somewhat or significantly over the prior three years.

source_section: Generative AI is delivering early wins


claim: Adobe reports that 64% of surveyed organizations said lead-generation performance had improved somewhat or significantly over the prior three years.


claim: Adobe reports that 59% of surveyed organizations said customer-retention performance had improved somewhat or significantly over the prior three years.


claim: Adobe reports that 57% of surveyed organizations viewed their digital customer-experience maturity as on par with or behind peers.


claim: Adobe reports that 36% of surveyed organizations considered themselves ahead of peers in digital customer-experience maturity.


claim: Adobe reports that 69% of surveyed organizations saw employee productivity improve from generative-AI experimentation.

source_section: Organizations report clear gains from generative AI experimentation


claim: Adobe reports that 65% of surveyed organizations saw marketing-driven revenue growth improve from generative-AI experimentation.


claim: Adobe reports that 71% of surveyed organizations had shared customer-data platforms to support generative-AI scaling.


claim: HubSpot reports that 61% of marketers believed AI was creating marketing’s biggest disruption in 20 years.

source_title: 2026 State of Marketing Report

source_section: Marketing’s once-in-a-generation shift

population: marketers; sample size not stated on the public landing page

geography: not stated on the public landing page

period: 2026 report; public landing page does not state fieldwork dates

caveat: Vendor-sponsored survey. The public landing page does not disclose the sample size or fieldwork dates, so use these headline findings with extra caution.


claim: HubSpot reports that 80% of marketers used AI for content creation.

source_section: AI is a core part of marketing workflows


claim: HubSpot reports that 75% of marketers used AI for media production.