Successful Marketers Have More Confidence in the Accuracy of Their Data

As marketers continue to leverage data and analytics to reach their key objectives, new research suggests that those who are exceeding their goals trust in the accuracy of this information. Additionally, they have a more robust view of their customers and prospects.

Demand Metric recently partnered with Align BI to publish “The State of Marketing Measurement” report, and researchers compared “Star Performers” — those who exceeded their marketing goals in 2022 — to “Core Players” (marketers who met achieved goals) and “Under Performers” (marketers who missed their goals). The majority of Star Performers (49%) claimed that they had “significant trust or confidence” in the accuracy of their marketing metrics. This was compared to just 29% of Core Players and 13% of Under Performers who said the same.

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