The 2025 marketing data report

We analyzed aggregated data from 6000 businesses and surveyed over 200 marketers globally to see how they're using (or misusing) data today. 

Read this guide to learn the trends, challenges, and opportunities for marketing measurement. 

Here’s why you  
 can’t ignore this report

01

Discover trends, challenges, and opportunities for marketing measurement in 2025.

Data-backed insights into how global marketing teams are using and managing marketing data.

02

Best practices and practical advice from industry experts to improve your measurement strategy.

03

Key learnings

Too much data,
too little time

You’re more likely to have too much data than too little. According to data from Supermetrics, marketers are running 37% more data queries than they were in 2021.  At the same time, 56% say they don’t have time to analyze their data thoroughly.

Do you have enough time to analyze and act on your data?

say they don't have enough time to analyze their data

Marketers are
leveling up

Marketers are using advanced measurement techniques, like marketing mix modeling, campaign experimentation, and predictive analytics. This may be because marketers, in general, are feeling more confident in their tech stacks and data skills — just 14% of marketers said a lack of data expertise was holding their team back.

Which marketing measurement methods do you use?

use marketing mix modeling

use campaign experimentation

use predictive analytics

But some may be running before they can walk

We noticed a surprisingly low number of survey respondents are using measurement techniques, like lift studies or incrementality testing. We’d expect data-informed marketing teams to start with these tests before looking at more complex approaches like MMM.

Which of the following marketing measurement methods do you currently use?

conversion lift studies

incrementality testing

Marketers are sleeping on zero-party data

With third-party data losing its charm, marketers focus on collecting first-party data. Still, many overlook zero-party data, which is data that comes from customer surveys and loyalty program.

What type of data does your organization prioritize?

56%

49%

67%

32%

12%

8%

use marketing mix modeling

use campaign experimentation

use predictive analytics

say they don't have enough time to analyze their data