MMA&Marketbridge：2026营销分析状况报告（英文版）（73页）.pdf

1、The State of Marketing AnalyticsApril 2026Marketing measurement has reached an inflection point.After years of investment in analytics tools,platforms,and data infrastructure,the question is no longer whether marketing organizations measure.Its whether that measurement changes anything.This study su

2、rveyed 103 senior marketers across North America to understand the state of marketing analytics and decision-making.The findings reveal a pattern that cuts across industries and company sizes:most marketing organizations have reached a level of analytics capability that is functional but not yet str

3、ategic.KPIs are consistent but primarily used for reporting:only 30%of marketers trust them enough to drive strategy.Data is consulted in decision-making,but only 29%can trace decisions back to a data-supported rationale.Analytics capabilities are growing in sophistication,but just 22%describe them

4、as robust.Across governance,data trust,attribution,and data unification,roughly half the sample sits in a“partial”or“moderate”tier,enough to operate,not enough to lead.Within this landscape,a segment of Advanced Marketers(29%of the sample)stands apart,not because they use different tools,but because

5、 theyve built fundamentally different organizational infrastructure.They are twice as likely to trust their data at face value(70%vs.36%),nearly twice as likely to use KPIs for strategic decision-making(57%vs.30%),and significantly more likely to have established cross-functional CLV ownership betwe

6、en marketing and finance (53%vs.35%).Their advantages compound:better governance leads to higher data trust,which enables more strategic use of measurement,which drives better decisions.These organizations didnt leapfrog the rest with technology.They invested in the less visible,harder-to-build stru