DemandScience：2026年效果营销现状报告：揭露营销数据假象（英文版）（18页）.pdf

1、2The 2026 State of Performance Marketing:Exposing the Marketing Data MirageExecutive SummarySomewhere between those two signals,25%of your marketing budget is evaporating.While“performance marketing”is often treated as channel-by-channel efficiency,this report takes a broader view.The data reveals t

2、hat the biggest performance gaps dont come from media choices but from upstream inputs:signal quality,content effectiveness,tool integration,and measurement reliability.These systemic issues determine whether every channel performs,regardless of budget allocation.By every measure,marketing should be

3、 working better.Teams have more data than ever.AI adoption is accelerating.Martech stacks continue to expand.Yet instead of gaining clarity and efficiency,most organizations are operating inside a Marketing Data Mirage,where surface metrics look successful but real commercial impact is unclear.This

4、report,based on a survey of 750 senior marketing leaders,reveals how widespread the Mirage is and what it costs.The Mirage appears when content generates clicks but not conversations,when intent signals look promising but fail to reflect buyer readiness,and when impressions scale without reaching re

5、al ICP buyers.It is not an edge case.In our survey,99%of organizations report experiencing at least one Mirage symptom,and 70%experience two or more.While most leaders express confidence in their data quality,two-thirds say their dashboards sometimes,often,or very often show success that fails to tr

6、anslate into revenue.High confidence is resting on indicators that do not consistently reflect commercial reality.Key Findingsof marketing budgets are wasted on efforts that fail to drive outcomeschase signals that appear promising:only 26%of signals convert to qualified opportunitiessay dashboards