Knowledge Center

Report

The State of Marketing Analytics

The question is no longer whether marketing organizations measure — it’s whether that measurement changes anything.

Marketing 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. It’s whether that measurement changes anything.

Data, identity and privacy

Brand Building

How Marketers Make Decisions: The State of Marketing Analytics

Marketing 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. It’s whether that measurement changes anything.

Released:

April, 2026

File Size:

2.94 MB

Education Section:

Guidelines, Perspectives, Trends Reports

Region:

Global

Study

The State of Brand Marketing Accountability

What do the marketers who successfully defend brand budgets actually do differently?

Brand marketing faces increasing pressure to demonstrate ROI. Over the past two years, budgets have shifted toward performance—driven by an increased focus on measurable outcomes. This trend is expected to continue. Meanwhile, confidence in brand measurement is low, leaving most marketers unable to defend brand investments when budgets tighten.

Measurement & Attribution

The State of Brand Marketing Accountability

Brand marketing faces increasing pressure to demonstrate ROI. Over the past two years, budgets have shifted toward performance—driven by an increased focus on measurable outcomes. This trend is expected to continue. Meanwhile, confidence in brand measurement is low, leaving most marketers unable to defend brand investments when budgets tighten.

Released:

March, 2026

File Size:

2.4 MB

Education Section:

Research, Trends Reports

Region:

Global

The Information Search Marketing Framework (document cover)

AI strategy and adoption

Marketing Org & Talent

The Information Search Marketing Framework

ISM includes paid and organic promotion in traditional search, as well as new, AI-based mechanisms.

Released:

March, 2026

File Size:

66 KB

Education Section:

Guidelines

Region:

Global

Data, identity and privacy

Brand Building

Marketing Org & Talent

Veri Olgunluğu Raporu 25 | Türkiye

Bu rapor, Türkiye’deki kurumların veri olgunluğunu uçtan uca değerlendirerek mevcut durumun gerçekçi bir fotoğrafını çıkarıyor; veri stratejisi, yönetişim, altyapı, analitik/AI yetkinlikleri ve organizasyonel sahiplenme gibi boyutlarda güçlü yönler ile kritik boşlukları ortaya koyuyor. Raporda ayrıca sektörel eğilimler ve en iyi uygulama örnekleri üzerinden “veriyle büyüme” için pratik bir yol haritası sunuluyor; ekiplerin ortak bir dilde konuşmasını sağlayarak önceliklendirme, yatırımları doğru yapılandırma ve ölçülebilir ilerleme takibini mümkün kılıyor.

Released:

February, 2026

File Size:

8.06MB

Education Section:

Benchmark Studies, Research

Region:

Middle East & Africa, Türkiye

Keywords:

report, MMA MEA, Türkiye