Program Overview

Signals From the Noise

What marketing leaders have learned about data, analytics and insights to drive better business outcomes

Only three out of 10 marketing leaders are really confident that their data engine can keep them ahead of sudden disruptions in markets, customer behavior and world events. For marketers facing a steep data marketing maturity curve, much work lies ahead. Our program examines the challenges marketing leaders have to overcome in order to realize marketing’s full data potential. These range from inadequate data systems to lack of talent to a corporate culture resistant to change.

We’re taking a close look at the acceleration of data-driven marketing, such as:

  • Finding new data sources
  • Advancing predictive capabilities
  • Improving decision support
  • Generating actionable insights
  • Personalizing CX
  • Extracting relevant data signals
  • Adopting AI in marketing
  • Balancing intuition and intellect
  • Using data for effective storytelling
  • And more!

We explore how far data-driven marketing has come since the pandemic, what data/analytics/insights capabilities marketing leaders enjoy today, and where they’re planning to go in the next 12 months.


Events and Webinars On Demand



Curated Facts & Stats

Global advertising spend is forecast to grow 4.4% globally this year, and by 2024, is forecast to surpass $1 trillion advertising spend.

Source: Marketing Week

With the internet at our fingertips, even B2B customers research and compare solutions, completing 50 to 90 percent of the work before a sales rep is contacted.


85% of CX professionals recognize the importance of artificial intelligence and automation and the risks of not leveraging them.


In 2022 marketers reported a 37% increase in the number of companies investing in data analytics, making this the largest investment reported by marketing leaders.


Businesses that use data-driven (personalized) marketing strategies have five times more ROI than businesses that don’t.


A brand’s cultural involvement makes up a full 25% of a consumer’s purchase decision.


55% of consumers will trade personal and preference data to feel part of a brand's community.


74% of consumers have a favorite brand as it treats them like an individual.


Nearly 85% of customer interactions will be managed by AI in the coming years.


Confidence in AI’s ability to detect financial fraud increased by eight percent, from 85 percent in 2020 to 93 percent in 2021.



Curated Reading

Program Themes

  • Marketing Performance
  • CX Strategy
  • Customer Behavior
  • Market Intelligence Resources