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.




Curated Facts & Stats

In 2024, the continual rise of smart speakers and voice assistants will reshape how businesses prioritize voice search optimization. A game changer on the horizon is the concept of Search Generative Experience (SGE). This shift will enable a seamless exchange of information, allowing users to engage in natural conversations with search engines as if they were interacting with a knowledgeable assistant.

Source: WSI World

The gap between generations in terms of wealth and property ownership will continue to drive global and social change in 2024. According to research conducted in 2023, the median wealth of millennials (born early eighties to late nineties) is less than half that of baby boomers (born mid-fifties to mid-sixties) at the same age.

Source: Bernard Marr/Forbes

Macroeconomic trends, first-party data and the influence of artificial intelligence will all be instrumental for marketers next year.

Source: Marketing Week

The relevance of artificial intelligence (AI) in digital marketing is growing. According to McKinsey, generative AI’s impact on productivity could add trillions of dollars in value to the global economy. In 2024, marketers should make use of AI-powered technologies to optimise performance.

Source: Marketing Week

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.



Curated Reading

Program Themes

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