The 2026MarketingIintelllaenceReportNew research from Funnel shows how high-performingmarketersharnessanalyticsandAltogofull throttle,Here's how you canjoin them.
The marketingdata paradoxWhy proaress without transformation is holding teams backMarketerstoday aresurroundedbymoredataWhen scrolling through LinkedIn, it looks likeevervone has cracked the code:A-poweredcampaigns, predictive analytics, automatedeverything.But beneath theplished pos, adifferentstoryemerges.When we asked marketers to aradetheirperformance, they gave themselves aB-(82%)at best.Andwhen asked torate thlr agendes,marketers gave a similar, mediocre grade:81%. Foran industry that'snever had moredata, tools oftechnology, thatgradesaysit all:progresswithourThiemiddlinaself-evaluationisn'tmodesty.It'sacandid admission that-despite all the investmentin martech, data platforms and now Al-somethingfundamentalisn'tworking,The2026ManketnghnediganRepotFumdlo
Inour 2026study, we wanted to unpack this isue.DespiteallWhiyis that withsomuchinovativetech attheirfingertips, marketers rate thelr impact onlythe investmentslightyaboveaverage?Andwhat exactyaethein martech,highest pertformers doing differenty that others canreplicate2data platformsandIn other words,we want to giveyou a prescriptivenow Al, somethingplaybooktocoethe gapbetweenwhereyu aefundamentalisn'tand whereyounedtobe.Wewonrtgieaway llthe answersjlustvet, but here'sa preview. Marketersworking.need to evolve inthree critical waysFromreportingtodiscovery:Usingdashboards as hypothesis engines-where analvslsisn'tthefinishline. but the startinapoint for testing, le arning and improving whatcomesnext.From caution to experimentationBuildingcultureswheretestingnew approachesis rewarded,not punished-powered bymeasurementsystems thatmakefaiure low-costand learninghigh-value.FromfraamenteddatatoAl-ready infrastructureCreating unified, trustworthy data foundationsthatenableadvanced analvticstodav and prepareteams for Al-driven decision-making tomorrowRead onforaclear-eyedlookatwhat'sworkingThe2026MaketinginteiganarRapot|fumdlo
Tableofcontents57科122Somuchdata,solittle insightAltotherescue?DisruptorswantedUnlockingadvancedanalyticsMarketersneedtoleadtheAlshiftAbouttheresearchFunnelsurveyed238 In-housemarketingprodessonlsaswellsagencyproessionalsglobalyWe aho nterviewed si agencgyleadrsfromhigh-performing,data-sevwyshopsintheUSand Europe.The research wasmanagedbyathird,partypartne;,RavnResearch,andsponsoredbyFunnel.Formore detalled demographic information,gotopage31.The26MahiainghteligonceRepot|Fumdlo
So much dataso little insiahtFunnel's latest researchshowsmanymarketers are surrounded by ample dataand advanced tools, but lack true insight and direction.Theyepldingadenedmenhines,butstlfyingOnemarketerexplins,"Weredfrowninginblind.Just look at the numbers:information, but what's theinsight? What'stheaction that needs tobetaken?"72%ofin-housemarketers and55% ofmarketersworking in agencles say they have mountains ofTheproblem:Manyteamespend anenormousdat, but turinghthtoinsightschalenging.amountoftimegeneratingdashboardsthatlooklmpressve butrevealtl...
