The 2026MarketinaIintellaenceReportNew research from Funnel shows how high-performingmarketers harness analytics and Al to go full throttle,Here's howyou can join them.
The marketingdata paradoxWhy proaress without transformation is holding teams backMarketerstoday are surrounded by more data,tools and technology than ever before.When scrolling through LinkedIn, it looks likeeveryonehas cracked the code:Al-poweredcampaigns, predictive analytics, automatedeverything.But beneath thepolished posts, adifferentstoryemerges.When we asked marketerstograde theirperformanc,theygave themseves a B-182%)fat best.And when asked to rate their agencies,an industry that's never had more data, tools ontechnology, that grade saysitall progress without.transformation,Thismiddlina self-evaluation isn't modesty. It'sacandid admission that- desiteall theinvestment.inmartech.dataplatforms and nowAl-somethingfundamentalisn'tworking.
1hn our20286stuy, wewantedounpack ths sueDespite allWhyisithatwithsomuhinmovative techat.itheirfingertips, marketers rate theirimpact onlythe investmentslightlyabove average?And what exactlv arethein martech,highestperformersdoingdifferentlythat otherscanreplicate?data platforms andIn other words, we want to give you a prescriptivenow Al, somethingplaybooktoclose thegap betweenwhereyou are,fundamental isn'tand where youneed to be. We won'tgive away al the answersjust yet, but heresa preview. Marketersworking.needtoevolveinthreecriticalwavssFromreportingtodiscovery:Usinq dashboards as hypothesis enginespoint for testing, learning andimproving whatcomes nextFromcautionto experimentationsmeasurement systems that makefalure low-costand learning high-value.Fromframenteddata toAl-ready infrastructure,Creatinq unified, trustworthy data foundationsthatenableadvancedanalvticstodavandprepareteams for Al-driven decision-making tomorrowRead on foraclear-eyedlookatwhat'sworking
Tableofcantents57科122Somuchdata, so little insightAltotherescue?DisruptorswantedUnlockingadvanced analyticsMarketersneedtoleadtheAlshiftAbouttheresearchFunnelsurveyed238 in-housemarketingprofesonal aswellasagencyproessionals.clobally.We alsointerviewedsixagencyleadersfromhich-performina.data-sanwysthos inthe usparty partner,Ravn Research, and sponsored byFunnel.Formore detalled demographicinformation,gotopage31.16208MathetinghtllgensRepor | FAnmelb
So much datasolittle insightFunnel'slatest research shows many marketers are surrounded by ample dataand advanced tools, but lack true insight and directionThey're ploting advanced machines, but stillfiyingOne marketerexplains, "We'redrowningInblind.just lookatthenumbers:information, butwhat's the insight?What'stheactionthatneedstobetaken?"72% of in-housemarketers and 55%ofmarketersworking inagencesay they hasvemountainsofTheproblem:Manvteamsspendanenormousdata buturninghthnto insightschalengng.amount oftimegeneratingdashboardsthatlookimpesvebutrevelithaboutwhatodo86%ofinhousemarketersand79%ofagencynext.And in our experilence,toomany teams aremarketerssay they donrthaveaclearsigalastlchasing anitymetics-clics,follwvers,thro...
