"Marketers have more data than ever and an expanding suite of tools to work with - yet many are still flying blind. According to " The 2026 Marketing Intelligence Report" ( registration required) from marketing intelligence platform Funnel and Ravn Research, 72% of in-house marketers and 55% of agency marketers say they're overwhelmed by the data they collect and find it difficult to turn it into usable insight."
"Part of the problem is the sheer complexity of modern marketing. Campaigns span dozens of channels and devices, and visibility often lags. Sixty-eight percent of in-house marketers report a lack of up-to-date visibility into performance across channels. And when it comes time to report results, 41% say they don't analyze what caused the outcomes or suggest next steps. That's especially concerning given that agency teams, who face more external accountability, report lower rates of that same issue."
72% of in-house marketers and 55% of agency marketers feel overwhelmed by the volume of data and struggle to convert it into usable insight. 86% of in-house teams and 79% of agency teams cannot cut through noise to identify true performance drivers. Many dashboards prioritize vanity metrics such as clicks, impressions, and followers instead of linking results to business outcomes or recommending next steps. Marketing now spans dozens of channels and devices, creating visibility gaps; 68% of in-house marketers lack up-to-date cross-channel performance visibility. When reporting, 41% do not analyze causation or suggest next steps, with agency teams showing lower rates of causal analysis despite greater external accountability.
Read at MarTech
Unable to calculate read time
Collection
[
|
...
]