"Personalization at scale tops the data activation investment list at 38%, followed closely by real-time campaign optimization at 35% and audience segmentation at 32%, according to a December 2025 survey from Supermetrics."
"Use this chart in your next data strategy or martech meeting to show where peers are directing data activation budgets, and benchmark your own investment priorities."
"The survey included 435 marketing decision-makers from brands and agencies worldwide, split between SMBs and enterprises, providing a comprehensive view of current marketing data trends."
A December 2025 survey from Supermetrics reveals that personalization at scale leads data activation investments at 38%. Real-time campaign optimization follows closely at 35%, with audience segmentation at 32%. This data can be utilized in data strategy or martech meetings to benchmark investment priorities. Emphasizing consumer experience investments over efficiency tools is recommended for 2026 planning. The survey included 435 marketing decision-makers from various brands and agencies worldwide, providing insights into budget allocation trends in marketing data.
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