The State of Marketing Data: 3 Key Insights for 2025‍

To help you turn the insights into business outcomes, we’ve grouped the findings into three major challenges marketers face in 2025:

1. Proving Impact

Proving the impact of data-driven decisions remains a challenge. When analyzing data at scale, one critical factor stands out: Have a shared data language.
‍

If data is collected and named inconsistently across sources and teams, insights get lost in translation. Marketing and analytics leaders echo this sentiment, with 67% reporting that their ability to prove impact is hindered by inconsistent data collection practices.

2. Breaking Down Data Silos

The siloed approach to data is increasingly seen as a barrier to success. In fact, 61% of our survey respondents believe that the quality of their collected marketing data is a key differentiator between gaining or losing market share.

Despite this, siloed data remains a persistent issue. On average, marketing teams manage 8.4 separate dashboards per team, making it difficult to gain a unified view of performance. As a result, 73% state that their current data setup is holding back business performance and limiting their ability to outgrow industry benchmarks.

The reality is that marketing will always operate across multiple sources and partners, whether through manual campaign management, agencies, or AI-driven solutions. However, the way data is named and structured across internal and external tracking systems is what makes the difference between fragmented insights and a clear competitive edge.

For companies looking to outgrow the market, breaking down data silos seems to no longer be optional.

3. From ‘Not Yet’ to ‘Let’s Go!’.  

For years, data governance has been a recurring management topic—discussed frequently but rarely prioritized. That is, until now.

‍
Industry leaders, such as Qualcomm, have openly emphasized how a strong approach to data governance drives their ability to outperform industry growth. This shift has propelled data standardization and governance to the top of marketing leaders’ priority lists.

‍
When asked about their 2025 plans:

• 63% of respondents say they are actively investing in data collection improvements.

• 33% have allocated budget for data governance initiatives.

• Only 4% plan to continue with their existing processes.

The message is clear: standardizing and optimizing data practices is no longer a nice-to-have - it’s a necessity for staying competitive.

How Does Your Data Stack Up?

Curious to see how your organization compares to leading brands? Get your free State of Your Marketing Data report, based on data from two of your paid channels, to benchmark your data quality against top performers in your industry. Sign up below, and we’ll take care of the rest.