B Evidence Grade B Verified accuracy verified by the review judge Safe to Cite Current

49%

49% -- share of brand executives feeling pressure to increase data role for brand executives (2026)

Name: Share Of Brand Executives Feeling Pressure To Increase Data Role Statistics
Creator: Lighthouse Intelligence
Published: 2026-09-30

2026 · DMA (&THEN conference)

49% of brand executives feel significant pressure to increase data's role in their current strategy.

Survey methodology and sample details not provided in session description

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Attribution: DMA (&THEN conference) View source

Lighthouse Research Team

Last verified: 2026-09-30 · How we verify data →

Source verified Evidence graded

Value

49%

Unit

Percentage

Data Vintage

2026

Entity

brand executives

Evidence Quality

Strong, reliable evidence

Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.

67/100 confidence

Single source - not yet corroborated

Score breakdown

Extraction

Source Trust

Citation Chain

Independence

Methodology

Freshness

Source

DMA (&THEN conference) Primary Tier B

https://andthen.thedma.org/schedule/the-roi-of-becoming-data-driven-how-do-you-measure-success/ ↗

Confidence: 71/100 Vintage: 2026 Channel: Common Crawl

Source Article

The ROI of Becoming Data-Driven: How Do You Measure Success?

Original Research

DMA (&THEN conference) · Original study ↗

Methodology

Survey cited in DMA &THEN conference session description; original methodology not stated

Methodology documented

Segmentation

Industrymarketing

Cite this stat

Plain Text

brand executives: 49% share of brand executives feeling pressure to increase data role. Source: DMA (&THEN conference) (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/brand-executives-pressure-data-strategy-49pct

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<blockquote cite="https://lighthousedata.io/data/brand-executives-pressure-data-strategy-49pct" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>49%</strong> -- share of brand executives feeling pressure to increase data role for brand executives<br><small>Source: DMA (&THEN conference) (2026) · <a href="https://lighthousedata.io/data/brand-executives-pressure-data-strategy-49pct" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>

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