39% -- marketing analytics usage rate for marketing decision-making (2023)

Name: Marketing Analytics Usage Rate Statistics
Creator: Lighthouse Intelligence
Published: 2026-07-07

2023 · CMO survey

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Attribution: CMO survey View source

Lighthouse Research Team

Last verified: 2026-07-07 · How we verify data →

Source verified Evidence graded

Value

39%

Unit

Percentage

Data Vintage

2023

Entity

marketing decision-making

Evidence Quality

Strong, reliable evidence

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

64/100 confidence

Single source - not yet corroborated

Score breakdown

Extraction

Source Trust

Citation Chain

Independence

Methodology

Freshness

Source

CMO survey Primary Tier A

https://blog.hum.works/posts/data-lake-or-data-swamp ↗

Confidence: 64/100 Vintage: 2023 Channel: Cc Extraction

Source Article

Data Lake - or Data Swamp?

Is your data starting to feel a little murky? As OA drives significant changes in how content is created, promoted, and valued, research publishers have a new interest in understanding the complex customer journeys and interactions of their readers and are ramping up their investment in data as a re…

Original Research

CMO survey · Original study ↗

Methodology

CMO survey

Methodology documented

Segmentation

Channelcommon_crawl

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Plain Text

marketing decision-making: 39% marketing analytics usage rate. Source: CMO survey (2023). Via Lighthouse Intelligence -- https://lighthousedata.io/data/cmo-survey-marketing-analytics-decision-making

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<blockquote cite="https://lighthousedata.io/data/cmo-survey-marketing-analytics-decision-making" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>39%</strong> -- marketing analytics usage rate for marketing decision-making<br><small>Source: CMO survey (2023) · <a href="https://lighthousedata.io/data/cmo-survey-marketing-analytics-decision-making" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>

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