B
Evidence Grade B
Graded
under review
Safe to Cite
Current
48%
48% -- share of data usage for customer analytics for sales and marketing departments (2026)
Attribution:
View source
Lighthouse Research Team
Last verified:
·
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Source verified
Evidence graded
Value
48%
Unit
Percentage
Data Vintage
2026
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
50
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
DataMeer
Primary
Tier C
https://www.ampersand.com.au/the-modern-family-data-marketing-and-your-customer/ ↗
Source Article
The modern family: data, marketing and your customer
Original Research
DataMeer
· Original study ↗
Methodology
DataMeer study, cited secondhand
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
sales and marketing departments: 48% share of data usage for customer analytics. Source: DataMeer (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/data-usage-customer-analytics-sales-marketing
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<blockquote cite="https://lighthousedata.io/data/data-usage-customer-analytics-sales-marketing" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>48%</strong> -- share of data usage for customer analytics for sales and marketing departments<br><small>Source: DataMeer (2026) · <a href="https://lighthousedata.io/data/data-usage-customer-analytics-sales-marketing" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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