B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
87%
87% -- share of marketers reporting data as most underutilized asset for marketers (2025)
87% of marketers report that data is their company's most underutilized asset.
Attribution:
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
87%
Unit
Percentage
Data Vintage
2025
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
vmgdigital.com
Primary
Tier C
https://www.vmgdigital.com/blog/mid-year-marketing-review-key-insights-and-trends/ ↗
Source Article
Mid-Year Marketing Review: Key Insights And Trends For H2
TL:DR
- A mid-year marketing review is essential for adapting strategies to evolving trends and consumer behaviors in the second half of the year (H2).
- Key trends to observe include data-driven decision-making, the continued rise of e-commerce in business , increased demand for personalization and…
Original Research
vmgdigital.com
· Original study ↗
Methodology
Survey cited by blog, original survey not named
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
marketers: 87% share of marketers reporting data as most underutilized asset. Source: vmgdigital.com (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/marketers-data-underutilized-asset
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<blockquote cite="https://lighthousedata.io/data/marketers-data-underutilized-asset" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>87%</strong> -- share of marketers reporting data as most underutilized asset for marketers<br><small>Source: vmgdigital.com (2025) · <a href="https://lighthousedata.io/data/marketers-data-underutilized-asset" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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