B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
18%
18% -- share of marketers using experiments for marketers (2025)
The share of marketers using experiments doubled from 18% to 36% in one year according to WARC.
- Represents the baseline figure from one year prior, which doubled to 36%
Attribution:
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Lighthouse Research Team
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Source verified
Evidence graded
Value
18%
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
75
Source Trust
60
Citation Chain
60
Independence
30
Methodology
45
Freshness
95
Source
WARC
Primary
Tier B
https://mediabuzz.asia/ai-accelerates-measurement-but-marketers-still-seek-a-full-picture/ ↗
Source Article
AI accelerates measurement, but marketers still seek a full picture
As marketing enters a new era driven by data, experimentation, and AI, the industry faces both promise and paradox. While tools for advertising measurement are more sophisticated than ever, a complete and unified view of return on investment (ROI) remains elusive.
This is the core tension addressed …
Original Research
WARC
· Original study ↗
Methodology
WARC The Future of Measurement 2025 report; share doubled from 18% to 36% in one year
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
marketers: 18% share of marketers using experiments. Source: WARC (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/marketers-using-experiments-doubled-2025
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<blockquote cite="https://lighthousedata.io/data/marketers-using-experiments-doubled-2025" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>18%</strong> -- share of marketers using experiments for marketers<br><small>Source: WARC (2025) · <a href="https://lighthousedata.io/data/marketers-using-experiments-doubled-2025" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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