Revenue Growth and Long-Term Thinking
Data Leaders use consumer data primarily to drive top-line revenue growth. That’s priority one, followed closely by improving operational efficiency and margins. But here’s what sets them apart: while most marketers chase short-term wins like ROAS, Data Leaders think long-term—focusing on brand health and overall ROI. They understand that data fuels the AI-driven future, and accelerating data maturity isn’t optional.
From Tactics to Strategy
Data Leaders don’t just use data for standard marketing and customer experience applications. They push into optimization and innovation territory, moving from tactical execution to strategic advantage. Their secret? Tight alignment between data strategies and business objectives—something most marketers still haven’t figured out.
Where Data Leaders Extract Maximum Value
Data Leaders crush it across several high-impact use cases, pulling more complexity and value from data than everyone else. Here’s their playbook:
Audience Strategy and Insights This is where marketers consistently see the most data value. Data Leaders extract even more—74% report significant value compared to 64% for most marketers. They’re laser-focused on identifying high-value audiences and getting serious returns from segmentation work.
Measurement and Optimization Another critical value area. Data Leaders show slightly higher value extraction here (59% vs. 58% for most people). The real difference? They invest heavily in attribution modeling to influence purchase behavior across the entire customer journey. Meanwhile, most marketers still struggle with model validation and alignment.
Campaign Activation This is where the gap widens dramatically. Data Leaders get significantly more value from campaign activation—64% compared to just 35% for most marketers. They invest in targeting augmentation like lookalike modeling instead of just relying on media partners to do the heavy lifting.
Personalized Omnichannel Experience While many organizations struggle to extract full value from omnichannel data, Data Leaders make it a priority (68% for leaders vs. 69% for most people, showing high overall importance). They focus on journey orchestration and lean into recommendations as a personalization driver, not just blasting email campaigns. This represents one of their leapfrog advantages.
Product Strategy and Innovation Data Leaders squeeze more value from product strategy and innovation (35% vs. 31% for most people). What’s unique? They use data to develop entirely new business models—not just figure out channel fit or find white space for existing products. That’s strategic foresight and data-driven innovation in action.
The Bottom Line
Data Leaders leverage data to manage both growth and risk. They build proprietary data assets for competitive advantage, invest in insight orchestration across the enterprise, prioritize data quality, amplify governance capabilities, and connect business and data/technology strategies end-to-end at scale. This comprehensive approach unlocks data’s transformative power for sustained business growth.
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