Data is the foundation of successful marketing. Yet while many organizations have no trouble collecting data, turning it into actionable insights remains a challenge. Between disconnected platforms, organizational silos, and an evolving AI landscape, marketing teams are seeking clarity, cohesion, and smarter tools to get the most from their efforts. 

We partnered with eMarketer to survey US marketing leaders, and our analysis sheds light on where marketers are seeing value from their data—and where roadblocks remain. Let's explore the key takeaways from the report.

Web behavior is still a driving force

 

According to the survey, web analytics tools are nearly ubiquitous in the marketing tech stack, with 73.9% of marketers using them. Marketers rely on browsing behavior to fuel segmentation, personalize messaging, and optimize campaign timing.

The segmentation sweet spot

 

With customer journeys growing more complex, strong segmentation is key. According to our survey, 71.7% of marketers say that audience and campaign segmentation is one of the most effective ways their team translates data into action. It’s no surprise—when segments are built on real-time behaviors and engagement signals, campaigns can be more relevant, efficient, and impactful.

Silos are still a serious issue

 

Despite the availability of advanced tools, many marketers report that internal barriers are limiting their ability to act on data. In fact, 39.3% cite organizational silos as a top challenge. While a majority say they communicate insights effectively across departments, the data tells a more nuanced story—especially in B2B environments, where cross-functional collaboration is often harder to achieve. Only 11.5% of B2B marketers said their teams communicate very effectively, lower than B2C marketers (20.3%) and agency marketers (28.3%).

Integration is everything

 

Over half of survey respondents (53.7%) say disconnected tools are their biggest blocker to using data effectively. And the solution is clear: when asked what would most improve their team’s ability to leverage data, the top answer was better integration between existing tools. Bridging the gap between systems isn’t just a nice-to-have—it’s essential for maximizing return on technology investments.

AI offers promise and poses new challenges

 

AI is becoming a central player in marketing strategies, with nearly 70% of marketers planning to expand their use of AI-powered tools this year. But adoption is outpacing clarity. Many marketing leaders struggle to identify the right use cases (40.8%), and over a quarter don’t have clear success metrics in place. 

The most common way marketers measure AI’s value today? Operational efficiency and time saved on manual tasks. But as Jessica Mok says, “The real opportunity isn’t just in generating content, it’s in making data actionable; solving for quality, improving decisions, and driving measurable outcomes.”

Conclusion: Where do marketers go from here?

 

Marketers are no strangers to change—and as the role of data grows more central to customer engagement, the pressure is on to ensure systems, strategies, and teams are equipped to deliver. 

Here’s what marketers can focus on to succeed: 

1. Prioritize behavioral data. Web analytics and intent signals provide the clearest view of what customers want. Use this to enhance segmentation and drive real-time relevance.

2. Break down internal and external barriers. Align teams around shared insights and invest in integrations that connect your tech stack into a unified ecosystem.

3. Approach AI with purpose. Before scaling, ensure your team understands how to use AI, where it provides value, and how to measure its impact.

Data alone isn’t enough—it’s what you do with it that counts. With a strategy grounded in alignment, integration, and intelligent tools, marketers can turn insights into meaningful outcomes. To access more datapoints and our full survey findings, download the report, How marketing leaders can find value and opportunity in data.