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Supermetrics 2025 Marketing Data Report

Supermetrics has just released its comprehensive 2025 Marketing Data Report, which analyzes the current landscape of marketing data. The report is crucial for marketers as it presents insights drawn from 6,000 businesses and a survey of 200 marketers worldwide. Given the accelerated data growth and the evolving complexities in privacy regulations, the report provides essential guidance on overcoming the challenges posed by data overload and improving marketing performance.

The Surge in Data

Recent findings indicate that marketers are now managing an astonishing 230% more data compared to just three years ago in 2020. This surge opens up various opportunities; however, it also brings about significant hurdles. One of the standout statistics from the report highlights that 56% of marketers feel that they lack sufficient time to analyze their data efficiently. This limitation directly affects their ability to optimize campaigns effectively. Furthermore, a substantial 38% struggle with challenges related to data integration and the tools necessary for reporting, emphasizing a prevalent resource gap in the industry that complicates the management of large volumes of data.

Navigating a Cookieless Future

The report also sheds light on the implications of a cookieless future for marketers. With 65% of businesses pivoting towards privacy-first tracking solutions, a palpable sense of concern has emerged among marketers. Specifically, 66% are worried about the challenges involved in tracking users across different channels, while 57% fear that their ability to deliver effective targeted advertising and accurate marketing attribution will decline due to the loss of third-party cookies.

Measuring ROI: A Continuous Challenge

Measuring Return on Investment (ROI) remains a persistent priority for marketers, yet it is riddled with challenges. According to the report, 41% of marketers indicated that they struggle to measure ROI effectively across multiple channels, emphasizing a significant need for more integrated and advanced marketing measurement strategies.

Additional Key Insights

• - 42% of marketers plan to invest in marketing mix modeling in 2025.
• - 32% of respondents review their marketing reports once a month or less, highlighting a potential delay in analytical responsiveness.
• - Only 16% utilize zero-party data in their strategies, missing vital opportunities for personalization.
• - Despite rising privacy concerns, 58% of marketers still prioritize utilizing third-party data in their campaigns.
• - A notable 55% of marketers believe that better data integration can significantly enhance their performance and fill crucial knowledge gaps.

Conclusion and Call to Action

Anssi Rusi, CEO of Supermetrics, emphasized the critical nature of adapting to the rapid growth of marketing data: "The volume of marketing data is skyrocketing, and businesses can’t afford to sit on the sidelines anymore. But data alone won’t drive success; it’s the people who utilize it that make all the difference. Organizations must cultivate a culture that fosters confidence in using data rather than seeing it merely as something to collect. This report urges businesses to move beyond outdated practices and embrace smarter data-informed strategies to thrive."

Supermetrics continues to lead in marketing data solutions, committed to assisting marketers in navigating this ever-evolving environment. For a deeper exploration of these insights, marketers and businesses can access the full 2025 Marketing Data Report on the official Supermetrics blog.

About Supermetrics

Founded in 2013 and based in Helsinki, Supermetrics aims to simplify marketing data management, helping brands combat data fatigue and integration challenges. Trusted by over 200,000 users, Supermetrics plays a vital role in analyzing a significant 15% of the global ad spend, empowering smarter decision-making across various marketing avenues. The company efficiently connects data with warehouses, business intelligence tools, and applications like Google Sheets and Excel.