Leveraging Data, Technology
The marketing landscape has undergone significant transformations recently, driven by advancements in data and technology. According to a report by Forbes Communications Council, the integration of data and technology has enabled marketers to connect disparate tasks and measure their impact on company goals (Forbes Communications Council, 2025). This shift towards a more connected approach to marketing is crucial for success in the future, as it allows marketers to optimize specific elements and drive efficiency and outcomes for the whole.
A recent study conducted by Anteriad, a marketing research firm, found that 79% of marketers have taken on new responsibilities in the past year, with 93% of marketers at companies that experienced revenue growth in the past year taking on new responsibilities (Anteriad, 2025). This trend is particularly pronounced among executive-level and senior marketers, who are most likely to have new responsibilities.
The study suggests that having senior marketers with a wider scope, supported by data and technology, is key to marketing team success. As noted by the MIT Sloan Management Review, while 95% of AI implementations in companies have failed, this statistic is often misleading, as many companies are using AI tools to drive productivity and efficiency (MIT Sloan Management Review, 2020).
The intersection of marketing strategy and technology has given rise to a new era of data-driven decision making. With the proliferation of digital channels and the increasing availability of customer data, marketers are now able to craft highly targeted and personalized campaigns that drive engagement and conversion.
According to a report by McKinsey, companies that leverage data and analytics to inform their marketing strategies are 23 times more likely to acquire new customers and 6 times more likely to retain existing ones (McKinsey, 2019). This underscores the importance of integrating technology into marketing strategy, enabling marketers to harness the power of data to optimize their campaigns and improve ROI. The role of artificial intelligence (AI) in marketing is also becoming increasingly prominent.
AI-powered tools are being used to automate routine tasks, such as email marketing and social media management, freeing up marketers to focus on higher-level creative and strategic work.
AI-driven analytics platforms are providing marketers with deeper insights into customer behavior and preferences, enabling them to develop more effective marketing strategies.
As noted by a study published in the Harvard Business Review, companies that have adopted AI-powered marketing tools have seen significant improvements in customer engagement and conversion rates (Harvard Business Review, 2020).
Other related sources and context: Check hereThroughout my career in marketing communications, data and technology have continually reshaped how we work.●●● ●●●