A study has confirmed that high performing marketing teams tend to use business analytics more to the tune of four times the others. This study was conducted across the world with marketers in Australia, Canada, Germany, Brazil, UK, France, USA and the Nordic region. By the year 2021, digital marketing will account for three fourths of total marketing spend. In fact over the next two years itself, more than seventy percent of companies will ramp up online ad spending. Customer data is now tracked by about five sixths of organizations especially in the B2C segment. Nearly eighty percent of the top performing marketing teams are already using predictive science. Mobile application use has nearly doubled in few years. But the statistic which most proves the disparity is that these high performing teams are nearly fourteen times more likely to possess an integrated business solutions suite. Source: http://www.forbes.com/sites/louiscolumbus/2016/03/30/2016-state-of-marketing-high-performing-marketing-teams-4-2x-more-likely-to-use-analytics/#480c3cf675dd