Supermetrics, a leading marketing intelligence platform, has unveiled its 2025 Marketing Data Report, providing an in-depth look at the trends, challenges and opportunities for marketing measurement. Drawing insights from 6,000 businesses and a global survey of 200 marketers, the report explores how marketing teams are grappling with a surge in data, evolving privacy regulations and a growing demand for smarter measurement strategies.

Data from the report shows marketers are handling 230% more data than they were in 2020. This increase can present more opportunities, as well as more hurdles. A large portion of marketers – 56% – report struggling to find enough time to analyze their data effectively, preventing them from optimizing campaigns. Moreover, 38% face difficulties with data integration and reporting tools, underscoring a gap in resources to manage large data volumes successfully.

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The cookieless future also looms, with 65% of businesses adopting privacy-first tracking solutions. However, many marketers are concerned: 66% worry about the challenge of tracking users across channels, while 57% fear a decline in the effectiveness of targeted advertising and marketing attribution due to the loss of third-party cookies.

Measuring ROI remains a top priority for marketers, though it comes with its own set of challenges. Many marketers struggle to measure ROI effectively across multiple channels, with 41% citing this as a barrier, underscoring the need for more integrated and advanced marketing measurement strategies.

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Other Key Findings:

• 42% of marketers will invest in marketing mix modeling in 2025.
• 32% review their marketing reports just once a month or less.
• Only 16% of marketers are using zero-party data in their strategies, missing a key opportunity for personalization.
• Despite rising privacy concerns, 58% of marketers still prioritize third-party data.
• 55% believe better data integration could help improve their performance and close critical knowledge gaps.

“The volume of marketing data is skyrocketing and businesses can’t afford to sit on the sidelines anymore,” said Anssi Rusi, CEO of Supermetrics. “But data alone won’t drive success, people will. Companies must build a culture where teams feel confident using data, not just collecting it. This report pushes businesses to move past outdated ways and embrace smarter strategies to stay data-informed and thrive.”

As a leader in marketing data, Supermetrics is committed to making this evolving landscape easier to navigate, ensuring marketers have the clarity and confidence to make smarter decisions.