Marketers have more data than ever and an expanding suite of tools to work with — yet many are still flying blind. According to “The 2026 Marketing Intelligence Report” (registration required) from marketing intelligence platform Funnel and Ravn Research, 72% of in-house marketers and 55% of agency marketers say they’re overwhelmed by the data they collect and find it difficult to turn it into usable insight. Even more — 86% of in-house and 79% of agency teams — say they can’t cut through the noise to identify what’s really driving performance.
That disconnect is evident in the dashboards that many teams rely on. They may look impressive, but they often stop short of answering the question marketers care about most: what do we do next? Instead of surfacing actionable insights, too many dashboards serve up vanity metrics — clicks, impressions, followers — that aren’t tied to actual business outcomes.
Part of the problem is the sheer complexity of modern marketing. Campaigns span dozens of channels and devices, and visibility often lags. Sixty-eight percent of in-house marketers report a lack of up-to-date visibility into performance across channels. And when it comes time to report results, 41% say they don’t analyze what caused the outcomes or suggest next steps. That’s especially concerning given that agency teams, who face more external accountability, report lower rates of that same issue.
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