UK, 12th November, 2026: More than three-quarters (76%) of marketers say they have more tools and data at their disposal than ever before, yet just 28% can clearly and consistently connect marketing activity and investment to business growth, according to new research from Experian.
The findings come from ‘Closing the Growth Gap’, a study of 400 senior marketing decision-makers across the UK and Ireland, which reveals a disconnect between the marketing capabilities businesses and organisations have built and their ability to demonstrate commercial value.
The study found that some 69% of organisations have increased their marketing budgets over the past two to three years – but that greater investment has not necessarily translated into commercial growth.
However, the research identifies a different pattern among high-growth organisations. Those reporting annual revenue growth above 20%, defined as 'Growth Leaders', are more than twice as likely to consistently connect marketing investment to business growth as other organisations (61% versus 23%), highlighting the importance and influence strong marketing has on success.
Growth Leaders report greater effectiveness in activating customer data, stronger return on investment from AI, and can more readily connect marketing activity to commercial outcomes. This suggests that the opportunity for marketers lies not simply in acquiring more data and technology, but in connecting customer intelligence more effectively to action and commercial outcomes.
Based on these findings, Experian's Closing the Growth Gap report outlines a practical growth framework for businesses to get more out of their existing capabilities: strengthen the use of existing customer intelligence across marketing activation, apply AI more strategically and measure the commercial impact of marketing, not just campaign performance.
Colin Grieves, Managing Director, Experian Marketing Services UK&I, said: “Marketing has never had more data, technology or AI at its disposal, yet many organisations still struggle to demonstrate how those investments contribute to business growth.
“What stands out from our research is the difference among Growth Leaders. They have created a connected system for growth where customer intelligence informs marketing activation, AI puts this to work more effectively, and smarter measurement connects activity to real commercial outcomes.
"That should prompt marketers to think differently about where they focus their efforts. The priority is clear: make existing capabilities work harder together, rather than add more.”
Through trusted consumer insights, identity resolution and data connectivity, Experian helps brands and agencies bring together intelligence, activation and measurement to improve marketing effectiveness, make smarter investment decisions and drive stronger commercial outcomes.
Read the full report to discover how to more effectively close the gap between marketing activity and growth: Closing the growth gap - Experian UK
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About the research
‘The Growth Gap’ is based on research among 400 senior marketing decision-makers at consumer-facing organisations across the UK and Ireland, conducted during August and September 2026.
Growth Leaders are defined as organisations reporting annual revenue growth above 20% over the preceding two to three years, representing 13% of respondents. The findings show associations between marketing capabilities and reported growth, rather than establishing causation.
About Experian
Experian is a global data and technology company, powering opportunities for people and businesses around the world. We help to redefine lending practices, uncover and prevent fraud, simplify healthcare, deliver digital marketing solutions, and gain deeper insights into the automotive market, all using our unique combination of data, analytics and platforms. We also assist millions of people to realise their financial goals and help them to save time and money.
We operate across a range of markets, from financial services to healthcare, automotive, agrifinance, insurance, and many more industry segments.
We invest in talented people and new advanced technologies to unlock the power of data and to innovate. A FTSE 100 Index company listed on the London Stock Exchange (EXPN), we have a team of 25,200 people across 33 countries. Our corporate headquarters are in Dublin, Ireland. Learn more at experianplc.com.