Key Insights to Guide
Your Digital Marketing Strategy
Is your digital marketing strategy headed in the right direction?
In a rapidly shifting digital landscape, staying on course isn’t easy. Download the Digital Strategy Compass (DSC) and discover:
- How companies are scaling AI—and what’s holding others back
- Where data strategies succeed or fail in a privacy-first world
- Smarter marketing tactics powered by AI and first-party data
fully own their marketing data
KEY FINDINGS
AI Takes the Lead – Data Struggles to Stay on Course
DSC reveals a striking contrast: As AI adoption accelerates, many companies still lack the data infrastructure to support it. With only 36% fully owning their marketing data, the findings raise a critical question: Are businesses ready for a privacy-first and AI-driven digital world?
Digital Marketing Trends to Navigate
The TRKKN Digital Strategy Compass uncovers interconnections between AI, data, and privacy, shaping innovation, measurement, and compliance in Digital Marketing today. It delivers insights across four key areas: Privacy & Compliance, Data Strategy, Business & AI Transformation, and Smart Marketing.
Key findings: AI is becoming the backbone of modern business, with 71% of companies planning to expand initiatives in 2025, up from 53% in 2024. Yet many still struggle with execution.
How to make it right? To scale AI adoption effectively and reduce vendor reliance, companies must build in-house expertise and develop clear AI playbooks.
BUSINESS INSIGHT
TREND
Scaling AI for Efficiency –
Execution Remains
a Challenge
Which project topics or trends would you like to focus on in 2025?
BUSINESS & AI TRANSFORMATION
Key findings: Only 9% of businesses feel fully prepared for a cookieless future, leaving many exposed to compliance risks, data loss, and missed revenue opportunities.
How to make it right? Create a clear privacy-first roadmap, invest in first-party data infrastructure, and strengthen internal expertise to stay compliant and effective.
BUSINESS INSIGHT
TREND
Many Businesses Remain Unprepared for a Privacy-First World
How prepared is your company to transition to a cookieless environment?
From 1 - Not prepared at all to 5 - Fully prepared
Privacy & Compliance
Key findings: With third-party cookies fading and privacy laws tightening, first-party data is more valuable than ever. Yet only 36% of businesses report full control over their customer data.
How to make it right? Develop a consent-based first-party data strategy, supported by strong data infrastructure.
BUSINESS INSIGHT
TREND
The First-Party Data Imperative Pushes Companies Away From Third-Party Dependencies
Do you own your (marketing) data?
DATA STRATEGY & CUSTOMER DATA MANAGEMENT
Key findings: 65% of businesses in the study are implementing server-side tagging—driven by the need for stronger data security, greater control, and more accurate measurement.
How to make it right? Invest in server-side infrastructure and ensure seamless integration across analytics, CRM, and ad platforms to achieve accurate measurement and campaign performance.
BUSINESS INSIGHT
TREND
Server-Side Measurement Balances Privacy and Performance
What steps is your company taking to ensure compliance and data accuracy? (%)
Privacy & Compliance
Key findings: Many businesses still prioritize short-term KPIs and lack the tools to measure true marketing impact. 82% rely on basic conversion rates, while only 38% use Marketing Mix Modeling (MMM) and 30% run incrementality tests.
How to make it right? Adopt holistic, cross-channel measurement, train teams in MMM, and establish a test-and-learn approach to drive smarter marketing decisions.
BUSINESS INSIGHT
TREND
MMM Opens Doors to Measuring Media Impact Beyond Clicks
How do you measure the success of your marketing strategy? (%)
DATA STRATEGY & CUSTOMER DATA MANAGEMENT
BEHIND THE TREND
Tech Journeys: Experts on Driving Digital Transformation
Digital transformation goes far beyond tools and technologies. It is driven by people with vision, expertise, and the courage to challenge the status quo. In this interview series, we hear directly from the digital leaders on the front lines, offering a behind-the-scenes look at how experts are navigating today’s biggest tech shifts – from breaking barriers in tech careers to tackling topics like privacy and data transformation.
About DSC
Based on the insights from over 130 business insiders from Europe, surveyed December 2024 through January 2025, DSC investigates the current status quo of digital transformation in marketing, capturing perspectives from various industries and roles.
GEOGRAPHY
The survey reflects the status quo in Europe, with a focus on Germany (61%), followed by the Czech Republic, the UK, France, and Portugal. Insights may lean toward the German market.
INDUSTRIES
Retail & Consumer Products (25%) and IT & Technology (8%) lead the sample, with strong input from Finance, Automotive, Energy, Consultancies (7% each) and other verticals.
COMPANY SIZES
Most respondents work in large (64%) or mid-sized (19%) companies. Smaller companies (17%) are less represented, so startup-specific challenges may be less visible.
ROLES
Marketing (39%) and analytics (29%) roles dominate, with additional input from BI, Product, and C-level roles, placing focus on business and strategy.
