In 2026, marketing leaders aren’t constrained by a lack of data – they’re constrained by slow, fragmented decisioning. Insights from our ROI Genome® show that high enterprise analytics adoption drives 5x more growth, yet many organizations still struggle with silos that disconnect measurement from action.
5 Forces Shaping Marketing Budget Decisions in 2026 distills critical insights from Analytic Partners’ forthcoming 2026 State of Commercial Decisioning Survey, revealing how leaders allocate and defend marketing budgets amid volatility and uncertainty. The research confirms that competitive advantage belongs to organizations that combine context with speed to enable confident, growth-driven decisions.
The findings show that top-performing organizations rely on robust Marketing Mix Modeling / Commercial Analytics programs as a trusted source of truth – aligning teams, strengthening credibility, and enabling enterprise-wide decisioning beyond marketing alone.
The full 2026 State of Commercial Decisioning Survey, launching later this year, delivers a rigorous, data-driven view into how leading advertisers make strategic decisions. Drawing on responses from 455 executives across Marketing, Finance, and Analytics—each responsible for substantial marketing investments—the research examines how insights, measurement, and organizational norms shape decision-making in complex business environments.
