Most enterprise marketers say they do not spend a significant amount of time on experimentation, according to recent research from GrowthLoop and Ascend2.
The report was based on data from a survey conducted in February 2026 among 318 senior marketing and data professionals who work for businesses in Canada and the US that generate $100 million or more in annual revenue.
Some 16% of respondents say they spend a significant amount of time on designing, running, and analyzing marketing experiments and 42% say they spend a moderate amount of time.
Some 20% of respondents say the experiments they run have a high impact on improving their marketing outcomes and 42% say they have a moderate impact.
When running campaign tests, respondents say they make decisions based on a variety of factors including overall performance, segmented performance, and customer-specific predictions.
Some 60% of enterprise marketers say they are able to identify to some extent which specific marketing actions directly influence behaviors and outcomes.
About the research: The report was based on data from a survey conducted in February 2026 among 318 senior marketing and data professionals who work for businesses in Canada and the US that generate $100 million or more in annual revenue.
