What's in the 2025 Supermetrics marketing data report.

Supermetrics analysed aggregated data from 6000 businesses and surveyed over 200 marketers globally to see how they're using (or misusing) data today.

The report goes in-depth with lots of essential reading for marketers who use data. We strongly recommend you grab a copy (link at the bottom of the page), but if you want a quick precis, we’ve read it, absorbed and worked out the bits that apply to social media and public relations, so here’s our analysis of their analysis!

1. Brand perception as a priority metric
   40% of marketing specialists and 35% of agencies prioritise brand awareness and perception.
   
   Opportunity: Despite ROI being the top metric, brand perception remains a clear priority, making it highly receptive to social media campaigns and pr led engagement strategies. These tools are excellent for emotionally connecting with audiences, reinforcing brand values, and generating measurable awareness through shares, mentions, and sentiment.
   
   
2. Measurement challenges can undermine brand trust
   41% of marketers struggle to prove ROI, and only 8% use incrementality testing.
   
   PR Strategy Opportunity: Clear storytelling around campaign impact, customer case studies, and third-party endorsements (via PR) can fill the narrative gap left by poor data measurement. For instance, leveraging customer testimonials as part of a PR push can create a perception of success, even if internal ROI is hard to quantify.
   
   
3. Overwhelm from data & poor insight delivery
   56% lack time to analyse data, and 32% check reports monthly or less.
   26% say insights are hard to obtain.
   
   Social Media Opportunity: Running micro-campaigns with real-time feedback, such as polls, interactive stories, and comment engagement, can serve as informal yet powerful sentiment tracking tools. These are especially useful when formal analysis is slow or lacking.
   
   
4. Privacy shifts demand greater customer Trust
   66% foresee challenges in cross-channel tracking.
   58% still prioritise third-party data; only 16% focus on zero-party data.
   
   PR & Social Media Opportunity: Zero-party data collection via campaigns (e.g., surveys or preference quizzes to enter) creates a positive value exchange, encouraging data sharing by offering entertainment or value. Social media provides the channel; PR can provide the narrative: “Brand X is leading the charge on privacy-first marketing.”
   
   
5. Budget pressures & perception of efficiency
   53% of leaders are under pressure to cut costs while maintaining results.
   57% of marketers cite limited budgets.
   
   PR Strategy Opportunity: PR can position the brand as resourceful and resilient, even during cutbacks. Awards, thought leadership, and media coverage can drive a perception of competence without requiring ad spend.
   
   Social Media Opportunity: Promote behind-the-scenes, budget-smart campaigns (e.g., user-generated content contests) that achieve high engagement with low cost.
   
   
6. Evolving data strategy – perception of innovation
   48% of agencies and 51% of North American firms are investing in Marketing Mix Modelling (MMM).
   Only 3% of agencies see social media metrics as important, yet 67% use A/B testing and campaign experimentation.
   
   Mismatch Identified: There's a disconnect between social media's actual role in brand perception and how it's being measured.
   
   Action: Encourage a more strategic view of social media to demonstrate clear lifts in engagement, sentiment, and brand recall, rather than just clicks or conversions. Use PR to publicise the innovative use of social platforms, building the credibility of measurable social media.
   
   
7. Regional brand perception insights
   North America: Heavy reliance on first-party data (88%) and focus on ROI.
   UK: Slower adoption of new data strategies; more reliance on CMO for data decisions.
   APAC: Stronger centralised data teams and focus on predictive analytics.
   
   Tailored Strategy: In North America, frame prize campaigns as privacy-compliant data collection tools. In the UK, use PR to spotlight marketing innovation and CMO-led initiatives. In APAC, leverage campaign experimentation on social platforms as part of a broader data optimisation strategy.
   
   

Conclusion:

Perception matters more than ever in a marketing landscape overwhelmed by data complexity. With over half of marketers struggling with analysis, ROI, or data integration, the right PR messaging and social media campaigns, especially those involving competitions and incentives, can fill the gaps in insight and impact.

Want to read the report in full? 👉 Download the full report