The 2025 Marketing Data Report

The first edition of Supermetrics' flagship annual research report—exploring how marketing teams collect, analyze, and use data.

Project background

The 2025 Marketing Data Report was the first edition of what would become Supermetrics' flagship research series. There was no established template, no precedent to follow — the goal was to build a credible, data-driven report from scratch that could anchor the company's thought leadership and generate pipeline at scale.

As the person who initiated the idea, I owned both the strategic vision for the project and the day-to-day execution across research, content, design, and launch.

The 2025 Marketing Data Report was the first edition of what would become Supermetrics' flagship research series.

There was no established template, no precedent to follow — the goal was to build a credible, data-driven report from scratch that could anchor the company's thought leadership and generate pipeline at scale.

As the person who initiated the idea, I owned both the strategic vision for the project and the day-to-day execution across research, content, design, and launch.

The impact

4,200+ ebook downloads

180k+ pageviews
€1.4M influenced pipeline
Downloaded by teams at Deloitte, Toyota, Publicis Groupe, Havas, Hyundai, Hilton, IBM, and more

Project assets

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My role: Project and content lead

Initiated and championed the project internally, securing stakeholder buy-in and defining the scope and research approach

Coordinated the global marketer survey with the research partner, managing research timelines and aligning on methodology
Led cross-functional teams across marketing, research, design, and subject-matter experts to ensure alignment and timely delivery
Structured the report's core themes and chapters, translating complex research findings into a coherent and actionable narrative
Directed writing, editing, and visual storytelling, collaborating with designers to produce the final report
Drove the go-to-market strategy and launch execution

Joy Huynh · 2026

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