Marketing attribution

It’s time to move on from multi-touch attribution

MTA promises precise measurement, but delivers complexity and confusion. It's time to replace it with incrementality testing and MMM.

Marketing attribution

CFOs want hard numbers, not brand vibes

Brand spend is no longer safe. Marketers must defend it with data, strategy and CFO-ready evidence — or watch it disappear.

MarTechCharts

Homegrown martech tools are making a comeback

There’s been a surge in homegrown martech tools in the past year, and AI is almost certainly the reason why.

Marketing artificial intelligence (AI)

Beyond ChatGPT: How AI agents actually work (and why your business needs them)

While most companies are still figuring out ChatGPT, a new category of AI is quietly transforming customer experience: AI agents.

Marketing artificial intelligence (AI)

7 tips for getting started with AI agents and automations

AI-powered automation doesn’t have to be overwhelming. Here are actionable tips to start small and scale thoughtfully.

Marketing technology

Why ‘head of marketing’ is the most misunderstood title in startups

Startups love to give flashy titles to hungry marketers — without mentorship, power or a seat at the table. This costs everyone.

MarTech intelligence reports

Marketing automation: overloaded, underutilized, and overdue for a reset

It’s the backbone of your martech stack—and yet, marketing automation platforms are the most replaced tools five years running. Why? Because too many overpromise, under-integrate, and get sidelined by budget scrutiny.

Marketing artificial intelligence (AI)

Marketers have lots of AI, but not enough direction

Most teams lack an AI roadmap or strategy, and most companies lack the policies and procedures needed to implement the technology effectively.

What else we're reading

• What skill must digital marketers master to stay irreplaceable?
• “Nothing we do works anymore and I never felt so hopeless.”
• Efficiency vs. effectiveness in marketing
• What types of agencies will survive the next 5-10 years?
• What brands could survive without marketing?
• Is this marketer underpaid? You be the judge.

MarTech research

• NEW! Get the 2025 State of Your Stack Survey report by downloading the PDF, flipping through a carousel, listening to a discussion of the results or watching the keynote session from the Spring 2025 MarTech Conference — all without registration.

MarTech Intelligence Reports are in-depth, independent and indispensable. They’re designed to help marketers navigate the martech landscape with questions to ask during the buying process, vendor profiles and more.

Download your Intelligence Report today:

• NEW! Enterprise Digital Asset Management Platforms
• Generative AI for Content Creation
• B2B Data Enrichment and Hygiene
• Email Marketing Platforms
• Identity Resolution Platforms 
• Marketing Work Management Platforms 
• Marketing Automation Platforms 
• Customer Data Platforms.
• Call Analytics and Conversational Intelligence

What they're saying

• “Multi-touch attribution overpromises and underdelivers. The sooner marketing leaders accept that attribution cannot solve the question of incremental impact, the sooner they can invest in measurement approaches that drive better business outcomes and let them build marketing programs that are profit centers.” – Tom Leonard in It’s time to move on from multi-touch attribution.
• “With every marketing dollar under scrutiny, the ability to measure brand’s impact is a strategic edge. By choosing the proper methods, aligning with business goals and investing in analytics, you can move beyond gut feel — proving brand value and securing long-term investment.” – Matt Wakeman in CFOs want hard numbers, not brand vibes. 

From Search Engine Land

• Ecommerce marketing strategies to boost sales
• The latest jobs in search marketing
• 44 marketing initiatives where AI alone will fail
• Google Ads adds new “Conv. value (incl. predicted)” metric
• Google’s AI-powered Shopping ad ecosystem: Where to focus your strategy