Forget the hype and the horror stories. Here’s how to use MMM the right way without turning it into another attribution debate. Tom Leonard on October 17, 2025 Mention marketing mix modeling (MMM) to a performance marketer and you’ll get a strong reaction — either total excitement because it’s all anyone’s talking about or … Continue reading Why MMM makes marketers nervous — and why you should use it anyway
As Gen Z turns digital fluency and economic pressure into influence, brands are learning to meet audiences where trust and commerce converge. Shama Hyder on October 17, 2025 A sophomore finance major checks her phone between classes. Three brand messages await her response: One offers $ 200 for an Instagram Reel. Another asks her … Continue reading The TikTok-fueled shift B2B marketers can’t afford to ignore
The new data tools aim to turn trusted data into faster decisions, smoother campaigns and customer experiences that actually deliver. Constantine von Hoffman on October 15, 2025 Twilio today launched a suite of data capabilities aimed at one of marketers’ biggest challenges: trusting their data enough to act on it promptly. The new features … Continue reading Twilio launches data tools to help marketers trust their signals and move faster
The new AI agents aim to help tackle long buying cycles by identifying decision-makers, personalizing journeys and accelerating deal flow. Constantine von Hoffman on October 9, 2025 Adobe has launched a new suite of AI agents to help B2B marketers and sales teams with one of their biggest challenges: the slow, complex buying journey. … Continue reading Adobe introduces AI agents to help B2B marketers navigate long buying cycles
Making ChatGPT into an app platform creates a new, high-intent channel where marketers can reach 800 million users directly in conversation. Constantine von Hoffman on October 7, 2025 By adding apps to ChatGPT, OpenAI is pushing to make the chatbot the One Ring that fills all its users’ needs. It could result in a … Continue reading OpenAI expands ChatGPT into an app platform — and a new channel for marketers
Martech is drowning in silos and inconsistent data. OSI could solve the chaos with one open standard, giving teams clarity and control. Mike Pastore on October 6, 2025 Today’s marketing teams juggle dozens of platforms — CRM, email, social media, analytics, personalization engines and more. Each system generates valuable customer and campaign data, yet … Continue reading What Is Open Semantic Interchange (OSI), and why should marketers care?
MMA’s Brand As Performance Framework Should Give Marketers Relief by Laurie Sullivan , Staff Writer, October 2, 2025 The Brand as Performance (BaP) framework finally gives marketers a tool to “stop defending their budgets — and start demonstrating their real-world impact,” according to a white paper released Thursday by TransUnion. The whitepaper, Brand as Performance: … Continue reading MMA’s Brand As Performance Framework Should Give Marketers Relief
GenAI search engines promise the “best” information, but deliver shallow, incomplete answers that frustrate buyers and shortchange sellers. Constantine von Hoffman on September 29, 2025 GenAI search products like AI Overview are as bad for buyers as they are for marketers. Where traditional search once provided pages of possible vendors, the new tools collapse … Continue reading Why genAI search is as bad for shoppers as it is for marketers
At the MarTech Conference, we discussed why silos, integrations and neglected data streams keep marketers from seeing the full picture. MarTechBot on September 26, 2025 At the September MarTech Conference, MarTech Editorial Director Mike Pastore gathered three seasoned practitioners to tackle a deceptively simple question: if marketers are swimming in data, why are so … Continue reading Underutilized data sources: Unlocking what marketers already have
Lost In Data: Why Marketers Don’t Trust Attribution And Measurement by Laurie Sullivan , Staff Writer, September 22, 2025 Marketers are challenged with putting data insights together piecemeal to prove performance. Privacy changes and fragmented user journeys have blurred the picture of what truly drives growth. Companies expect artificial intelligence (AI) to solve it all, … Continue reading Lost In Data: Why Marketers Don’t Trust Attribution And Measurement
