Martech vendors have a tool to measure everything, except the one thing that matters: Impact. That’s why we keep optimizing campaigns for attribution, which Mike Maynard brilliantly describes as “the adult marketers’ equivalent of the childhood ‘you touched it last’ argument.” Mike examines why we’ve been stuck with attribution and why vendors can get rich if they add impact metrics to their products.

AI implementations are going on everywhere, but having the tech perfectly integrated and available is only part of what you need for success. The other part is changing your personal and organizational thinking. Melissa Reeve tells you how to make that happen.

Constantine von Hoffman
Managing Editor

Marketing attribution

Why don’t martech vendors provide a tool for the metric that matters?

We keep optimizing based on attribution, not impact. It’s time martech tools let us test what really drives incremental results.

Marketing technology

Why mindset, not just tech, defines AI success in marketing

AI changes everything — especially making decisions, learning and leading. Here's how to shift from optimization to reinvention.

Digital advertising

Google adtech antitrust trial: Everything you need to know

An in-depth look at the verdict, arguments and trial about Google's monopoly practices in the $200 billion digital advertising industry.

MarTech webinar

Future-Proof Your Content Strategy with the Right CMS

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Marketing artificial intelligence (AI)

What, exactly, is a ‘full-stack marketer?’

Does the 'stack' in 'full stack' refer to tech or marketing skills? And does it even matter?

Marketing management

The strategic rise of the marketing analyst in the age of AI

Marketing analysts are evolving from report builders to strategic advisors. Uncover how AI, automation and data democratization are redefining their roles.

MarTech intelligence reports

Don’t just send emails. Send your customers what they actually want.

The latest Email Marketing Platforms: A Marketer’s Guide breaks down what today’s inbox-savvy audiences expect—and how to deliver on those expectations with the right tech stack.

Marketing artificial intelligence (AI)

Why AI proficiency is today’s must-have marketing skill

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The complete MarTech spring season is now available!

Unlock 45+ on-demand discussions on marketing strategy and solutions to overcome your biggest AI, GTM, ABM, and influencer marketing challenges – yours for free.

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What they're saying

• “All I want to see is a simple “incrementality test” button in martech tools measuring ROI — a simple way to test the impact of running a campaign versus not running it. It would give us the data to tell whether campaigns are delivering results that help our organization achieve its goals.” – Mike Maynard in Why don’t martech vendors provide a tool for the metric that matters?

• “Across boardrooms worldwide, executives focus on implementing AI — but often overlook a more profound truth: no technology can succeed without a shift in mindset. The hardware and software may arrive overnight, but upgrading how we think takes much longer.” – Melissa Reeve in Why mindset, not just tech, defines AI success in marketing.

From Search Engine Land