Welcome back from the July 4th weekend. Everybody have the same number of fingers as they did Friday? Good job.

Pretty much everyone knows that traditional metrics can’t capture the complexities of campaigns’ interactions. What do you do with that knowledge? Ben Vigneron has the answer: Test for multiplicative and synergistic effects and rethink paid media measurement.

Also, Elizabeth Marsten explains five Amazon Ads features you should be using.

Constantine von Hoffman
Managing Editor

Marketing technology

Marketing results don’t add. They multiply and synergize.

Traditional metrics can’t capture how campaigns interact. Test for multiplicative and synergistic effects and rethink paid media measurement.

Ecommerce

5 Amazon Ads features you’re not using — but should be

Missed these Amazon Ads features? Catch up on Attribution, Prime Video and more ways to drive better, data-backed campaigns.

Marketing artificial intelligence (AI)

The latest AI-powered martech news and releases

Why won't Google let me search without AI Overviews?

Digital asset management (DAM)

Advanced agentic use cases for Digital Asset Management

Forget chatbots. The future of digital asset management isn't just about AI; it's about AI agents taking over the tedious tasks you hate.

MarTech intelligence reports

What happens when third-party data stops performing?

This report compares leading identity resolution platforms built to succeed where cookies, mobile IDs, and old tactics are failing.

B2B marketing

B2B SEO strategy: How to drive qualified organic leads

Learn how to build a high-impact B2B SEO strategy that attracts decision-makers, boosts organic visibility, and drives pipeline growth at every stage.

Search marketing

How AI is changing the rules of web traffic

Web traffic is changing in ways your analytics may not reveal. Learn how AI impacts site visits, what data you’re missing and more.

Marketing artificial intelligence (AI)

A practical guide to agentic AI

See how autonomous AI agents are streamlining CX across sales, support, and marketing — not just with faster responses, but with real, measurable impact.

Marketing management

Marketing can’t own the results without a say in the strategy

When strategic decisions are made without marketing’s input, the result is KPIs that look good on paper but fail in practice.

What else we're reading

• Is it normal to be so bored at my marketing job? 
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• Analysts say AI will be good for agencies “eventually”
• The best performance marketing tools
• What skill must digital marketers master to stay irreplaceable?
• “Nothing we do works anymore and I never felt so hopeless.”

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

• “Any attribution method assuming additive effects is mostly inaccurate by design. Advertisers must use more advanced models accounting for multiplicative or, even better, synergistic effects. Capturing synergistic effects will require some additional experimentation. However, optimizing your media mix is well worth it.” – Ben Vigneron in Marketing results don’t add. They multiply and synergize.
• “Most consumers like interactive content, but marketers have been slow to adopt it. Granted, gamification isn’t a good fit for every brand (“Spin the Wheel for Free Legal Advice!”), but even the most serious business can use interesting innovations to keep customers engaged.” – Alexander Melone in Interactive emails give your sales funnel a competitive edge.

From Search Engine Land