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
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