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Search returned: 1217 document(s).
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From MarTech Chaos to B2B Growth Engine
Event Recaps July 1, 2026John Hardy of the ANA and Robert Tas of McKinsey & Company introduced a new B2B marketing technology (martech) playbook built on global CMO research. They outlined how leading organizations align marketing and sales, integrate martech systems, and use data and AI to orchestrate account-based journeys that drive pipeline and revenue growth.
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Are You the Only One Using Your Data to Train AI?
Leading Edge June 26, 2026Are brands unknowingly training someone else's artificial intelligence (AI) with their data? As agentic AI spreads, marketers are rethinking first-party data, private data networks, and federated architecture to protect control while improving AI performance and media planning.
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The End of Mediocrity at Scale: Making Marketing Feel Human Again
Event Recaps June 25, 2026At the 2026 ANA Masters of Data Conference presented by TikTok, Dean de la Pena of Resonate explained why marketing has become less effective — and less human. De la Pena outlined how predictive, person-level intelligence can restore understanding and enable more relevant, measurable growth.
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Built for Breakthroughs: How In-House Media Brings Pfizer Closer to the Patient
Event Recaps June 25, 2026At the 2026 ANA In-House Agency Conference, Joshua Palau, VP of performance media and enablement at Pfizer, outlined how an in-house media model enables faster decision-making, stronger alignment with business goals, and improved outcomes across the patient journey.
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How Target Turns Customer Signals into Personalization at Scale
Event Recaps June 24, 2026At the 2026 ANA Masters of Data Conference, Target's Samantha Schumacher shared how the company uses first-party data, machine learning, and generative AI (gen AI) to operationalize personalization across marketing touchpoints while designing for speed, scale, and privacy.
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How Kimberly-Clark Is Rewiring Retail Media with AI
Event Recaps June 23, 2026Kimberly-Clark is using artificial intelligence-driven audience models inside clean rooms to deliver return-on-ad-spend improvements two to five times over prior benchmarks. Head of Strategy Ali Kefali argues that privacy-safe data collaboration with retailers may reshape how CPG brands find and act on demand signals.
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TikTok Rebuilds Media Mix Modeling for Discovery, Creator Content, and Earned Reach
Event Recaps June 23, 2026TikTok and NielsenIQ are challenging how brands model media, arguing that paid, organic, and creator signals must be measured together. Outdated media mix modeling inputs — not methodology — may be limiting the ROI decisions brands are making at scale.
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Retail Media that Performs: Turning Shopper Signals into Media Outcomes
Event Recaps June 16, 2026At the 2026 ANA Media Conference presented by A+E Global Media, leaders from Google and Kroger Precision Marketing explored how retail media is evolving into a core performance channel. The session showed how retail signals, cross-channel activation, and faster measurement are helping marketers drive accountability and growth.
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Artificial Intelligence Has Made the Audience Marketplace More Competitive
Leading Edge June 15, 2026AI is reshaping how consumers discover content, forcing marketers to rethink syndicated audience strategies that once offered scale. As shared data pools erode competitive advantage, custom intelligence layered onto first-party data may determine who converts.
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How Context Became the Engine of Brand Growth in an AI-First World
Event Recaps June 15, 2026At the 2026 ANA Media Conference presented by A+E Global Media, Jonah Goodhart, co-founder and CEO of Mobian, outlined a fundamental shift in marketing: Brands no longer control how they show up. Goodhart argued that marketers must move beyond content and targeting — toward designing for context — to drive meaningful brand growth.
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How the U.S. Army Reframed Forecast Risk to Make Better Marketing Decisions
Event Recaps June 15, 2026Two U.S. Army analytics leaders reveal how reframing forecast uncertainty as a risk tolerance question transforms leadership decision-making. Their interval-based approach may offer commercial marketers a more honest and more actionable model for communicating data-driven recommendations.
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Most Attribution Is Theater (And Your CFO Knows It)
Leading Edge June 12, 2026Sophisticated attribution hasn't earned executive trust. This essay argues marketers must shift from perfect models to credible frameworks that connect brand signals to business outcomes leaders believe.
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How to Win Search When AI Writes the Rules
POVs June 12, 2026AI-driven search is reshaping how brands get found, with click-through rates dropping 34.5 percent when AI overviews appear. Marketers who still optimize for traditional keywords may be ceding the AI narrative to competitors and third-party sources. Don't fall into that trap by following the tips in this POV.
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Rewriting the Auto Marketing Playbook
Leading Edge June 10, 2026Nissan, Honda, and Ram are rewriting how auto brands connect with buyers as AI reshapes media planning and discovery. New data strategies and cultural marketing approaches may determine which automakers gain lasting consumer loyalty.
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Mars Reframes Measurement Around Decisions, Not Data
Event Recaps June 10, 2026Mars is moving away from dashboard-heavy reporting toward a decision-first measurement system that uses artificial intelligence to surface causal patterns and guide investment choices. The framework from Sam Chang could reshape how marketers connect data infrastructure to business outcomes.
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An AI Operating System for Marketing Analytics
Partner Content June 9, 2026Can analytics teams trust AI without eroding judgment? Andy Hasselwander outlines an AI Operating System for Marketing Analytics that prioritizes quality, modularity, and DevOps discipline, arguing that speed without rigor could quietly undermine trust.
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Synthetic Audiences Could Mean Fewer Campaign Misses
Pulse June 9, 2026Synthetic audiences, predictive planning, and organizational redesign are reshaping how marketers approach artificial intelligence (AI) — but most teams are still using it for isolated tasks. Shiv Gupta, founder and CEO of U of Digital, explains where the capability gap is widest and why closing it may require more than new tools.
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AI Can Make 100 Ad Variants in Minutes — Most Marketers Have No Idea Which Ones Work
Leading Edge June 8, 2026Picture this: A performance marketing team generates 40 AI-powered ad variants for a product launch on Monday morning. AI can make ads faster than ever—but without a testing framework, teams optimize blindly. Why structure, not volume, is the real competitive edge.
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The Missing Ingredient in Most First-/Zero-Party Data Strategies? Effective Consent Management
Webinar Rewinds June 7, 2026Many marketers have overlooked a foundational element to first- and zero-party data collection: how to collect and manage consent. In this webinar, learn about what consent management is, why it’s central to a modern first- and zero-party data strategy, and how to solve this crucial challenge so you can confidently turn data into revenue for your organization.
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SAS Rebuilds B2B Measurement for the AI Search Era
Event Recaps June 5, 2026SAS is dismantling its lead-based measurement model as artificial intelligence search reshapes how B2B buyers discover vendors before ever contacting sales. Michele Eggers details how new upstream metrics and buyer-group tracking could redefine pipeline accountability for B2B marketers.
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