Why Marketing Teams Need Attribution Intelligence to Compete in the Agentic AI Era Executive Summary Marketing attribution has evolved from a nice-to-have reporting feature into mission-critical growth infrastructure. In an era where agentic AI is transforming marketing operations, the ability to feed AI systems with accurate, contextual, ID-resolved data separates winning companies from those flying […]
Category: Marketing Attribution
The Complete Guide to Marketing Attribution: Moving Beyond Broken Models to Revenue Truth
Introduction: Why Attribution Still Matters in the Age of AI “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” John Wanamaker’s century-old lament isn’t just a cliché—it’s the daily reality for most marketing teams in 2026. Despite billions invested in marketing technology and the promise of AI-powered […]