What Your AI Citations Are Worth When Few People Click
AI citations show which page backed an AI answer. Which company the AI recommends is a separate event, so here's what to count to track AI search visibility.
Data Analytics
What a Mature Experimentation Program Needs Before It Picks a Platform
Before you approve a testing tool, check the habits that make marketing tests trustworthy: a ranked list of ideas, enough traffic, and rules set up front.
Proving Marketing ROI Is Starving the Work That Creates It
Proving marketing ROI rewards work you can track and starves the brand and demand-building work that feeds it. Here's what senior marketers should defend.
There's a 2.5x Gap in AI Revenue Satisfaction — And It Has Nothing to Do With the Models
AI ROI fails on data foundations, not model quality. Atlan on the 2.5x gap in AI revenue satisfaction and why the fix is upstream of the models.
2026 Customer Data Predictions
The CDP isn't dead — the idea that its job ends at data is. Michele Nieberding's 2026 customer-data predictions and the case for invisible CX.
The Fall of CRM Gravity
Part 1 of Humans of Martech's architecture series: why the CRM is losing its center-of-gravity role in the stack, and what's taking its place.
B2B Marketing Attribution: Why It Keeps Failing and How to Finally Fix It
A practitioner account of why B2B attribution keeps breaking — long cycles, pre-identification journeys, and the 2-4x ROI-proof gap — and how to fix it.
The CDP You Weren't Supposed to Buy
A clear-eyed look at the 'friends don't let friends buy a CDP' era — and why Hightouch now sells a composable one. What actually changed in customer data.
Personalization Failure Modes: Why Your Architecture Is Incomplete
Personalized customers are 3.2x more likely to regret a purchase. The five failure modes of an incomplete personalization architecture — and the fix.