Accutics

Most marketing reporting is built around numbers: impressions, clicks, leads, opportunities, and revenue. While these metrics show what happened, they do not always reveal the wider patterns, signals, and customer behaviours shaping future growth. In this webinar, 3M and Accutics will explore how a connected campaign intelligence layer can help marketing teams move beyond fragmented reporting and develop a more meaningful view of the customer journey.

I have never been more optimistic about the future of marketing. And surprisingly, it has very little to do with AI. For several years, I've had the privilege of serving as an examiner for digital marketing students enrolled in a degree apprenticeship program. That perspective has allowed me to follow the development of the next generation quite closely. What stands out to me is not their ability to keep up with new platforms. That has always been part of the job. What has changed is the natural ability to connect strategy, platforms, data, measurement, AI and Optimization. This is a true superpower. And honestly, something that most enteprises are still trying to figure out. At the same time, it is becoming a native skill with the new generation. They understand the latest platforms and trends. But they also understand how to define objectives, measure outcomes, compare performance, and improve results based on data. Perhaps the most impressive part is the speed at which this development is happening. Year after year, the level continues to rise. That gives me a lot of confidence in where our industry is heading. Because the future of marketing will not belong to those who simply master the newest tools. It will belong to those who can connect technology, strategy, data, and execution into meaningful business outcomes. Hearing things said in exams like: ''In order to further improve on our marketing impact, we need comparable data sets to know we're the next dollar will bring most impact'', makes me lean back a little more with a big smile. From what I've seen, that future is already arriving, and it looks bright.

A lot of exciting stuff is going on here at Accutics. And now you can be part of it too. Get up to speed on everything with the upcoming Q2 Feature Update Webinar! Marketing execution moves at lightning speed and your data foundation needs to keep up. That’s exactly what this quarterly webinar series is for: Helping you understand what’s new, what’s next, and how to make Accutics work best for you. Date: June 25 I 09:30 AM EST I 3:30 PM CET Tune in here: https://lnkd.in/eumsjCWK

Marketing operations are becoming significantly more strategic with AI systems in place. But here's the catch: The interesting thing about agentic workflows is that they depend on company specific context to provide the intelligence needed. That context depends on structure. If campaign naming changes constantly, If tracking is inconsistent, If CRM definitions differ across teams, If validation happens too late... Then AI systems inherit the same confusion as the organization itself. That is why commercial infrastructure suddenly matters so much. For years, taxonomy and governance were treated as operational maintenance. Now they are becoming foundational layers for commercial intelligence. Because the speed of future GTM organizations will increasingly depend on whether systems can understand data consistent, interpret commercial intent correctly, connect activity across channels, and trust the underlying structure. This will likely become one of the biggest hidden competitive advantages over the next few years. Not flashy AI demos. Operational clarity.

Human learning will make or break your agentic AI strategy in marketing. When we discover something new, the first impact moves fast. It feels like finding the holy grail. But reality is a bit different. Once the honeymoon phase ends, the hard work begins. Because getting to real impact takes practice. It takes deeper operational knowledge. It takes a deeper understanding of what actually creates comsistancy at scale. This is where most stop the learning progress and find a new hobby. The ones who continue becomes experts. For agentic AI in marketing, it is the same. Right now, many companies are impressed by the early results from local AI workflows and agentic projects. Some are moving so fast that they are already restructuring teams based on the initial learning. That is dangerous. Because the real success of agentic AI is not in the demo. It is in the teams. It's in the foundation behind it. A foundation that supports human workflows, creativity, decision making, and operational consistency. That foundation is data. And the challenge is much deeper than most initial AI tests reveal. Because your data still needs to work when more teams are involved, more markets are added, more channels are connected, leadership starts relying on the outputs, AI begins making recommendations at scale. Holistic marketing data enables comparing performance across all channels and events objectively. It means your campaign structure, naming conventions, tracking, and data models are aligned. Without that, AI does not create clarity. It scales fragmentation. We have done the research. The average marketing data quality inside operational silos is below 50%. Meaning that most companies are not even ready for the crucial second stage of agentic transformation. Because AI performance is directly tied to operational consistency. The hard work is what creates the real impact. The same way expertise takes 10,000 hours to build. This expertise is within your marketing teams. THE FRAMEWORK The framework itself is not complicated. Most companies start seeing impact within the first 90 days. But it requires ownership from marketing leadership. The maturity curve moves in 3 stages: 1. Align your marketing data language across channels (Martech finally starts working as intended) 2. Standardize reporting into business driven measurement (Leadership begins understanding actual marketing impact) 3. Scale structured data into broader AI and agentic workflows (This is where marketing impact compounds) The companies that win with agentic AI will not be the ones with the most tools. They will be the ones with the strongest operational foundation. Your data and your teams. If you are working through this transition, I am happy to share the full framework.

Modern marketing is no longer just campaigns. It’s orchestration. AI, personalization, customer journeys, analytics, retail media, CRM, automation... Everything now needs to connect cleanly across the business. That becomes very difficult when the underlying structures differ between teams, regions, agencies, and platforms. That’s why marketing teams are focusing on structured marketing data before scaling AI-driven initiatives.