How we got here The order matters.
- First
Marketing technology
Making Marketo, Adobe and Salesforce work.
- Then
Measurement
Proving what marketing produced: attribution, mix modelling and forecasting.
- Now
AI agents, built like attribution models
When agents became useful, we built them the same way. Test first, show the working, keep a person in charge.
12 yearsof measuring what marketing actually did.

