Expert Advice for Marketing Leaders on MarTech, AI, & CX
Articles and insights on marketing measurement for marketers and CX professionals.
For CMOs and other marketing leaders, the promise of a single source of truth has always felt just over the horizon. Yet, with each passing year, that horizon seems to be receding into the distance like a mirage. The challenge is no longer a lack of data; it’s a deluge.
In the relentless pursuit of growth, the enterprise marketing playbook has become remarkably consistent. We are armed with sophisticated AI models, programmatic advertising platforms, and an ever-expanding arsenal of MarTech solutions designed to optimize every click and impression. The prevailing logic is one of scale, efficiency, and technological superiority.
The old playbooks, the reliable dashboards, and the comfortable strategies of yesterday are proving to be liabilities today. In this environment, agility isn’t just a buzzword; it’s the fundamental requirement for survival and, more importantly, for dominance. The question is no longer *if* we need to adapt, but *how* we build an operational model that can thrive amidst constant instability.
In enterprise marketing, data is never in short supply. Insight, however, is a far scarcer commodity. We are swimming in dashboards, reports, and terabytes of user events, yet the fundamental story of the customer—their intent, their frustration, their multi-session, multi-device reality—often remains elusive.
The escalating cost of acquiring new customers presents a formidable challenge for businesses striving to achieve sustainable growth. Simultaneously, recognizing and maximizing customer lifetime value (CLV) is increasingly crucial. This dynamic requires a shift in perspective, moving beyond short-term gains and embracing a holistic view of the customer journey. How can brands effectively balance these competing priorities and build lasting relationships that drive profitability?
Forrester’s 2025 Global Customer Experience Index (CX Index™) paints a concerning picture: customer experience quality is in a multi-year decline worldwide, reaching an “all-time low in North America.” Brands are feeling this, as customers continue to vote with their wallets.
Agility requires seeing past vanity metrics to the durable value hidden in customer relationships. When customer acquisition costs climb and privacy affects easy targeting, only nimble brands—those that align teams, data, and KPIs around lifetime value—stay ahead.
All of this (and a few more things) are discussed in the recently-released Klaviyo B2C Report. To discuss it, I’d like to welcome Jamie Domenici, CMO at Klaviyo.
This article was written by Greg Kihlström for CMSWire. About 1,500
customer experience, digital-business and B2C marketing leaders converged here in Nashville June 23-26 to better understand the secret to “faster revenue, higher revenue, and a better overall experience.”
Marketing attribution has become increasingly complex in today’s multi-channel world. This article explores two popular attribution methods: Multi-Touch Attribution (MTA) and Media Mix Modeling (MMM). Drawing on insights from industry experts, it examines the strengths, limitations, and ideal use cases for each approach.
The following article was written for MarTech by Greg Kihlström. Without
good data collection, access and analysis, it is harder for brands to
understand their customers. Likewise, it is more difficult for customers to indicate their preferences for the brands they support. This article series explores this challenge and opportunity across the customer journey.
