The Gartner Data and Analytics Summit 2025 brought together data leaders, analytics practitioners, and technology buyers to work through the questions that actually matter in modern marketing measurement: what do we trust, what do we build, and what do we stop pretending is working. If you cut through the vendor noise and the keynote theatre,…
An analytics operating model is the framework that defines how your organisation collects, interprets, and acts on marketing data. It covers who owns what, how data flows between tools and teams, what gets measured and why, and how insights connect to commercial decisions. Without one, even the most sophisticated analytics stack produces noise rather than…
Media mix modelling is a statistical method that estimates the contribution of different marketing channels to a business outcome, typically revenue or sales. It uses historical data to build a regression model that attributes performance across paid media, owned channels, and external variables like seasonality and pricing. Done well, it gives you a defensible view…
Gen Z buying behavior is shaped by a different set of psychological levers than the generations marketers spent the last two decades studying. They distrust broadcast advertising, make purchase decisions inside social platforms, and respond to peer validation over brand authority. Understanding how they buy is not a demographic exercise, it is a persuasion problem….
Software that links customer experience metrics to revenue performance does one thing most analytics stacks cannot: it connects how customers feel at each touchpoint to what they actually spend. The practical output is a clearer read on which CX investments are generating commercial return and which are generating goodwill reports that nobody acts on. The…
Enterprise customer data is the accumulated record of every interaction, transaction, and signal your customers have generated across your business. Most large organisations have more of it than they know what to do with, and that is precisely the problem. The data exists. The ability to act on it coherently, at the right moment, in…
The marketing ROI equation is straightforward on paper: subtract your marketing costs from the revenue those efforts generated, divide by the cost, and express the result as a percentage. What makes it complicated in practice is almost everything else, including which costs you include, which revenue you attribute, over what time period you measure, and…
Social commerce is no longer a channel brands are testing cautiously from the sidelines. It is now a meaningful revenue pathway, and the data from the past two years shows a clear shift: consumers are completing purchases inside social platforms at a rate that would have seemed implausible five years ago. If you are still…
Customer data for high tech companies is not a technical problem. It is a strategic one. Most GTM teams have more data than they can use, and less insight than they need, because they have confused data collection with understanding. The companies that grow fastest are not the ones with the most sophisticated data infrastructure….
AI in spend analytics is changing how marketing teams interrogate their budgets, but the technology is only as useful as the questions you ask it. Most platforms can now surface patterns, flag anomalies, and model scenarios faster than any analyst could manually. The problem is that most teams are using that speed to optimise the…
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