Analytics & Data

A new class of AI tools lets B2B marketers simulate their buyer segments and test messaging, positioning, and campaigns against synthetic audiences before launch. The capability is genuinely useful and genuinely dangerous—and the teams getting value from it are the ones who understand exactly what it can and cannot tell them.

The death of third-party cookies has forced a measurement reckoning. Here is how leading organizations are building analytics capabilities fit for the privacy-first era.