You'll learn
- Why bi-directional data connectivity is the new normal
- The truth about composable CDPs and who they’re really for
- How to choose the right measurement model, from MMM to incrementality
- What’s hype and what’s real when it comes to AI in marketing
- How marketers can build a flexible, composable tech stack
Key takeaways:
1. Marketing data is growing faster than teams can handle
According to Supermetrics' 2025 Marketing Data Report, marketers are working with 230% more data than in 2020. Yet over half still struggle to analyze it effectively.
2. Bi-directional data flow is now essential
Modern marketers not only ingest data from platforms like Google and Meta—they must also push data back into these platforms for campaign optimization. That makes data connectivity more complex and critical than ever.
3. Composable CDPs aren’t for everyone
Many platforms are being rebranded as “composable CDPs,” but Matt warns these typically require a robust data warehouse—something many mid-market brands lack.
4. MMM isn’t a one-size-fits-all solution
Marketing Mix Modeling is valuable but complex. It’s best used for strategic, high-level measurement—while incrementality testing and attribution models can support more tactical needs.
5. Gen AI is infrastructure, not magic
Large language models are like the plumbing of AI. Real value comes when platforms hide the complexity and help marketers solve real problems at lower costs.
6. Marketers need flexible, composable stacks
The future lies in API-first, best-of-breed solutions that integrate easily—rather than rigid, monolithic stacks. Supermetrics is building toward this vision.
The 2025 Marketing Data Report
Want to dive deeper? Explore the latest insights on how marketing teams are managing data, leveraging AI, and building smarter tech stacks.
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