#data-quality

The MarTech Conference will host an online session titled “The data trust crisis: Why your customer data is getting worse” on Sept. 2, 2026. The free event focuses on challenges marketing organizations face with customer data reliability.

Marketing leaders manage more customer information than before, yet access to millions of records does not guarantee knowledge of the customer. Privacy changes restrict data collection and unification.

AI reduces the time required to generate insights from mobility and location datasets from days to seconds.

Teams previously waited days or weeks for analysts to extract, normalize, and analyze mobility data before producing reports. Natural language interaction now lets marketers, strategists, and operations leaders query complex datasets directly without SQL or BI tools.

Open-source platforms have made marketing mix modeling more accessible by removing prior consulting expenses of $150,000 to $500,000. Any team with R or Python expertise and clean historical data can now run models in-house.

Almost half (46.9%) of U.S. marketers plan increased MMM investment over the next year, and they ranked it the most reliable measurement methodology at 27.6%.