Observed Signal · Aug 19, 2026 · Market Signal · Source: MSIGHTS · Impact: 5/5
August 2026 CMO Data Strategy Brief: Eliminating Marketing Data Tax via Stream of Record
MSIGHTS published its August 2026 CMO Data Strategy Brief, focusing on eliminating marketing data tax via stream of record.
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September 2026 CMO Data Strategy Brief: Fuel MMM and MTA Models With One Data Stream
New blog post added: September 2026 CMO Data Strategy Brief: Fuel MMM and MTA Models With One Data Stream, published September 30, 2026.
2025 Reclaimed Marketing's Value; 2026 Will Protect It
The Drum's Responsible Marketing Hub with Google published an end-of-year wrap covering six trends that defined marketing in 2025 and actions for 2026. Key themes: CMOs reclaimed influence by linking marketing to commercial growth; measurement became a core organisational capability with privacy‑ready infrastructures (first‑party data, server‑side tagging, modeling); AI delivered measurable results when backed by strong data strategy and governance; incrementality testing supplanted traditional attribution as the primary causal metric; creative effectiveness returned, supported by AI and integrated CTV strategies; and the industry raised measurement standards (e.g., Google’s Agency Measurement Awards). The piece finishes with six “non‑negotiables” for 2026 including better tagging and consent, finance alignment, causality, cross‑functional measurement, strategic AI use, and rigorous creative optimisation.
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