Topic
Every post on the Index about marketing technology.
Anthony argues that no algorithm replaces human strategy in marketing. Anthony points to the return of branded films and to workspace AI agents as tools that fall flat without strategic integration and creativity tied to clear objectives.
Anthony argues that AI works like a lens: it sharpens results where a clear strategy guides it and magnifies noise where none exists. Anthony says marketers should define AI's role against core objectives before investing, or risk misaligned spending.
Joel argues that marketing should be judged by business impact rather than impressions or clicks. Data and advanced tools only matter when strategy ties them together, and teams that run isolated ads instead of building integrated ecosystems risk falling behind.
By Joel Breen
Anthony points to NBCU's partnership with HyphaMetrics as an example of integrating real-time data with precision. Anthony argues that adaptable, well-aligned systems enable faster response and better targeting, while misaligned ones create chaos.