IMA (Integrated Marketing Attribution) makes it possible for large retailers to get campaign-level attribution without user-level tracking or cross-campaign experiments.

Workflow & automation

Reader Note:: Authors emphasize applicability for scaling in organizations with many campaigns.
Evidence:: Modelled / projected
Vendor interest:: Low
Sample:: Not disclosed

Good for

Getting a rough orientation, and deciding what to check yourself.

Reporting as what happened. This is what a model expects, not what anyone counted.
This is one case — one company, one campaign, one account. Nothing implies it happens anywhere else.
Nobody counted this directly — it's a calculation. The publisher worked it out itself, or took the ad platform's word for what its ads achieved.
The source never says how this number was measured.
The source never says when this data was collected. It could be considerably older than the publication date suggests.
The source never says how big its sample was or what went into it.

10%

of organisations are realising significant ROI from agentic AI in Deloitte’s 2025 survey of 1,854 EMEA executives

24–56%

of marketing tasks are currently performed using AI or ML, rising to over half in three years according to US CMOs (2026 survey)

Our Substack turns the data behind these cards into full breakdowns: what changed, why, and what to do about it.

90% of CMOs are experimenting with AI but fewer than 10% have scaled it or realized value across marketing workflows

42.3%

of wrong AI answers were overridden with incentives and item-level feedback in Study 3 versus 20.0% in the control group

14%

average increase in sales productivity reported from using AI in marketing by US companies (2026 survey)

77% of brands say AI-assisted influencer campaigns perform better