The Performance Divide: How Data Foundations Determine ROI in Modern Marketing

71% of marketing leaders say their organization is AI-ready — yet only 37% meet the foundational data conditions required to sustain AI performance.

AI adoption is accelerating. Usage is widespread and trust is high. But measurable gains remain uneven. New research across 150+ senior marketing leaders reveals a consistent pattern: adoption is advancing faster than the infrastructure required to support it.

Join John Matthews, Chief Growth Officer at Marketing Evolution, and Kristen Eng, Insights & Analytics Director at Citi, as they explore what separates organizations driving smarter ROI from those still struggling to translate adoption into performance.

Together, they’ll discuss:

• Why unified data foundations determine measurable ROI
  
• What it takes to pressure-test strategy before spend
  
• How leading organizations modernize measurement and align cross-functional teams
  
• How to remove bottlenecks to accelerate the path from insight to action
  

Drawing on original research and real-world, global enterprise experience, this session is designed for marketing leaders seeking to operationalize AI at scale and translate momentum into measurable, defensible business impact.