How do you plan to activate insights in the AI era?

Marketers today aren’t just swimming in data — they’re besieged by it. Every campaign, click and customer touchpoint continuously generates insight. 

But this data only matters when it’s activated. That requires systems to ingest, analyze, orchestrate and act on it successfully. Far too often, data remains siloed, fragmented or trapped in disconnected tools, leaving businesses with noise instead of clarity.

Data integration and activation remain critical roadblocks. In a recent analysis of three major surveys, 66% of surveyed marketing leaders cited data integration as their top martech challenge, highlighting systemic breakdowns across operational and strategic levels. 

Similarly, data integration and data silos were cited as significant challenges for marketing professionals in the 2025 State of Your Stack Survey report. 

This fragmentation is compounded by volume. Supermetrics found that marketers now use 230% more data than before, yet 56% lack the time to analyze it properly. Meanwhile, clean, reliable data — which underpins actionable activation — is elusive: 39% of organizations lack meaningful data governance, according to Supermetrics, resulting in “dirty data” that undermines insights and erodes efficiency.

But activation is about more than data hygiene. It’s about orchestration and impact. A modern marketing stack should do more than store data; it must turn it into coordinated, intelligent action across analytics, campaign orchestration and customer experience optimization.

At the upcoming MarTech Conference, which is free and online on Sept. 17, 2025, we’ll explore AI and data activation in one of six live panel discussions around our theme: Data and AI.

In the session, “How AI and data activation deliver unforgettable customer experiences,” moderator Len Devanna, chief marketing officer at Cortico-X, will be joined by Annette Franz, CEO, CX Journey Inc., Sav Khetan, vice president, product marketing at Tealium and Jiaxi Zhu, head of analytics at Google to discuss:

• How to conceptualize a martech stack built for data activation and AI-driven action.
• Practical strategies to break down data silos and resolve persistent integration challenges.
• How to maximize ROI from data and AI investments by boosting customer experience and driving real-world outcomes.

This session is a unique opportunity for marketing and MOps professionals to move beyond strategy into activation, turning data from a burden into your organization’s most powerful asset.

Register for free now to join the conversation and activate your data for growth in the age of AI.

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