Marketing leaders today are expected to be part artist, part analyst, and full-time mind readers. But most of the tools we use still think two-dimensionally – as in flat dashboards that summarize activity, not stories. Most often, marketers can tell their business a what happened – but not why, or what to do next about it.

In a world where marketing is one of the most multi-faceted functions in the business, that’s not enough. And with reporting credibility on the line, marketing analytics should tell an insightful buyer journey story – not start a debate.

In this session, Eric Westerkamp, CEO of CaliberMind, explores how AI is reshaping the way we understand and tell the story of marketing. From uncovering hidden patterns in buyer behavior to surfacing content preferences and persona trends that drive revenue, AI is moving us from basic reporting to dynamic, multi-dimensional insight – helping us foster trust in data across the business.

This is not a story about replacing analysts. It’s a story about a vision to about empower every marketer to ask smarter questions, explore data intuitively, and see the full narrative. You’ll hear how AI can help teams optimize budget allocation, level up data literacy, and finally connect brand, engagement, and pipeline in a way that resonates in the boardroom.

But the real shift isn’t just insight. It’s a fundamental mindset shift. AI can help marketers answer the questions you didn’t think to ask:

• Who’s on the buying team and what have they done so far?
• If I had another $100K in budget, where would I get the biggest return?
• What trends am I missing in my pipeline right now?

If you’ve ever thought, “There’s something we’re missing in this report”, this talk is for you.