MAKE MARKETING MAKE MONEY (AGAIN)

Marketing has never had more data, more metrics or more technology. Yet it still struggles to answer its most fundamental question: How does marketing actually make money?

This masterclass explores how marketing can move from reporting activity to creating measurable business outcomes. In a lively exchange, Lars-Alexander Mayer and Oskar Trautmann combine two complementary perspectives: statistical depth and agentic speed.

Lars introduces the new possibilities of Bayesian modeling, causal inference and Decision Intelligence to connect marketing metrics with revenue, margin and customer value. Oskar shows how agentic AI can turn this evidence into decisions, workflows and action at unprecedented speed.

Because speed alone is not transformation and intelligence without execution creates no value. Only when reliable evidence meets agentic action can marketing continuously learn what works, decide what to do next and capture the growth it creates.

It is time to make marketing make money again.