Why marketing measurement needs agentic AI

Marketing measurement is getting too complex for dashboards, static automation and manual analysis. In this episode of Marketing Measurement Matters, we’re joined by Shekhar, Funnel’s resident GenAI and Agentic AI expert, to unpack what agentic AI really means and why it’s becoming a necessary layer between marketing data and decisions. We explore: - What agentic AI is (and how it differs from generative AI) - Why dashboards and traditional workflows are breaking down - How autonomous, goal-driven agents work with tools, memory, and context - What changes for marketing analysts, data scientists, and performance teams - How agentic AI helps turn MMM, attribution and experimentation into action The conversation also covers real-world examples, from coding agents to marketing mix modeling and explains how Funnel is using agentic AI to automate and scale marketing measurement workflows. 🎙️ Guest: Shekhar 📊 Series: Marketing Measurement Matters #agenticai #marketingmeasurement #autonomousagents #marketinganalytics #aiinmarketing