The old guard of marketing analytics is officially pivoting to plumbing. Marketing Evolution, a company founded in 2000 that has long focused on optimizing marketing ROI through data science, announced new funding today led by existing backer Insight Partners. The investment isn't just about scaling up their current measurement tools; it’s designed to accelerate a full-scale transformation into an AI-ready data infrastructure provider.

This Marketing Evolution funding signals a critical shift in the MarTech landscape: the realization that generative AI models are only as good as the fragmented, messy enterprise data they consume.

Marketing Evolution CEO Stephen Williams framed the investment as a necessity driven by the market’s move toward autonomous systems. “We’re solving the most critical barrier in marketing’s AI transformation — building adaptable, reliable data infrastructure,” Williams stated. The goal is to move beyond static measurement systems and create an "always-on learning system" that provides the connective tissue necessary to operationalize AI across the entire marketing ecosystem.

The company is betting that the future of marketing isn't just in better algorithms, but in a unified data backbone capable of feeding those algorithms in real-time.

The Agentic Era Requires New Plumbing

The term "agentic era" is quickly becoming the new buzzword in enterprise software, referring to a future where autonomous AI agents handle complex, multi-step tasks. For marketing, this means AI systems will need to continuously reconstruct customer journeys, generate synthetic data for testing, and execute real-time decisions—tasks that require data reliability far exceeding what traditional reporting dashboards demanded.

Marketing Evolution’s answer is Mevo, its centralized intelligence layer. Mevo is built on a marketing-specific data model, or ontology, designed to unify fragmented inputs—sources, audiences, channels, and outcomes—into a single, continuously learning system. This structure is what enables the "explainable intelligence" required for simulation, forecasting, and real-time recommendations via a conversational interface.

Insight Partners, a global software investor, is doubling down on this vision. Rajiv Gihwala, Principal, will join the board alongside George Mathew, Managing Director, who emphasized the generational nature of the shift. “Marketing Evolution is building foundational data infrastructure for the future of marketing analytics, and we believe they are well-positioned to lead in this emerging space,” Mathew said.

While Marketing Evolution has historically helped customers achieve an average 35% increase in marketing ROI through its analytics suite, the new funding is explicitly tied to a major product expansion. In Q1 2026, the company plans to launch a next-generation enterprise data platform, designed specifically to help brands unify and activate AI-ready marketing data across their entire ecosystem.

This move positions Marketing Evolution not just against traditional analytics competitors, but against the burgeoning class of data infrastructure providers attempting to solve the enterprise data fragmentation problem for domain-specific applications. The investment underscores the growing consensus that in the age of generative AI, the value lies less in the model itself and more in the proprietary, structured data that trains and powers it.

Marketing Evolution funding fuels pivot to AI data infrastructure

AI Daily Digest

Marketing Evolution funding fuels pivot to AI data infrastructure

AI Daily Digest