Marketing in 2026 isn't about having the most data; it’s about making efficient data driven decisions.
In our recent joint session with Supermetrics, we sat down with industry leaders to map out how the world’s top-performing companies are moving past manual reporting and into the era of Datawarehousing, Agentic AI and Real-Time Activation.
If your marketing team still feels like it’s guessing despite having mountains of data, you are likely stuck in one of the three stages of the data maturity gap. Here is how OniGroup and Supermetrics are helping businesses bridge that gap.
1: Killing the Frankenstein Spreadsheet
Most marketing teams are still battling with data silos. We see it every day: a Frankenstein spreadsheet held together by manual exports and broken formulas.
The Signs of Trouble:
- Inconsistent Metrics: What impression means in Meta doesn't match what it means in Google Ads or Tiktok.
- The IT Bottleneck: Marketers waiting days for the answer to a simple question.
- The Visibility Gap: A disconnected view of the customer journey that forces you to measure the past rather than influence the present.
The 2026 Solution: You need a single source of truth. By centralising your data in a data warehouse like BigQuery, and automating your reporting you can move toward a culture of curiosity. The goal? Any marketer should be able to get an answer in 30 minutes or less without a support ticket.
2: Building your HumAIn Workforce
Once your data is clean, you can start to deploy Agentic AI. At our event, Zembl shared how they transformed their operations by treating AI agents like employees, with JD’s, KPI’s and reporting lines.
Meet the Workforce
Tony (Sales Operations):
- Tony never calls in sick, and he is available on weekends. Tony categorises leads, researches prospects, and prepares personalised emails instantly.
Salesforce Sally (Salesforce Administration, Tony’s direct report)
- CRM Data Hygiene: Handles all Salesforce operations, ensuring fields are enriched and data is accurate.
- Administrative Logic: Sally manages the queues, moving leads to the right place so the human team knows exactly who to call.
The Takeaway: You can’t feed a Ferrari cheap fuel. AI agents will hallucinate if they are fed siloed, dirty data. A strong data warehouse is the premium fuel that allows agents to reduce human call time from 25 minutes down to 7.
3: Bridging the Data Activation Gap
The final step is Data Activation. Too many companies stop at the dashboard. “Value only matters when it shows up in revenue booked, not just in a report.”
The Power of Real-Time Orchestration using Supermetrics: Top-performing marketers are moving from just measuring to influencing through two key strategies:
- Real-Time Suppression: Why waste the budget showing "Buy Now" ads to someone who bought an hour ago? By activating your data, you can suppress these users across all channels instantly. Honda utilised this to achieve a massive 81% decrease in cost per lead.
- Intent Orchestration: In 2026, personalisation isn't just about using a first name; it’s about Next Best Action. If a customer starts researching a different product on your site, the activation layer updates their profile and changes the messaging across email, social, and web within seconds. Air France used this level of orchestration to drive a +25.7% lift in conversions by being relevant in real time.
Are You Ready for 2026?
The transition is clear:
- Unify your Data Silos into a Data Warehouse.
- Automate the mundane with Agentic AI.
- Activate your insights in real-time to drive revenue.
Don't let your data stay trapped in the past. Whether you need to build your data foundation or hire your first HumAIn, OniGroup and Supermetrics are here to help you on your journey.
P.s Supermetrics just released their 2026 Marketing Data Report that you can download for free here: https://supermetrics.com/marketing-data-report-2026
If you want to start building, get in touch with us today!