Press
Amsterdam, 26 Sep 2025. In this article published in MarketingTribune, Rewire's Simon Koolstra argues that AI has finally solved marketing's oldest problem: knowing which part of the budget actually works. Using omnichannel attribution as a prime example, he describes how AI can map the true impact of each channel — television, social, print — and correct for the systematic overreporting common in platforms such as Facebook. Koolstra's approach is to translate complex analytical requirements directly into usable tools for marketers, without requiring them to understand the underlying technology. His advice to those hesitant about the cost or complexity: start small, demonstrate value quickly, and scale from there.
