Marketing Evolution funding fuels pivot to AI data infrastructure
December 10, 2025, 5:19 pm IST
Marketing Evolution secured new funding led by Insight Partners and is shifting from a legacy analytics suite to Mevo-an AI-ready data infrastructure platform built for autonomous marketing.
This isn't a bigger dashboard. It's a retooling of the data plumbing that modern AI systems depend on. The message is clear: models don't fail because they're weak, they fail because the data feeding them is inconsistent, siloed, and stale.
The agentic era needs better pipes
Autonomous AI agents are moving from slides to production. In marketing, that means systems continuously rebuild customer journeys, run synthetic tests, and make live decisions. That only works if your data is reliable, explainable, and available in real time.
CEO Stephen Williams put it plainly: "We're solving the most critical barrier in marketing's AI transformation - building adaptable, reliable data infrastructure." The aim is an "always-on learning system" that connects the entire stack so AI can actually execute, not just analyze.
Meet Mevo: a centralized intelligence layer
Mevo sits on a marketing-specific ontology that unifies sources, audiences, channels, and outcomes into one learning system. Think of it as the connective tissue that turns fragmented inputs into a single version of truth that evolves with every impression, visit, and conversion.
With that structure, Mevo enables explainable intelligence for simulation, forecasting, and real-time recommendations through a conversational interface. It's built for marketers who need decisions, not static reports.
Backers and strategy
Insight Partners is doubling down on the shift. Rajiv Gihwala, Principal, will join the board alongside George Mathew, Managing Director, who called the move foundational for the future of marketing analytics. As he noted, "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."
What marketers should do now
The company has helped brands improve ROI by an average of 35% using its analytics suite. With Mevo and a next-gen enterprise data platform slated for Q1 2026, the focus turns to making data ready for autonomous workflows. Here's how to prepare:
- Stand up a unified ID and consent backbone across web, app, CRM, retail, and media partners.
- Adopt data contracts and schema enforcement with versioning. Treat campaigns and audiences as data products.
- Instrument causal measurement: geo and time-based tests, incremental lift tags, and event-level logs by channel.
- Define a shared ontology: map sources, audiences, channels, and outcomes with consistent naming and metadata.
- Create closed-loop feedback: stream outcomes back to activation systems within minutes, not days.
- Bake in governance: consent checks, lineage, PII handling, and audit trails at the pipeline level.
- Prepare for conversational interfaces: decide who can ask what, set guardrails, and log decisions.
Competitive stakes
This move puts Marketing Evolution up against both traditional analytics vendors and domain-specific data infrastructure providers. The bet: value will accrue to whoever best unifies and activates proprietary, structured marketing data for AI-driven execution.
What's next
Q1 2026: launch of an enterprise data platform to unify and activate AI-ready marketing data across the stack. If your measurement, activation, and experimentation live in separate silos, now's the time to line them up.
Helpful links
Investor announcement context: Insight Partners
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