75% of marketers say their attribution is broken. Most responses: add a better attribution tool. Wrong diagnosis. Wrong fix. 🧵
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You can't fix this by adding another attribution tool. The issue isn't the model. It's the data architecture. Zero-click, AI answers, and dark social don't register in any standard tracking setup. They never will.
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Different question: What if your marketing system didn't wait for the click? DOJO tracks brand signals, AI citations, and competitive movements continuously. Not as a reporting exercise. As an always-on intelligence layer. → dojoai.com
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Knowledge graphs are finally having their moment, and I think it's because people are starting to realise lookup is a solved problem. Context is what's actually hard.
What makes DOJO's living graph for marketing interesting is that it connects decisions to outcomes over time. So when an agent makes a recommendation, it's grounded in what's actually true about the brand, not some generic best practice from 2022.
The compounding part is what most people gloss over. The longer it runs, the sharper it gets.
We've talked about @Glean's Enterprise Knowledge Graph since 2019. People kept asking to see it, so we built a demo.
Ask Glean something like: "show me my manager's projects and the team behind them," and watch it traverse the graph in real time, mapping work and people across the org. Very cool!
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"Context engineer" is showing up in marketing job specs.
The role: building and maintaining the information environment that AI agents work from.
Not a developer. Not a prompter.
The strategic constraint in AI marketing is no longer the model. It's the context.
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I read several thousand Trustpilot reviews across the biggest MarTech platforms this month. G2 scores: 4.3–4.5/5 across the board. Trustpilot scores: 1.3–1.8/5 across the board. Same products. Two very different pictures. The pattern: 🧵
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These aren't edge cases. They're the pattern. The platforms that win the next five years made different architectural choices: Memory over reset. Action over insight. Transparency over lock-in. Those choices exist now. → dojoai.com
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"That average, curated, dull blah that permeates so many posts and images. It reeks of low effort, contempt for your audience, and inauthentic delivery."
That's r/marketing, Feb 2026. 259 upvotes.
Your audience can feel it.
Fast and generic is a brand liability now. Specific and on-brand is the actual edge.
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"Context engineer" is appearing in marketing job specs. The role: structuring and maintaining the information environment that AI agents act from. It will be a full-time problem within 12 months. Plan accordingly.
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DOJO's knowledge graph is the context layer. It captures everything — campaigns, signals, competitor moves, brand decisions. Structures it. Connects it. Keeps it current. No context engineer required. → dojoai.com
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