A marketer looking for a purchase signal often finds several similarly named events — such as “purchase,” “checkout success,” and “checkout completion” — with little guidance on which one represents the intended behavior. Enterprise data catalogs are frequently incomplete, implementations evolve, and event names accumulate over time. The promise of agentic marketing is often framed around autonomy, but the immediate opportunity is using agents as strategic partners to resolve ambiguity in enterprise data. However, an agent’s recommendation is only as trustworthy as the evidence supporting it. Marketers need clear visibility into which…
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