How does your marketing technology stack up?
Marketing technology is the tool set used to plan, execute, track and measure each and every digital interaction with consumers.
Yet many of us struggle to use the powerful insights hidden deep within the stack.
The rapid introduction of digital marketing channels over the last three decades has transformed the marketing space into a technology-driven discipline.
As marketers we championed the collection of data as websites, search engines, online advertising, social media channels and email were introduced.
We understood that the digital traces created by users were evidence of their intent: the intent to explore, to compare, to enquire and eventually to buy.
How these digital traces are being stored, managed and analysed may well define competitive business development for the next three decades.