Tag Archives: martech

The Cost of What You Don’t Have: A New Way to Think About MarTech Purchases

The Cost of What You Don't Have: A New Way to Think About MarTech Purchases

In 2015, I was playing lacrosse in the Wisconsin Dells, unaware that I had pushed my body beyond its physical limits. It was game three on a hot day. I was tired and dehydrated. While I was standing on the field in a defensive position, my right Achilles tendon ruptured.

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6 Tips for a Smoother Marketing Technology Integration Process

6 Tips for a Smoother Marketing Technology Integration Process

Integrating marketing technology has long been a challenge for marketers. They were struggling with it back in 2015, according Scott Brinker's Chief Marketing Technologist Blog. Today, integration remains one of the most important parts of marketing operations and technology, as cited by chiefmartec.com this week : organizations must

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What Separates One Customer Data Platform From the Next?

What Separates One Customer Data Platform From the Next?

The customer data platform (CDP) market is highly fragmented, with vendors who share a “same core story” struggling to differentiate themselves by targeting specific verticals and use cases.  This is just one of the findings in new research released today by Real Story Group (RSG), an independent analyst firm

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How to Simplify the MarTech Stack

How to Simplify the MarTech Stack

The marketing technology (martech) landscape, as monitored by Scott Brinker, is made up of 6,829 solutions from 6,242 vendors. That’s up from just 200 solutions in 2011. What’s more, the martech sector attracted venture capital investments of more than $8.8 billion last year. For volume reasons alone, it

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A Definition for Strategy You Can Actually Use

A Definition for Strategy You Can Actually Use

When you search the web for definitions of “strategy,” they all sound reasonable ... except to all the people who proposed a different definition. No one seems to know exactly what strategy is, but they do know they don't agree with anyone else about it.

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Bridge the Data-Driven Personalization Gap With Customer Data Platforms

Bridge the Data-Driven Personalization Gap With Customer Data Platforms

To compete with the likes of Amazon and Google, brands need a true platform approach to customer data, one that connects a patchwork of siloed martech solutions by creating a single, comprehensive set of data. However, data unification is only the first step.

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