Has Martech Made Things Too Complicated

Has Martech Made Things Too Complicated?

The arrival of martech was heralded as the next stage of marketing. These platforms enabled marketers to gather endless reams of data so they could reconfigure their approach and boost their conversions. The theory was that the better businesses got to know their customers, the more appealing they could make their offers.

What actually happened was that businesses gathered an overwhelming amount of data — and had a hard time determining what was truly valuable. “Companies began collecting all sorts of data because they quite frankly didn’t know what may end up being useful — or when or how!” Karl Van den Bergh, chief marketing officer at data platform DataStax,...






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Has Martech Made Things Too Complicated? | The Anatomy of a List Entry

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