New era of data and analytics for martechs
New era of data and analytics for martechs
The world has welcomed a new era of marketing technology , according to a report by Kearney . The martech stack had become an unworkable collection of “ shiny objects ”, say analysts , with thousands of applications and datasets being added to the mix , often without ever being used .
Kearney ’ s Associate Partner Jason Wehner , Vice President Jarosław Podsiadło , and Consultant Alex Wang compiled more than 40,000 martechrelated articles published in the past three years .
Kearney ’ s findings indicate AI and voice solutions have been welcomed as new applications , but the new “ data and analytics ” era requires the ongoing evolution of marketing capabilities , including tackling legacy challenges .
Today ’ s martech stacks continue to be unnecessarily complex , the report found , with some organisations running more than 60 applications alongside an unnecessary wealth of data sources as well as content and digital asset management platforms . This dizzying array of options has led organisations to move toward single “ one-stop-shop ” platforms .
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