MarTech West

The idea of an integrated suite of marketing technologies to meet all the needs of the marketing organization, delivered by a single provider, is a pipe dream. The notion of solving for the entire stack without getting the key components right is a waste of money. When organizations are focused on marketing technology integration, they should be thinking about three primary components: a platform for enterprise integration and access to data, a facility for the real-time receipt and distribution of customer profile and state, and a singular platform for the orchestration of the marketing strategy across channels and media. If they get this right, they will be successful in enabling people-based business outcomes without limiting business agility.

The keys to people-based marketing technology stack are:

• The linchpin to integration is identity
• An integrated data platform powers business agility and innovation
• Create intelligent consumer engagements with a single engine to operationalize data and insights