With the dramatic expansion of data availability and the explosion in marketing technology solutions ranging from Data Management Platforms (DMPs), Demand Side Platforms (DSPs) and A/B Testing Platforms to name a few, the opportunity for marketers to optimize the data available to them to improve execution has never been greater.
Yet, too few marketers and their agencies are fully utilizing these tools to synthesize this data to drive marketing insights that can boost the efficacy of their marketing investment. Mass personalization, the mapping of customer journeys and the ability to improve the organization’s responsivity to competitor actions and market conditions are all possibilities if these tools are properly deployed.
If you feel as though your company could deliver greater value from the investment it has already made in martech, you will want to read this article from McKinsey & Company entitled; “Making the Most of Marketing Technology to Drive Growth.” … Read More