Martech + Ad tech, Part one: The tools to transform insight into activity

Every internet marketer knows how important it is to collect information and use it to inform strategies and evaluate performance.

But the selection and parsing of data is just one side of the marketing formula. If the data isn’ t getting leveraged effectively, the value of accumulating it really is negligible.

Marketing technologies (martech) and advertising technology (ad tech) are converging from each direction, at a maddening pace. My numbers were so high that David Daniels of The Relevance Group coined the term “ MadTech ” to capture the right sculpt.

And despite the continuous change and complexity, marketers will have the tools they need to take immediate, impactful action on the data they gather. Better yet, because that action is definitely data-driven, it is by default aligned along with customer-centricity.

[Read the full article on MarTech Today.]

Opinions portrayed in this article are those of the guest writer and not necessarily Marketing Land. Employees authors are listed here .

About The Author

Jose Cebrian is Vice President plus General Manager of Email plus Mobile Messaging for Merkle. This individual came to Merkle after spending nine yrs at Acxiom, where he grew in order to Managing Director, Global Client Providers for Digital Impact, Acxiom’ t email and SMS division. Jose led a global team responsible for customization interactive direct marketing campaigns over the web, email, and mobile.

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