The last decade fundamentally transformed marketing and the marketer’s toolkit. With over
7,000 marketing technologies
across an ever-growing number of categories, marketers have solutions for virtually any use case. As more channels are becoming people addressable, including traditional broadcast paid media channels, marketers can extend the customer experience across nearly any brand touch point. With the growing volume of detailed data generated as consumers interact across channels and devices, marketers have precise insight into customers’ and prospects’ interests and intentions.
Yet with all of these advancements, how many marketers are satisfied with the scope and success of their personalization initiatives?
Data — particularly unifying all available data into a single view of each customer — promised to remedy marketers’ long-standing challenges. In my experience as a technologist and marketer, including leading a large, international marketing team before founding my company, I witnessed Article source: https://www.forbes.com/sites/forbestechcouncil/2019/08/14/data-activation-the-biggest-overlooked-gap-in-marketing-today/
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