Marketing technology, or simply martech, seemed to be the shining answer to every marketer’s dream: instantly being able to see the impact of an ad, automating processes, targeting the right people, and creating dashboards to summarise findings and build future scenarios. And all that just a click away in a single platform.
But there is a catch. With the increasing amount of available technology, marketing complexity, and data deprecation, it’s hard to get a good grasp on which platform makes a real difference anymore. The complexity of the martech landscape, compounded by annual exponential growth, is captured beautifully in...