Marketing data technology: cutting through the complexity

This white paper looks at marketing data technology as consumer data grows to support marketing that spans virtually all digital and traditional media.
  • The paper suggests that there is no 'one size fits all' policy, and that using data calls on users to rigorously map the roles and contributions of various potentially interconnected platforms.
  • Looking to the future, marketers say the still-unrealized potential of cross-channel integration – "programmatic everywhere" – is likely to define their highest-priority use cases.
  • Users see integrated tools as providing seamlessness in data management, oversight and governance, as well as meaningful deployment efficiencies.
  • Finally, it will be the people and processes governing the tools that will be critical to long-term success....

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WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

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