Step by step: How to navigate the martech landscape of marketing measurement

Maren Seitz and Kai Geertsema

Considerations for marketers when building marketing technology infrastructure.

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...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

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

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands