This makes it easier for them to work towards a data integration solution.
This article recommends some steps that brands could take to integrate their adtech and martech systems. The author states that many marketing and advertising teams don’t share an integrated technology stack. Connecting with relevant stakeholders helps in gaining clarity about the goals of merging adtech and martech.
Brands must take inventory of their data across their advertising and marketing teams. Businesses could start by investigating customer data from email engagement and loyalty programs. Reaching out to external partners can help acquire extra data.
Brands must first understand how their adtech and martech systems work separately. Then look for technologies that can combine them together. This can ultimately let the company deliver personalised multichannel customer experience.
[4 minute read]