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Casey Horner
A lot has been said about striking the balance between the art and science of marketing. For martech stacks, there is a similar need to balance. On the one side, you have automation-powered efficiency, which delivers speed, scale and avoids human error and limitations through tools such as email marketing, social media publishing, web testing and more. On the other side lies intelligence-powered effectiveness, providing iterative, intelligent, on-the-go improvements in outcomes through tools such as decisioning engines, analytics tools and personalization solutions.
So should marketing leaders build stacks for efficiency or effectiveness? Is there a rule of thumb to make choices that drive optimal business outcomes and stack ROI?