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There are over 8000 players in the martech ecosystem. To take advantage of the innovation within that ecosystem, businesses are turning to MACH architecture. ....
Martech does not work unless the various products and systems are able to “talk” to one another or have some level of automation and process design enablement. ....
PHOTO: 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? ....
How has the pandemic changed marketing? What has shifted and what has stayed the same? Results from the 26th edition of The CMO Survey published in February 2021 and the Special COVID-19 version published in June 2020 reveal several important trends. Read on for our top 10 COVID updates for the marketing profession: 1. Marketer Optimism Reaches Near-Record High After Pandemic Brought It Close to Record Low Pre-pandemic, The CMO Survey showed optimism hovering around 60 points (on a scale of 0 to 100). In the midst of the pandemic, the Special Covid Edition in June 2020 showed optimism plummeting to 50.9, with the only lower result coming in February 2009 during the Great Recession, when we recorded 47.7 points. February 2021 responses averaged 66.3 points â a 30.3% increase and the third highest value in the history of The CMO Survey. ....