To say that martech is playing an ever-growing role in the modern marketing department would be untrue. Rather, martech is remaking the marketing department completely. Now, the modern marketing department can drive customer experience for better business results.
The modern marketing organisation is a combination of art and science – specifically, agency employees with creative backgrounds, who are using cutting-edge technologies to personalise messages and tell compelling stories. The traditional marketing organisation has evolved. What does this mean for marketers today?
Today, you need more data storage as well as greater amounts of analytical capabilities to keep up with all of the information you collect and assess. A modern data estate makes that a reality; one of its greatest strengths is its scalability.