How to Solve the 4 Biggest Data Problems from the MarTech Explosion
The number of marketing technologies available to businesses has soared in the last five years – from about 150 in 2011 to over 3,800 in 2016, according to ChiefMarTech.com. This rapid expansion of the MarTech space has created significant challenges for marketing, technology, and management teams alike ─ making it difficult to build cohesive, end-to-end customer experiences because of gaps between marketing technologies, the data they leverage, and how they are implemented.
Left unaddressed, these gaps spread across an organization, resulting in four key problems:
1. An increase in operational lag from vendor implementations taking too long and requiring more resources to maintain, update, and optimize
2. Inefficient teams caused by a lack of data continuity and centralization
3. Poor customer experiences from underlying data fragmentation
4. Customer trust and data-privacy risks