Even after a decade of constant digital innovation, companies still need help to build an integrated tech stack that delivers the best return on investment. According to a recent Treasure Data study, 57% of marketers still don’t feel adequately equipped to get the most out of the data they use for campaigns — which means there’s still a gap in how tools are used or used together to deliver insights effectively.

Add to that the fact that there are more than 9,000 martech solutions available right now; with an overabundance of choice, the mission to find the right solutions, unlock value and build a combined madtech stack that future-proofs a business is enough to make marketers “techmad.”

Centralized and unified tech stacks help enable personalized CX

With so many solutions available, it’s easy to fall for what’s commonly known as “shiny object syndrome” — this occurs when companies are so excited about adopting the latest thing that they don’t stop to consider if they actually need it or, worse, if they’re even equipped to implement and leverage it properly.

It can be challenging to distinguish between being forward-thinking and simply being reactive to the latest trends. While moving quickly towards embracing the latest buzz-worthy technologies is tempting, that’s not always the right path. Without carefully evaluating solutions and understanding how they work together to meet the organization’s unique business needs, brands could end up with a disconnected tech stack, leading to inefficiency and negatively impacting return on investment in the short and long term.

Companies can check this process by focusing on the customer and what’s right for their business. adtech solutions allow companies to get in front of a consumer in the moment, while martech tools enable companies to gain a more longitudinal understanding of their customer base. A tech stack that centralizes and unifies all of their customer data insights enables integrated marketing and effective advertising campaigns, which results in personalized and connected customer experiences that drive revenue now while simultaneously future-proofing a business.

Fortunately, there are ways for companies to overcome the madness of madtech and implement solutions carefully, strategically and effectively.

Evaluating existing team and technology structures allows companies to identify and address needs

Many barriers can hinder companies from getting the most out of their investments, but organizational structure is often the top impediment to moving tech projects forward.

Once this is acknowledged, leaders can make the changes needed. This includes bringing systems, processes and people together, so everyone is working as one team with the same data and insights. This is critical for creating a seamless, connected customer experience, along with business efficiency, innovation and employee engagement.

Company leaders should ensure that all …read more

Source:: Digiday

Author: Aaron