The right marketing tech can give brands a plethora of customer insights—but how are those insights improving the customer experience? For true customer-centric marketing, brands should adopt a connected tech stack that crosses the adtech and martech divide.
In a new whitepaper, sponsored by Epsilon, titled “Customer experience suffers without omnichannel alignment” IDC’s Roger Beharry Lall explains why connecting martech and adtech gives brands the power to create more comprehensive data management strategies that pull through to campaign and media activation.
“Marketers need to embrace a more unified approach that connects advertising and marketing silos,” Lall writes. “Whether through a single tool, a deeply integrated stack, or the use of bridging data constructs, aligning these two areas is essential.”
Download this whitepaper to learn why you should consider a connected tech stack.