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Martech + Ad tech, Part 1: The tools to transform insight into action

Navigating the convergence of martech and ad tech isn't for the faint-hearted, but contributor Jose Cebrian describes the possibilities now arising.

Jose Cebrian on June 18, 2018 at 11:35 am

Every marketer knows how important it is to collect data and use it to inform strategies and analyze performance.

But the collection and parsing of data is only one side of the marketing equation. If the data isn’t being leveraged effectively, the value of accumulating it is negligible.

Marketing technology (martech) and advertising technology (ad tech) are converging from every direction, at a maddening pace. So much so that David Daniels of The Relevancy Group coined the term “MadTech” to capture the right tone.

And despite the constant change and complexity, marketers now have the tools they need to take immediate, impactful action on the data they collect. Better yet, because that action is data-driven, it is by default aligned with customer-centricity.

[Read the full article on MarTech Today.]

Opinions expressed in this article are those of the guest author and not necessarily Marketing Land. Staff authors are listed here.

About The Author

Jose Cebrian

Jose Cebrian is Vice President and General Manager of Email and Mobile Messaging for Merkle. He came to Merkle after spending nine years at Acxiom, where he grew to Managing Director, Global Client Services for Digital Impact, Acxiom’s email and SMS division. Jose led a global team responsible for optimizing interactive direct marketing campaigns across the web, email, and mobile.