Marketing and martech, like all industries, is feeling a wave of disruptive digital innovation. At the core of this disruption—being driven by startups and incumbent players such as Amazon and Facebook—is the ability to harness data generated through customer transactions, engagements and, increasingly, connected smart devices. While business leaders recognize that they must move fast to become customer-data-driven enterprises, they’re nowhere close to the finish line. In fact, most are only starting to grasp the power of customer data.
Most companies have been purchasing point solutions that they can implement quickly in hopes that the data insights these tools provide will help them catch up.
