How Marketers Tame the Data Beast
When it comes to marketers and technology, it's the same old song. According to a Gartner survey of 405 martech executives, 63 percent of the respondents said that marketing lacks the tools to successfully integrate and operate their tech stack. Redact the publication date from the Gartner survey and that stat (or one like it) could have run at any time in recent memory.
Indeed, marketers' frustration with their tech stack has been well documented. However, Chris Comstock, chief growth officer at software firm Claravine, says a growing number of companies are changing their tune when it comes to marketing technology. He says a growing number of brands have started to shift to an aggregate data model — rather than departments crunching the numbers individually — and be much more intentional about where to place their bets.
It's the search for a single source of truth and, depending on where brands reside on the martech spectrum, it could be a long and winding road. Comstock joins host Matthew Schwartz to talk about how marketers develop a more predictable track, why marketers need to spruce up their "clean rooms," and why failure may be more conducive to success than marketers think.
The Champions of Growth Podcast airs Wednesdays at 2PM EST. For more information about the ANA Podcast Network, visit www.ana.net/podcasts.
Source
"How Marketers Tame the Data Beast." Champions of Growth Podcast, 4/17/24.