The theory is, Martech has the potential to enable hyper-effective personalization on multiple channels and automate repetitive tasks.

Reality is, there are thousands of new niche technologies that solve every problem in a different way, and it’s complex.

In this series and downloadable guide, we break down the role and limitations of the 7 key platforms in Martech today and benchmark each technology against the factors that matter.

We’ll be releasing the series over the coming week – if you want the full guide you can download it here, now.


Let’s start at the very beginning.

Martech enables marketing automation. The term refers to tools that help deliver effective personalization on multiple channels and automate repetitive tasks.  

So, what are the roles and limitations of each technology in delivering bottom-line ROI?

Part 1: Customer Relationship Management (CRM)

Manages the sales and service history with every known customer. Originating from 1:1 sales workflows, a CRM can provide cross-channel contact history and servicing tools.

Part 2: Customer Data Platform (CDP)

Persistent, unified (known and unknown) customer database from online and offline sources with business user-friendly analytics and activation tools & easily accessible by all Martech.

Part 3: Data Onboarder (DO)

Expert in connecting email addresses (PII – known customers) to cookies (unknown prospects), so marketers can create addressable segments to target or suppress across the digital advertising ecosystem.

Part 4: Tag Management System (TMS)

Manages the integration of tags from third-party software into owned digital properties.

Part 5: Data Management Platform (DMP)

A DMP provides a centralized dataset that aggregates cookie browsing behavior (unknown prospects) to create large, de-identified audiences for ad targeting across digital channels.

Part 6: Demand Side Platform (DSP)

Allows for digital advertising to be bought in a completely automated way, enabling multiple advertisers to bid for an audience and serve an ad – all within milliseconds.

Part 7: Dynamic Creative Optimiser (DCO)

A system that analyses multiple data points on each visitor and selects the ideal creative to serve from a library of dynamic or pre-created messages – all in real-time.


The 5 factors of Martech that matter

The game has changed. Customer data is now created by and utilized by more and more technology. However, each type of software is usually very good at some aspect of the critical 5 factors.

Note: Very good is a vital qualification, as technology generally can do many things poorly and only a few very well. It’s challenging, but essential for you to understand the nuance with each vendor to truly understand where you stand.

1. Human data

Identifying devices (via cookies) or people (via Personally Identifiable Information – PII)

2. Data lifetime

Storing information temporarily (microseconds to months) or permanently (literally forever)

3. Analytical capability

Software enables varying levels of analytics, from simple static to multidimensional.

4. Speed to activate

Data is real-time (microseconds to seconds) or delayed (days to weeks)

5. Orchestration Sophistication

Customers can be directly engaged manually (with a human) or in real-time activations

How each technology stacks up

What now?

As always start with the customer experience you’re trying to deliver and keep that purpose in mind throughout your evaluation of solutions. Are you looking to win new customers? Are they known, or unknown customers? Are you after solutions for prospecting, or retention, or perhaps both?

We’ve never seen two businesses that are the same, so flexibility and tailored solutions are key. With the detail in our series of solution articles, we hope to answer many of your burning questions.

Big data is bad – it takes lots of manual work to analyze, is not necessarily valuable and generally isn’t actionable. Brands who take a strategic, outcome and customer focused, approach to their data they realize significant value, rapidly.

The key to finding the right technology solutions for your organisation is to put the customer first, not the tech.

Brands need to look from the outside in, at the customer need they’re trying to solve, and the value they need to add in order to be the best at what they do. Then find the right tools to help you achieve that.

Download the full report

To give you the detail you need, we’ve summarised everything in this comprehensive eBook.

Get in touch

Reach out and together we can work with you to navigate what might be the best solution for you, above all, putting your customers first.


Bonus: GDPR makes this more important

There’s never been a better time, with the launch of GDPR (General Data Protection Regulation), the careful handling and securing of data is more important than ever before. You can read more about that, here.