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We are now up to over 8,000 different Marketing Technology (MarTech) applications, up from the year before (7,000+). What happened to the long-expected consolidation, what do you think the second half 2020/2021 results will show, and will we finally see consolidation in MarTech solutions?
Naturally, identifying the next best action works best when you’re in a position to execute on the insights you’ve derived, and many vendors offer orchestration functionality, often through integrations with content management systems, marketingautomationplatforms, demand-side platforms, etc.
Marketers and C-level executives are feeling an increased demand to prove the effectiveness of their ad campaigns and marketing initiatives. Marketing attribution has the potential to address this need. That some marketing dollars will inevitably be wasted is not news.
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