Author: David Moffatt

The MarTech gold-rush promises to deliver predictable success. Consolidating multiple data sources has the potential to provide one view of the customer experience and actionable insights to continually improve the return on marketing investment. It sounds simple enough, but in reality, it presents several challenges. These include essential fluency in the tech stacks and data analysis to unlock the potential of these powerful tools. The scale of storytelling across massively proliferated customer touchpoints, which demand almost real-time channel and message optimisation, presents yet another hurdle to overcome. This increasingly expanding and complex landscape is ripe for specialists entering the mix.…