Let’s talk about the modern marketing technology (martech) stack. 2024 introduced some pretty dominant marketing trends – including advanced generative AI, the continued importance of privacy, and the power of connecting business, marketing, and sales data to better reach audiences and drive revenue.
Just weeks away from 2025, these three forces are no longer ‘just trends’ but will become the foundation for successfully leveraging marketers’ technology and techniques to deliver an excellent customer experience and drive integrated growth. So what does this new ecosystem look like and how might it affect your martech stack and the data you capture?
It’s all about data.
Isn’t it always? Data. AI-generated data. First-party data. Marketing- and Sales-sourced data. Removing the ‘silos’ and connecting the dots so that unified sets of data can take a martech stack from a set of individual building blocks to a system of interconnected technologies that are built around – and feed – a central data core. Think of it as a martech data stack and you as a data-empowered marketer.
Marketers have never had so much data to make smarter, more informed decisions. But it all requires a thorough rewiring of marketing strategies, technologies, tactics, and talent. So how do you best get your teams to that ‘single source of truth’? It starts with that integrated data core – bringing multiple isolated data sets together along with modern measurement strategies to better understand your target audience, better target your message, and measurably improve your outcomes.
Overcoming obstacles
Aren’t there always? Increasing privacy concerns and fewer third-party trackers make full-funnel/lifecycle measurement and insights more difficult. It’s harder to track users across websites and devices and data across multiple martech and adtech apps. But doing so is possible – and it’s a definite goal. Options like data clean rooms can help with privacy compliance and media mix modeling can help achieve this via an alternate route. By choosing the right martech vendors, you can facilitate this goal achievement through features, integrations, data sharing and visualization, and more.
Top martech technologies & innovative vendors
There can be so many layers of a comprehensive tech stack, some including:
- Publishers & social platforms
- Data capture
- Data cleansing and hygiene
- Identity and onboarding
- Customer engagement
- Consent management
- Business intelligence
- Measurement, visualization and optimization
To get you organized, here are just a few of the best martech apps that are most aligned to these privacy- and data-first objectives, are real-time enabled and AI-ready (one example listed for each category above):
- Campaign 360
- Adverity
- Deep Sync
- Merkle
- HubSpot
- Braze (relatively newcomer for developer audiences)
- OneTrust
- Tableau
- Optimizely
How Can You Take Advantage of the Modern MarTech Data Stack?
We’ve touched just the tip of the iceberg in this blog. Want to know more?
Ask us to evaluate your current martech stack, integrations, reporting, revenue goals and more and help inform a strategy that helps you take advantage of a privacy- and data-first approach to better reach audiences, target messages, gain actionable insights and generate sustainable revenue. Or, let’s just chat about data (it’s our favorite).