Seventy percent of marketers struggle to identify audiences across multiple touchpoints, largely due to the complexity of their marketing tech stack, according to a Forrester survey.
The research indicates that utilizing identity resolution tools is crucial; 93% of marketers report success in reaching customer experience and understanding goals by connecting fragmented data.
As the number of marketing channels and outlets expands, the challenge of integrating disparate data will only increase, obscuring a complete view of consumer behavior.
Despite possible consolidation in martech stacks due to budget constraints, the growth of available martech applications rose by 27.8% year-over-year, indicating ongoing investment in diverse marketing technologies.
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