The last couple of years have been cathartic for businesses and society in general. People have reimagined their lives, their purpose, their business models, their beliefs, their relationships, and the list goes on. Life and consequently everything else has become fragile. In business, threats are emerging on a daily basis but so are opportunities. It is unclear how new disruptions will impact business. The relative ease and speed with which consumers have adapted to the tectonic changes highlights the urgency for all businesses to better prepare for future turbulence.
An organisation’s ability to deal with this uncertainty will shape their future. Data and MarTech projects are interdisciplinary and collaborative but very few organisations and senior leaders understand or act on this with any urgency. Today everyone talks about delivering a connected customer experience, but a customer experience is not only about MarTech and automation. It is equally about the data availability, quality, architecture and much more. Both, Data and MarTech need to work in unison to deliver a superlative customer experience. I keep saying – it takes a lot of hard work to make your customers life easy.
The fact is that the business of marketing has changed forever. Data and MarTech together are a potent combination to enable customer experience driven business impact. The longevity of a brand will be defined by how quickly and consistently it is able to reinvent itself to stay relevant. Technology has had a telling impact on the business itself so how could marketing have stayed behind? Technology and data driven cultures will drive business transformation and the modern marketer will have to be at the forefront of it.
There has to be a newness and ‘nowness’ to the modern marketers thought process while working on the brand and marketing strategy. Data driven marketing and AI driven algos will certainly help marketers navigate the uncertain times much better and deliver outcome-based personalisation at scale. Marketers having the ability to connect the dots and evolve a structured, layered, and measurable approach using all the relevant data points and new technologies without getting overwhelmed will thrive. Marketers will have to get comfortable being uncomfortable while dealing with the unknown.
The Modern Guide to Leveraging Data & MarTech is an insight packed, action-oriented playbook. The second edition Marketers focusses on why Data and MarTech need to be looked at from the same lens to ensure that together they create great business impact. It is curated based on more than 15 years of experience that Hansa Cequity has in the real world of helping large organisations across industries build a data driven marketing practice and implementing large MarTech projects for conglomerates, large organisations, and digital-first brands. The Guide also takes into account the current state of Data & MarTech maturity in India through an extensive survey conducted in the months of March and April 2022.
The Modern Marketers Guide to leveraging Data & MarTech not only highlights the challenges thrown up by the explosion of data but also provides a well thought through framework that is required to evaluate the role of tools at different stages of evolution. Some of the best minds at Hansa Cequity and the MMA MarTech Council have actively contributed to put the second edition of the playbook together. I am sure you will find a lot of answers and practical solutions that you are looking for in this Guide.
Download the guide here.