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Unlike balloons and bubble gum, MarTech won’t burst when extended to what seems like a breaking point. Instead, the MarTech industry will continue to shift and stretch and adjust to change and innovation—just as it’s done over the past several years. It may seem that the industry’s current growth is unsustainable.
… Data Management Platforms (DMPs) came on the scene a few years ago and are seen by many as the savior of marketing. Here, they say, we can have the “golden record” for our customers. In the DMP, vendors promise that you can collect all the information you need for a 360-degree view of the customer. The only problem — it’s just not true. Gartner…