Marketers want to deliver timely and relevant messages to their customers in support of brand building, acquisition, cross-sell, and retention. Though there are a wide array of channels, tools, and technologies available to multi-channel, multi-product marketers, the path to success is not an easy one.
The most formidable challenges include:
What delivery tools and technologies are available to marketers? Where and how to spend marketing dollars most effectively? What metrics should be set to gauge success? What data are available to and generated by the ecosystem? The tools, metric and data used to execute and evaluate marketing spend can be described as the marketing analytics âecosystem.â A common industry term is the marketing technology stack.