What is martech?

Marketing technology—the software layer for acquisition, analytics, automation, and customer data.

Martech (marketing technology) is the set of tools teams use to attract, measure, nurture, and retain customers: analytics, CRM, email, ads, CDPs, consent platforms, and the integrations between them.

Why stacks get messy

Every team buys a point solution for an urgent campaign
Duplicated customer keys across CRM, ESP, and ads
Privacy rules change faster than contract renewals

A sane framing

Measure truthfully (consent-aware analytics)
Activate on agreed segments (CRM + email + ads)
Govern data access and retention

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