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If you’re a marketer, chances are you’ve heard about MadTech. But if you haven’t, don’t worry – it’s never too late to join the party. So let’s dive into what MadTech is, why it’s important, how we got here and three tips you can use to get ready for marketing in a world driven by MadTech.

What is MadTech?

The term “MadTech” was coined in 2015 by David Raab, founder of the Customer Data Platform (CDP) Institute. In its most basic sense, it’s the merger of marketing technology (MarTech) with advertising technology (AdTech).

Raab first commented on MadTech in his Twitter feed and later in a CMSWire editorial, where he noted:

“Most companies today struggle to integrate data and technologies within their marketing departments. But an even greater challenge lies on the horizon: integrating marketing technology with advertising. And inevitably, this mash-up of MarTech and AdTech will be called MadTech.”

While MadTech business cases rely on targeted, contextual personalization from marketing technologies, they also need the massive pools of data found within advertising technologies.

As advertisers collect data through more advertising outlets and channels, they merge it with analytically infused customer journeys. The result? More MadTech business cases that are higher in scale and complexity.

Read the full article where it was originally published HERE

To make the most of MadTech, you’ve got to have a strategy. Here are three tips to make that strategy a success.

1. Double down on your first-party data strategy

With limited access to third-party data, it’s time to ensure you’ve got control of your existing customer data. This means looking at not only the purchased third-party data but also zero-, first- and second-party data.

Focusing on first-party data (i.e., data gathered during customer interactions) will be crucial to your MadTech strategy since zero- and second-party data are tougher to come by. Futurum’s Experience 2030 report hammers home the importance of this data when it comes to customer experience. The report notes that 82% of brands believe that winning at customer experience is directly linked to the ability to capture and analyze real-time data.

But this first-party data strategy works best when it’s anchored with modern technology that consolidates customer data and makes it available to other systems. One of the best ways to do this is with a customer data platform (CDP).

The ideal CDP ingests data, manages identities, segments audiences and provisions/activates the data.

2. Use customer understanding and enterprise decisioning

Merging marketing and advertising business cases provides many benefits, such as:

  • A clearer understanding of customers across the organization.
  • Better control over marketing and advertising processes.
  • More information that leads to continuous and iterative engagement planning.

A holistic picture of customer data leads to a better understanding of metrics such as net promoter score, individual conversion propensity by channel and business decisions backed by data.

Using a MadTech perspective, it’s possible to execute hybrid business cases that weren’t possible without control over all marketing and advertising activities. Complete control enhances trust between brands and consumers and improves engagement and business metrics.

3. Embrace data-driven customer journey activation and measurement

Customer journey activation and measurement fall into place once you’ve got a first-party data strategy combined with better customer understanding and process control. Moving forward, it seems that marketing and advertising will have a symbiotic relationship.

Marketing hyper-personalization and on-demand relevance need interactive content. And digital advertising needs integrated marketing technologies for its end-channel delivery. So MarTech needs the massive data pools and content from AdTech while AdTech requires MarTech’s contextual targeting capabilities.

Consumers seek relevant relationships with brands – and want control over how their data is used. Brands that master data management and processes, combined with the right advertising and marketing technologies, will have a superior advantage in consumer trust.

Implementing a MadTech approach opens the door to many other customer engagement opportunities, such as retail media networks, internal and external data monetization, and on-demand (advertising and subscription) video business models.

Read the full article where it was originally published HERE

Head of MarTech Solutions Marketing, SAS

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