Martech leadership: The symbiotic development of technology and talent

Andy Betts
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Andy Betts: Chief marketer, consultant and digital hybrid, UK

Applied Marketing Analytics: The Peer-Reviewed Journal, 2020, vol. 5, issue 4, 324-332

Abstract: As analytics technology evolves faster than organisational structures, companies find themselves struggling to keep up with consumer expectations. Across myriad devices, channels and networks, consumers are generating hundreds of touch points with the expectation that brands are not only able to understand their immediate need, but also ready to deliver a solution. Organisations must act quickly to align on their strategic vision, make smarter analytics investments, and develop the people and process critical for success in an artificial intelligence driven world.

Keywords: marketing technology; martech; AI (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2020
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