The Convergence of Martech and Adtech for Optimized Customer Engagement

Market research authored by David Daniels (formerly of Forrester Research and Jupiter Research), and other analysts from The Relevancy Group. Sponsored research can be downloaded with registration. Other titles can be purchased for a fee or save and subscribe to our research. Get access. Ask the analyst; Get Access to Answers.

  • Sponsored by RedPoint Global

    Written by Nicholas Einstein with Ross Rubin and David Daniels RedPoint, The Relevancy Group, Adtech, Madtech, Customer Engagement

    About: Published June 2017, The Research explores how brands and marketers are increasingly using real-time data and personalization to drive relevancy in cross-channel marketing efforts. Specifically we look to the tactics that are responsible for improving the customer experience and driving revenue.

    Key Questions:

    • How will Madtech (Martech + Adtech) impact marketing revenue?
    • What technology is necessary to implement the Madtech vision and how is the ecosystem evolving?
    • What are the challenges to implementing a unified customer identity management experience?
    • What business impact can be evidenced by those that have blazed the Madtech trail?
    Report Findings: 
    The Relevancy Group found evidence that implementing Madtech tactics improved email marketing campaign results and companies that implemented identity resolution tactics enjoyed measurably higher email click-through rates than overall marketers.
    The Research: 9 pages, 6 graphics, 2995 words
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