MarTech… The Via Dolorosa into Data-Driven Customer Interaction

The buzz around MarTech and AI for the implementation of data-driven marketing and sales requires foremost a clear categorisation of the various categories of IT applications and scenarios covered, stretching from data platforms to analytics and data science, marketing resource management, orchestration, down to multi-channel execution. In order to assess strategies and concepts, since 2019 between 280–370 senior executives in marketing & sales have been targeted by a quantitative survey each year, backed by all-in-all 145 qualitative 1:1 interviews.