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Martech leadership: The symbiotic development of technology and talent

Author

Listed:
  • Betts, Andy

    (Chief marketer, consultant and digital hybrid, UK)

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.

Suggested Citation

  • Betts, Andy, 2020. "Martech leadership: The symbiotic development of technology and talent," Applied Marketing Analytics: The Peer-Reviewed Journal, Henry Stewart Publications, vol. 5(4), pages 324-332, May.
    • Handle: RePEc:aza:ama000:y:2020:v:5:i:4:p:324-332
    as

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    More about this item

    Keywords

    marketing technology; martech; AI;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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