In this 7th short video in my Machine Marketing Series, I give my views on the “Adtech Martech Convergence” specifically as it relates to using machine learning.
I cover four main layers of technology to consider as this conversion takes place:
- Customer Behavior Data – Why the Adtech Martech convergence may force a better coordination of this data as its compiled along the customer decision life cycle.
- Basic Analytics & Insights – I give some examples and why this area isn’t a huge concern or risk area.
- Advanced Analytics (Machine Learning) – I explain why integration here is key, and give some marketing use case examples.
- Programmatic Real-Time Automation – I outline key aspects of automation & workflow, and why these areas are essential to combine for a coherent Adtech Martech solution stack.