This article was entered into The Hackies contest for the MarTech conference. It’s an essay contest for teaching a clever marketing technology “hack” — AKA, an innovative approach to marketing technology management that readers can adopt to improve their own organizations and digital customer experiences.  

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As a marketer, it can be frustrating to recognize the chasm between the promise of technology and the reality of delivering on that promise.

Sure, you can come up with a cool idea like using bacon to emotionally connect with your customer, but then how do you use that newfound behavioral data to productively move a customer along their journey?

Unfortunately, bacon doesn’t have a conversion tag that fires once it hits your customer’s stomach to measure ROI. BUT, we do have these cool new IoT beacons… hmmm, how can these connect?

When you think about it, the challenge always comes down to data. That’s why we created a fresh, flexible approach to data strategy meant to manage the newfound challenges of technology proliferation under any scenario or campaign idea.

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