Gartner Research

Demystifying Marketing Technology Integration

Published: 27 February 2018

ID: G00333471

Analyst(s): Bryan Yeager

Summary

Marketing technology leaders strive for an integrated stack. However, no standard approach or mechanism exists to achieve integration excellence. Use this research to help navigate the many integration options available.

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • Assess the Different Types of Integrations That You're Likely to Encounter as You Evaluate Marketing Technologies
    • Balance Key Factors to Determine Your Marketing Technology Integration Approach
    • Marketing Technology Vendors Increasingly Provide Integration Marketplaces for Centralized Access to Connections With Other Solutions
  • Ask the Right Questions to Ensure Integration Offerings Meet Your Needs
  • Use Personas to Determine the Proper Internal Resources Required to Support Marketing Technology Integration

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