Gartner Research

Align Your Customer Data Strategy With Your Marketing Technology Strategy

Published: 19 March 2019

ID: G00367563

Analyst(s): Benjamin Bloom


Many technologies claim to solve a persistent challenge facing marketing technology leaders: How to collect and unify customer data. Instead of expecting a customer data panacea, strive for customer data plurality based on use cases that drive business outcomes.

Table Of Contents


  • Establish Use Cases Before Applying Marketing Technology to Customer Data Challenges
    • More Than Half of Marketers Use Multiple Tools to Create and Manage Customer Profiles
  • Overlapping Features Lead to Profile Management Plurality in the Martech Stack
    • Integrated Suites Improve and Centralize Data Management Capabilities
  • What to Do Next

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