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Investing in Modernization: The New Wave of Customer-centered Martech

Original Presentation Date

Oct 28, 2020

Key Takeaways

Detailed Overview

How can brands adjust to the speed of today’s business, meet consumers’ ever-changing demands, and learn faster? It’s all about the modern platform.

Merkle’s Q3 Customer Engagement Report found that marketers are generally happy with their current platforms, but many may not be using them to their full potential. While 89% percent of marketers say their current martech enables omni-channel experiences, 68% stated they still need a custom platform.

The most popular reasons for investing in martech are to accelerate digital transformation and to modernize the technology. This current wave of technology investment is mostly about buying tools that replace existing tech to upgrade marketers’ abilities to serve the total customer experience.

Join Merkle’s Sandra Swindle as she digs into findings from this quarter’s research. She’ll be joined by panelists from AAA Club Alliance and Goodyear to discuss how they are modernizing their marketing technology to deliver relevant and valuable customer experiences.



Sandra Swindle

Global Chief Operating Officer

Matt Wilkinson

GM, Digital Marketing, The Goodyear Tire and Rubber Company

Scott Lugar

CMO, AAA Club Alliance