Understanding the synergy between martech and digital operations is essential for any forward-thinking business. Wasmer said a more integrated approach includes a scenario where "departments and data seamlessly flow and are accessible to each other to improve efficiencies, customer service and ROI."
This view is complemented by Jonah Cait, VP of product at Reticle, who sees martech and digital operations as much mutually reinforcing entities, suggesting that “without digital operations to harness this data, martech would not be useful or efficient. … I would characterize it as a symbiotic relationship. You need one to benefit from the other. Martech can capitalize on digital operations’ data management capabilities to target audiences, personalize marketing efforts, and optimize campaigns.
Read the full CMSWire article here.