Martech is the area of customer relationship management (CRM) concerned with creating, managing and using digital tools that make it possible for marketers to automate tasks and make data-driven decisions. An important goal of martech is to help marketers find and nurture customers, personalize customer interaction and measure the effectiveness of campaigns.
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Popular tools used to create a martech software stack include:
Marketing automation software that allows marketers to automate marketing processes such as customer segmentation, customer data integration (CDI), and campaign management.
Web analytics software that allows marketers to attract more visitors, retain or attract new customers or increase the dollar volume each customer spends.
Digital customer experience platforms that help marketers create, manage and measure cross-channel customer experiences and integrate email, chat, social media, telephone and website interactions.