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book: Marketing Technology Platforms
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Marketing Technology Platforms

Strategy, Evaluation, and Implementation
  • Greg Kihlstrom
Language: English
Published/Copyright: 2025
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  • Publicly Available

    Frontmatter

    i
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  • Publicly Available

    Contents

    vii
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    Acknowledgments

    xxxiii
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    Introduction

    xxxv
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  • Part 1: An Overview of Marketing Technology
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    Chapter 1: Defining Marketing Technology

    1
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    Chapter 2: A Brief History of MarTech

    13
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    Chapter 3: MarTech and Marketing Teams

    33
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    Chapter 4: How Other Teams in an Organization Utilize MarTech

    57
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    Chapter 5: MarTech and the Evolving Customer Relationship

    71
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    Chapter 6: The Business Case for MarTech Investments

    83
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    Chapter 7: Methods of MarTech Implementation

    97
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    Chapter 8: AI and MarTech

    107
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  • Part 2: Customer Data
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    Chapter 9: Key Customer Data Considerations

    131
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    Chapter 10: CRM, CDP, and DMP

    147
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    Chapter 11: Privacy and Consent

    175
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  • Part 3: Creation, Workflow, and Operations
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    Chapter 12: Key Considerations with Creation, Workflow, and Operations

    189
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    Chapter 13: Content Marketing Platforms

    199
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    Chapter 14: Digital Asset Management (DAM) Systems

    213
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    Chapter 15: Project Management Platforms

    225
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  • Part 4: Content, Campaign, and Multi-Channel Delivery
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    Chapter 16: Key Considerations for Content, Campaign, and Multichannel Delivery

    243
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    Chapter 17: DXPs and CMS

    263
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    Chapter 18: Marketing Automation, Multichannel Personalization, and Journey Orchestration

    283
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    Chapter 19: Single-Channel Marketing Platforms

    297
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    Chapter 20: Conversational Marketing and Real-time Communication Platforms

    311
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    Chapter 21: Multi-Function Platforms and Suites

    323
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  • Part 5: Measurement and Reporting
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    Chapter 22: Key Considerations for Measurement, Reporting, and Analysis

    339
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    Chapter 23: Single Platform, In-App Measurement, and Multi-Channel Measurement

    347
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    Chapter 24: Data Visualization and Analysis Tools

    357
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  • Part 6: Evaluation of Your MarTech Stack and Platforms
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    Chapter 25: Define Your Goals

    367
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    Chapter 26: A MarTech Stack Evaluation Framework

    385
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    Chapter 27: Evaluation of Individual MarTech Platforms

    419
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    Chapter 28: Building a MarTech Roadmap

    431
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    Chapter 29: Measuring Success

    441
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    Epilogue

    453
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    About the Author

    457
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    Index

    459
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Publishing information
Pages and Images/Illustrations in book
eBook published on:
November 14, 2025
eBook ISBN:
9781501522901
Paperback published on:
November 14, 2025
Paperback ISBN:
9781501524233
Pages and Images/Illustrations in book
https://doi.org/10.1515/9781501522901
eBook ISBN: 9781501522901
Paperback ISBN: 9781501524233
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