Martech stack complexity fragments audience data

Navigating the Intricacies of Martech Stack: Dissecting Audience Data Fragmentation

According to a recent survey by Forrester, 70% of marketers find it more challenging than ever to identify their audiences across various touchpoints. Additionally, 66% report that they are utilizing 16 or more marketing tools. These insights are derived from a survey conducted in Q4 2024 among 325 marketers, in partnership with TruAudience from TransUnion.

Forrester highlights that the intricate nature of marketing technology stacks is increasingly obstructing efforts to deliver personalized experiences, scale marketing initiatives, integrate AI solutions, and optimize marketing expenditures. On the flip side, 93% of marketers utilizing identity resolution tools reported success in achieving their customer experience and comprehension objectives by linking fragmented data within their tech stacks.

You can download a summary of the research here without needing to register.

Why it matters. TruAudience’s primary offering aims to unify customer data across marketing platforms through a single identity graph. Nevertheless, the difficulties associated with this task are significant, and various ID resolution tools can assist in tackling these challenges.

It’s important to recognize that this issue may become even more complex. The proliferation of marketing channels (such as retail media networks and CTV) continues to increase, along with the diversity of specific outlets within those channels (like Threads). Although we may witness consolidations in martech stacks due to budget pressures, it’s unwise to rely solely on this trend. The Marketing Technology Supergraphic revealed a 27.8% year-over-year growth in available martech applications. Clearly, these tools are being utilized by someone.

Explore further: 3 strategies for merging profiles during identity resolution

Fragmented data hinders a unified understanding of consumers. TransUnion stated:

While innovative touchpoints and technologies offer new and exciting opportunities, they also pose challenges in integrating all of that fragmented data. This can lead to an incomplete view of consumer behavior…

No matter which sector TransUnion’s TruAudience operates in, this observation undeniably holds weight.

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