3 Reasons Why It's Essential Marketers Utilize a MarTech Stack

Marketing is such a diverse professional field. From content generation to events, there are many specialties folks can pursue under the marketing umbrella (and, of course, be generalists, too :) ). With many different fields, it’s often tricky to collectively understand marketing’s actual value from a return on investment perspective. From first-hand experience, one question that has stumped marketers is, “How can I accurately find, analyze, and present Marketing’s full impact on KPI and ROI?”

Understanding marketing’s impact on KPIs and ROI is incredibly complex. There are many channels, benchmarks, and data within marketing, and it’s difficult to piece everything together, leading to potentially inefficient decision-making. 

Take Google Analytics, for example. Constructed correctly, it can provide a detailed view of marketing performance’s digital impact. However, with hindrances like privacy regulations, multiple touchpoints, and the volume of marketing channels, things can get lost in the weeds, especially when trying to understand how marketing’s impact affects revenue. 

Don’t forget that other marketing platforms provide key information, like HubSpot, SEMRush, and even your Instagram account. Sifting through multiple platforms creates time-consuming manual processes and the potential for human error. 

Marketing analytics is much like a story. However, with multiple platforms, insufficient data, and numerous manual processes, marketing’s story can become confusing (and worst of all, can make your audience’s heads scratch in disbelief!). Marketers need a dynamic solution that can quickly assist them in presenting their department’s return on investment, but most importantly, the value you provide. This is where a MarTech Stack comes into play.

Let’s Review First

What is a MarTech Stack, also known as a Marketing Technology Stack? A MarTech Stack is a grouping of technologies marketers leverage to conduct, analyze, and improve their marketing activities. In other words, you’re going from a 1996 Toyota Corolla (no offense, Toyota!) to a brand-new Waymo car service (that drives itself!) - and you’ll save money long-term! Out with the old (current processes of analyzing marketing’s performance) and in with the new. 

A MarTech Stack is often utilized to assist in making complex marketing processes easier, simplifying workflows, and measuring the impact of marketing’s performance, leading to efficient spending. It includes state-of-the-art technology solutions like Artificial Intelligence, automation capabilities, and revolutionized reports to leave stakeholders speechless. 

There’s more opportunity to customize your first-party data (data collected on your own) that aligns with your businesses’ KPI and ROI goals (not to mention saves you time and enhances the accuracy of your data), especially vital with the ongoing third-party cookie dilemma. 

With third-party cookies slowly becoming increasingly depreciated, a MarTech Stack offers an alternative solution to generating new clients and revenue, all relying on first-party data (as well as secondary data if needed). With privacy becoming more entrenched in our digital society (along with more laws and regulations being enforced), marketers now more than ever need to utilize a MarTech Stack’s abilities within your marketing department’s environment.

One Single Source of Truth. One Accurate Story.

The days of manually sifting through multiple platforms, reading numerous reports, and trying different reporting methods are over. A MarTech Stack can help provide marketers with the most accurate reporting on performance, revenue, and lead generation (to name a few). 

Source: MarTechTribe

With multiple marketing platforms reporting on different metrics, like Search Engine Optimization, website traffic, paid ads, and more, all those channels’ data become one with a MarTech Stack. Multiple channels of marketing data are ingested into data integration software, like Matillion or Fivetran, which is refined and transferred to a Data Warehouse like Snowflake (think of data storage but with advanced capabilities, business intelligence, and more). The new and historical data within the Data Warehouse becomes one holistic single source of truth, which can be transferred to data visualization software like PowerBI, Google Looker, and Tableau. With holistic data accuracy and visual reporting capabilities, marketers are able to present to key stakeholders their real impact on revenue and client acquisition, enabling better opportunities for more investment into resources, people, and maybe even promotions :). 

Confidence in Decision-Making

Not only does a MarTech Stack save you time in eliminating manual processes, but it also enables marketers to have the most accurate data and analysis at their fingertips through automation. With enhanced data accuracy, marketers can view real-time reports about specific industry trends, target audiences, and geographic hotspots. This enables better decision-making opportunities that can lead to positive returns and leapfrogging over the competition. 

With the rise in popularity of protecting user data and new laws being passed, companies like Google are working hard to eliminate third-party cookies. Marketers lose key metrics without third-party cookies, like user behavior tracking, ad targeting, and target audience behaviors. A MarTech Stack can not only be the solution, but it can be more qualitative and precise. 

A MarTech Stack encompasses first-party data, also known as data collected individually by you or your business. The data you collect is officially your own/company’s, enabling you to utilize it to its full potential freely. Usually, first-party data is considered high quality since it’s data from users that have digitally “touched” your business one way or the other, increasing the chances of them being a viable client/partner. With high-quality first-party data and the power of a MarTech Stack, marketers’ reliance on third-party cookies dissolves, and they can make their data work for them. 

Adaptable, Scalable, and Personalized to Your Business

Everyone is different. If we were all the same, life wouldn’t be fun, you know? A MarTech Stack is the same. Every business, department, and person is different, which is why a MarTech Stack can adapt and scale to the specific demands of your business. Whether your business is seeing increased data volumes and needs more storage, or you want to add a specific technology platform to your stack, a MarTech Stack can easily integrate new capabilities that align with your company’s strategy. 

With flexible scalability, a MarTech Stack allows marketers to avoid costly infrastructure bottlenecks that plague legacy solutions and tedious manual implementation processes. This is vital because it enables your MarTech Stack to scale with the demand of your business and not hinder your budget. The cloud unlocks near-infinite storage costs far lower than on-premises solutions, saving time and expanding your data’s capabilities.

What’s Your Story?

The amount of innovative technology solutions today seems infinite. Artificial Intelligence has become the norm, robots are being introduced to society, and businesses are incorporating all these new technology capabilities into their 2025 strategies. Marketing should be doing the same. 

MarTech Stacks are here to stay and continuously improve in the future. With many companies already utilizing MarTech Stacks, marketers must adapt to this new norm. As third-party cookies near a close in 2025, marketers cannot afford to be left behind regarding quality data analysis. With outdated data practices, marketers could risk being leapfrogged by competition, acquiring inaccurate or incomplete data, and losing insight into consumer needs, creating a marketing crisis that could result in devastating consequences. 

There continue to be advancements in marketing performance analytics, too. Salesforce’s Marketing Cloud Intelligence (MCI) platform has become the next best in performance analytics, showcasing key features like Salesforce’s Einstein, an array of Artificial Intelligence tools incorporated into CRMs or Customer Success Platforms. Advanced capabilities like predictive customer journeys, predictive solutions to improve specific KPIs, and the ability to automate personalized experiences for target audiences have set the bar for the next wave of marketing innovation. 

Whatever your marketing journey entails, be sure not to be left behind with out-dated reporting processes. Save time, improve workforce efficiency, and showcase your marketing story. 

Learn and empower your business with the power of a MarTech Stack. Would you be interested in learning more? Let’s talk!