Marketing is undergoing a radical transformation: companies face the challenge of strategically leveraging a flood of technologies, data, and automation opportunities. But how can MarTech and Artificial Intelligence be used effectively to secure competitive advantages?This book combines scientifically grounded insights with practical best practices and helps bring clarity to the often-overwhelming MarTech landscape. Andreas Fuchs demonstrates how companies can make optimal use of their data foundation, create personalized customer experiences, and intelligently orchestrate marketing processes. The Marketing Technology Framework serves as the structured foundation—from data strategy and smart segmentation to seamless cross-channel customer interaction. Numerous real-world examples and concrete recommendations make this book an indispensable guide for anyone who wants to leverage MarTech as a true engine of growth. ContentsWhy MarTech is the future of marketingKnow Phase: Building a solid data foundationAnalyze Phase: Understanding and predicting customer behaviorOrchestrate Phase: Creating a unified experience across all channelsEngage & Measure Phase: Measuring and optimizing marketing activitiesArtificial Intelligence and automation in marketing
