At Possible 2025, Comscore CMO Jackelyn Keller and The Drum's Jenni Baker discussed the complexities of martech, debunking common myths and emphasizing the need for clarity and direction. They argued that the real issue is data overload, not shortage, and stressed the importance of selecting tools based on actual needs rather than trends. Success measurement needs a cross-platform approach, and emotions combined with data drive effective campaigns. They also highlighted the strategic potential of retail media and smart devices, as well as the collaborative role of AI in marketing.
The myth is that you need more data to make smarter decisions; the truth is you need better direction.
Marketing tech should solve your problem, not become it. Select your martech stack based on business needs, not FOMO.
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