MADTech unification on your mind? Read on to know what is madtech unification, its benefits, examples, and what you are missing if you haven’t started.
When adtech and martech first came along, advertisers and marketers heaved a sigh of relief. Finally, could some of our most tedious, repetitive, and non-intelligent tasks be performed by a simple, easy-to-use platform? Thank you, universe! An easy way to become more data-driven, something I have always wanted to be? I must be doing something right!
And then, everything went south. More data silos, too many different platforms, incredible learning curves, and minimal ROI. The time and money we saved never really got used to doing anything much better. We just used it all to manage 100 platforms every day. Not making up that number! Could there be a method to this madness? Sure there is. 2023 and beyond is all about MADtech unification.
But first, what is MADTech unification?
Simply put, MADTech unification is the convergence of marketing, advertising data, and technology to use data and technology better with one goal: more substantial, customer-focused, consistent advertising and marketing outcomes
Ever since the ad and marketing ecosystem started using technology platforms and other interventions, they became step-siblings operating in silos and rarely, if at all, communicating with each other. Though both ad and marketing have similar goals – awareness, consideration, purchase, and revenue growth – the tools and methods to manage data for advertising vs. marketing have been separate. It resulted in more silos than before and was a flawed way of working on two closely-related functions.
Imagine this. Some statistics find that an average organization uses as many as NINETY-ONE martech tools alone. Not to mention, a mere 13% of marketers are confident that existing systems and processes help them make the most of their data. Over half are unable to fully utilize their tech investments due to feature overlaps and complexities.
Over the last few months, MADTech solutions has been on everyone’s minds. It becomes especially crucial as the third-party cookie crumbles and adtech is left with fewer ways to personalize ads and create consistent, value-driven customer experiences.
While cookie deprecation does leave a significant gap, smart marketers are looking at it as an opportunity to do everything better. This time, without relying on third-party identifiers that can go away at the whim and fancy of a big tech walled garden or a regulator.
With so much first and zero-party data available, marketers are now looking to unify adtech and martech data and systems to create a MADTech solution roadmap. It will lead to an ad and marketing engine that works better and more in tandem than before.
3 benefits of MADTech unification and why you need that roadmap now
If you are considering a MADTech unification roadmap but are not in the fourth gear yet, let’s give you some reasons why you need to get started now.
MADTech unification benefit #1: Consistent and persuasive customer experiences at every touchpoint
A common challenge for marketers is to unify the experiences that customers get from their advertising and marketing touchpoints.
For example, my ad might say something else to me because the brand’s adtech had my cookies right. But my cart abandonment email from the martech platform sells something entirely different because it worked on a whole different data set. Of course, both data sets were about me, the customer. But they were siloed and treated me as separate individuals across ad and marketing touchpoints.
That’s adtech, martech, personalization, and customer data spectacularly failing the brand that invested in all of it.
This changes when the brand unifies adtech and martech data in its MADTech unification agenda. Now, both tools know me as a single individual. So the customer insights that the cookie couldn’t deliver, the marketing data did. And vice versa.
It’s just better use of customer data sets and sources to unify customer experiences across the board. MADTech unification is simply common sense!
MADTech unification benefit #2: Full Funnel view of customer touchpoints and interactions for decisive and data-obsessed next steps
What’s the point of any customer interaction if it doesn’t drive the customer to the next step in the buying journey? Or creates an experience that builds affinity for long-term customer retention?
MADtech unification enables a unified customer data engine that gives marketers and brands granular journey analysis to fine-tune funnel conversion strategies.
Here’s what the traditional fragmented adtech and martech ecosystem looks like.
- Ad impressions stored on system A, sometimes a few more if you include diverse systems for search, social and others.
- Programmatic impressions stored on system B
- Email open rates on system C
- Store visits – system D
- Ecommerce visits and converts – system E
And none of these systems speak with each other.
Now, the brand has no idea of the attribution roadmap.
No idea which specific touchpoint led to a conversion.
Also no idea how to decide and optimize channel spends.
No idea what’s the most effective thing to do after a customer clicks on an ad but doesn’t complete the purchase.
MADtech unification simplifies this process while also making it more robust. When adtech and martech data are combined, you have a full funnel view of every interaction. Every interaction data feeds into the funnel decision roadmap. Your ad and marketing systems take the exact step needed to convert the customer.
In the end, you know precisely which touchpoint contributed most to conversion.
You optimize your channel spends better.
You achieve high ROI with a decisive and data-obsessed funnel.
MADTech unification once again becomes a matter of simple common sense.
MADTech unification benefit #3: Incredibly smart customer segments for personalization
MADTech unification might seem like too much work for too little if we keep talking about that single customer. But, of course, it does more.
MADTech unification can help you look at all adtech and martech-based customer data to understand insights like:
- Which customers come through which funnel?
- What are the defining traits of these cohorts?
- Can they be clubbed to create better collective personalization across ads, emails, or SMS marketing?
- Which customers are showing disengagement through churn risk prediction?
- What will we do to retain churn risk customer segments across ad and marketing touchpoints?
- Which segments were once high value but they’re all long time no see?
- How will we create a win-back campaign across ads and marketing touchpoints to bring them back?
MADTech unification simplifies performance marketers’ tasks by giving them a unified view of some seriously effective and diverse customer segments. And then helping them take high ROI actions across a larger segment to acquire and retain them.
And if you thought that was all! MADTech unification also gives collective customer insights based on larger data sets. It makes ML-based lookalike customer segments more comprehensive and more actionable. It scales your reach, making your marketing ROI and ROAS look great!
That’s right. MADTech unification is common sense.
Don’t let the technical debt of adtech and martech system hold you back – Get started with a MADTech solution now
Now that we know precisely why savvy marketers are getting on board with MADTech unification, let’s surface a new challenge.
HOW does MADTech unification actually work? Of course, you could create new data warehouses, processes, and maybe a few new tools. And then figure a few years later that you once again created more complexity than simplifying it.
Or you could invest in that one single platform built on the premise of MADTech unification. Yes, it’s a self-plug but hear us out.
Over at ReBid, our seasoned experts have grown with the traditional and digital ad and marketing ecosystem, leading the evolution from the front. We have built a platform not only to unify ad and marketing data but also to unify:
- Your media buying platforms
- Your marketing automation platforms
- Customers’ physical and digital world behaviors
- Ad channels across search, social, programmatic, e-commerce and MMPs
- And everything else you could possibly need for your MADTech unification roadmap
As the advertising and marketing complexity keeps increasing in the name of simplification, ReBid is the only platform you need.
ReBid’s integration and unification superpowers enable seamless, customer-obsessed, data-driven ad and marketing execution. ReBid also helps everyone from the performance marketer to the CMO:
- Keep track of campaign performance and KPIs in real-time
- Measure and optimize live campaigns and conversions
- Predict campaign performance
- Understand what’s working and what’s not across all platforms and channels
- Make far better decisions across the funnel and throughout the year
- Proven high marketing ROI
- Proven improved ROAS
- And customer loyalty that lasts decades due to unified and consistent experiences
Alright, we’re done. Your turn.