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.

Contents

• Why MarTech is the future of marketing
• Know Phase: Building a solid data foundation
• Analyze Phase: Understanding and predicting customer behavior
• Orchestrate Phase: Creating a unified experience across all channels
• Engage & Measure Phase: Measuring and optimizing marketing activities
• Artificial Intelligence and automation in marketing