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Marketing Technology or 'Martech' is a hot topic today, popularised by Scott Brinker who launched the Martech conferences arising from his discussion of the Marketing Technology landscape. It's no wonder since technology has the allure of supporting automation and optimisation of marketing to make it more effective and efficient. It's also important to have the select the right 'Marketing Stack' to integrate different data sources to deliver more relevant communications and derive the insight available from Big Data.
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