Address Martech Complexity with Connected Identity

With the rise of new media channels and rapid proliferation of martech platforms, the marketing landscape becomes increasingly complex each year. According to a 2024 survey from Forrester: 

• 66% of marketing leaders reported using 16 or more martech solutions
• 70% said identifying audiences across multiple touchpoints is more difficult than ever 

The message is clear: While new touchpoints and technologies present fresh and exciting opportunities, they also introduce challenges in connecting all that disparate data. This can create an incomplete picture of consumer behavior, hindering personalization and marketing at scale. 

However, Frankenstacks and wasted marketing spend don’t have to be the norm. According to the same research, marketing leaders that turn to identity resolution to resolve their disconnected data sources are on track to meet their key goals around improving customer experience, consumer insights, adaptability and data-driven decisionmaking.

For more on how marketing organizations are leveraging identity to bring clarity to data chaos, download our commissioned infographic created by Forrester Consulting— Connect Your Martech Stack for an Edge.