As the marketing technology landscape continues to grow and new vendors, services, and solutions providers expand the ability of CMOs to drive growth through the increased performance of their marketing efforts, today’s marketers demand a trusted resource to better understand the myriad of terminology associated with increasingly complex tech stacks. Intended to aid this effort, the ANA’s Data and Technology Practice has curated a collection of marketing data and technology terminology citing publicly published definitions from industry leading data, MarTech, and AdTech companies and trade organizations including: Adobe, Gartner, Hubspot, IAB, IBM, Lean Methods Group, LiveRamp, The Customer Data Platform Institute, and The Performance Marketing Association.
We are glad to make available this glossary available to you as the ANA tries to provide common language for industry regarding the tech stack. It is one of many new products and services we intend to offer in 2020 having heard directly from CMOs on what they could use help on. The goal is to help marketers and their teams gain control and mastery of their martech investments so that data/tech stack delivers growth and vendors are held more accountable.