MarTech Capability Matrix.

The MarTech space is crowded and there are many options out there for a business to utilise however not all of these work together or complement each other.

The modern MarTech stack offers capabilities across the full user journey from Attraction through to Retention, however it can be a minefield for businesses today as the terminology used varies between technology providers. 

To help marketers and technologists assess the major players side by side, we have done the hard work for you and categorised each of the MarTech capabilities and aligned it against a common user journey.

The MarTech space is constantly growing and merging as new Marketing Technologies emerge, and the large players acquire new businesses in an ongoing battleground to deliver sophisticated customer experiences, marketing automation, and efficiency at scale for the modern marketer.

It can be hard to keep up with the growing capabilities, let alone the acquisitions.

On the second page of the Matrix you will find the relevant Marketing and Advertising Technology acquisitions from the last 10 years, and any key acquisitions from the last 12 months.

This information provides insight into the direction each partner is taking with their technology offering, whether that be investment in data, technology hardware, or vertical specialisms to augment and supplement their existing offering.