The vast array of marketing technologies available and the ridiculous of amount of data that’s generated on a daily basis is daunting for marketers.

Which is why B&T teamed up ADMA (Association of Data-Driven Marketing) and Which-50 to create Australia’s Ultimate Marketing Technology Almanac for all businesses out there, to help marketers make the right decision when it comes to choosing new technology and offerings.

“Traditional responses to market crises have failed and into that breach a new had stepped: the champion of the customer,” said ADMA CEO, Jodie Sangster. “And increasingly, the function in most organisatons to which that responsibility has fallen is marketing.

“But it’s not marketing as we once knew it,” she added. “It’s a marketing department steeped in data and the nous to turn that data into actionable insights.

“To do this, many a marketer will need to invest – and invest heavily – in technology that brings together data from every corner of the organisation and beyond. This is not for the faint hearted. A wrong investment could be catastrophic not only for the individual who makes it, but for the organisation they have made it on behalf of too.”