Guest Column: Arun Neelakantan, VP – Digital Transformation & Growth, Unilever South Asia & Member of MMA Martech & Data Council, shares insights from MMR Report 2022 to be launched on May 10

Just a few years ago, Martech was limited to marketing professionals using a basic amount of data and information to support decisions they had already taken. Over the last couple of years, Martech has transformed, to encompass the entirety of tools that a company uses to engage and interact with its consumers and customers. With the lines increasing blurring between marketing, sales, design, and operations, Martech includes the ways and means of reaching the product and product information to the consumer, spanning both measurement and deployment, and hence becoming a strategic thrust for organizations.

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