In a Data-Driven Space, Marketers Must Walk Before They Run

Bryan YeagerSenior AnalysteMarketer It’s tempting to harness the latest and greatest technology, but marketers should be wary of implementing new tools before they have a solid, foundational data layer in place to power their efforts. eMarketer senior analyst Bryan Yeager recently attended the MarTech conference in San Francisco where data was at the forefront of the discussion. He shared his insights from the conference and his own thinking on how marketers can prepare for the next generation of marketing technology. eMarketer: You attended the MarTech conference in March. What was your impression of the event? Bryan Yeager: There were about 2,000 people who attended, which is quite a bit more than last year. The fact that a marketing technology conference attracted 2,000 people the same week that another big digital…


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