A recipe for the MarTech Layer Cake

Today's "marketing stack" really consists of three individual layers. Data management contains all of the "pipes" used to connect people and identity together; orchestration ties all the execution systems together to reach customers at the right time and channel; and AI is the brains behind the stack. This technology layer cake was presented at this year's Industry Preview by Brian Anderson of LUMA Partners who talked about the future of marketing technology. Anderson's unifying marketechture drawings looked like an amalgamation of various whiteboarding sessions I have had recently with big enterprise marketers, many of whom are building the components of their marketing "stacks." Marketers are feverishly working to build a vision that can be summed up like the image below.