Aniqa Tariq, ANZ Managing Director of Bluewolf talks about how marketers can manage technology and still create personalized customer experiences.

Whether they’re communicating to businesses or consumers, marketers consistently have to cope with more platforms and applications than any other department. They’re required to manage multiple unintegrated data tools from e-commerce platforms to data enrichment services, all of which require very specific skills.

This constant juggle leaves marketers spending too much time managing technology, and not enough time using it to personalise experiences for their customers. No matter how tech-savvy the marketer, disparate applications – and the disorganised data that comes with them – are preventing the majority of the industry from thinking beyond the basics.

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