Adtech + martech: Enriching the customer experience

Gabey Goh

The convergence of adtech and martech can better tailor the customer experience to the individual – WARC’s Gabey Goh speaks to Oracle and Wunderman Thompson about how much of this is evident in APAC marketing.

Integrating adtech and martech systems can help brands deliver exceptional customer experiences and deliver value to the business. This means the convergence of adtech and martech is no longer a choice or a competitive difference but the only way to run digital marketing, said Siva Ganeshanandan, Oracle’s general manager for customer experience solutions, Southeast Asia and Asian growth economies.

When this happens, a combination of both generalist and specialist skills is required, explained Ganeshanandan.

“We used to call these ‘T-Shaped’ skillsets – a broad understanding of the overall customer journey, with a deep understanding of where one is. I believe...

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