As the marketing technology landscape continues to grow and new vendors, services, and solutions providers expand the ability of CMO's to drive growth through the increased performance of their marketing efforts, today's marketers demand a trusted resource to better understand the myriad of terminology associated with increasingly complex tech stacks. Intended to aid this effort, we at the ANA's Data and Technology Practice curated a collection of marketing data and technology terminology citing publicly published definitions from industry leading data, MarTech, and AdTech companies and trade organizations.
Working closely with industry stakeholders during his time at the ANA, Hanai Marketing Partner’s founder, Bill Grover built the following glossary as the ANA tried to provide common language for industry regarding the tech stack. The goal is to help marketers and their teams gain control and mastery of their MarTech investments so that the data/tech stack delivers growth and vendors are held more accountable.
