Martech Stack Explained
A martech stack is the set of tools a company uses to run marketing—from data to activation to measurement.
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What is a martech stack?
A martech stack is the collection of marketing tools and systems a company uses to execute and measure marketing. Stacks vary by size and maturity, but most include core layers.
Common layers of the stack
- Data: tracking, identity, customer profiles (CDP/warehouse)
- Activation: email, automation, CRM, ads
- Experience: personalization, experimentation, content systems
- Measurement: analytics, attribution, BI
- Governance: consent, privacy, security
Why it matters for companies and careers
Stacks create competitive advantage when they’re integrated, governed, and used well. Martech careers often focus on making these systems reliable, scalable, and measurable.