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Episode 142:

Martech’s Separation and Return to Data Infrastructure with Scott Brinker of HubSpot

June 14, 2023

This week on The Data Stack Show, Eric and Kostas chat with Scott Brinker, VP Platform Ecosystem at Hubspot. During the episode, Scott discusses the evolution of martech over the last ten years and how the explosion of digital data has impacted the market. Topics also include needed tools in a martech stack, where things have gone wrong in IT teams and marketing teams working together, exciting developments in the martech space, and more.

Notes:

Highlights from this week’s conversation include:

  • Scott’s background in martech (3:10)
  • Where things have gone wrong between IT and marketing (5:46)
  • The explosion of digital marketing data (12:04)
  • Costs of having data siloed (16:14)
  • The convergence of marketing and IT teams around data (19:27)
  • Navigating the massive landscape of martech tools (26:10)
  • Needed tools in the martech stack (31:11)
  • The importance of an accurate attribution model (34:37)
  • Building tooling for marketers and developers to use (39:20)
  • Future areas of development in the martech space (44:46)
  • Final thoughts and takeaways (52:40)

 

The Data Stack Show is a weekly podcast powered by RudderStack, the CDP for developers. Each week we’ll talk to data engineers, analysts, and data scientists about their experience around building and maintaining data infrastructure, delivering data and data products, and driving better outcomes across their businesses with data.

RudderStack helps businesses make the most out of their customer data while ensuring data privacy and security. To learn more about RudderStack visit rudderstack.com.

About the Podcast

Each week we’ll talk to data engineers, analysts, and data scientists about their experience around building and maintaining data infrastructure, delivering data and data products, and driving better outcomes across their businesses with data.

To keep up to date with our future episodes, subscribe to our podcast on Apple, Spotify, Google, or the player of your choice.

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