Data Layer Sessions: The Martech Evolution and What Comes Next - Seguridad Mania.com - España y América Latina

In this insightful session with Scott Brinker, we delve into the evolving landscape of marketing technology and the pivotal role of data and AI. Scott shares his expertise on how professionals at different stages of their careers can navigate the disruptions brought by technological advancements. Scott Brinker has spent 15 years mapping the martech evolution from tags to CDPs to “AI everywhere,” translating what the shifts actually mean for operating models, measurement, and investment decisions. He emphasizes the importance of context engineering and the strategic use of data to differentiate in a competitive landscape. What you’ll learn: - The forces reshaping the stack (and which ones are overhyped) - The role of context engineering in leveraging AI effectively. - What you should be focusing on to drive meaningful business impact. - The reason “SaaS is dead” is merely clickbait, and what is actually the new reality. Who should attend: Marketing leadership, marketing ops, CX, data/analytics leaders, IT partners