Service · Martech, Data & Intelligence
Martech / Adtech
Designing and evolving martech and adtech ecosystems to support marketing effectiveness and customer engagement. From technology assessments and target architecture to platform selection, integration and optimisation, we cover CDPs, marketing automation, CRM, analytics and advertising technologies, combining business and technology expertise with a vendor-agnostic approach.
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FAQ
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FAQ
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Should we choose Salesforce or HubSpot as our CRM?
It depends on the business, not on the software brand. arad has worked with both Salesforce and HubSpot in client projects, and compares them and the alternatives on use cases, data model, number of brands and markets, B2B or B2C audiences, store clienteling and integration with e-commerce and ERP. Within Martech / Adtech it runs the selection with a vendor-agnostic approach and no commercial lock-in with any platform.
Does arad work with marketing automation platforms such as Salesforce Marketing Cloud or Adobe?
Yes. Martech / Adtech covers CDPs, marketing automation, CRM, analytics and advertising technologies, from assessment and target architecture to platform selection, integration and optimisation. arad has worked with Salesforce Marketing Cloud, Adobe and HubSpot in client projects, and assesses them and their alternatives against the client's use cases and existing stack, with no commercial lock-in with any of them.
What is the Martech / Adtech service?
Martech / Adtech covers the technology that supports marketing and advertising: stack assessment and rationalisation, selection and integration of platforms, data flows between them, and the governance that keeps the stack aligned with what the marketing team actually needs.
How does arad rationalise a martech stack?
By starting from the use cases the business actually needs, mapping them against what the current tools deliver, and identifying overlap, unused licences and gaps. The output is a target stack, a migration path and the integration and governance model to keep it coherent.
What is the difference between martech and adtech?
Martech supports owned relationships and journeys, such as CRM, marketing automation, content and analytics. Adtech supports paid media buying and targeting. They overlap on data and measurement, which is why arad treats them as one advisory service rather than two.
Does arad recommend specific martech vendors?
arad recommends what fits the requirements, with a vendor-agnostic approach and no commercial lock-in to any platform. The choice follows the client's use cases and criteria: technology assessment, target architecture, weighted requirement scoring, demos and a business case. In one martech project this led to a recommended target stack that the client adopted and moved into integration. Where a partner in the arad partners network is a candidate, the relationship is disclosed.