According to the New Hightouch report, the biggest obstacle to the success of MarTech and AI-driven personalization is data fragmentation.

MarTech is overwhelming marketers to the point of breaking their necks. Another report written by Hightouch under the title of "Has MarTech Failed Marketers?" discloses that although marketing executives have invested strongly in technology, the greatest impediment has been revealed as disconnected data, but not the tools.

Following research consisting of 384 interviews with representatives of marketing departments, the researchers discovered that the majority of MarTech agony issues lie in the fractured state of the data system rather than the inability to use the software effectively. Although AI tools are very readily employed, 10% of marketers claim to be comfortable with the use of AI, and less than 2% of marketers claim to have reached one-to-one personalization.

Another instance of AI failing to work effectively when it has poor data as its background was mentioned by Tejas Manohar, co-CEO and co-founder of Hightouch: "Marketers are discovering that AI cannot be successful when it is not combined with the right data. The next generation of MarTech innovation deals with activating the data foundation that makes AI actually work."

Since the world of MarTech is already over 15,000 tools, the report highlights the increased demand of connected and actionable data. On November 13, Hightouch will conduct a webinar with industry commentator Scott Brinker that will cover how these issues can be overcome and how the future of MarTech can be reinvented by ensuring readiness with data.