Part 1

Show Notes:

● 02:16 -Usability of AI and its role in the martech industry

● 04:28 -Downmarket companies future on data density and building algorithms

● 08:17 -Linking of the meta-level data

● 10:07 -Is it becoming easier or more complicated to take disparate sources and unifying them with a multi-touch marketing attribution system

● 12:13 -Analyzing and picking up the trends of the dat


“For the world of martech, because there are so many different suppliers that are up to 6,000 to 7,000 now, there is a lot of room for data management and operation deficiency and fluidity.” “The real question is, ‘At the end of the day how do you bring all thedata together efficiently, how do you bring actionable insights, how you help them optimize and essentially decide where the next dollar is to be spent knowing the historical data.” -Babak

 “There are two areas where people are focused on to help. One is in the concept of automation, operational assistance, reducing errors and letting the humans really apply their intelligence to the process.” Babak

“In the case of people that aren’t marketed and solely focused on multi-channel marketing, the real challenge is not in-channel optimization. The Google’s and Facebook’s of the world will always eventually, outdo anyone trying to solve that problem.” -Baba

“In-channel optimization, predictive analytics is probably best to be left alone to the giants but for us, it is actually everything else. For us, it is cross-channel optimization which is a much more interesting problem to solve.” -Babak

 “It all boils down to reducing the amount of waste and improving the amount of effectiveness of the campaign and predicting where the money needs to go, cross-channel. That’s what TapClicks is focused on.” -Babak

 “Multi-channel marketing is obviously a very complex, very data-driven problem to solve.” -Ben

“The idea that you can see billions and billions of dollars spent happening at different levels if you pull it all up and started getting insights from a chain of events that needs to take face, how do you get to that attribution. It all boils down to the proper links. If the link is broken, you are going to waste efforts and resources.” -Babak

“You can imagine combining social, email mobile-driven campaigns and alerts, location-based solutions, retargeting, advertising through social networks and paid channels, you really need to start designing an efficient methodology to deliver the message and results by linking stuff together.” -Babak

 “That’s the complicated part about marketing today. That you have multiple channels that you are operating with and you are collecting data that is essentially a different source that needs to be mapped together. If you get to the point of data density, then you can start playing with machine learning and artificial intelligence. -Ben

 “I think that for the majority of the marketers still, learning which solution in an affordable way and at a quick rate can bring it all together is something that they need to know.” -Babak

Part 2

Show Notes:

● 02:40 -Changes and consolidations in the industry from the global landscape

● 06:36 -Consolidation on a foundational level

● 10:30 -Are there verticals that are ripe for consolidation or this is going to be spread broadly


“Even back then when we started TapClicks, the question was, ‘which channel do you pick?’ and this problem is only getting exponentially worse for marketers where they have to decide what to use and what not to use.” -Babak

“The second problem is that if you look at how they have to do their work, they have to learn these new systems and these are all in different databases, different types of technology, different types of vendors and some are nicely funded, some are not and the level of uncertainty about how to proceed is very, very high and then you have to think about the cost of leaning a new user interface every time you go into this differentand new channel.” -Babak

 “TapClicks has focused on two strategies. One is, we didn’t go for a single-point solution, we always went for the platform plate starting with what matters most which was the data analytics and the reporting capability. Everything needs this core platform to operate efficiently.” -Babak

“Essentially over the last five years, we’ve been focused on bringing order workflow data management and marketing data platform, analytics, reporting, SEO site auditing, and competitive intelligence, all of these aspects together by acquiring key technologies in the marketplace and re-doing them to put in a single, unified platform.” -Babak

“I see, basically two or three different types of scenarios. One is where there is a point solution provider that wants to consolidate their vertical.” -Babak

“The other thing that people can’t do and I have not seen it done because it doesn’t make any sense is two-point solution providers joining forces to try unifying the platform.” -Babak

“The concept of two-point solution coming together, they don’t up with a platform. They end up with two separate companies that they are managing under an umbrella.” -Babak

 “The other one is when you have a platform, you are managing the ecosystem and a platform is the combination of data and capability, it’s already all there and now what you can do is acquire companies and technologies that you believe are efficient, differentiated and added to the platform so you can come in with a unified stack.” -Babak

“I think the easy thing to do is vertical consolidation which is happening and we have been a player in that.” -Babak

Babak Hedayati
Babak is the Founder, CEO, and Chairman of TapClicks, which is a leading marketing technology company for agencies, media companies, brands and enterprises

Podcast originally posted by MarTech Podcast.

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