Executive Interview

Charting a Course for the Future of MarTech

It’s much more than hyperbole to say that we have embarked on a new phase of customer loyalty. It has become a reality that is a component of digital transformation.

Consumers are evidencing fresh preferences for how they investigate products, gather information about them, and ultimately make purchase decisions. Not surprisingly, retailers are re-thinking their options to connect with their customers, and marketing technology (MarTech) is inspiring all sorts of new approaches as we step into the future.

The options for marketers to consider in the MarTech world are expanding at an equally rapid pace as consumer behavior changes. Furthermore, the breadth of technology available can make a marketing team dizzy from so much choice.

We’ve been on a mission lately to unpack what digital transformation means to a business and have been seeking out people offering real solutions to notable clients to get a better understanding of the topic.

That’s why we lined up an interview with Anthony Aguiar, VP of Sales & Business Development, Snipp. Anthony has over 20 years experience in the MarTech space.

Snipp’s MarTech solution is mobile-based and centered around receipt scanning. The solution has multiple applications for multi-channel engagement and loyalty, adding value to fully developed loyalty programs while powering shorter term campaigns and specific product initiatives.

In this short but powerful conversation, we talk about these highlights and a bit more:

  • How would you summarize the changes taking place in MarTech today?
  • We’ve heard of zero party data. What’s zero party receipt data?
  • How are you able to build a comprehensive basket analysis from a simple receipt?
  • CPG’s have always wrestled with connecting the dots on “who” buys their products. Is there finally a solution that can close the gap?

Anthony is visionary in the way he describes the future of MarTech, and with a client base that includes Starbucks, Kellogg’s, L’Oréal, Lancôme, Red Bull, Bayer, Nestle, Graco, Under Armour and others, his point of view holds weight.

We hope you enjoy the conversation.

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