Over the past 10 years, the remit for marketing to leverage technology to maximise the effectiveness of their efforts has increased exponentially. But as our tech stacks grow higher and more sophisticated, their balance becomes increasingly precarious. We must ensure we make the most of the solutions already installed, and that the stack works as an effective ecosystem. We need to make sure the technology we buy has a direct purpose and is fit for purpose. We need to be able to cut through the hype and the – dare I say it – marketing to make sure it’s the best fit for us. In this roundtable, we covered: How to assess the technology you have. Working with vendors to get the most from your current stack. How to make sure your data is ready to become truly useful.