Marketers need to be more selective with the data they use

Like most businesses, insurance- and financial-services company Nationwide relies on a wide range of data for its marketing efforts. But by 2021, the company’s marketing technology stack had ballooned to 170 different platforms. “That’s what happens when you ‘set it and forget it,’” says Bob Borgert, VP of marketing operations at Nationwide. “You just get this bloated marketing technical debt that you have to be able to manage.”