Martech for Drummies: The top 10 mysteries demystified [Video]

The martech world is full of jargon, overlapping platforms and tech hype – but most marketers just want to know what works, what’s worth investing in and what they can safely ignore.

At Possible 2025, The Drum’s Jenni Baker got together with Comscore CMO Jackelyn Keller to help shine a light on the opaque world of martech. Here’s what they had to say…

1. The problem isn’t data shortage – it’s data overload

The myth: You need more data to make smarter decisions.

The truth: You need better direction.

Action points:

Audit the data you already have – are you actually using it?
Build cross-functional dashboards that prioritize decision-ready insights over vanity metrics.
Ask, “What decisions will this data help me make?” If none, ditch it.