Kurian, the Head of Marketing Technology & Innovation at Aetna, the third-largest health insurance company in the US, joined the company in 2013 and began developing a marketing technology group. One of his first goals was to make sure that technology was integrated across the entire enterprise.
“We cannot exist in a silo,” Kurian told the audience, while explaining that marketing tools have to work with other internal systems in order to drive company-wide business decisions.
Pillars Of A Marketing Technology Office
For attendees that are in the process of growing the role of marketing technology in their companies, Kurian offered his list of three pillars of a marketing technology office:
Marketing is heavily reliant on technology. Much of it is in-house or SaaS at a vendor. We should control budget…