#customer-data

The MarTech Conference will host an online session titled “The data trust crisis: Why your customer data is getting worse” on Sept. 2, 2026. The free event focuses on challenges marketing organizations face with customer data reliability.

Marketing leaders manage more customer information than before, yet access to millions of records does not guarantee knowledge of the customer. Privacy changes restrict data collection and unification.

Many customer data platforms excel at activation but struggle to unify fragmented data, according to MarTech. The silver layer determines whether they deliver on that promise.

Enterprises buy technology expecting real-time personalization and omnichannel orchestration. They find these capabilities out of reach because the missing layer underneath activation tools prevents results.