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Analysis of Marketing (MarTech) and Data (DataTech) Technologies

Updated: Apr 18


Discover how Salesforce, Adobe, and Google are transforming MarTech and DataTech through AI, automation, and advanced analytics to power smarter marketing.



The Impact of MarTech and DataTech: The Evolution of Digital Marketing


Thanks to in-depth research supported by ChatGPT, we've been able to analyze the evolution of marketing technologies (MarTech) and data technologies (DataTech) in recent years. These tools have radically transformed how companies manage their marketing strategies, enabling everything from campaign automation to AI-powered predictive analytics. In this article, we explore the recent evolution of MarTech/DataTech solutions from three of the market’s leading players: Salesforce, Adobe, and Google.



Introduction

Over the past decade, marketing technologies (MarTech) and data technologies (DataTech) have become foundational for customer-centric companies. Solutions from giants like Salesforce, Adobe, and Google lead this ecosystem, offering comprehensive platforms to manage customer data, automate multichannel campaigns, analyze behavior, and deliver personalized experiences at scale.

Each company has evolved significantly over the past five years, driven by strategic acquisitions, innovation in artificial intelligence, and shifting market demands. Below, we present an in-depth analysis of the MarTech/DataTech solutions from Salesforce, Adobe, and Google, covering:

  • Recent evolution

  • Innovations up to 2025

  • Global impact (with a focus on Latin America)

  • Categorized solution portfolios

  • Benchmark-style comparisons (e.g., Gartner/Forrester)

  • Case studies from Latin American companies with measurable results


Salesforce: Evolution and MarTech/DataTech Solutions

Recent History and Key Acquisitions

Salesforce has moved beyond its traditional CRM to offer a full-fledged marketing and data ecosystem. Key acquisitions include:

  • Tableau (2019): Strengthened data visualization capabilities

  • Evergage (2020): Now Marketing Cloud Personalization, enabling real-time personalization

  • MuleSoft and Datorama: Enterprise data integration and advanced analytics

  • Salesforce Genie (2022): Now rebranded as Data Cloud, built to deliver real-time data for large-scale personalization

Recent Innovations (2024–2025)

  • Agentforce: A new AI agent platform to automate marketing processes

  • Data Cloud: Exponential CDP adoption, now supporting unstructured data

  • Integrations with OpenAI and Databricks: Enhanced predictive and generative capabilities in marketing



Adobe: Content-Driven MarTech and Digital Experience

Recent History and Evolution

Adobe has solidified its focus on digital experience through Adobe Experience Cloud, powered by strategic acquisitions:

  • Marketo (2018): B2B marketing automation

  • Magento (2018): Expansion into e-commerce

  • Adobe Experience Platform (AEP): Unified customer data platform

Recent Innovations

  • Adobe Sensei GenAI: Generative AI for content creation in marketing

  • Adobe Journey Optimizer: AI-powered omnichannel orchestration

  • Advanced Modeling in AEP: Real-time profile enrichment and predictive segmentation


Google: Digital Advertising and Data Analytics Dominance

Recent History and Evolution

Google has strengthened its MarTech ecosystem through the consolidation of Google Marketing Platform and Google Cloud:

  • Looker (2019): Expansion into BI and data visualization

  • Google Analytics 4 (GA4, 2020): Unified web and app tracking with AI-powered conversion modeling

  • Performance Max and Ads Data Hub: AI-optimized advertising campaigns

Recent Innovations

  • Generative AI in Advertising: Automated generation of copy and images in Google Ads

  • GA4 + BigQuery Integration: Enhanced predictive analysis and ML-based segmentation

  • Vertex AI Search: Conversational assistants to personalize digital experiences


Comparison of MarTech/DataTech Solutions


Each of these companies has developed solutions with distinct approaches, though there are key areas of convergence:

  • Marketing Automation: Salesforce and Adobe lead in omnichannel campaigns; Google dominates ad activation.

  • Customer Data Management: Salesforce Data Cloud and Adobe AEP focus on unified customer profiles; Google emphasizes predictive analytics.

  • Digital Experience & Personalization: Adobe excels in content-driven experiences, while Salesforce strengthens AI-powered personalization.

  • Analytics & Attribution: Google Analytics remains a reference for digital measurement; Tableau (Salesforce) and Looker (Google) compete in BI.


Category

Salesforce

Adobe

Google

CDP & Segmentación

Data Cloud

Adobe Experience Platform

BigQuery + GA4

Marketing Automation

Marketing Cloud

Adobe Campaign / Marketo

Google Ads (PMax)

Analytics & BI

Tableau / CRM Analytics

Adobe Analytics / CJA

GA4 + Looker

Personalization & Digital Experience

Marketing Cloud Personalization

Adobe Target + AEM

Firebase / AI Recommendations



Recommendations

MarTech and DataTech solutions have reshaped how companies operate in marketing, data, and digital experience. Salesforce, Adobe, and Google have built comprehensive platforms with different but complementary approaches.


Implementation Best Practices

  • Assess business needs: Companies focused on CRM may benefit most from Salesforce, while those managing rich digital content may find more value in Adobe.

  • Leverage AI: Advanced automation is a critical differentiator for campaign optimization and intelligent segmentation.

  • Adopt a first-party data strategy: With increasing data privacy regulations, managing owned data effectively is now necessary for successful digital marketing.


The findings of this research highlight that Salesforce, Adobe, and Google offer complementary approaches to advancing marketing and data management within organizations, each with distinct strengths: Salesforce provides a 360° customer-centric vision enhanced by AI at every interaction; Adobe delivers a unique integration of content, data, and personalization to orchestrate high-impact experiences; and Google leads in advertising reach and scalable analytics, powered by its leadership in artificial intelligence.



Global and LATAM Impact

Globally and across Latin America, these platforms are transforming how companies engage with their customers. MarTech/DataTech adoption is no longer a luxury—it’s a competitive necessity.

Real Results in Latin America

  • FIFCO (Costa Rica): Implemented Salesforce Data Cloud + Marketing Cloud, resulting in a +500% increase in personalized interactions.

  • Coca-Cola México: Leveraged Adobe Experience Platform to transform its D2C strategy, increasing average order value by +18%.

  • Claro Shop (Mexico): Integrated GA4 + Predictive Audiences in Google Ads, boosting in-app orders by +550%.

These use cases prove that real-time data, AI-driven personalization, and automation can lead to tangible business outcomes.



Evolution and Trends: MarTech/DataTech in 2025

The past five years have marked a rapid evolution, defined by the convergence of data and AI. As we enter 2025, MarTech is powered by autonomous agents, AI-generated content, predictive analytics, and increasingly open, integrated platforms.

Key Industry Shifts

  • Generative AI for Marketing Tasks: Salesforce and Adobe now embed GenAI into day-to-day marketing work (e.g., copywriting, smart segmentation), while Google leads in creative ad optimization.

  • First-party data and privacy: All three providers—Salesforce, Adobe, and Google—are strengthening capabilities around consent management, third-party cookie deprecation, and secure data sharing environments (clean rooms).

Strategic Insight: Investing in a strong first-party data strategy, powered by a leading CDP, is critical to thriving in a cookieless world.

Strategic Recommendations

1. Match Solutions to Business Maturity & Needs

  • A company with a strong offline sales legacy and a goal of centralized customer views may benefit from Salesforce Customer 360, especially if already using Sales or Service Cloud.

  • A digital commerce and content-driven company may gain more from Adobe Experience Cloud, leveraging AEM, Target, and omnichannel personalization through AEP.

  • If the primary objective is ad performance and web analytics, Google Marketing Platform + Cloud offers the most refined toolset with GA4, BigQuery, and Ads working in sync.

💡 Note: These aren’t mutually exclusive choices. Many organizations combine platforms (e.g., Salesforce for CRM/email + GA4 for analytics + Adobe for CMS). The key is aligning tech selection with business strategy and internal capabilities.

2. Leverage Market Leadership

  • Salesforce and Adobe consistently appear as Leaders in Gartner Magic Quadrants, assuring executives of stability and robust ecosystems.

  • Google, while often evaluated differently (as a walled garden), shows strong global adoption metrics and influence.

Adopting these platforms means tapping into communities—Salesforce’s Trailblazers, Adobe’s partner network, and Google’s Skillshop talent pool—reducing long-term implementation and operational risk.

3. Measure Outcomes and Iterate

A progressive adoption approach with quick wins can accelerate internal buy-in:

  • Launch a pilot AI personalization use case in one channel (e.g., generate email content with Einstein GPT or Adobe Sensei) and measure lift in open or conversion rates.

  • Run GA4 + BigQuery in parallel with your current tool and deliver a few key insights (e.g., more precise attribution models).

Key for executive stakeholders: define clear before-and-after KPIs like reduced churn, increased LTV, or improved cost per lead—linked directly to new tech capabilities.

Final Thoughts

The MarTech/DataTech landscape is evolving fast, with Salesforce, Adobe, and Google leading strategic tech partners for companies seeking customer intelligence, personalization, and operational efficiency.

None of them has stood still. Each innovates rapidly, often converging around similar themes like AI, which benefits buyers as features expand and integrations improve (e.g., Salesforce–Google AI partnership).

For C-level leaders and marketers: Investing in these technologies is no longer optional. Your competitors likely already are.

Identify the right mix for your business strategy, support your teams in adoption, and prepare your organization to ride the next innovation wave—generative AI and autonomous automation are already reshaping the game.


Regional Advantage: Latin America

Latin American companies embracing this digital leap are already gaining competitive advantages in customer experience and growth. It’s a clear sign: data- and tech-driven marketing is no longer the future—it’s the path to leadership in today’s digital economy.


References


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©2025 by Victor Garnica.

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