Why Aetna's MarTech Strategy Is Customer-Obsessed, Not Technology-Obsessed

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Shiva Mirhosseini’s whole career has been about marketing technology: setting martech strategy, building tech stacks and creating cutting-edge marketing capabilities. But the focus was always internal, on what the technology could do for marketing. Until she realized that enabling marketers doesn’t actually help a brand reach its goals — enabling the customer does.

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