Why Aetna's MarTech Strategy Is Customer-Obsessed, Not Technology-Obsessed
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.
Would Your MarTech Stack Help Your Father Use Your Services?
Mirhosseini is Aetna’s VP of marketing technology and digital experience, and I got to hear her speak at MarTech
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