Marketing Leaders Adopt Analytics-Based Martech Selection Framework

Marketing teams are urged to use a five-step analytics-focused framework to evaluate martech tools, the article reports in 2025 amid a landscape of 15,384 commercial solutions. It recommends auditing current tools, defining analytical questions, testing data connectivity, piloting use cases, and validating decision speed, and notes agentic AI like Claude Code can automate data queries and reporting. This approach reduces vendor noise and integration risk.