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Reference · landscape

The landscape of working martech use cases, organized by outcome.

78 of 78 recipes across 7 outcomes. The rail at the left of every recipe encodes readiness. Pick a pattern to highlight every recipe that shares it.

Other views:Atlas (poster)Browse (faceted)Patterns (reference)
ReadinessHigh11Medium-high33Medium-low31Low3VerticalB2B SaaS10B2C ecommerce12B2C retail2B2C retail omnichannel1B2C subscription5Cross vertical42Financial services2Gaming1Media publishing1Telco1Travel hospitality1RegulatoryEU GDPR18FINRA2GDPR-strict15Multiple43
Pattern overlayConsent-scoped signal collection22Signal quality monitoring21Audit trail generation at the decision point18Inferred attribute generation15Behavioral trigger13Anonymous-to-known stitching13Suppression and exclusion logic12Consent state propagation across systems12
Outcome · 14

Acquisition

Sales-triggered email from product usage
B2B SaaS · high
ABM account activation across channels
B2B SaaS · medium-high
Account-level engagement scoring
B2B SaaS · medium-high
CAC optimization via signal quality
Cross vertical · medium-high
Connected TV audience activation from CRM
Cross vertical · medium-high
First-party audience activation across paid destinations
Cross vertical · medium-high
Paywall optimization with reader signals
Media publishing · medium-high
Sales handoff with intent signals
B2B SaaS · medium-high
Form-fill enrichment with firmographics
B2B SaaS · medium-low
Free-to-paid conversion nudges
Gaming · medium-low
Influencer attribution measurement
Cross vertical · medium-low
Negative audience exclusion across ad platforms
Cross vertical · medium-low
Reverse IP identification for anonymous B2B traffic
B2B SaaS · medium-low
Search bidding signal enrichment from CRM
Cross vertical · medium-low
Outcome · 14

Retention

Bill-shock prevention outreach
Telco · medium-high
BOPIS abandonment recovery
B2C retail omnichannel · medium-high
Cart abandonment recovery with cross-device identity
B2C ecommerce · medium-high
Predicted churn-risk winback
B2C subscription · medium-high
Subscription renewal series with churn-risk weighting
B2C subscription · medium-high
Browse abandonment recovery
B2C ecommerce · medium-low
Cross-sell sequencing post-purchase
B2C ecommerce · medium-low
Customer onboarding series with engagement gating
B2B SaaS · medium-low
Lapsed customer reactivation across email and paid
Cross vertical · medium-low
Loyalty tier progression nudge
B2C retail · medium-low
Replenishment timing for consumables
B2C ecommerce · medium-low
Trip-planning-to-booking nurture
Travel hospitality · medium-low
Anniversary and milestone marketing
B2C subscription · low
Cart abandonment recovery basic
B2C ecommerce · low
Outcome · 10

Personalization

LLM-assisted next-best-action with deterministic fallback
Cross vertical · high
Account-based personalization on site
B2B SaaS · medium-high
LLM intent extraction from unstructured surfaces
Cross vertical · medium-high
Personalized product recommendations
B2C ecommerce · medium-high
Personalized product sort order
B2C ecommerce · medium-high
The customer context layer for AI orchestration
Cross vertical · medium-high
Cross-session state surfacing
B2C ecommerce · medium-low
Returning visitor recognition without login
B2C ecommerce · medium-low
Search query to category landing personalization
B2C ecommerce · medium-low
Geo-localized content swap
B2C retail · low
Outcome · 10

Identity

Customer identity service
Cross vertical · high
Household identity stitching
B2C subscription · high
Probabilistic identity resolution
Cross vertical · high
B2B account-level identity resolution
B2B SaaS · medium-high
Cross-device identity resolution, the deterministic baseline
Cross vertical · medium-high
First-party identifier emission
Cross vertical · medium-high
Identity decay management
Cross vertical · medium-high
Identity resolution across consent boundaries
Cross vertical · medium-high
Email identifier normalization
Cross vertical · medium-low
Phone number normalization for SMS
Cross vertical · medium-low
Outcome · 10

Measurement

Cross-channel paid attribution with consent fallback
Cross vertical · high
Marketing mix modeling inputs
B2C ecommerce · high
Attribution credit allocation rules
Cross vertical · medium-high
Incrementality testing for paid channels
B2C ecommerce · medium-high
LTV with a predicted component
B2C subscription · medium-high
Cohort analysis for product engagement
B2B SaaS · medium-low
Conversion event quality monitoring
Cross vertical · medium-low
Event schema standardization
Cross vertical · medium-low
Server-side conversion tracking for paid social
Cross vertical · medium-low
Server-side event collection with client-side fallback
Cross vertical · medium-low
Outcome · 10

Governance and compliance

AI personalization bias audit
Cross vertical · high
Audit trail for personalization decisions
Financial services · high
Audience suppression for legal-hold and vulnerable customers
Financial services · medium-high
Consent state propagation across channels
Cross vertical · medium-high
Right-to-be-forgotten propagation
Cross vertical · medium-high
Channel preference center
Cross vertical · medium-low
Consent rate monitoring and degradation
Cross vertical · medium-low
Cookie consent server-side bridge
Cross vertical · medium-low
Data minimization at collection
Cross vertical · medium-low
Third-party tracker inventory
Cross vertical · medium-low
Outcome · 10

Efficiency

Agentic orchestration with human-in-the-loop checkpoints
Cross vertical · high
Cross-platform, consent-aware post-conversion suppression
Cross vertical · high
Audience overlap reduction across paid platforms
Cross vertical · medium-high
Bid floor management via first-party signal
Cross vertical · medium-high
Channel cost-aware decisioning
Cross vertical · medium-high
Duplicate customer record merge
Cross vertical · medium-high
Frequency capping across channels
Cross vertical · medium-high
Cross-channel message deduplication
Cross vertical · medium-low
Post-conversion suppression
Cross vertical · medium-low
Stale segment pruning
Cross vertical · medium-low

The landscape lives at /landscape. For the poster-shaped view of the same corpus, open the atlas.