About Martech Explained

Martech Explained is a plain-English guide to marketing technology: what the tools do, how they fit together, what they cost and how to choose them. It’s written by a marketer who buys, sets up and measures these tools for a living.

Why this site exists

Most writing about martech comes from two places: vendors selling a tool, or analysts writing for people who already speak the language. If you’re new to it, or you just need a straight answer before a meeting, both are hard work.

This site sits in between. Each guide explains one idea in plain words, shows where it fits in a real stack, and tells you what it costs in money and effort. When something is overhyped, I’ll say so. When the honest answer is “it depends”, I’ll tell you what it depends on.

Who writes it

I’m Ashwin Pavery. I lead web growth at MoEngage, where I look after website marketing, conversion rate optimization, personalization and analytics.

I’ve spent more than eight years in B2B and B2C marketing. Before MoEngage, I led engagement, retention and cross-sell at Freo, a consumer fintech. Across both, most of my work has come down to the same questions: which tools do we actually need, how do we connect them, and how do we prove they worked?

Martech Explained is where I write down the answers, including the mistakes that taught me them.

What you’ll find here

There’s also a YouTube channel with short explainers and longer walkthroughs of the same topics.

How guides are researched and written

• Sources first. Every statistic links to where it came from, with the year. I use original research (surveys, landscapes, official documentation) over articles that quote it second-hand.
• Checked against the vendor. Product features and pricing are checked on the vendor’s own site. Prices change often, so treat any figure as a guide and confirm before you buy.
• Experience, marked as such. Notes from my own work are labelled “From the field”, so you can tell opinion and experience apart from sourced facts.
• Kept current. Each guide shows the date it was last updated. Core guides are reviewed at least twice a year, and sooner when something important changes.
• How AI is used. I use AI tools to help with research and first drafts, like many writers now do. I check every fact against its source, and the examples, opinions and final edit are mine.

Independence and disclosures

• No paid placements. No company can pay to be included, ranked or reviewed more kindly.
• Affiliate links are labelled. If a post contains affiliate links, it says so at the top. I may earn a commission at no extra cost to you, and it never decides what I recommend.
• Sponsorships are labelled. Any sponsored content will be clearly marked as sponsored.
• My employer. I work at MoEngage, a customer engagement platform. This is a personal project, and the views here are my own, not MoEngage’s. Wherever MoEngage or its direct competitors come up, I’ll point out the connection.

Corrections and contact

Spotted a mistake or an out-of-date number? Email martechexplained@gmail.com with the page and what’s wrong. I fix confirmed errors quickly and note important corrections at the bottom of the post.

The same address works for questions, topic ideas and partnership enquiries. You can also find me on LinkedIn.