Tia Zervas is a Sr. Principal Analyst with Gartner's Marketing & Communications research group. She focuses on helping CMOs and marketing leaders understand their marketing technology (martech) ecosystems and stay informed about emerging trends in the martech space. She advises clients on how to evaluate their martech stacks and how to maximize ROI on their technology investments.
Tia partners with clients to evaluate and guides them through the selection of best-fit technologies such as Multichannel Marketing Hubs (MMHs), Digital Asset Management (DAM) platforms, Identity Resolution (IDR) solutions, marketing data collaboration tools, Consent and Preference Management Platforms (CPMP) for marketers, and Customer Data Platforms (CDP).
Prior to joining Gartner, Ms. Smart worked in sales for several retailers and was a Principal within Gartner's Research Engagement Services (RES) department.
Gartner, Prinicipal, Research Engagement Services, 3 years
Best Buy, Apple Lead, Mobile Consultant , 3 years
Martech Strategy and AI Trends
M.A., Political Science - Public Affairs, University of Florida
B.A., Political Science, University of Florida
How do I identify, evaluate and select martech?
How do I conduct a martech audit?
Understanding proof of concepts (POCs) and how to evaluate a vendor's demonstration