Which of the following is NOT listed as one of the essential capabilities your tech stack must be able to do?

• A. Customer Data Platform (CDP)
• B. Intent data
• C. Social listening
• D. Display advertising

Answer: (C)

In a modern marketing tech stack, the essential capabilities focus on data, signals, and activation. A Customer Data Platform unifies data from multiple sources into a single, actionable profile so you can understand and reach customers consistently. Intent data provides signals about when a prospect is showing buying intent, helping you prioritize and tailor your outreach. Display advertising represents the activation side, letting you deliver targeted messages at scale across digital channels. Social listening, while valuable for tracking sentiment and brand conversations, isn’t typically a core, required capability for the stack’s fundamental operations. It’s more of a supplementary tool for qualitative insights rather than the data integration, intent signaling, and campaign activation backbone.