Few quests are as hopeless as trying to restore the meaning of a term whose use has changed over time. I’m not talking (for once) about Customer Data Platforms, but the idea of a “martech stack”. Originally, the term was used in the same way as tech stacks in general: “ the collection of tools, frameworks, programming languages, and platforms used to build and run a web or mobile application. ” Stacks were distinguished by their components: developers might choose a LAMP stack (Linux, Apache, MySQL, PHP), a MEAN stack (MongoDB, Express, Angular, Node.js), a WIMA stack (Windows, ISS, MSSQL, ASP), etc. Each had its strengths and weaknesses, and no doubt its fanatical advocates.…