Agile Marketing And The MarTech Stack: The Tools That Can Unlock Insight and Growth. The truth is, very few marketers fully understand the modern marketing technology landscape. See here for how marketers can create a MarTech Blueprint. Smart: Marketers are working hard to collect and integrate data across their platforms and channels. Additionally, I see the need for APIs that make the data platform accessible to their other technologies in real time (e.g., to the website for real-time personalization). Finally, I see niche analytics tools within the technologies that make up the stack. He identifies 3,874 different marketing technology tools. At the same time, we’re missing tools specifically for agile marketing. We need tools specific to agile marketing. Whitler: Are there new criteria for selecting marketing technologies when you have agility and speed of optimization in mind?
The truth is, very few marketers fully understand the modern marketing technology landscape. There’s no clear explanation for how it all fits together. Yet, marketing technology (MarTech for short) commands an increasingly large slice of marketers’ time, attention and budget. Just like marketers have a go-to-market strategy, a segmentation strategy, and channel and campaign strategies, modern marketing demands that there is also a marketing technology strategy.
This article—No. 4 in a six-part Q&A series on agile marketing—explores why manual processes are no longer an option, and the technology-enabled tools that can help marketers leverage data to unlock insights and growth. See here for how marketers can create a MarTech Blueprint. For more insight on agile marketing, see Part 1 (here), Part 2 (here), and Part 3 (here).
Whitler: What are some of the key aspects of today’s MarTech stack? What do we have, and what’s missing?
Smart: Marketers are working hard to collect and integrate data across their platforms and channels. From a MarTech perspective, this means understanding the data implications associated with the technologies in play. I see marketers building a marketing stack with the following components:
- A centralized database that contains all customer/prospect data. This can be a data management platform (DMP) provided by a vendor or a bespoke database.
- On top of that, many marketers layer some sort of intelligence service that allows them to run exploratory queries as well as regular KPI reports with data visualization, to assist interpretation and pattern identification.
- I also see marketers starting to deploy predictive analytics models to understand performance and how well strategies might compare to each other.
- Additionally, I see the need for APIs that make the data platform accessible to their other technologies in real time (e.g., to the website for real-time personalization).
- Finally, I see niche analytics tools within the technologies that make up the stack. These tend to be in the service of tactical decisions made by agile implementation teams—for instance, platforms that help marketers…
COMMENTS