The DatoRoundup — August 19, 2016
MarTech integration and the challenges it presents seems to be a popular theme in this week’s DatoRoundup. We’re sharing pieces from Matt Mobley writing for CIOReview on The New Rules of MarTech Integration; Angela Stringfellow for Docurated on How CMOs Can Leverage MarTech for Success; Scott Brinker of Chiefmartec with his analysis of the DataXu research results, which he calls The Great Marketing Migration; Joe Apprendi for Techcrunch of the history of Big Data; and another great Techcrunch piece by Samuel Scott that alleges Google Analytics is essentially contributing to marketing’s biggest problems. Enjoy!
By Scott Brinker
The industry is witnessing a paradigm shift in the structure of marketing, and the latest data from a study by DataXu, shown in this Chiefmartec piece, suggests that it’s crossing a tipping point. Brinker writes his analysis of the situation based on the survey’s results — of which much has been written, but this is the best we have seen — and comes to the conclusion that it is mainly due to waves of digital disruption, relating to:
- The explosion of digital touch points between companies and customers
- The empowerment of those customers through search and social media
- The resulting expansion of marketing from communications to experiences
- The acceleration of marketing’s speed in a digital world
- The collapse of organizational silos to improve continuity across experiences
- The growing entanglement of product and marketing in a connected age
- The massive marketing technology landscape that enables all of this
- The treasure trove of data generated and leveraged by everything above
By Joe Apprendi
Apprendi says, “Clicks. Once upon a time they were the most powerful tool in assessing online ad performance. A humble beginning, but much has changed. The data-driven measurement and predictive analytics technologies that launched AdTech and expanded to marketing are now being applied to nearly everything — and yet, it’s easy to forget the road that led here.”
Read his brilliant piece on the genesis of big data and the path that brought us to where we are today.
By Matt Mobley
In 2011 there were 150 marketing technology companies, and now in 2016 there are nearly 3,900, according to Scott Brinker’s Marketing Technology landscape. In fact, according to IDC Research, marketing technology spend as a percentage of marketing spend will grow to 10 percent by 2025, which represents an increase of 10 times what it is today. That is very telling of key trends in the industry around big data and cloud technology, especially in the analytics arena, writes Mobley. However, as Mobley points out, it is not these changes or the speed at which they are occurring that poses the biggest challenge to organizations today. Rather it is the obstacle of integrating these new marketing technologies. Read his three key tenets for marketing technology integration here.
By Angela Stringfellow
Stringfellow expands on how can CMOs can streamline implementation and maximize the impact of new technology, without introducing undesirable consequences such as data overload or too much demand on IT resources. By searching the far corners of the web to glean insights and tips from leading marketing professionals, she has created this comprehensive guide for the modern CMO. Its aim is to address that very question: How can modern CMOs best leverage MarTech for success? We may be a bit bias but we’d like to point out that an author writes, “Seek to replace complex technology stacks with a single source of truth, or at least minimize the number of tools utilized to achieve the same results.” That is exactly what Datorama does for its customers.
By Samuel Scott
We tweeted about this piece earlier this week, but it is such an interesting story that we decided to put it into our DatoRoundup Samuel Scott alleges that Google Analytics has ruined marketing. He writes, “Marketers in the high-tech world who use phrases such as ‘social media marketing,’ ‘Facebook marketing,’ and ‘content marketing’ do not understand the basic difference between marketing strategies, marketing channels and marketing content. And Google Analytics is to blame.” Read the fiery post here!
Thank you for reading this week’s DatoRoundup.