Marketing Technology Landscape Supergraphic (2017): Martech 5000


(ChiefMarTec); Marketing Technology Landscape Supergraphic (2017): Martech 5000; In Their Blog; 2017-05-10.

Occasion

Martech 5000
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Licentious licentiate: <quote ref=”cite“>Feel free to cut-and-paste this data and use it as a starting point for your own research.</quote>

Mentions

  • Integration-Platform-as-a-Service(iPaaS, IPaaS)
    • are “distributed” platforms
    • perform <quote>[as] dynamically piping data between marketing applications and [a] data lake.</quote>
  • Content Management System (CMS)
    • are platforms, per se
    • are centralized
    • are repositories of data and services
    • Gartner staff renamed them digital marketing hub
  • Among: DMP, CDP, RTIM
    • is a subtle blending among them
    • The Spectrum
      • Data Management Platforms (DMP),
      • Customer Data Platform (CDP),
      • Real-Time Interaction Management (RTIM)

Exemplars

Content Management System (CMS)

  • Adobe
  • HubSpot
  • IBM
  • Marketo
  • Oracle
  • Salesforce
  • Sitecore

IPaaS, now with Microservices!

  • Boomi, a wholly-owned subsidiary of Dell, a.k.a. Dell Boomi
  • Informatica
  • Jitterbit
  • Mulesoft
  • Segment
  • Zapier

The Spectrum Among: DMP, CDP, RTIM

Customer Data Platform (CDP)
  • AgilOne
  • Lytics
  • RedPoint
  • Tealium
  • Treasure Data
  • Usermind
Data Management Platform (DMP)
As a feature, not even Line of Business
  • Adobe
  • Oracle
  • Salesforce
Standalone
  • DataXu
  • MediaMath
  • Neustar
  • Rocketfuel, (sic) Rocket Fuel of Sizmek
Real-Time Importance Management (RTIM)
  • Experian
    but not Acxiom? EXPM contra ACXM …”the same, but different” aren’t they?
  • Infor
  • Pegasystems
  • SAS
  • Teradata

Credited

Iterations

Argot

  • Content Management System (CMS)
  • Customer Data Platform (CDP)
  • Customer Relationship Management (CRM)
  • Data Lake, an inelegant metaphor,
    a body corpora of water data facts in a controlled-but-unstructured format.
  • Data Management Platform (DMP)
  • Digital Marketing Hub (DMH)
    Gartner ‘lingo for the MarTech genre.
  • Enabler
    Doesn’t actually do the work, but still sends a bill for allowing it to occur.
    Usage: <quote>iPaaS and microservice platform enablers.</quote>
  • Integration-Platform-as-a-Service (iPaaS)
  • Long Tail
  • Marketing Automation Platform (MAP)
  • Microservices
  • Platform-as-a-Service (iPaaS)
  • Real-Time Interaction Management (RTIM)
  • Service-as-a-Service (SaaS)
  • Success-as-a-Service, a scheme.
    e.g. 2&20.

Referenced

Previously

In Their Blog

Actualities

Licentiate: ibidem.




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