Microservices as a future approach to Marketing Technology


(leonardo) #1

As marketing technology’s power and ubiquity have grown, its strategic importance has not diminished. Modern marketing teams – more than ever – find their sweet spot on the boundaries between the technology domain populated by algorithms, systems, data, and the human domain populated by creativity, psychology, and brand.

Lately, I’ve been wondering how much of this marketing technology wave are customer ops teams really exploiting? In what proportion do they really use this new abundance of SaaS? And what is the speed of adoption of these new technologies?

This essay is a deep dive into the causes that hinder most companies from fully exploiting today’s technology abundance and the approaches that might solve some of today’s problems.

As always, would love to get your feedback. Ideas?

–L


(Lin Ling) #2

I 100% agree. Our organization takes a micro services approach as well, rendering tools that don’t allow ALL data to be piped out a deal-breaker; Hubspot being an example. Where it DOES get complicated as you alluded to is ultimately visualizing the workflows/architecture. As our use cases increase, we will have more and more turning into what Netflix and Amazon have perhaps.

Secondly, it brings up a new role which is the martech developer/engineer. This will become a very important role in and of itself as the micro services approach grows in adoption.


(Lin Ling) #3

As this gains adoption, it also feeds and propels services that sync many platforms, such as Segment.com


(leonardo) #4

Our organization takes a micro services approach as well, rendering tools that don’t allow ALL data to be piped out a deal-breaker; Hubspot being an example.

Secondly, it brings up a new role which is the martech developer/engineer. This will become a very important role in and of itself as the micro services approach grows in adoption.

Great thinking there. Also, agree that it’ll feed services able sync SaaS.

Wrote a thing on this idea a couple of days ago: plainflow.com/blog/ipaas-customer-experience/