‘The Enterprise Marketing Technology Landscape – Simplified’ – Forrester
Rusty Warner says, “We’ve all seen comprehensive diagrams featuring hundreds of vendor logos across multiple marketing technology categories. So, when tasked with mapping the technologies required to deliver contextual marketing, I decided to simplify things. For more details, see my new report “Combine Systems Of Insight And Engagement For Contextual Marketing.”
Forrester has defined broad “systems of X” categories that include systems of record, design, operation/automation, insight, and engagement. The latter two lend themselves to the enterprise marketing technology landscape.
Real-time analytics and insights drive the contextual marketing engine (below), and these tools fit squarely into the systems of insight category. Customer data bases and big data repositories fuel the engine, and as customer behavior refreshes them frequently, they, too, are systems of insight (as opposed to more static systems of record)“.
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