One of the leading lights in evangelizing marketing technology , aka “martech” is Scott Brinker who writes the ChiefMartec.com blog. He’s now come up with “The Stackies: Marketing Technology Stack Awards” and for a good cause. Submit your martech stack diagram and if you win, he’ll donate up to $1,000 to a charity of your choice.
So what is a martech stack?
Scott covers this with some great examples in his recent blog post announcing The Stackies. He was speaking at the B2B Marketing Innovation Summit with Susan Ganeshan, Clarabridge’s CMO, Kristin Hersant, VP marketing for Livefyre and Franz Aman, SVP brand and demand at Informatica and each of these marketing executives shared top level views of their company’s martech stacks each comprising over 20 different applications in different application stacks.
The Clarabridge martech stack diagram is perhaps the most intuitive but still runs on over two dozen different applications across its various app stacks: Contacts, PR & Voice, Brand & Design, Content, Social, Advertising and Analytics. The JIRA stack is organized around PR & Social Media, Outbound Prospecting, Inbound Marketing, Website Content and Analytics. Finally, the Informatic martech stack is a more functional and workflow diagram encompassing Paid, Earned/Paid and Owned Communities stacks.
Three different approaches, all sensible, and each martech stack design to drive business goals by leveraging technology.
How good is your stack? Join the competition and find out.
Rick Ducey is the managing director for BIA/Kelsey. He is an expert in digital media innovations, competitive strategies, new product development and new business models, including digital ecosystem collaboration strategies.
Ducey oversees the firm's consulting, research and advisory services areas. He is also the program director for BIA/Kelsey's Video Local Media advisory service. This program provides coverage and analysis of how online, mobile and broadcast video technologies, competition, shifting consumer demographics and media usage trends are driving changes in the media ecosystem and SMBs and other advertisers can be successful in the new environment. Ducey assists clients with their business planning and revenue models, strategic research, market assessment, and designing and implementing digital strategies. He is also a cofounder of SpectraRep, one of BIA�s companies, which sells a patent-pending IP-based alerting system that he co-invented.
Prior to joining BIA in 2000, Ducey was senior vice president of NAB's Research and Information Group. In this position, he was in charge of the association�s new technology assessment, audience and policy research, strategic planning and information systems, including all Internet operations, and he also developed publications and seminars.
Before joining NAB in 1983, Ducey was a faculty member in the Department of Telecommunication at Michigan State University where he taught and did research in the areas of emerging telecommunication technologies and strategic market research. He also served on the graduate management faculties of George Mason University and George Washington University in telecommunications management and the University of Maryland, where he taught strategic market management and research methodologies. Ducey was selected as the Spring 2011 Shapiro Fellow at George Washington University where he teaches entrepreneurship in new media. He has published a number of research articles and papers in these areas and serves on editorial boards of leading scholarly journals in the communications field. He has also worked at radio stations WSOQ-AM/WEZG-FM and Upstate Cablevision in North Syracuse, New York.
Ducey received his Ph.D. from Michigan State University, M.S. from Syracuse University and B.A. from the University of Massachusetts at Amherst.
