How Brands Should Build their Digital Marketing Optimization Stacks

Today’s digital marketers are expected to reach and engage every single touch point of the marketing timeline and customer life-cycle. With today’s constantly shifting digital marketing technology landscape, it comes as no surprise that marketing departments are aggressively shifting to assemble the right marketing stacks for their enterprise. These stacks typically consist of complex infrastructures with well over a dozen products, often from as many vendors.

The marketplace already includes nearly 2,000 vendors and counting, offering a broad range of products across a wide array of categories. On one hand, the saturation and diversity in the market allows marketers to benefit from the freedom to choose the solutions they need for their daily marketing activities. On the other hand, piecing together different technologies from multiple sources into a single stack is more often than not a borderline impossible task to achieve. With a dynamic structure and a powerful solution at the core, stacks can immediately become easily accessible, useful and actionable.

Common Elements of the Digital Marketing Optimization Stack

What does a useful digital marketing optimization stack look like? Generally speaking, there are typically four elements that comprise an effective optimization stack:

1. Audience Intelligence – Clear audience data lays a solid foundation for a good stack. You will not be able to optimize experiences without having accessible and actionable insights into who your customers are, and how they behave online. The audience intelligence layer collects and consolidates user behavior data to support all of the subsequent components in the stack.
2. Predictive Analytics – The decision making process should be driven quickly and easily by cross-platform insights, with minimum noise. Any worthwhile marketing stack should include a powerful web analytics layer that can analyze online and mobile behavior, discover relevant patterns and predict future outcomes.
3. Optimization – This layer is crucial for influencing, optimizing and personalizing experiences throughout the customer journey and across devices. This starts with brand awareness and then goes on to customer acquisition and conversion, continuing on to loyalty and retention.
4. Automation – This layer should ideally automate common sales and marketing processes efficiently, in order to nurture leads and capture web-based interactions. Automation is also important for applying changes consistently across platforms.

Consolidating all of these aspects of a digital marketing optimization stack into a single dashboard aids in streamlining your process and gaining faster, better results. An integrated holistic solution offers a convenience that simply can’t be found when piecing together a stack from multiple vendors. In summary, as digital marketers spread their attention across a wide variety of technology solutions, having a powerful and scalable technology at the core of the marketing stack, means having one-click access to all the information you need to make confident decisions and act upon them in real time. Contact us to learn how Dynamic Yield empowers marketing teams with a robust and scalable experience optimization technology, at the core of their digital marketing stack.

Now it’s your turn, what’s in your marketing stack?