Martech: A New Way Of Doing Data
Those of us in the marketing technology space are aware of the power of automation when it comes to marketing. It has helped brands do the heavy-lifting in terms of decision-making and collecting and analyzing data.
With a global market size of $121.5 billion (2019), MarTech is one of the best ways to automate and scale a brand’s data processing capabilities.
Martech can be divided into three categories: external technology, product technology, and internal technology.
We use internal technology to process marketing functions like analytics, SEO auditing, competitive intelligence, and social media monitoring.
If you’re interested in marketing technology as a whole and the insight-gathering part as a specificity, then you’re in the right place.
In this article, we’ll discuss discovery tools, breaking down API access, and opt-in security.
Discussing Discovery Tools
Data discovery tools are an essential link in terms of producing accurate insights.
According to Scott Brinker’s Marketing Technology Landscape Supergraphic, the discovery layer deals directly with data and human-driven functions such as predictive analytics, big data retrieval, visual discovery, and digital analytics as an encompassing term for social and web/mobile analytics.
Each function serves a unique purpose, yet they all unite under the discovery layer, which lies in the backbone layer.
For example, social analytics functions are best sourced by tools specializing in the retrieval, storage, and processing of social feeds.
Web and mobile analytics functions are performed best by tools that “feed raw data into separate repositories and incorporate processing services specifically tailored to the data they collect whether it be directly or through Tag Management Systems.” (Scott Brinker, 2015)
As for predictive and visual discovery tools, they’re best used to analyze customer properties in a data warehouse.
Breaking Down API Access And Security Of Opt-In
What Is An API?
Application Programming Interface (API) is a term that describes the ways software programs can interact with each other. If a software program can be controlled by APIs, that’s when we talk about an open system.
With all the layers that make up marketing tech, you can see how important it is to interact between them, which is where APIs come in.
They allow different software programs within the same marketing scheme to interact with each other, making it easy to deliver data and process it as efficiently and quickly as possible.
Each is simpler to maintain, could evolve at its own pace, and could be flexibly reused across multiple applications.
For example, you don’t need to spend as much time or money on setup for new tech implementation. You can also channel different API-provided data into this one big warehouse with a hands-on view of the entire customer journey when you’re trying to take on attribution.
Finally, having too many technologies can actually be increasing the manual workload for you because of how much internal integration they need to do. APIs make it easier to streamline all that flood of information.
How Does It Tie Into The Security Of Opt-In?
Because APIs hold so much power in terms of transferring data, they can be more prone to vulnerabilities and hacking. Hence came the concept of API security, and part of that concept is API access control.
API access control refers to the security practice of granting access only to authorized logins. An example of this would be Google API keys. When a third party attempts to access an API product, authorization is enforced by Google Cloud. And then it makes sure that they have not gone beyond their permitted quota. (Rate limiting and spike protection.)
You can see the connection here between API access and opt-in because, usually, you’re getting the consumer’s permission at opt-in. They get to choose what kind of information to share with you and what exactly you’re entitled to. (Think(Think GDPR guidelines.) theyGDPR guidelines.)
So what API security does here is to ensure the consumer’s data is protected from any potential threats or breaches.
We also have consent management and enforcement that tie into this exact purpose.
In examining the fascinating blend of marketing and technology from such an internal angle, it becomes apparent that we need to take things into our hands.
No more disconnect between software and marketing. No more complete delegating of such an extremely part of the process to a third party. And finally, we should take the opportunity to “ride the wave” with the astonishing growth of this industry.