Observed Signal · Aug 14, 2023 · Analysis · Source: CMSWire · Impact: 2/5 · Sentiment: Neutral
The Long Tail of Composable in the Martech Landscape
This editorial by David San Filippo, SVP at Altudo, explores the challenge of selecting from the long tail of marketing technologies in a composable architecture. It emphasizes taking an enterprise architect's view to ensure new tools integrate seamlessly with the existing Digital Experience Platform (DXP). Key evaluation criteria include feeding and consuming data from a Customer Data Platform (CDP), feeding analytics platforms, managing content and assets via CMS/DAM, supporting open integration standards like GraphQL and Webhooks, ensuring security through single sign-on, and considering total cost of licensing, implementation, and support. The article also discusses buy vs. build, recommending purchasing composable solutions unless custom development directly supports a competitive advantage. It cites over 11,000 martech tools, up 11% year-over-year, and advocates a strategic, methodological approach to avoid constant tool churn.
Provides strategic guidance on evaluating composable martech solutions, relevant to MarTech decision-makers but not a breaking industry event.
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Key Takeaways & Evidence Grounding
- Over 11,000 marketing technology tools exist, up 11% year-over-year according to Chief Martec.
- The article provides seven evaluation criteria for composable solutions: CDP feed/consume, analytics, content management, integrations, security, and cost.
- Custom development is only advisable when aligned to an organization's competitive advantage.
- The article is authored by David San Filippo, Senior Vice President of Digital Content and Experience at Altudo.
- Published on August 14, 2023, on CMSWire.
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
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Unlock the Future: Free Martech Report for 2026!
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