This document provides an overview of the marketing technology landscape as of January 2015. It outlines the major categories of technologies used for marketing experiences, operations, and infrastructure. Marketing experiences include areas like social media marketing, email marketing, and mobile marketing. Marketing operations cover technologies for CRM, marketing automation, web analytics, and data management. The marketing infrastructure layer includes platforms, identity management, APIs, and databases.

1. Marketing Technology Landscape
January 2015INFRA-­‐
STRUCTURE
by
Sco1
Brinker
@chiefmartec
h1p://chiefmartec.com
MARKETING
EXPERIENCES
MARKETING
OPERATIONS
INTERNET
BACKBONE
PLATFORMS
CRM
MarkeIng
AutomaIon/Campaign
&
Lead
Mgmt
Web
Content/Experience
Management
E-­‐commerce
PlaQorm/Suite
MIDDLE-­‐
WARE
IdenIty
Cloud
IntegraIon/ESBs
APIs
Tag
Management
InteracIve
Content
Sales
Enablement
CreaIve
&
Design
Dashboards/VisualizaIon
Performance
&
A1ribuIon
BI,
CI
&
Data
Science
Web
&
Mobile
AnalyIcs
Data
Management
PlaQorms/Customer
Data
PlaQorms
Channel/Local
Mktg
Team
&
Project
Mgmt
Audience
&
Market
Data
Call
AnalyIcs/Management
Asset
&
Resource
Mgmt
Vendor
Data/Analysis
SEO
PersonalizaIon
&
Chat
TesIng
&
OpImizaIon
Customer
Experience/VoC
Loyalty/Referral/GamificaIon
Events
&
Webinars
Social
Media
MarkeIng
Influencer
MarkeIng
Email
MarkeIng
Video
MarkeIng
&
Ads
CommuniIes
&
Reviews
Display
&
NaIve
Ads
Search
&
Social
Ads
Mobile
MarkeIng
Databases
&
Big
Data
Cloud/IaaS/PaaS
Mobile
App
Dev
&
MarkeIng
Web
Dev
MarkeIng
Environment
Content
MarkeIng