{"id":8793,"date":"2024-09-24T13:39:00","date_gmt":"2024-09-24T13:39:00","guid":{"rendered":"https:\/\/tup.kxe.temporary.site\/why-marketers-need-architecture-vision\/"},"modified":"2024-09-24T13:39:00","modified_gmt":"2024-09-24T13:39:00","slug":"why-marketers-need-architecture-vision","status":"publish","type":"post","link":"https:\/\/okdesign.ca\/fr\/why-marketers-need-architecture-vision\/","title":{"rendered":"Why marketers need &#8216;architecture vision&#8217;"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<div>\n<p>\u201cArchitecture vision\u201d is the third of <a rel=\"nofollow\" href=\"https:\/\/martech.org\/6-core-competencies-every-martech-manager-needs\/\">six core competencies<\/a> marketers need to develop, and what is means for marketers.<\/p>\n<p>In previous articles, I discussed the first two of those competencies: <a rel=\"nofollow\" href=\"https:\/\/martech.org\/why-marketers-need-generalized-system-understanding\/\">generalized system understanding<\/a> and <a rel=\"nofollow\" href=\"https:\/\/martech.org\/why-you-need-to-master-martech-tool-management\/\">martech tool management<\/a>. <\/p>\n<p>This third competency, architecture vision, might be thought of as the sum of those first two competencies. The first says that marketers should have a big picture understanding of how customer data should be collected, unified and prepared for activation via different channel (such as social, email, SMS, web push, app notification, etc). The second says that marketers should have a strategic view of the different platforms and how they hold and use customer data.\u00a0<\/p>\n<p>Architecture vision competency means having a strategic view of <a rel=\"nofollow\" href=\"https:\/\/martech.org\/what-is-martech\/\">marketing technology<\/a> systems, as well as an understanding of how these tools are used when it comes to collecting and acitvating customer data.\u00a0<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-why-architecture-vision-important-for-marketers\">Why architecture vision important for marketers<\/h2>\n<p>When marketers have a strategic, systemic view of the marketing platforms available to them, how they can collect and use customer data, and how this data can flow safely and securely amongst these platforms \u2014 along with an in-depth knowledge of marketing processes \u2014 they can atually help increase marketing technology utilization. <\/p>\n<p>The architecture vision competency allows marketers to further understand how to use the available martech stack to improve both <a rel=\"nofollow\" href=\"https:\/\/martech.org\/topic\/customer-experience\/\">customer experience<\/a> as well as internal marketing processes. As mentioned above, by having both a systemic view of marketing technology stack and an overall understanding of how each tool in the stack works, marketers can arrive at architecture vision.<\/p>\n<p>Architecture vision:<\/p>\n<ul class=\"wp-block-list\">\n<li>Allows marketers to understand how the different platforms fir together and how this affects the flow of customer data, from its collection all the way to its impact on customer facing communication.\u00a0<\/li>\n<li>Allows marketers to help define which customer data should flow from one platform (where consumer data is collected, for example), to another (where this same data is used to engaged with the consumer.<\/li>\n<li>Finally, having architect vision can greatly help marketers when collaborating with other stakeholders (such as IT, data ops, data security, <a rel=\"nofollow\" href=\"https:\/\/martech.org\/topic\/marketing-privacy\/\">data privacy<\/a>, etc).\u00a0\u00a0<\/li>\n<\/ul>\n<p>Understand, this is not just about having technical understanding. Rather, this is about ensuring that marketers have a birds-eye view that allow them to have a better understanding of how the available martech stack can affect marketing processes (for better or worse) and customer experience.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-next-steps\">Next steps<\/h2>\n<p>First, here\u2019s are some questions to get you started: \u201c<\/p>\n<ul class=\"wp-block-list\">\n<li>Does your current martech architecture help automate operational marketing tasks, such as automatically and safely sending data from one platform to the other, ready to be used by marketing or revenue growth teams?<\/li>\n<li>Is there an overlap of features between the martech platforms you are using?<\/li>\n<li>If there is an overlap, does it hinder processes (e.g. teams going to different platforms to perform the same tasks)?<\/li>\n<li>Is customer data flowing safely and securely through the stack?<\/li>\n<\/ul>\n<p>Marketers should bring the answers to these questions to the process of reviewing the martech stack architecture with other appropriate stakeholders and teams. These will help your understanding of how martech operations and marketing processes can be enhanced to improve customer experience and desired business outcomes.<\/p>\n<p><strong><em>Dig deeper: <a rel=\"nofollow\" href=\"https:\/\/martech.org\/what-the-composability-revolution-means-for-the-martech-stack\/\">What the composability revolution means for the martech stack<\/a><\/em><\/strong><\/p>\n<p><!-- START INLINE FORM --><\/p>\n<p><!-- END INLINE FORM -->\n<\/div>\n<p><em>Contributing authors are invited to create content for MarTech and are chosen for their expertise and contribution to the martech community. Our contributors work under the oversight of the <a rel=\"nofollow\" href=\"https:\/\/martech.org\/staff\/\">editorial staff<\/a> and contributions are checked for quality and relevance to our readers. The opinions they express are their own.<\/em><\/p>\n<p><br \/>\n<br \/><a href=\"https:\/\/martech.org\/why-marketers-need-architecture-vision\/\">Source link <\/a><\/p>","protected":false},"excerpt":{"rendered":"<p>\u201cArchitecture vision\u201d is the third of six core competencies marketers need to develop, and what is means for marketers. In previous articles, I discussed the first two of those competencies: generalized system understanding and martech tool management. This third competency, architecture vision, might be thought of as the sum of those first two competencies. The [&hellip;]<\/p>","protected":false},"author":3,"featured_media":8794,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"nf_dc_page":"","_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[5],"tags":[],"class_list":["post-8793","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-agency"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.8 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Why marketers need &#039;architecture vision&#039; - OK Design<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/okdesign.ca\/fr\/why-marketers-need-architecture-vision\/\" \/>\n<meta property=\"og:locale\" content=\"fr_CA\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Why marketers need &#039;architecture vision&#039;\" \/>\n<meta property=\"og:description\" content=\"\u201cArchitecture vision\u201d is the third of six core competencies marketers need to develop, and what is means for marketers. 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