Marketing Technology Architecture

Written By Andrei Spataru

A strong analytics team is built on the foundation of strong data. Our EDS and other development teams have helped us gain a solid data foundation.  

We have multiple sources of data. 

  • Trading and some onboarding data is available in our Data warehouse 

  • Client interaction information is available in SalesForce CRM 

  • All web analytics data is held in our Google 360 enterprise stack 

  • Other sources include – webinar platform, acquisition partners, mobile app etc 

To do end to end analysis, we need to stitch this data and provide a client level view. This is the key purpose of the MarTech team. In partnership with our development team we have a working group who have started implementing this since 2020.  

MarTech benefits

We have deployed phase 1 with Dremio work expected to begin in Phase 2. We have sought guidance from the DAAS team.  

The MarTech project is the foundation block for digital marketing. By integrating data across multiple platforms, we have already seen our marketing efficiency increase greatly. We are now able to pass first party data back to our ad serving platforms which helps programmatic paid search and enhances our Display teams’ target audience.  

MarTech architecture overview

Andrei Spataru
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