The Importance of an Open Architecture Digital Marketing Software


(bright music) – Why is an open
architecture site important? First of all is the question, who owns the data? I was a VP at a very large retailer and we used a lot of point services. When we wanted to pull the data out of all these point solutions, we couldn’t, these were black boxes, so even though they had five
or six or seven years of data on our business, we had to start literally
from a blank sheet. So the first thing with open architecture is that the data is yours as a customer. It is not the data of the vendor. And if you want to use this
data for another initiative, you should be able to
export it in real-time, in a very easy fashion. The other aspect is that in almost every enterprise environment, there are existing solutions that you have to integrate with. So no matter what your CRM is, no matter what your CMS is or your ESP is, you want to be able to
integrate with this, a third party platform with ease. And when we have designed a number of keys in open architecture, we designed it as engineers that know how painful integrations are, especially in complex environments where you have legacy systems, you have new systems, you have global organizations. We have customers that
have different systems for different geos. And how do you make it work? You have to go with the
open architecture play. And this is basically from
day one of Dynamic Yield, we always say it has to
be open architecture, open datasets, and engineering friendly. (bright music)

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