Having been a Marketing tags implementation and tool integrations specialist for 3 years, I encountered the mentions of different AdTech and MarTech platforms like Floodlight, Mediaplex, Bing Ads, Facebook Pixels, Hotjar, Crazy Egg etc., While my core focus was implementing web and app analytics tags, Tag Management was an augmented scope. Hence, I implemented the tags and leveraged DataLayer where needed with basic understanding of what each tools meant.
My interest to understand the entire Digital marketing ecosystem beyond just web, app analytics and experiments grew. I will cover what I have learnt in this series of blog posts.
AdTech and MarTech Tools
Understanding the ecosystem becomes easier if the AdTech and MarTech can be visualized correctly. AdTech tools are used for advertising on paid media channels like search, display, video or social media.
On the other hand, MarTech tools are used to run on-site marketing campaigns on owned channels like like e-mail, social channel. web analytics, A/B testing, personalization etc.,
Both of these type of tools have to be integrated and used for an effective Digital marketing program. This will enable access to many data points and allow specific targeting of audiences.
Website/app is the core of ecosystem
Simple way of understanding the ecosystem is to position website/app where conversions happen as the core. AdTech tools bring new visitors or returning targeted visitors to the website/app while MarTech tools help in on-site or on-app activities.
The way each of these tools are integrated and instrumented via tags, API and file uploads as a part of Digital Marketing. AdTech itself has a data flow between its components that will help in understanding the marketing stack better. It can be understood in the forthcoming blogs of this series.