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Our approach to eCommerce Marketing Techstack

Our approach to eCommerce Marketing Techstack

Our approach to eCommerce Marketing Techstack

Basic eCommerce Marketing techstack usually comprises of one or multiple of a following tools:

If one were to create a graphical representation of the data flow within the fundamental eCommerce marketing technology stack, it could potentially resemble the following:

1. eCommerce Marketing tech stack without CDP platform

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The primary drawback of this strategy lies in the dispersion of data across various marketing platforms, resulting in the absence of a consolidated "source of truth." This fragmentation can make it extremely challenging, if not impossible, to ensure a cohesive experience for an individual customer across all touchpoints.

2. eCommerce Marketing tech stack with CDP platform

The majority of shortcomings associated with the Basic eCommerce technology stack can be addressed through the implementation of a Customer Data Platform (CDP).

A CDP facilitates the consolidation of data from every marketing channel into a “single customer view”, thereby establishing a unified source of truth accessible to the entire marketing team. It enables the creation of customer segments within the platform, which can then be distributed to all marketing tools, fostering a consistent customer experience across all marketing channels.

The integration of a CDP into a marketing technology stack can be represented as follows:

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A crucial feature of a robust Customer Data Platform (CDP) is its ability to track and retain the activities of anonymous users—individuals who engage with a website but cannot be identified via their email addresses. It's worth noting that typically over 80% of eCommerce traffic can comprise these anonymous users. Without the capability to track and store their data, exploiting it for website personalization, machine learning, or analytical purposes becomes unattainable.

There's another eCommerce marketing configuration that warrants consideration.

3. eCommerce Marketing tech stack with CDXP platform

The Customer Data Experience Platform (CDXP) is a comprehensive solution that consolidates the functionalities of five or more standalone marketing tools into one integrated system. Bloomreach Engagement, a frontrunner in this field, amalgamates a diverse array of tools, including:

  • CDP,
  • Email & SMS platform,
  • Website personalisation & A/B testing,
  • Reporting platform,
  • Product Recommendations

There are two primary benefits of adopting this approach.

  1. Firstly, it's likely to be more cost-effective to maintain a single platform as opposed to five separate marketing tools.
  2. Secondly, the need to manage data flow among individual systems is eliminated, reducing maintenance efforts.
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4. Advanced eCommerce marketing techstack with a CDXP

The capabilities of a CDXP can be significantly enhanced by integrating a Cloud Platform, with our preferred choice being Google Cloud Platform (GCP).

GCP facilitates the development of top-tier eCommerce reporting and enables a range of sophisticated applications. These include advanced email automation, data anomaly detection, and customer clustering analysis made possible through GCP's Machine Learning module.

The schematic representation of an advanced eCommerce marketing technology stack is as follows:

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