Developing a Marketing Technology Blueprint
8 Pages Posted: 30 May 2017
Abstract
This note introduces the concept of a marketing technology blueprint (MarTech Blueprint), instructs students how to create one, and gives real-world examples of how a MarTech Blueprint might be used.
Excerpt
UVA-M-0906
Dec. 8, 2016
Developing a Marketing Technology Blueprint
There was 5 Exabytes of information created between the dawn of civilization through 2003, but that much information is now created every 2 days, and the pace is increasing.
—Eric Schmidt, chairman of Google
By 2017, the CMO will spend more on IT than the CIO.
. . .
Keywords: marketing, technology, MarTech
Suggested Citation: Suggested Citation
Whitler, Kimberly A. and vaughan, scott, Developing a Marketing Technology Blueprint. Darden Case No. UVA-M-0906, Available at SSRN: https://ssrn.com/abstract=2974750 or http://dx.doi.org/10.2139/ssrn.2974750
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