Developing a Marketing Technology Blueprint

8 Pages Posted: 30 May 2017

See all articles by Kimberly A. Whitler

Kimberly A. Whitler

University of Virginia - Darden School of Business

scott vaughan

affiliation not provided to SSRN

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

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

Kimberly A. Whitler (Contact Author)

University of Virginia - Darden School of Business ( email )

1400 University Ave
Charlottesville, VA 22903
United States

HOME PAGE: http://www.darden.virginia.edu/faculty-research/directory/kimberly-a-whitler/

Scott Vaughan

affiliation not provided to SSRN

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