In the News

| CMS Wire | CDPs Uncovered: Integrations, AI and the Path Forward

In this episode of CMSWire TV's The Digital Experience Show, CMSWire's Editor-in-Chief Dom Nicastro sits down with Tony Byrne, CEO and co-founder of The Real Story Group, to delve into the intricacies of customer data platforms (CDPs).

With years of expertise in evaluating marketing technologies, Tony shares valuable insights into the evolution of CDPs, their impact on the martech landscape and the challenges organizations face in implementing these powerful tools.

This conversation also touches on the fragmentation of the CDP market, the role of AI and machine learning and the critical steps necessary for successful CDP adoption. Read More.



| Omnichannelx | Podcast – Decoding the Content Tech Evolution w/ Tony Byrne

An Omnichannelx podcast where the host Noz Urbina sits down with Tony Byrne, Founder of Real Story Group.

By the end of the podcast, you’ll learn:

  • Evolution of Content Management Systems: Understand how DAMs and CMS have evolved over the years, including the rise of headless CMS and the impact of AI
  • Strategic Technology Decisions: Learn the importance of having a clear strategy and vision when choosing content management technologies
  • The Future of DAMs: Explore how DAMs are expanding their capabilities, managing a wider range of assets, and playing a crucial role in the content lifecycle
  • The Role of AI in Content Strategy: Gain insights into how AI is transforming content creation and management, not just at the customer touchpoint but throughout the content lifecycle
  • Challenges with Headless CMS: Understand the limitations and potential pitfalls of headless CMS and the importance of hybrid solutions
  • Emerging Omni-channel Content Platforms: Discover the concept of Omni-channel Content Platforms (OCPs) and how they differ from traditional DAM and CMS solutions
  • Making Informed Technology Choices: Learn practical tips for navigating the complex content technology market and making decisions that align with your organization’s needs.

Listen here ➤



| Content Marketing Institute | Marketing Attribution Technology: Find Your Fit

With the right MAT solution, you can tie your content budget to meaningful business outcomes. Here’s what to consider when shopping in this complex marketplace.

In a tough economy, marketing leaders must account for every dollar of their budget and tie spending to meaningful outcomes. Adding marketing attribution technology (MAT) to your content tech stack can help put those capabilities into your entire team’s hands – if you find the right-fit platform.

MAT employs various measurement and attribution methodologies that can show you where and how your marketing efforts are adding value to your business. For example, it can be used to quantify the revenue generated through your marketing initiatives or help tie your content activities across various channels to critical outcomes and goals.

Overall, marketing attribution technology supports a diverse array of use cases, spanning various business objectives and channel support. However, vendors’ offerings can vary widely in their target use cases and their attribution methodologies.

It makes MAT a challenging market to navigate when considering a purchase. However, tracking key details can help you decide if a MAT solution is worth adding to your martech stack and find the optimal vendor for your content team’s needs. Read More.



| CMS Wire | Marketing Technology: Has WCM Been Commodified?

Woe to any digital leader that treats WCM capabilities as a commodity.

The Gist

  • Marketing technology. Web content management technology (WCM) remains nuanced and essential, not a commodity.
  • Martech stack diversity. The martech stack has evolved, with WCM being just one of many dynamic components.
  • WCM platform options. Content marketing platforms continue to innovate, offering a range of choices for modern businesses.

"Commodity" is a dreaded term in technology. It implies something so simplistic, so standardized, and so cheap, you don’t even need to compare suppliers based on the product itself. The word brings to mind something you trade in bulk, like pork bellies or orange juice.

No tech vendor wants to sell something commoditized, and even technology buyers and consultants will shy away. After all, where’s the challenge and innovation? Read More. I hear with some regularity that web content & experience management (WCM) technology has become commoditized. As someone who’s followed the market for a couple decades now, that term certainly pricks up my ears. But it’s simply not true, and woe to any digital leader that treats WCM capabilities as a commodity. Read More.




| CMS Wire | Real Story Group launches free martech assessment tool | MarTech

Built on the firm's Real Score platform, the tool is a 15 minute survey about operations, content, data, decisioning and technology.

One thing every marketer wants to know is how effective their marketing is. A new, free tool from independent analyst firm Real Story Group is designed to show them just that.

Tony Byrne, president of RSG (and a MarTech contributor), said the tool came about because marketing executives reported getting an increasing number of questions about effectiveness.

Read more.

| CMS Wire | How Effective Are Marketers at Using Martech Tools?

Marketers spend a lot on martech tools, but just how effective are they and their friends at using these martech tools?

The Gist

  • Are we good at martech? Marketers are significantly investing in martech tools to enhance their email, content campaigns and digital experiences, but is it worth it?
  • Measuring martech effectiveness. Real Story Group has introduced an online benchmarking service aimed at helping marketers assess the effectiveness of their martech stacks, particularly beyond just marketing attribution and return on ad spend.
  • Navigating challenges for optimal martech outcomes. The evolving martech landscape brings challenges like achieving internal alignment across tech, data, IT and marketing operations, managing customer data privacy and contending with data and content deficiencies.

Marketers need martech tools to produce their emails, content campaigns and web and digital experiences. They spend a lot of money to do so, too. Martech tool spending in the United States is forecast to increase further over this year and next, reaching $27.11 billion in 2024.

That spending has to make sense, though, and one martech advisory and analyst firm wants to show marketers how they're doing with their martech tools and stacks against their peers. Real Story Group today released an online benchmarking service. It's a freemium service with a paid upgrade for special access and services.

Martech Tools Effectiveness: What's Your Score? Read to find out.



| MarTech | 3 prevailing themes pointing to a martech reset

I recently taught some martech workshops (in person!) and received numerous fascinating questions from stack leaders. Clearly, 2023 represents another year of great change as omnichannel aspirations take on higher priority and leaders continue to revisit their platform choices amid growing hype around artificial intelligence and machine learning.

Here’s my take on three clusters of questions and topics that arose:

  • CDP programs as stalking horses for customer data modernization.
  • Rethinking your engagement tier.
  • Adtech-martech integration.

Each topic has its own value and some cases, urgency. But together, the answers reflect a broader reset occurring across enterprise martech stacks. Read more.

| MarTech | The future of outbound marketing in an omnichannel stack

Enterprises want key services to operate omnichannel, yet outbound marketing platforms are becoming outdated. Here's how it might change.

The growing importance of omnichannel consumer engagement impacts all levels of the enterprise martech stack. Greater composability clarifies useful service boundaries, enabling enterprises to right-size their martech investments in nearly every domain. Outbound marketing has probably evolved the least in these respects.

Understood today as campaign and messaging management tech, outbound marketing represents a holdout against the broader evolutionary trend. Yet, vendors are not immune to structural changes taking place in martech — and this part of your stack may well become the least recognizable by the end of this decade.

Read More.

| MarTech | Should you use your data warehouse as your CDP?

There's a case for and against using your data warehouse as a customer data platform. Here are three ways to make it work.

The advent of cloud-based data warehouses (DWHs) has brought simpler deployment, greater scale and better performance to a growing set of data-driven use cases. DWHs have become more prevalent in enterprise tech stacks, including martech stacks.

Inevitably, this begs the question: should you employ your existing DWH as a customer data platform (CDP)? After all, when you re-use an existing component in your stack, you can save resources and avoid new risks.

But the story isn’t so simple, and multiple potential design patterns await. Ultimately, there’s a case for and against using your DWH as a CDP. Let’s dig deeper. Read More.


| Resume | The best and most useful overview of Martech I have ever seen

One of those who have come the furthest in their work to actually create clear, practically applicable tips and support regarding work with martech is American Tony Byrne and the company Real Story Group. The name of his own consulting firm came when, for many years, Tony challenged Gartner and Forrester's more sponsor-supported and commercially produced ways of designating the digitization industry's best actors in various product and service areas in graphs (Quadrants). The underlying model was not end-customer friendly enough, from which he developed his own, straighter and more honest evaluation methods. Even his latest overview of martech is straightforward, realistic and very good. Read More.

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