In a recent article published in CMSWire, RSG Founder Tony Byrne makes the case that Web Content Management (WCM) is on the cusp of a "fundamental shift in approach" from Site Personalization Manager to a lighter weight Inbound Experience Director, aggregating content sourced from more foundational systems lower down in the MarTech stack.
In this 36th episode of his Creative Ops Podcast, Nish Patel talks with our own Jarrod Gingras, Managing Director and Principal Analyst at Real Story Group, on the ongoing impact of AI on creative operations and tech stacks.
Read Nish's “Key Insights” from his talk with Jarrod — and listen for yourself — here.
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.
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:
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.
Woe to any digital leader that treats WCM capabilities as a commodity.
The Gist
"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.
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.
Marketers spend a lot on martech tools, but just how effective are they and their friends at using these martech tools?
The Gist
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.
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:
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.
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.