DMA: Data and Marketing Association
Consumer Help

Marketing Technology in the Cloud


As marketing technology landscape continues to evolve and grow, organizations are struggling to continually incorporate the latest and most effective techniques into their approach. Finding ways to lower the total cost of ownership for marketing technologies is of paramount concern. The appetite for large investments in infrastructure has decreased significantly. Instead, marketers today require more flexibility, preferring to employ dynamic test-and-learn capabilities. Cloud-based technologies, including infrastructure, platform, and software as a service, open new options for marketers to stretch their budgets and are changing the way they view and utilize marketing data and technologies.

The good news is it’s no longer necessary to acquire and maintain all of the cumbersome components long-term in a hosted environment. Rather than making large investments in solutions that aren’t guaranteed to keep up with future needs, marketing organizations are looking for alternatives that can better optimize costs. These new options are changing the technology game; supporting business needs by:
- employing architectures that can allow for costs directly tied to optimal storage and processing requirements;
- creating environments that have smooth and predictable costs based on actual usage, minimizing spikes in capital acquisition; and
- reducing the time and effort required to add technology resources to keep pace with the changing needs of marketing and customer experience.

This session will explore how such architectures lead to decreased ownership costs, allowing brands to expand their capabilities into larger concepts that might not have been possible, such as data lakes and advanced analytics capabilities.



Craig Howard

Vice President, Chief Solution Architect

Craig leads Merkle’s solution architecture team. His team is responsible for delivery of CRM solutions for all practices as well as providing thought leadership, innovation, and architectural standards to enable solution deployments.
During his time at Merkle, he has led technology CRM engagements for clients such as Samsung, DIRECTV, Marriott, The Cosmopolitan of Las Vegas, Citizens Bank, PNC Bank, Boehringer Ingelheim, and others. He has also led the Digital Technology Development Capability, a team that delivers solutions that enable marketing execution, analytics, and optimization for digital channels and media. Craig has 18 years of experience delivering multi-channel enterprise marketing systems. He has broad technology and industry experience, driving technical architecture solutions by providing technical expertise in strategy, design, and implementation.
Prior to joining Merkle in 2009, Craig provided marketing management services to small businesses as the Director of Business Intelligence Systems and Services. Prior to that, he served as Director, Marketing Technology at Epsilon/DoubleClick, acting as Chief Architect for an interactive database marketing solution, enabling advanced segmentation and reporting capabilities specific to online channels. Craig began his career with Accenture and Braun Consulting, serving as a manager within the CRM and Database Marketing consulting groups.
Craig holds a Bachelor of Science in Civil Engineering from the University of Illinois at Urbana-Champaign.

What You'll Learn

  • checkmark Learn what comprises today’s complete core marketing technology ecosystem
  • checkmark Discover the new capabilities that can be easily added and integrated into traditional marketing technology solutions
  • checkmark Understand how and when it makes sense to leverage hosted and public cloud components
  • checkmark See examples of Merkle solutions that are using cloud components
  • checkmark Learn about the growing role of systems integrators in accelerating marketers’ ability to achieve their goals
  • checkmark Discuss methods of handling security within a public cloud infrastructure
  • checkmark See how you can created a collaborative hybrid cloud setup

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