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22.07.2021

Map a Technology Landscape in 5 Steps

As a marketeer, you need to understand where your market is moving. You nurture the relationship with leads and customers. You keep a close eye on your competitors. You watch new technologies and innovative players that enter the market. Traditional reports are outdated by the time they are published. Data crunching is time-consuming. The myriad of 3rd party data sources offer exactly the information you are looking for, but unfortunately, it is hard to aggregate the data.

Below you will find a brief overview of how DataScouts helps to turn an excel list into a live stream of market information by automating the data workflow and connecting the most relevant data sources for your specific use-case. Doing this keeps you informed and your database up to date.

DEMONSTRATOR - MARKETING TECHNOLOGY SPACE

I am a fan of ChiefMarTech ever since Scott Brinker started his blog in 2008. Over the past decade, technology has completely overhauled the metier of a marketeer. There is a tool for every aspect in the life of a marketeer from developing your marketing strategy, over managing the marketing mix, to building a remarkable customer experience. Marketing has undoubtedly become a technology-powered discipline.

The landscape of marketing technology developed by Scott includes 7000+ different vendors. It is immensely difficult and time consuming to keep up with the pace of change. We configured DataScouts to visualise the MarTech ecosystem as a demonstration of our technology to map out a technology space.

STEP 1: DEFINE YOUR MARKET

As a marketer, you have a good understanding of your market, the types of sellers and the categories of products and services they offer. It should be fairly easy for you to define the labels and categories that will allow you to classify all actors and provide a useful overview of your market. As far as the MarTech landscape is concerned, the classification is quite simple. There is a 2-level classification with 6 main categories

    • Advertising & Promotion: 918 vendors divided into 7 subcategories, of which Mobile Marketing is the largest subgroup.
    • Commerce & Sales: 1253 vendors divided into 6 subcategories
    • Content & Experience: 1751 vendors spread over 10 subcategories, of which 292 in Marketing Automation & Campaign/Lead Management
    • Data: 1110 companies divided over 9 subcategories of which Business/Customer Intelligence & Data Science leads with 234 vendors
    • Management: the smallest segment with 459 vendors divided into 7 subcategories
    • Social & Relationships: 1651 vendors divided into 10 subcategories of which Social Media Marketing & Monitoring is the largest with 334 vendors

    For the Marketing Technology landscape, we used a standard list of company types, target industries and emerging technologies. DataScouts allows you to customise the depth of the classification to your specific use case.

    STAP 2: UPLOAD, VERRIJK EN VISUALISEER UW LIJST VAN RELEVANTE ACTOREN

    Bereid uw lijst van te uploaden bedrijven voor. De minimale informatie die nodig is, is een bedrijfsnaam en een URL. We raden aan om de basisclassificatie toe te voegen zoals in stap 1: type bedrijf, categorie & subcategorie. Het excel-bestand van het Marketing Technology Landscape is een goed voorbeeld van wat u nodig heeft om te beginnen.
    Tijdens het uploaden van de lijst, begint DataScouts automatisch met het opbouwen van profielen van de leveranciers. DataScouts verzamelt automatisch gegevens van derden van aanbieders die u hebt geselecteerd uit onze gegevenscatalogus. Voor deze oefening heeft DataScouts data geaggregeerd van Google, ClearBit, Crunchbase, Alexa, AHREFS, wikipedia, Open Corporates, nationale bedrijfsregisters, de publieke website van de leverancier, verzamelde nieuws feeds van ChiefMarTech, Martechseries, Martechcube, Martechtoday, Marketingland en social media feeds van Twitter.

    STEP 3: CLEAN UP THE DUPLICATES AND ZOMBIES IN YOUR DATABASE

    With a cocktail of heuristics and machine learning algorithms, DataScouts brings order to the enormous quantity of business information:

    • suggesting the most appropriate classification 
    • Highlighting potential duplicate actors
    • Identifying actors without recent online activities

    The end result is a fairly clean, comprehensive database of relevant vendors, key opinion leaders and enablers. Bottom up analytics converts the wide range of data points into insightful interactive charts and dashboards.

    STEP 4: ENSURE A CONTINUOUS FLOW OF MARKET INFORMATION

    Once you have identified the relevant actors in your ecosystem, you are ready to continuously monitor the public whereabouts of all the vendors in your technology landscape.

    Stay up to date with

    • news articles and publications
    • patent applications
    • financing, mergers & acquisitions
    • jobs
    • presence at events

    STEP 5: INVITE STAKEHOLDERS TO CONTRIBUTE

    Technology is a good tool to automate the data workflow, but human interactions provide the finishing touch. By publishing the landscape, stakeholders can be invited to contribute to building collective intelligence.

    • Register
    • Claim and update your company to make sure your company is well represented
    • Add your company to the landscape
    Book a free demo!

    Request a demo and learn how to use the DataScouts Platform to map and monitor your business environment, scout for innovations and technologies, and build your own ecosystem!

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