MARKETING AUTOMATION PLATFORM
Industry
#martech
Business Value
#dedicated-team
#agile-development
Tech
#micro-services
#workflow-engine
#performance-optimization
Context
The MarTech industry thrives by keeping pace with the evolving behaviors of customers. The rapid growth of digital technology and the shifting expectations of consumers have made marketing technology indispensable for modern marketers.
Delivering the best possible customer experience necessitates intelligent handling and utilization of customer data, as well as the capability to deliver content across various channels and devices while automating workflows.
The Digital Box specializes in developing AI technologies that power digital platforms designed to enhance businesses across various industries.
One of their flagship products is ADA, an AI Conversational Marketing Platform. ADA assists marketers in managing all phases of their campaigns, including content creation, multi-channel distribution, workflow automation, and results measurement.
Challenge
The MarTech landscape is continually evolving, offering an array of alternatives to Chief Marketing Officers (CMOs) and marketers. To remain relevant and deliver value, MarTech companies must continuously innovate and enhance their service and product offerings.
As part of its product innovation initiative, The Digital Box undertook the complete overhaul of its marketing automation module. This involved optimizing usability, enriching features, and significantly improving performance.
The challenge our customer faced was to meet high-quality standards while adhering to an ambitious roadmap that encompassed various concurrent project streams. This required maintaining a high degree of flexibility in response to the innovative tech environment and ever-changing market expectations, all while managing development costs and mitigating risks.
Solution
We initiated the project with a thorough discovery phase, during which we developed a roadmap that outlined priorities and established the necessary timeline. Subsequently, we assembled a dedicated team tailored to the project's requirements, consisting of a business analyst, a senior developer, and a junior developer.
This team operated autonomously, following an iterative approach based on two-week sprints and adhering to frequent releases in a Continuous Integration/Continuous Deployment (CI/CD) framework. We established regular interactions with the client, including sprint planning, retrospectives, and reviews, to ensure quality, flexibility, and governance. Testing and validation were carried out by the client.
We designed the microservices software architecture and provided support for UI design. To ensure service continuity, we began by migrating all existing components to the new environment and subsequently developed the new architecture and all required features.
We overhauled the editor panel to handle more complex flow structures and implemented a workflow engine to enhance stability, reliability, and overall performance.
Throughout our collaboration, our team closely partnered with the client, comprehending their needs and constraints, proposing suitable technological solutions, and conducting feasibility studies.
Value
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Enhanced flexibility to accommodate unexpected changes in requirements and priorities
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Improved scalability for managing multiple concurrent project streams and workload spikes
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Increased ability to focus on higher-level issues without sacrificing control
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Accelerated project initiation and release timelines
Tech
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Client: React (React Flow Library for diagramas design)
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Server: .NET Core (Conductor Library for workflow engine dev)
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Architecture: Docker + Docker Compose
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Message Broker: Rabbit MQ for msg flows orchestration
Project details
Team: Business Analyst, Senior Full Stack Developer, Junior Full Stack Developer
Methodology: Scrum
Duration: 9 months