Good morning, and do you care about open source?

I can remember two years ago sitting in Acquia’s Boston office while CMO Lynne Capozzi talked about open source and Drupal. Let me confess, I was ill-prepared. What’s Drupal, I wondered, and what does it have to do with Acquia? Look, I am not a developer, and a few fragments of HTML exhausts my knowledge of coding.

But I went away and did my homework, and learned, among other things, that Drupal—open source content management software of high repute—came out of a project which was started by the same guy who went on to found Aquia, Dries Buytaert—very much a software developer.

The question remains, should marketers care whether the tools in their stack are open source or not? And if open source is great, why isn’t there much of it around, in the martech space anyway. That’s the question our first story below sets out to answer.

Kim Davis,
Editorial Director


Pure open source development is not the future of martech

One principle we formulated in considering open source is that it presents itself in at least two forms. Pure open source development happens when a community of developers freely download software, adapt and improve it, and share it again with the rest of the community. The benefits are rapid innovation at low cost, and the possibility of having hundreds of people worldwide fixing bugs and extending functionality rather than a hard-pressed internal IT team.

This is great when it comes to building software which developers and IT teams use. It runs into problems when the software is aimed at marketers. Ease of use is critical—hence expressions like “drag and drop” and “just one click.” The solution hit on by some vendors is to take software which is indeed open source, and under constant development, and build a package of services around it which make it feel more like a proprietary, packaged offering which can be delivered from a multi-tenant cloud. (Open source development doesn’t typically take place in the cloud; who, after all, would pay the Azure or AWS bill?)

That’s essentially Acquia’s approach, although it does have its own cloud, optimized for Drupal. But if that’s the right way to put martech solutions together, why isn’t it happening across a broad spectrum of vendors?  In fact, a kind of open source strategy is widespread. Tony Byrne of analyst firm Real Story Group told me: “The more successful vendors have done things like build developer communities, hold sprints, share code, and bring people together for conferences. Open source has had a big influence on commercial software and how it gets built. The difference between Sitecore, which you can get from the cloud, and get developer support all over the world, and Acquia—honestly that difference has become pretty narrow over the years.”

Read more here »


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Taking the ‘stuff’ out of credential stuffing

Do marketers need to care about cybersecurity? To an extent, yes. It’s not just a matter of personal risk—identity theft, for example—but as the recent example of Twitter shows, the possibility of hackers taking over business accounts entirely. 

Len Shneyder, VP of industrial relations at Twilo Sendgrid, offers some basic best practices:

  • Don’t reuse a login across multiple sites:
  • Use a password manager;
  • Rotate your passwords;
  • Use multi-factor authentication.

Read his advice in more detail here. »

MarTech Minute

Adobe Target rolls out AI-powered enhanced analytics

To boost personalization and optimized digital experiences, Adobe Target customers now have access to reporting featuring Adobe Analytics with AI-powered testing and personalization capabilities:

  • Auto-Allocate for testing in low traffic areas or to quickly identify best journey in time-sensitive campaigns;
  • Auto-Target to dynamically rank the most qualified offers or creative to show to individual customers at next visit;
  • Recommendations, which provides a wide variety of customizable algorithms to generate personalized options based on browsing history.

All three capabilities utilize Adobe Sensei AI.

Why we care. Adobe adding value to their Target offering increased value to marketers. It continues to be a major player among the big CX suites.

Other announcements:


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What We're Reading

We've curated our picks from across the web so you can retire your feed reader.

Commerce Department asks FCC to narrow protections for web platforms – New York Times

Facebook, Google absorb U.S. lawmakers’ jabs – Reuters

Trigger-based marketing = event-driven programming with “no code” martech in every stack– ChiefMartec