New report by Scott Brinker and Databricks on marketing technologies transformation

The report notes shifts in the architecture of marketing technologies, proposing a new approach to using data and AI agents.

A new report by Scott Brinker, prepared in collaboration with Databricks, examines the transformation of the traditional marketing technology structure. Instead of the outdated 'stack' of components, the report describes the concept of 'composability' — a dynamic architecture where AI agents work with shared data, avoiding complex integration channels.

Central to this approach is the creation of a 'customer context layer', an infrastructure that connects data with customer systems. This layer provides an understanding of current actions and customer interaction history, allowing AI agents to make more informed decisions in real-time. The report highlights five classes of data: customer information, company information, content, and others.

Traditional CRM and CDP proved to be insufficient in providing up-to-date context for customer actions. In modern conditions, special attention is paid to 'behavioral streams', which record every customer interaction with a product or service. Companies such as Snowplow play a key role in systematizing and improving the quality of this data, which significantly enhances marketing outcomes.

The transition to a 'composable' architecture can significantly change the marketing technology market. Data processing flexibility will allow companies to adapt more quickly to changing customer requirements. The use of open standards and data formats, such as Delta Lake and Apache Iceberg, creates opportunities for more effective interaction between different platforms.