OTTO Marketing Resource Management

OTTO Marketing Resource Management

Creating and Migrating a Marketing Planning Platform With Marmind and GCP

Modern Marketing Resource Management at Otto

In cooperation with b.telligent, a historically developed system with around 300 users was migrated to a modern cloud-based infrastructure and a new tool within a year. With Marmind and GCP, a foundation has been laid for more flexibility and scalability, as well as advancement opportunities. Furthermore, the successful enablement of the product owners for the marketing planning platform was a key goal that was achieved. With the introduction of Marmind, they are now less dependent on technical resources and can implement stakeholder requirements more quickly in the future.

Quick Facts About the Project

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Location & Sector: Germany, Trade

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Company size: Group

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Project duration: 13-18 months

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Project type: Implementation

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Technology: GCP, Marmind

About the client

Initial Situation & Challenge

As one of the leading online marketplaces in Germany, OTTO has a large number of communication channels and employees, as well as processes within the marketing teams. In order to plan, control and manage the multitude of marketing measures, OTTO has been using marketing resource management (MRM) software for several years:

  • Firstly, for direct briefing of marketing campaigns, control of processes and budgeting of marketing measures.
  • Secondly, the software also receives information from other systems.
  • In addition, campaign key data from the MRM software are sent to campaign management systems in order to automatically create and plan messages.

However, the existent on-premise MRM software no longer met increasing requirements for clarity, scalability, API performance and flexibility. In addition, the old software will no longer be able to fulfil future legal requirements. In order to further automate and integrate campaign planning and control, the company needs a modern, scalable solution which enables constant change and further development.

Solution

Based on requirements, a marketing planning platform comprising two components was developed:

  • Firstly, standardized software is purchased and used as a frontend component.
  • Secondly, a separate cloud project is being developed as a backend component which is responsible for technical automation of data flow and can thus be tailored very flexibly to OTTO's use cases.

With b.telligent's support, OTTO opted for the MRM software Marmind, in combination with a project in the Google Cloud for development and connection of interfaces. With BigQuery and dbt, data from Marmind are stored and prepared for further use.

Architecture of a marketing planning platform integrating MARMIND and Google Cloud Platform: Includes modules for marketing calendar, campaign briefing, budget allocation, and approval processes. The GCP section features data storage and transformation with dbt, system connections, automation, and monitoring. Connected systems include reporting, additional planning tools, project management software, and a coupon engine. Campaign outputs are distributed across channels like email, push, web, and print.

1st component: Marmind

Marmind serves as a front-end component in which users enter campaign briefings via forms, coordinate their tasks and processes via checklists, control approval processes via technical workflows, and represent budget allocation. A plan view in Marmind provides a comprehensive marketing calendar, and bookmarks can be used to display various planning reports.

2nd component: Google Cloud project

A Google Cloud project was developed in parallel to ensure that Marmind does not exist as an isolated system but can display data and information from other systems and make them available to users. Marmind is integrated into OTTO's system landscape via this cloud project. Via the GCP project, campaign-planning data are extracted from Marmind using the GraphQL API and can thus be forwarded to campaign-management systems via API interfaces. At the same time, the project also serves as a gateway for OTTO's other internal and external systems, which make data and information available to Marmind. These are received in the GCP project, transformed, and sent to the Marmind GraphQL API.

Project Schedule

The two components, GCP and Marmind, were conceived and developed to ensure a seamless transition between the old system and the new marketing planning platform. For the configuration of Marmind, an inventory and analysis of existing forms, workflows, and budgeting dialogs were first carried out to eliminate outdated topics during the new implementation. This was followed by the development of the context structure in Marmind based on technical requirements, as well as the configuration of forms, checklists, workflows, and budget planning. On the technical side, migration scripts were written to map historical data to the new forms and structures in Marmind. A GCP project was set up to establish a connection to the Marmind GraphQL API and enable the transfer of historical data to Marmind.

With the help of services such as API Gateway, Cloud Function, PubSub, and BigQuery with dbt, processes were developed to retrieve data from Marmind, prepare it for further use, receive data from other systems, and send it to Marmind. Incoming data can be displayed in real time in Marmind via a serverless infrastructure. To supply interfaces such as campaign management systems with data, a separate small data warehouse was created for Marmind data, using BigQuery as a database and dbt for structuring and loading. Data retrieval from Marmind is only possible in batch processes.

Thanks to optimized process orchestration using Google Workflows, data can be updated every 15 minutes. Technical and operational errors in data processing are monitored via cloud logging and made visible to the product owner team in MS Teams. The launch of the new platform was planned as a hard launch with a short downtime, during which the final migration of historical data took place.

Technical architecture for real-time and batch data processing with MARMIND: Incoming data is authenticated and processed via cloud functions, message queues, and GraphQL for real-time input. Batch processing includes pulling data from MARMIND, orchestrated with dbt and BigQuery. Logging occurs via Microsoft Teams, with outgoing interfaces handled by custom cloud functions.

Voices From the Project

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“b.telligent provided us with significant support in the development and migration of our existing marketing planning platform to the Google Cloud. Flexibility and pragmatism coupled with expertise in both cloud technology and marketing were key to implementing a successful solution.”

Antje Stieger

Senior Business Designer at OTTO GmbH & Co KG

Together with a great team at OTTO, we managed to replace a historically developed old system with a newer, more modern MRM system in 12 months and also transfer the entire planning platform to the cloud. This allowed us to create scope for additional automation and connectivity.

Lisa Burow

Technical project manager at b.telligent

b.telligent Services at a Glance

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Tender

Support in the tendering process for MRM software.

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Setup

Help with configuring Marmind.

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Marketing Planning Platform

Design of the marketing planning platform architecture.

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Project and Database Setup

Setting up the GCP project via Terraform. Building a BigQuery database via dbt as a DataVault model.

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Connectivity & Interfaces

Connect Marmind to the GCP project via GraphQL API.

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Analysis

Analyze and migrate historical data.

OTTO Marketing Resource Management

Results & Successes

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Product owner empowerment: Less dependence on technical resources, faster implementation of stakeholder requirements.

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Company enablement: Smooth handover to the internal development team for maintenance and integration of additional systems.

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OTTO can now use the platform Develop autonomously and make optimal use of it.

In cooperation with b.telligent, a historically developed system with around 300 users was migrated to a modern cloud-based infrastructure and a new tool within a year. With Marmind and GCP, a foundation has been laid for more flexibility and scalability, as well as advancement opportunities.

Furthermore, the successful enablement of the product owners for the marketing planning platform was a key goal that was achieved. With the introduction of Marmind, they are now less dependent on technical resources and can implement stakeholder requirements more quickly in the future. It is particularly important to b.telligent that the client is empowered to operate and utilize the solution systems independently after the project concludes.

Accordingly, the smooth and seamless handover of the technical solution to an internal development team was also of great significance. This team is now responsible for the technical operation and the integration of additional systems.

The Tech Behind the Success

MARMIND

Combine campaigns, budgets and results with MARMIND in a central marketing plan and achieve secure control over the entire process!

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Google Cloud

Transform your IT landscape with the expertise of our Google Cloud partnership!

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Klaus-Dieter Schulze

Klaus-Dieter Schulze

Managing Director

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